Background: The business scenario has been changed at a rapid pace as the “information communication technology” has changed the course of business. It is observed that “information communication technology” develops new opportunities for the business. The companies are significantly used the ICT as a tool to enhance their brand management strategies. In the dairy market, the recent implication of e-commerce has brought considerable changes toward brand identity.  Purpose: The purpose of this research is to investigate the impact of e-commerce on the brand identity of the dairy company. It is observed that with time the dairy companies have left the traditional channel of business and now incorporating the new e-commerce channel. That is why this research is investigated the Bright Dairy company which is one of the leading brands of the dairy industry and recently implement an e-commerce channel with the facilitation of Alibaba.  Method: The research design of this study is based on the Qualitative Research Method in which qualitative data is collected from the managerial level employees of Bright Dairy. The data collected in this research is qualitative which provides considerable facilitation to understand the problem under investigation. A total of 7 interviews are conducted by using a detailed interview guide.  Conclusion: It is concluded from this research that the information gathered from the respondents has indicated that currently, the dairy industry has digitalized its relationship with the customers. The focus of the companies is to ensure the development of their brand by strongly focusing on brand identity. The results also highlight that the dairy companies must have to implement e-commerce and it had a strong impact on the brand identity.

<p>Background: As Porter’s diamond (1990) suggested, the business environment highly influences firms’ strategies. Today, most of the companies have to decide their strategy depending from a worldwide business environment. Yet, strategy researches and the growing importance of marketing for business success also show that customer dimension must be taken into consideration. On some markets and in certain industries, the offer is much higher than the demand and then, companies need to attract customers. On the national level, companies multiply customer surveys in order to reach their expectations. On the global level, this is more complicated. Adaptation seeks to customise product offerings to be more tailored to a particular culture’s needs and tastes, and thus, can gather a greater market share than would be allowed by offering only a standardised product. In this thesis, we decide to look deeper at industry circumstances, corporation’s customisation strategies and competitive advantages of customisation in order to know whether companies can use customisation to be more profitable. We also want to investigate how the development situation of the industry and the function of customer orientation influence the company’s strategies; and how companies use their customer adaptation strategies to adapt their products and marketing to local markets. </p><p>Purpose: The purpose of our work is to develop companies’ awareness on the effects of customisation and of adapting their products to customer behaviours by developing customers’ point of view and by comparing it to companies’ strategies. </p><p>Results: According to the research results, Nestlé has adopted the customised strategies to adapt to French and Chinese dairy markets. Based on the Sheth’s model, we refined a new model by completing Sheth’s one with two dimensions - customer focus dimension and market type dimension. We characterised the customer orientation strategy and the standardisationstrategy, which are the two principal choices the companies need to do regarding the product design. Moreover, to add a new element in those well-known strategies, we introduced a nuance into the corporate strategies depending on the aiming market situation.</p>

Background: As Porter’s diamond (1990) suggested, the business environment highly influences firms’ strategies. Today, most of the companies have to decide their strategy depending from a worldwide business environment. Yet, strategy researches and the growing importance of marketing for business success also show that customer dimension must be taken into consideration. On some markets and in certain industries, the offer is much higher than the demand and then, companies need to attract customers. On the national level, companies multiply customer surveys in order to reach their expectations. On the global level, this is more complicated. Adaptation seeks to customise product offerings to be more tailored to a particular culture’s needs and tastes, and thus, can gather a greater market share than would be allowed by offering only a standardised product. In this thesis, we decide to look deeper at industry circumstances, corporation’s customisation strategies and competitive advantages of customisation in order to know whether companies can use customisation to be more profitable. We also want to investigate how the development situation of the industry and the function of customer orientation influence the company’s strategies; and how companies use their customer adaptation strategies to adapt their products and marketing to local markets. Purpose: The purpose of our work is to develop companies’ awareness on the effects of customisation and of adapting their products to customer behaviours by developing customers’ point of view and by comparing it to companies’ strategies. Results: According to the research results, Nestlé has adopted the customised strategies to adapt to French and Chinese dairy markets. Based on the Sheth’s model, we refined a new model by completing Sheth’s one with two dimensions - customer focus dimension and market type dimension. We characterised the customer orientation strategy and the standardisationstrategy, which are the two principal choices the companies need to do regarding the product design. Moreover, to add a new element in those well-known strategies, we introduced a nuance into the corporate strategies depending on the aiming market situation.