Generic Logistic Strategy: Business Analysis: Kompan '

Great Essays
Marketing:
1. Internal analysis:
• Brand value = AIDA

2. External analysis:
• Porters Diamond – Denmark
• PESTEL – Germany
• Porters 5 forces

3. SWOT
4. Generic Logistic Strategy
Internal analysis:
Brand value = AIDA: Measure the strength of a brand action = buy or not buy -> It is the most important!

A = awareness/attention:
The company catch the people’s attention with its commercial system where it is described that they hire skilled technicians at your service. Kompan’s system is efficient, flexible and available, also the company provide reliable products.
I = interest
The company works a lot to win consumer’s loyalty and interest.
D = desire
Kompan is a very outstanding and impressive brand therefore the company easily arouse desire in consumer’s mind.
A = action
World’s largest manufacturer of
…show more content…
• Market leader in Europe
• Positioned itself as a premium brand
• Kompan has the industry’s widest product range
• Loads of facilities
• Highly-skilled employees dealing with design, quality, innovation and safety
• Understand current and future costumer’s needs Weaknesses:
• High prices
• Often imitated
• High dependency of suppliers
• Expensive Danish labour
• Poor/inappropriate promotion
• Weak position in Asia
• Image themselves as a high-end producer in spite of the new low-cost products in KOMPLAY line
Opportunities:
• New technologies, ideas, innovation
• Growing focus on children’s movement, rights and safety
• Constantly launch new lines
• Encourage children to be active -> healthier
• Due to economic growth in developing countries, demand for playground is increasing
• Utilizing the low-cost product line to strengthen the market in Asia and USA
• Cheaper labour cost in Asia Threats:
• Competitors: same quality – more affordable price
• Economic downturn could lead to lower customer demand
• Increasing raw materials/commodity price
• Digitization -> change children’s preferences
• Rising competitive intensity in the industry

Generic Logistic

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