Touchland’s internationalization plan to the US

De Sola, Lía; Doenyas, Jojo Yoel; Robles, Mª Victoria; Thamm, Yvonne

Touchland’s internationalization plan to the US

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Citation

De Sola, L, Doenyas, J, Robles, M, Thamm, Y. Touchland’s internationalization plan to the US. 2015. handle: http://hdl.handle.net/10230/24727

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Abstract

Touchland is a Spanish enterprise with the ambition to revolutionize the global handsanitizer category. The objective of the company is to achieve sustainable growth by positioning Touchland as lifestyle reference for the industry. Its two main products:/nKUB and KUB2Go are promoted through the brand‟s environmental friendliness and/ndesign image. Issues of imitability will be overcome by this unique value proposition./nPreviously, the start-up used a “come-to-me” approach to enter new markets. Numerous/nsales representatives and distributors cover already large parts of the globe. In its first/npursue to actively open a market Touchland aims to expand to the US - the biggest,/nfastest growing, and most consciousness market for hand-sanitizers. A subsidiary in the/nUS will increase Touchland‟s brand awareness in the important market. Through the/ninnovation centered business structure Touchland differentiates itself from the large/nnumber of US competitors.