Company Development and Growth on the Intern... / ID: 429698

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ID number:429698

Author: edza (2)

Evaluation:

Published: 05.11.2009.

Language: English

Level: College/University

Literature: 10 units

References: Not used

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Table of contents

Nr.	Chapter	Page.
1.	Executive summary	4
1.1.	Marketing	4
1.2.	Business Law	4
1.3.	Economics	4
1.4.	Organizational Culture	4
2.	Introduction	6
2.1.	Interpretation	6
2.2.	Problem Statement	6
2.3.	Delimitation	7
2.4.	Methodology	7
3.	Marketing Analysis	8
3.1.	Field analysis	8
3.1.1.	Company analysis	8
3.1.2.	Analysis of the B2B market	10
3.1.3.	Analysis of the B2C market	10
3.1.4.	Product analysis	10
3.2.	Strategy proposal	11
3.2.1.	Information Gathering	11
3.2.2.	Segmentation	11
3.2.3.	Growth by internationalization	12
3.3.	Conclusion	14
4.	Business law	15
5.	Economics	17
5.1.	Descriptive Economics	17
5.2.	Finance and Investment	19
5.3.	Conclusion	24
6.	Communication	25
6.1.	Danish organizational culture	25
6.2.	Organizational culture at Kohberg A/S	25
6.3.	Cultural changes	26
7.	Main Conclusion	29
7.1.	Marketing	29
7.2.	Business Law	29
7.3.	Economics	29
7.4.	Organizational Culture	29
8.	Bibliography	31
9.	Appendices	32
9.1.	Questionnaire	32

Extract

2.Introduction
2.1.Interpretation
Kohberg: We have put our primary focus on the abroad markets which are Germany, Sweden and the UK. We analyzed these markets because they share similar culture, networks and values.
Structure: It refers to the way an organization arranges people and jobs so that its work can be performed and its goals can be met by knowing the cultural aspects. We can also say that it is the way in which the interrelated groups are constructed.
We analyze the national and organizational culture; because we want to find out the cultural differences, strengths and weaknesses impact on Kohberg’s performance.
Culture: Culture is the basic values, ideologies and assumptions which guide and fashion individual and business behaviors. The analysis main focus is on finding out if the culture of Kohberg BrØd A/S supports the communication in connection to company’s strategy of growth.
Financial Management: How the company manages its finance. Here we are focusing on the annual reports of Kohberg BrØd A/S. We are analyzing the reports to find the development of the company’s profitability.
Descriptive Economics: Appropriate country’s development, what describes the economical status. We evaluated Germany, Sweden and the UK, and its profitability to Kohberg BrØd A/S as a new manufacturer.
Group process: the way we organize ourselves in order to carry out the project.
We focused on the following:
Avoiding unnecessary delays
Co-operation among group members
Keeping an account on each of the group member’s work
Knowing how far we are going with our project.
2.2.Problem Statement
The purpose is to successfully expand (e.g. UK, Sweden) or enter a new market (e.g. Germany).
This leads to these questions
Will the costumer habits agree with Kohberg supply?
What legal problems might arise in the new market?
Is the company able to adjust itself with the international culture?
What is the economical state in United Kingdom?
How big market share does the competitors have?
Will the new market be profitable for Kohberg?
Does the company have a future in United Kingdom?
2.3.Delimitation
Focus on the Danish market for Kohberg BrØd A/S and potential markets they could expand to.
Use of documentation of the Kohberg Website, www.Kohberg.dk, and financial data about researched countries.
Use of the PowerPoint of the presentation given by the CEO of Kohberg
Not allowed to contact the company or obtain an annual report.
Restriction of 20 pages covering the four subjects studied during semester 2
Other pages that have to be included in the project are not included in these 20 pages.
For writing this paper we followed the guidelines for project report structure, written in the required format for project reports.…

Author's comment

1.1 Marketing In order to fully understand the Kohberg company, we started by doing some field analysis and an analysis of the company. Looking into the strengths and weaknesses of Kohberg, as well as the opportunities and threats they may have to face. This information was needed to proceed to the next step, which is a strategy proposition. We divided the strategy in different categories. First we start by looking into the Danish market and how we can gather all the information needed, in order to have a strong home market before looking into expanding abroad. We also suggest segmentation, as it is easier this way to understand your market. Finally we go deeper in on the possibility of expansion and take a look at potential markets. 1.2 Business Law Upon analyzing the legal aspects of Kohberg related to an expansion outside Denmark, we came up with a few threats which could in some way hinder the production and distribution, overall the business. Two of the possible problems would be regarding Convention on Contracts for the International sales of Goods and the Product Liability Act. In the analysis that we organized below, we came up with some solutions that could prevent any legal issues that could rise during the initiation of a campaign on a new market. 1.3 Economics When dealing with the economical part, we had to oversee two subparts, a descriptive one, where we should the current situation in countries, which are potential targets to start or expand the market, the current situation concerning the economical strengths and weaknesses, such as the GDP evolution or the Inflation. The second part we had to cover, was the financial part, where with given facts we managed to calculate and give an insight towards the future economical gains of the company. In showing these we obtained figures for the following ratios: Turnover, Total Variable Cost, Contribution Margin, Cash Flow. 1.4 Organizational Culture Probably one of the key factors in Kohberg’s success was firstly the national culture, and secondly, more important the organizational culture of the company. In the Organizational Culture part, we explained how the firm managed to obtain such brilliant results, by obtaining and stabilizing very good work conditions for the employees. Over the years they managed to build a highly productive team, productiveness based of course on a high level of happiness. Also we gave some ideas on how to obtain better financial results, even though this would mean a downturn in the level of sociability between co-workers.

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