Titel: Internationalisering med entry mode i fokus – en fallstudie av Zero Belysningar Kurs: 2FE03E ‐ 15 hp. Kandidatuppsats Författare: David Gustafsson 870926, Emmie Thurn 880909, Jasenko Arsenovic 890119 Bakgrund: Globalisering och inträde på internationella marknader har för SME blivit en trend. Åtskilliga företag väljer att konkurrera på en internationell nivå och internationaliseringen sker snabbare och på flera olika sätt än någonsin tidigare. Att välja rätt entry mode har en stor påverkan på om företaget kommer att nå framgång eller ej på den nya marknaden. Syfte: Syftet med studien är att undersöka olika faktorer som påverkar småföretag val av entry mode vid expansion. För att kunna svara på problemformuleringen har författarna valt att använda ett fallföretag, där deras situation kommer att användas för att undersöka ett svenskt småföretags val av entry mode vid expansion till Norge. Metod: Denna kvalitativa studie har utgått ifrån hermeneutiska antaganden och utförts ut efter en induktiv forskningsansats. En har applicerats där olika intervjuer och granskningar av dokument har agerat datainsamlingsmetoder. Slutsats: Undersökningen visade att ett flertal faktorer påverkar beslutet. Författarna har funnit att faktorerna attraktionskraft, externa påtryckningar och kulturella skillnader, politik och lagar, tidigare erfarenheter, målmarknad och målgrupp, konkurrens och nya aktörer, substitut, kundernas och leverantörernas kraft, företagets storlek och kompetens och resurser har en inverkan på svenska småföretags val av entry mode. Vilket entry mode ett svenskt småföretag bör välja vid expansion beror till stor del på vilka resurser och kompetenser företaget innehar och hur värdlandets struktur ser ut. Författarna finner därför att det inte finns något generellt entry mode för samtliga småföretag. Undersökningen visar på att betydande styrkor för ett småföretag är hög servicekvalitet, differentierade kvalitetsprodukter, unik internkompetens och flexibilitet. Dess betydande svagheter är att de ej utvecklats inom LED‐teknik, skev bild av marknaden, hög prisnivå och långa leveranstider. Eventuella möligheter är delmarknaders tillvätpotential, småkulturella skillnader och lagliga restriktioner och utveckling inom LED‐teknik. Det finns hot i form av nya aktöer, liten aktö, priskäslig marknad och differens i språ och konsumentbeteende. Nyckelord: Entry mode, SME, Porters Five Forces, Resource Based View, SWOT‐analys / Title: Internationalization with entry mode in focus ‐ a case study of Zero Belysningar Course/course code: 2FE03E ‐15 hp. Bachelor thesis Authors: David Gustafsson 870926, Emmie Thurn 880909, Jasenko Arsenovic 890119 Purpose: The purpose with this study is to examine various factors that affect small businesses in the choice of entry mode. In order to answer the problem formulation, the authors have chosen to use an case company, where its situation will be used to investigate a Swedish small firms' choice of entry mode for expansion into Norway. Method: This qualitative study was based upon hermeneutical assumptions and carried out by an inductive research approach. Various interviews and reviews of documents have been used to collect data. Conclusion: The investigation revealed that several factors influence the choice of entry mode. The authors have found that factors of attractiveness, external pressures and cultural differences, politics and laws, past experience, target market and target audience, competition and new entrants, substitutes, customers' and suppliers' power, its size and expertise and resources have an impact on Swedish small firms' choice of entry mode. Which entry mode a Swedish small business should choose depends largely on the resources and competences it holds and how the host‐country’ structure looks like. The authors find that there is no general entry mode for all small businesses. The survey also reveals that significant strengths for a small business is high service quality, differentiated quality products, unique internal competence and flexibility. Its major weakness is that they are not developed in LED technology, distorted picture of the market, high prices and long delivery times. Possible opportunities are submarkets growth potential, small cultural differences and legal restrictions and development in LED technology. There are threats from new entrants, small player, price sensitive market and the difference in language and consumer behavior. Keywords: Entry mode, SME, Porters Five Forces, Resource Based View, SWOT‐analysis.

Mergers and Acquisitions (M&As) are a popular strategy companies undertake in order to create value and synergies, and also to increase the competitiveness of the firm.  Findings from previous studies show that many M&As fail to create value, however there is also existing evidence that they do, where the execution plays a major role. The success of an M&A depends on both internal and external factors such as the competitive strengths of the firm, strategic fit, and growth of the market. It is argued that problems such as poor management within M&A processes could affect the outcome of the M&A in a negative way. Previous research shows that middle managers play a key role in strategic change processes such as M&As. When companies go through strategic change, the entire company gets involved; however the middle manager is the one who must keep in contact with co-workers, customers, suppliers, and top management at the same time. The purpose of this thesis was to investigate middle managements’ perception of changed competitiveness after an M&A has been completed. In order to fulfill the purpose, we used a qualitative approach where we conducted a case study and made interviews with middle managers at Toyota Material Handling’s German subsidiary that had recently gone through an M&A process. Our findings show that when a company is buying another company it needs to see the positive assets from another perspective than only through possible gains in market shares and synergies. When the two companies merge they must take advantage of each other’s specific resources that have made each company successful. Furthermore what fosters increased competitiveness after a merger is good information and communication about goals and strategies. What in turn hinders increased competitiveness after a merger is low flexibility in terms of not being able to adapt to market changes fast enough, and to have an organization that does not make it possible for employees to bring up their opinions.

