Essay about Anthon Berg

7074 Words Apr 30th, 2014 29 Pages
Table of Contents
Introduction.......................................................................................................................................... 1 Internal analysis ................................................................................................................................... 1 External analysis .................................................................................................................................. 2 Competitor analysis ............................................................................................................................. 3 Consumer analysis
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Interpretations:
As for sub question number three when writing microenvironment competitors, industry, consumers, and market are being meant.

Internal analysis
Since AB is owned and controlled by Toms, various elements of the internal analysis will be done of Toms. The assignment will firstly have an analysis of the internal situation, as Toms is to export existing products (AB). Toms has always kept focus on their resources and capabilities as a production company, which underlines their resource-based view. Nevertheless trends in society such as demands on darker chocolate, liquorice, fair-trade, and sustainability have lead Toms in a market-oriented way. It has become normalized to move against being more value chain-based, which also is the way Toms is heading. Furthermore the research in this study has shown that Toms is not a market-driver since they do not state that they are innovative, which instead indicates that they are more market driven. To elaborate upon the value chain (see attachment 5) the most essential activities for Toms will be defined, namely their core competencies. A core competence lies within their operations and another in the linkage

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between operation and inbound logistics, which create “Traceability”. With use of the VRIN-model (see attachment 4) it is possible to classify the operations as a source for competitive

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