Strategisk analyse af HHM A/S

Abstract

This thesis investigates which strategy HHM A/S, a Danish contractor, should adopt to remain competitive in the Danish construction industry and achieve their goal of reaching a net turnover of one billion Danish Krones. Through a comprehensive strategic analysis, including PESTEL, Porters Five Forces, Porters Value chain analysis, VRIO and an accounting analysis, both the external and internal factors affecting HHM A/S will be identified. The analysis shows that the Danish construction industry is characterized by intense competition, increasing prices on material, shortage of skilled labor, and increasing demands to sustainability. The analysis further underscores the fact that HHM A/S has a strong economical foundation, which is built on skilled labor, quality, and a strong experience with sustainable building. The thesis concludes that HHM A/S should pursue a cost leader strategy as a competitive strategy in the future. In this strategy HHM A/S should use their strong economical foundation to pursue marked development strategy as a growth strategy. This will enable them to strengthen their market shares and, in that turn, also help them achieve economies of scale. By using a cost leader strategy and market development strategy, the thesis finds that HHM A/S should use acquisitions as a measure to achieve their goal of reaching a net turnover of one billion Danish Kroner.