Medan gymbranschen i Sverige domineras av gymkedjor som Friskis & Svettis och SATS, som erbjuder främst gymträning med mindre fokus på tilläggsprodukter för ett relativt lågt pris, domineras marknaden i Storbritannien av företag som t.ex. David Lloyd och Virgin Active. Där är priserna betydligt högre men förutom gymträning finns där även aktiviteter som t.ex. tennis, tillgång till simbassäng, spa, barnpassning och restaurang med fokus på hela familjen. Denna kvantitativa studie i form av konsument- och konkurrentundersökningar ämnade utreda den potentiella efterfrågan och marknadsmöjligheten för ett liknande koncept i Sverige, med norra Stockholm som utvald miljö. Studien visade att det finns viss potentiell marknadsmöjlighet för konceptet samt att intresse för konceptets attribut och tilläggsprodukter finns bland respondenterna. Dock är de tillfrågade respondenterna i synnerhet priskänsliga och nöjda med nuvarande träningsanläggning. Meningen med undersökningen var även att ta reda på vilka av de tillgängliga attribut och tilläggsprodukter som efterfrågades mest från respondenterna. Följande var med ordningsföljd mest intressanta; gym, spa/massage bastu och bubbelbad, racketsporter, simbassäng samt gruppträningar, yoga och danspass.

<p>This paper is the result of a minor field study conducted in Istanbul, Turkey, during the period of November and December 2007. The purpose of the paper is to investigate the current business environment for apparel manufacturing in Istanbul. Research was carried out through an industry analysis in terms of competition and potential future development for apparel manufacturers.</p><p>The research has been carried out through interviews with actors related to the apparel manufacturing segment. Interviewees include five manufacturers, two sourcing agents, one trade organization and one professor with research in the area.</p><p>Our findings concerning the business environment are based on Michael E. Porters theoretical framework on “How Competitive Forces Shape Strategy”. In the case of Turkish apparel manufacturers this paper concludes how the barriers of entry for new actors are high, unless integrating forward. Additionally in general terms the suppliers have a weak bargaining position while customers are relatively strong in the bargaining process. The rivalry among apparel manufacturers is low, but it can be stated how less differentiated manufacturer experience significant higher level of rivalry. Further on this paper also concludes how these factors not are affected by any substitute products, much due to the broad scope of the study.</p><p>In respect to these factors a general strategy used by apparel manufactures has been identified as they try to affect the balance of these competitive forces through e.g. differentiation and vertical integration.</p>

This paper is the result of a minor field study conducted in Istanbul, Turkey, during the period of November and December 2007. The purpose of the paper is to investigate the current business environment for apparel manufacturing in Istanbul. Research was carried out through an industry analysis in terms of competition and potential future development for apparel manufacturers. The research has been carried out through interviews with actors related to the apparel manufacturing segment. Interviewees include five manufacturers, two sourcing agents, one trade organization and one professor with research in the area. Our findings concerning the business environment are based on Michael E. Porters theoretical framework on “How Competitive Forces Shape Strategy”. In the case of Turkish apparel manufacturers this paper concludes how the barriers of entry for new actors are high, unless integrating forward. Additionally in general terms the suppliers have a weak bargaining position while customers are relatively strong in the bargaining process. The rivalry among apparel manufacturers is low, but it can be stated how less differentiated manufacturer experience significant higher level of rivalry. Further on this paper also concludes how these factors not are affected by any substitute products, much due to the broad scope of the study. In respect to these factors a general strategy used by apparel manufactures has been identified as they try to affect the balance of these competitive forces through e.g. differentiation and vertical integration.

