Byggeselskabet Nord: Vækststrategi

Abstract

This thesis’ main objective is to shed light on the possibilities for Nord as a company to expand from renovating 25 apartments a year to 100 apartments a year. Analyzing what that takes externally as well as internally. Initially, this thesis will analyze the market via different well known tools including PESTLE and Porters 5 Forces to assess the market viability. This will simultaneously allow us to dive deeper into the end consumers habits to see if Nord can do anything to set themselves apart from the competition. Once this is done, we look internally in the company to see what Nord looks like in 2025 and what we expect Nord to have to undergo to facilitate such an ambitious expansion. We are analyzing Nord’s value chain, both primary activities as well as supporting activities. We are then holding the value chain up against a Business Model Canvas to assess how Nord compliments its value prop. We will evaluate Nord’s financial situation and be critical of where it is now and what costs and possible profits Nord seeks to gain from this endeavor. We will collect the findings in a SWOT analysis and evaluate the best course of action via Ansoff’s corporate strategy and Porters generic strategies. The apartment renovations are just one segment of Nord so we will briefly look into and assess if this is the right path for Nord. The most obvious path might not be the right path to take. There are many economic as well as emotional factors to consider before deciding a path. This thesis serves to explore one of these paths in great detail. To present the most accurate findings, we have held interviews with stakeholders both internally in Nord as well as with stakeholders from Nord’s primary customers. These stakeholders are everywhere from site managers to company owners. We have also sent out a survey to the end consumers of the apartments that we renovate to see what they want out of their apartment. All this is backed up by numerous statistics and news outlets all linked to throughout the thesis, as well as a large number of books on the subjects. Based on the evidence of this thesis, it concludes that Nord will not only be capable but also should expand over the next 3 years.