Internationaliseringsstrategi for Rambøll Vand: Et casestudie af Rambølls muligheder for at udvide deres markedsandele i De Forenede Arabiske Emirater og Saudi-Arabien inden for vandrådgivning.

Martin Baatz Olsen

Studenteropgave: HD-afhandlinger


This thesis is about the Danish consultancy company Rambøll and their abilities to expand their presence to distant markets – in this case the market in Saudi Arabia and the United Arab Emirates. The Rambøll Group’s home markets are placed in the northern part of Europe – in particular Denmark, Norway and Sweden. Previously these markets stood for almost all of their revenue, which made Rambøll very dependent on the future demands and develop-ment of these markets. Rambøll therefore started a journey of acquisitions a few years ago, which have decreased their revenue share of the home markets from their total revenue, stat-ing that the company now is a more global oriented consulting company. A few years ago, Rambøll set a target, that the revenue from their international operations must exceed more than 50 % of the total revenue before the end of 2016. This goal is now easily achieved after the acquisition of the American environmental advising company ENVIRON in December 2014. Despite reaching their goals for diversifying their revenue share, Rambøll still wants to ex-pand their operations into new international markets. This thesis will therefore examine the opportunities for entering Saudi Arabia and the United Arab Emirates. These markets are both geographically and culturally far away from Rambøll’s home markets in Northern Europe. However this thesis will examine how the competition and innovation in the home markets affect Rambøll’s abilities to compete in foreign markets. To do so this thesis also contains a thorough internal analysis of Rambøll’s capabilities that will give them competitive ad-vantages in their attempt of expanding their markets. But it is not enough only to look at their capabilities, hence this thesis will also analyse where Rambøll lack capabilities that will prevent them from being competitive in their expansion into new foreign markets. Both the market in United Arab Emirates and in Saudi Arabia are markets that have Rambøll’s attention. Both markets lack natural and renewable water resources but yet the water consumption from both industrial and private consumers are massive. Therefore some-thing has to be done, and the government in both United Arab Emirates and in Saudi Arabia have invested a lot of money in transforming the water sector and it looks that the investments in this sector are still to be massive for the future. This fact makes these two markets interest-ing to analyse, to investigate if it is possible for Rambøll to be able to sell their knowledge Rambølls forsøg på at udvide deres markedsandele i De Forenede Arabiske Emirater og Saudi-Arabien. I Martin Baatz Olsen I ______________________________________________________________________________________ 2 and consultancy services in this market. The market analysis is combined of a macro econom-ic overview, which consists of an examination of the political climate, the institutional func-tions and of course the economy and what the trend looks to be in the future. The other part of the market analysis is a more sector specific analysis of the competition in the consultancy market, the numbers of projects available and how this market operates in general. At last the conclusions from both the internal and external analysis is gathered in a SWOT-analysis where it will be discussed which Strengths and Opportunities Rambøll have to pursue or which Weaknesses or Threats that make the markets unattractive to Rambøll.

UddannelserHD International Business, (HD uddannelse) Afsluttende afhandling
Antal sider92