Alltid Ferske Råvarer

Silja Sundstein

Student thesis: Diploma thesis

Abstract

The purpose of this project is to assess which business strategy Vesteraalens AS should pursue when entering the Asian market. The project includes a characterisation of the firm, analyses of the firm’s surroundings, the industry, the competitors and the segments. Furthermore, the firm’s internal environment has been analysed through a value chain analysis, a financial analysis and an analysis of the firm’s internal resources and capabilities including how these resources and capabilities can be assessed based on the VRIO-model. Suggestions on which competitive strategies and growth strategies Vesteraalens AS’ should pursue when entering the Asien market have been created based on the conclusions on the firm’s internal and external conditions. Based on my analysis I have concluded that Vesteraalens AS’ should pursue the competitive strategy differentiation and the growth strategies market development and product development. In the long run strategies like diversification and market penetration could also be of use to Vesteraalens AS. Furthermore I have concluded, that Vesteraalens AS’ should use organic growth and strategic alliances when implementing these growth strategies.

EducationsGraduate Diploma in Accounting and Financial Management, (Diploma Programme) Final Thesis
LanguageDanish
Publication date2019
Number of pages103
SupervisorsStig Hartmann