—Designtorget goes Nordic“ - a. (www.eki.mdh.se - Mälardalens ...

MÄLARDALENS HÖGSKOLA 2005-02-16
Ekonomihögskolan
Kandidatuppsats i marknadsföring
EX0010
Innehållsförteckning
1. INLEDNING................................................................................................................. 1
1.1 BAKGRUND .................................................................................................................. 1
1.2 PROBLEMBAKGRUND .................................................................................................... 1
1.3 SYFTE ......................................................................................................................... 2
2. METOD........................................................................................................................ 3
2.1 ARBETSMODELL ........................................................................................................... 3
2.2 TEORETISK FÖRSTUDIE ................................................................................................. 4
2.4 PRIMÄRDATA................................................................................................................ 6
2.5 SEKUNDÄRDATA........................................................................................................... 7
2.5.1 Datainsamling......................................................................................................................... 8
3. TEORI........................................................................................................................ 13
3.1 PEST-ANALYS ........................................................................................................... 13
3.1.1 Politiska faktorer ................................................................................................................... 14
3.1.2 Ekonomiska faktorer ............................................................................................................. 14
3.1.3 Sociokulturella faktorer.......................................................................................................... 14
3.1.4 Teknologiska faktorer............................................................................................................ 15
3.2 KONKURRENTANALYS ................................................................................................. 15
3.2.1 Konkurrensstrategier............................................................................................................. 15
3.2.1.1 Differentiering..................................................................................................................................... 16
3.2.2 Konkurrentanalysens komponenter ....................................................................................... 16
3.2.2.1 Framtida mål ...................................................................................................................................... 16
3.2.2.2 Föreställningar.................................................................................................................................... 17
3.2.2.3 Aktuell strategi.................................................................................................................................... 17
3.2.2.4 Möjligheter.......................................................................................................................................... 17
4 EMPIRI ....................................................................................................................... 18
4.1 BESKRIVNING AV DESIGNTORGET ................................................................................ 18
4.2 LANDS-/STADS FAKTA ................................................................................................. 19
4.2.1 Norge ................................................................................................................................... 19
4.2.1.1 Handel................................................................................................................................................ 20
4.2.1.2 Handel mellan Sverige och Norge...................................................................................................... 21