No title (filetitle: Afsluttende projekt)

Abstract

This thesis provides an analysis of how JYSK can strengthen its position in Russia. In the past, two attempts to start up franchise stores in Russia failed, and when JYSK gave Russia one more try with its own stores in 2020, it was under difficult conditions due to the COVID19 pandemic. It is an analysis of JYSK's environment (society and the furniture and interiors industry) and an analysis of JYSK and their competitors on the Russian market. The results show that Russia is a difficult market to do business in, but at the same time that there are many opportunities for success. The Russian economy has been hit hard in recent years, but is expected to grow until 2025, which means increased purchasing power. The results also show that the level of competition in the furniture and interiors sector in Russia is relatively high and customers have considerable bargaining power. JYSK has many competitors, of which IKEA is the largest. The thesis finds that the future prospects for JYSK in Russia look promising. However, it requires JYSK to make some adjustments in the extended marketing mix to better suit the society and target group, and to focus on effectively using their resources that are sources of sustained competitive advantage