Grød Going Global: A Strategic Marketing Plan

Anna Svanholm Gustavfson & Sofie Amalie Jacobsen Isaksen

Student thesis: Master thesis


The Danish restaurant chain GRØD has developed into a strong brand on the Danish market and experienced great success over the years. The overall mission of GRØD is to redefine porridge and prove to consumers that porridge is much more than oatmeal. Due to the great success on the Danish market, GRØD is a prime candidate for expansion, and secondary sources suggest England as a potential market for GRØD to expand to. As such, the purpose of this thesis is to investigate how GRØD should adapt its marketing strategy to the English consumer culture. Before answering the question, several other research questions arise, such as: what are the components of a strong brand? What is the brand perception of GRØD? What are the characteristics of the English food products consumer - and what would make them buy GRØD? In order to answer the problem statement and the research questions of the thesis, method triangulation has been used, both in the terms of the choice of paradigms and data collection. The positivistic approach has been used in terms of collecting quantitative data on perceptions of GRØD, through a questionnaire, and the hermeneutic approach has been used collecting data on consumers through interviews. As the thesis deals with brand perception to a great extent, we see the hermeneutic approach as being more steering for our project as it deals with interpretation. We have also used secondary data such as articles and interviews to broaden our understanding of the organization. The first part of the thesis is concerned with the branding of GRØD and uses theories and empirical data to establish the brand equity and brand identity of GRØD. It is concluded that GRØD has extremely strong brand equity and a clear brand identity. Then, the theory and the collected empirical data show a tendency for GRØD consumers to use GRØD to extend themselves and to be part of a tribe. The next part investigates the cultural differences and similarities of the Danish and the English cultures, including the macro and the micro-culture. Along with external analyses, it is determined that the English market is appropriate for GRØD. Secondary sources as well as our interview show that the English consumers have positive associations in relation to Denmark, and it is established that GRØD should leverage this in their marketing. More direct guidelines are provided to help GRØD enter the new market successfully. GRØD should apply a concentrated marketing strategy to reach their target segment, and they should close the gap between what GRØD offers and what the target segment wants, by adapting their products. We suggest that GRØD can reach their target market by using country-of-origin strategies in their branding. Moreover, it is suggested that GRØD use a pull/push marketing strategy, a perceived pricing strategy and use image applications. In the thesis it has been proved that GRØD is an extremely strong Danish brand. Future research could investigate GRØD’s opportunity of engaging in joint enterprises on a global level for a successful expansion. Following the recommendations, we believe that GRØD would benefit from their opportunities and maintain a sustainable competitive advantage on the new market.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2017
Number of pages154