Dyrberg/Kern A/S potentielle vækstplan med afsæt på det danske smykkemarked

Rene Blæsberg Vejlby

Student thesis: Diploma thesis

Abstract

This thesis is created upon the final step of completing a Graduate Diploma in Business Administration, Marketing Management. The thesis is about the Danish jewelry Dyrberg/Kern. Dyrberg/Kern have experienced a drop in gross profit from 2013/14 to 2015/16. The focus of this project is to identify some explanations for this, to perform a growth strategy and an action plan. First, the internal and external environments of Dyrberg/Kern, will be analyzed and will be collected into an SWOT analysis. The external analyzes showed some valuable future descriptions, that could come in handy towards creation of a new strategy. The Jewellery industry are set up to increase with 5-6 % annually to 2020, and major trend as individualism is found possible to pursue further. Customers are set to go more online and adapting more technologies. The internal analyzes showed us that Dyrberg/Kern has been lacking innovation and therefore are in need for some new strategies. The product line is set to be focused differentiated, but the rivalry, have the same product line, and the differentiation becomes irrelevant. Even though they have established a few new strategies like purchasing of another Jewellery business and the creation of a new concept – Compliments. They still need a strategy or a platform to build this concept into, so it can make a revenue growth now and in the future. By that means the internal and external analyzes had made a payoff due the creation of a recommended strategy towards Dyrberg/Kern. As my recommendations to Dyrberg/Kern will be developing their E-Commerce even more. To increase gross profit an app has been suggested. The feature of the app is to get “individualism trend,” “Compliments” and the growth in online information’s search to join forces. Overall these will be beneficial for make a market penetration for Dyrberg/Kern, increase market share and to become more sufficient in creation of a better communications tool.

EducationsGraduate Diploma in Marketing Management, (Diploma Programme) Final Thesis
LanguageDanish
Publication date2017
Number of pages84
SupervisorsJens Geersbro