Bakgrund och problem: Konsultbranschen kännetecknas av en hög omsättning av aktörer. En anledning till att det ständigt alstras nya mindre aktörer till branschen är att den kan vara lukrativ med låga inträdesbarriärer. Men varför försvinner många aktörer lika fort som de kommer upp? Är det en brist på strategi och styrverktyg som ligger till grund för problemet? Kan det bero på svårigheten för småföretag att skapa sig en solid varumärkeslegitimitet, och finns det en möjligt att med hjälp av styrverktyg stärka företagets varumärkeslegitimitet? Fallföretaget som använts i den här studien är ett litet konsultföretag som vill stärka varumärkeslegitimiteten med hjälp av differentieringsstrategi på marknaden. Syfte: Syftet med den här studien är att med hjälp av en egenarbetad utvärderingsmodell utvärdera olika långsiktiga styrverktyg inriktade mot små konsult- och tjänsteföretags. Genom att utvärdera för- och nackdelar för tre utvalda styrverktyg och sedan applicera de på ett litet konsultföretag är förhoppningen att studien kan leda fram till rekommendationer gällande styrverktygens nytta och möjlighet till anpassning. Metod: I metodavsnittet förklaras vilka metodiska val som har använts i studien. En presentation av vilken forskningsansats som författarna har utgått efter förklaras också. Vidare så tydliggörs kritiken mot de källor som har använts i studien samt urvalet av data. Slutsats: Efter att styrverktygen utvärderats med hjälp av en egenarbetad utvärderingsmodell konstaterades det att det inte fanns ett optimalt styrverktyg men att alla innehöll värdefulla funktioner. Emellertid visade analysen att det styrverktyg som var mest användbart utifrån fallföretagets förutsättningar var det balanserade styrkortet på grund av dess multipla användbara funktioner och möjlighet till styrning enligt utvald strategi och mål. / Background and Problem: The consulting branch can be recognized by having a high turnover of operators. One reason for this is that the market can be lucrative with its low entry barriers. But why do many operators disappear as soon as they enter the market? Is it because of a lack of strategy and management tools? Could it be due to the difficulty for small businesses to create solid brand legitimacy, and is there a possibility to strengthen it by using management tools? The company used in this study is a small consulting company that desires to strengthen their brand legitimacy with the aid of differentiation strategy in the market. Purpose: With the help of a self-made evaluation model, the purpose of this study is to evaluate different long-term management tools geared towards small consulting and service companies. By evaluating the pros and cons of the three selected management tools and then apply those at a small consulting company, an expectation is that the study could lead to recommendations regarding the management tools benefits and possibilities for adaption. Method: In the methodology section the methodological choices of the study are explained. There is also a presentation of the research approach that has been used. Furthermore, the selection of data and the criticism of the sources used in the study are discussed. Results and conclusion: After that the management tools had been evaluated using the evaluation tool, it was found that there was no optimal management tool but that they all contained valuable features. However, the analysis showed that the management tool that was most advantageous based on the company’s prospects was the balanced scorecard because of its multiple useful features and its ability to control according to the company’s strategy and goal.

This master thesis is focused on analysis of competitive environment of the company Intelsol s.r.o. The goal was to compare companys competition and determining companys competetive advantage. The theoretical part deals with the basic terminology such as competetive environment, SWOT analysis, and Porters five forces framework. The rest of the chapters in theoretical part are dedicated to market segmentation, marketing communication, customer acquisition and customer service. The practical part is describes the company and its major competitors on domestic market. It is internal and external analysis. Further there is introduction of main competetiors and their comparison using the SWOT analysis and Porters five forces framwork. The last part deals with customer service and competetive advantage. It also contains recommendations regarding managing and improving the company, which Intelsol may find useful in its further corporate life.

<p>The aim of this thesis is, from a business perspective, to examine how the pharmacy chain Medstop is working with their positioning in order to achieve competitiveness in the re-regulated pharmacy market. This is studied through a theoretical framework that demonstrates five forces that affects the competitiveness in an industry, the five-force model by Michael Porter.</p><p>The thesis is a qualitative case study where data collection was done through interviews, literature, articles, websites and internal information from Medstop. The data was then complied into the theoretical perspective the authors have chosen for this paper, the five-force model by Michael Porter. This model was chosen because it gives a broad description of the competition a company faces by describing five different forces that affect the competition within a branch. The fact was collected on the basis of the marketing strategy positioning, and the essay is written from a business perspective.</p><p>Our cunclusions are that the pharmacy chain Medstop are in their initial positioning and has chosen to position itself on the basis of their core values; credibility, safety and security. The company believes that their customers will base their choice of pharmacy based on the geographical location and the customer experience. Customer experience is based on service and customer relations. Medstop also wants to be perceived as available to the customers and want to target customers who value a small pharmacy with good advice.</p>

The aim of this thesis is, from a business perspective, to examine how the pharmacy chain Medstop is working with their positioning in order to achieve competitiveness in the re-regulated pharmacy market. This is studied through a theoretical framework that demonstrates five forces that affects the competitiveness in an industry, the five-force model by Michael Porter. The thesis is a qualitative case study where data collection was done through interviews, literature, articles, websites and internal information from Medstop. The data was then complied into the theoretical perspective the authors have chosen for this paper, the five-force model by Michael Porter. This model was chosen because it gives a broad description of the competition a company faces by describing five different forces that affect the competition within a branch. The fact was collected on the basis of the marketing strategy positioning, and the essay is written from a business perspective. Our cunclusions are that the pharmacy chain Medstop are in their initial positioning and has chosen to position itself on the basis of their core values; credibility, safety and security. The company believes that their customers will base their choice of pharmacy based on the geographical location and the customer experience. Customer experience is based on service and customer relations. Medstop also wants to be perceived as available to the customers and want to target customers who value a small pharmacy with good advice.

This diploma thesis deals with issues of marketing communication in a construction company. Theroretical basis is then applied to a certain construction company which is UniPi.technology. The thesis includes strenhths and weaknesses of the company and a specific marketing communication plan for the following year.