Einführung eines Direktvertriebes in einen Nischenmarkt : eine Machbarkeitsstudie basierend auf dem Fall von Essential Care Organics

The thesis presents an investigation of the question whether it is viable for the English company Essential Care to introduce a direct selling channel in the United Kingdom.The thesis provides an outline of the direct selling and labour market in the United Kingdom, including organisations and legislation for direct selling.A SWOT analysis illustrates the external and internal factors that could have an influence on the feasibility of the project.The main part of the thesis focuses on a market research survey which was conducted in the United Kingdom. Followed by an analysis of the results it provides a detailed outline of the findings.At the end of the thesis the overall findings are summarised and recommendations for Essential Care are presented.