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The following thesis builds an international brand strategy for M-PETS - manufacturer and distributor of innovative and exclusive pet products - based on the problem statement. Four various studies will conduct the research. The first one will analyze the pet industry with a focus on Europe. Next, we look at M-PETS as a brand and how it shifted to a global brand. M-PETS is compared in three global areas to analyze where the focus points should lie when going global. The last chapter of the thesis defines an international brand strategy for M-PETS, where the comparison is being made on how they perform with their current strategy and what can be improved. With its newly defined strategy, M-PETS wants to become the market driver ultimately. In an industry where gaining brand awareness is complicated, a well-supported international brand strategy must be implemented. The outcome of this study shows there is still scope for improvement in the current brand strategy. There are five strong key points that M-PETS has, in terms of its current capabilities, that could strengthen and further aid in positioning the brand strongly in the pet care market: 1. Strong relationships with its customers both B2B and B2C; 2. Variety of products; 3. Strong global presence; 4. People; 5. Strong value chain across the enterprise. The findings of this research highlight three key points that M-PETS can focus on with regards to strengthening brand awareness and relevance: 1. Clear communication strategy across the board; 2. Harness the power of social media; 3. Adaptability and flexibility in an ever-changing business environment. M-PETS can expect a long success story in which the brand will adapt to whatever comes their way due to being open to change. This is undoubtedly one of the company's strengths. Improvement within their current strategy will allow more and more countries to join the Chinese brand's current list of international markets. M-PETS is set to thrive.

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• Reference Manager
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