En strategisk analyse af Alm. Brands

Sunil Ahmadi

Student thesis: Diploma thesis


The purpose of this thesis is to examine the current position of Alm. Brand in the Danish private insurance market, in relation to its closest competitors and the general market conditions. The paper has been done through a framework of strategic management, from the book Exploring Strategy by Johnson et. al. All the used models and concepts, has been used due to analysis purposes. In the following paper, we start by analyzing the company’s internal as well as the external conditions. Furthermore, the paper examines potential future strategic initiatives with the purpose of growth within economics and market shares. With the internal analysis of Alm. Brand we determine how the company has chosen to position itself, trough the value-generating activities compared to the target group, and the critical factor of success. We combinate this with financial analysis, to decide which strength and weaknesses the company have. Through external analysis of Alm. Brand, we determine that the external factors serve the conditions for the market of private insurance in Denmark. Here the discusses with the PESTEL-analysis and the Porters five forces, that determine how the external conditions for the danish private insurance marked are. Furthermore, we stack up some critical factors of success, so that we have a guideline for success on the market. The complimenting of both external and internal analysis makes the base of the The results of the previous analysis are applied to Alm. Brand. For the further outcome, we will firstly use, Porters generic strategies and the 4 P’s to the competition strategi. And for the growth strategy, we will use Ansoff’s growth matrix. Together will these strategies make the fundament of the competitive strategy that should better Alm. Brand in their current position. The strategies that will help Alm. Brand reach their goals due to this thesis, will be differentiation accompanied intensification by market penetration.

EducationsGraduate Diploma in Accounting and Financial Management, (Diploma Programme) Final Thesis
Publication date2021
Number of pages81
SupervisorsStig Hartmann