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Analyse des Marktpotenzials in Nordeuropa mit anschließender Handlungsempfehlung zur strategischen Unternehmensentwicklung der Kendrion (Villingen) GmbH (IDS)

  • In times of globalization the international market development poses one of the trend-setting challenges for many companies in the future. Companies are facing in an increasing intensity of competition in their market environment. This development is expedite by the growing technological exchangeability of products, so the differentiation on the technological dimension will be hampered significantly. All the more the necessity of the foreign sales come to the fore to counteract the degree of competition. The research question is: How can Kendrion IDS participate in the Northern European market to generate further growth? The aim of this thesis is to detect the industry-specific market potentials for the target-oriented and strategic business development in Scandinavia. In order to achieve the stated objective, the initial position of Kendrion IDS was investigated on the basis of a situation analysis. Within this analysis the internal strengths and weaknesses were examined. Afterwards the relevant markets and the industries were tested for opportunities in the market analysis and for external risks in the environmental analysis. The outcome of this is the developed SWOT-analysis, which states that depending on the country in Scandinavia there are potentials in different industries. The findings prove that different distribution channels lead to a different extent of success.

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Author:Zoran Peric
Advisor:Wolf-Dietrich Schneider
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/05/11
Tag:Geschäftsentwicklung; Marktanalyse; Unternehmensstrategie
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt