Untitled - Hornsleth

INDLEDNING ..........................................................................................................................................................1
PROBLEMSTILLING .............................................................................................................................................2
PROBLEMFORMULERING ..................................................................................................................................2
AFGRÆNSNING .....................................................................................................................................................3
METODEVALG .........................................................................................................................................................4
MARKEDSFØRINGSSTRATEGI ........................................................................................................................5
KILDEKRITIK .........................................................................................................................................................5
1.0 INTERN ANALYSE.........................................................................................................................................5
1.1 PRODUKT / PROJEKT ANALYSE................................................................................................................................. 5
1.2 MISSION ................................................................................................................................................................... 8
1.3 VISION ...................................................................................................................................................................... 8
1.4 VÆRDIER................................................................................................................................................................... 9
1.5.1 PLC KURVE – HORNSLETH SOM BRAND ............................................................................................................. 9
1.4.2 PLC kurve – Hornsleth Produkter......................................................................................................... 9
1.4.3 Delkonklusion PLC.................................................................................................................................... 10
1.5 VÆRDIKÆDE MED STØTTEFUNKTIONER................................................................................................................ 10
1.5.1 Delkonklusion værdikæde: ................................................................................................................... 11
1.6 ØKONOMI................................................................................................................................................................ 12
1.7 VÆKSTSTRATEGI .................................................................................................................................................... 12
1.8 MARKEDSUDVIKLING.............................................................................................................................................. 13
1.10 PRODUKTUDVIKLING............................................................................................................................................ 13
1.11 STRATEGISK ALLIANCE........................................................................................................................................ 13
1.12 SW-ANALYSE....................................................................................................................................................... 13
1.13 DELKONKLUSION ................................................................................................................................................. 14
2.0 EKSTERN ANALYSE....................................................................................................................................14
2.1 PEST....................................................................................................................................................................... 15
2.1.1 Political – politiske og lovgivningsmæssige forhold .................................................................... 15
2.1.2 Economical – Økonomiske og demografiske forhold .................................................................. 16
2.1.3 Sociocultural – Sociale og kulturelle forhold.................................................................................. 17
2.1.4 Technological – Teknologiske og miljømæssige forhold............................................................ 17
2.1.5 DELKONKLUSION................................................................................................................................................ 18
2.2 MARKEDSBESKRIVELSE & ANALYSE ...................................................................................................................... 18
2.3 PORTER’S FIVE FORCES......................................................................................................................................... 18
2.4 KONKURRENTANALYSE ........................................................................................................................................... 20
2.5 OT-ANALYSE........................................................................................................................................................... 22
2.6 DELKONKLUSION.................................................................................................................................................... 22
3.0 MARKEDSFØRINGSSTRATEGI ..............................................................................................................23
3.1 SEGMENTERING – S-M-P ..................................................................................................................................... 23
3.1.1 Fastlæggelse af konsumentenheder................................................................................................. 23
3.1.2 Analyse af markedet ............................................................................................................................... 23
3.1.3 Segmenteringskriterier .......................................................................................................................... 24
3.1.4 Profil af de enkelte segmenter ............................................................................................................ 25
3.1.5 Segmentvurdering ................................................................................................................................... 25
3.1.6 Målgruppevalg ........................................................................................................................................... 26
3.1.7 Konklusion på målgruppevalg:............................................................................................................ 27
3.2 MÅLGRUPPE STRATEGI ........................................................................................................................................... 27
3.3 POSITIONERING...................................................................................................................................................... 27
3.4.1 Vurdering af mulige Positioner............................................................................................................ 27
3.4.1 Analyse af kunderelevante faktorer .................................................................................................. 27
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