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ID number:429698
Published: 05.11.2009.
Language: English
Level: College/University
Literature: 10 units
References: Not used
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

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?
Focus on the Danish market for Kohberg BrØd A/S and potential markets they could expand to.
Use of documentation of the Kohberg Website,, 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.…

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