麥肯錫發表研究報告預測到2035年，可再生能源（主要是太陽能、風力發電）對全球發電量的佔比，將可從4%大幅拉升到36%。從各種跡象可看出，全世界的可再生能源仍在發展當中。 許多上、中游太陽能企業在太陽能產業中歷經輝煌也遇到營運虧損，對於個案公司位處太陽能產業鏈的下游角色，藉由政府的半額補助進入到太陽能電廠建造。透過優良的技術工法，再藉由靈活的財務操作與不斷地案源開發，形成良好的經營績效，並開始朝向多元化發展。透過Ansoff Matrix將個案公司的產品與市場做一敘述，並藉由實際案例了解其商業模式。對於未來想進入的業者或想了解太陽能電廠產業的讀者，可藉由本文略知一二。 最後，在全世界可再生能源的發展都需要政府各部門的配套政策、且可預測的投資環境，因為可再生能源在許多地方已經商業化且具經濟競爭力。

nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. Customer value can be defined as the perceived benefits a company delivers its customers in comparison to the perceived expenses. Nevertheless, no uniform definition exist. In addition to that, if there is a direct connection between B2B customer value and international market entry strategies have not been investigated yet. Therefore, this thesisprojectdeals with the influence of B2B customer value on international market entry strategies. To determine the link, following research question guides this thesis: How does B2B customer value influence international market entry strategies in Northern Europe?The research isnot only focused on Northern Europe but also on the data centre segment. The investigated countries are Norway, Ireland, UK and Finland. These countries are highly interesting for the commission partnerdue to market developments and mega trends. Furthermore, the commission partneris represented by local subsidiaries in the four countries of interest. In order to answer the research question, deep insights are generated via semi-structured interviews. Three customer groups are investigated: Data centre operator as well as owner, constructors including panel builder and system integrators as well as design consultants. The interviews are conducted either face-to-face or if necessary via telephone in the four countries of interest. The interviews include questions about B2B relationships, brand and marketing.If culture influences B2B customer value is investigated indirectly bythe questions on B2B relationship.Market intelligence questions are added in order to create a deeper understanding of the market.Furthermore, these insights also help to interpret the answers of customers. Due to the interviews, a picture of the B2B customer value in Northern Europe is created. Northern European customers value reliable suppliers who can offer quality products as well as solutions. In addition to that, the importance of global brands andmarketing of competences is determined. Due to combining the findings with the cultural dimensions of Hofstede, it is concluded that customer value differs between other countries.Hence, customer value influences international market strategies, as different customer value require distinct international market entry strategies.

Att börja växa som företag är svårt, inte minst inom klädindustrin där det granskas stygn för stygn av media. Under de två senaste decennierna har fler klädföretag börjat arbeta med hållbar utveckling. Det som tidigare har genererat tillväxt från den industriella utvecklingen går emot dagens hållbarhetstänk, som har blivit viktigare i klädföretagen. Samtidigt behövs tillväxt hos klädföretag för att konkurrera på den mer globaliserade marknaden. I denna studie undersöks det hur tillväxtstrategier kan tillämpas i ett klädföretag som arbetar med hållbar utveckling. Forskningsmetodiken består av en kvalitativ ansats för att få en djup kunskap kring fenomenet. Studien är en fallstudie som fördjupar sig i ett klädföretags hållbarhetsarbete. Empirin bygger på digital datainsamling av företaget och en intervju med företagets hållbarhetsansvarige. Företagets affärsmodell analyseras och med hjälp av analysen kartläggs vart någonstans hållbarhetsarbetet förekommer i affärsmodellen. Hållbarhetsarbetet förekommer i olika delar av affärsmodellen beroende på företag. Hur företaget påverkas av tillväxtstrategier utgår från affärsmodellen. I studiens resultat visar det sig att vid tillämpning av tillväxtstrategier är det viktigt att se hur olika delar i verksamheten påverkas. Även om företag väljer att använda sig av samma tillväxtstrategi kan strategin tillämpas på olika sätt och påverka olika delar i företaget. / Program: Textil produktutveckling och entreprenörskap

Att börja växa som företag är svårt, inte minst inom klädindustrin där det granskas stygn för stygn av media. Under de två senaste decennierna har fler klädföretag börjat arbeta med hållbar utveckling. Det som tidigare har genererat tillväxt från den industriella utvecklingen går emot dagens hållbarhetstänk, som har blivit viktigare i klädföretagen. Samtidigt behövs tillväxt hos klädföretag för att konkurrera på den mer globaliserade marknaden. I denna studie undersöks det hur tillväxtstrategier kan tillämpas i ett klädföretag som arbetar med hållbar utveckling. Forskningsmetodiken består av en kvalitativ ansats för att få en djup kunskap kring fenomenet. Studien är en fallstudie som fördjupar sig i ett klädföretags hållbarhetsarbete. Empirin bygger på digital datainsamling av företaget och en intervju med företagets hållbarhetsansvarige. Företagets affärsmodell analyseras och med hjälp av analysen kartläggs vart någonstans hållbarhetsarbetet förekommer i affärsmodellen. Hållbarhetsarbetet förekommer i olika delar av affärsmodellen beroende på företag. Hur företaget påverkas av tillväxtstrategier utgår från affärsmodellen. I studiens resultat visar det sig att vid tillämpning av tillväxtstrategier är det viktigt att se hur olika delar i verksamheten påverkas. Även om företag väljer att använda sig av samma tillväxtstrategi kan strategin tillämpas på olika sätt och påverka olika delar i företaget. / Program: Textil produktutveckling och entreprenörskap

Att ha en framgångsrik produkt som fortsätter att växa på dagens marknad är komplext. På grund av det stora antalet marknadsföringsstrategier som är tillgängliga för företag som verkar på en global marknad. Syftet med denna forskningsstudie är finna hur digitala produkter marknadsförs i olika faser av produktlivscykeln med fokus på datorspelsindustrin. Därför kommer denna studie att undersöka om strategierna är tillämpliga i en mer global och digital miljö. Studien kommer således att försöka fylla det litterära gap som finns inom detta område. Empiriska data i denna studie samlas in genom intervjuer med personer som har erfarenhet eller arbetar inom dataspelsindustrin. Detta inkluderar affärscoacher och marknadsföringschefer som verkar inom dataspelsindustrin. Resultaten indikerar att varumärket är en av de viktigaste faktorerna för framgång på denna marknad. Men samspelet mellan de olika strategierna var märkbar och kunde inte bortses från. Intervjuerna har givit nya insikter om hur ett spel kan prissättas. Därför skulle en riktning för ytterligare forskning vara intressant att fokusera på prissättningen av digitala produkter. / To have a successful product that continues to grow in today's market is complex due to the amount of marketing strategies that are available to the operating firm, especially when they operate on a global market. The purpose of this research study is to find out how digital products are marketed in different stages of the product lifecycle with the focus on the videogame industry. Therefore, will this study examine if the strategies are applicable in a more global and digital environment. Thus, will this study attempt to fill the literature gap that exists in this field. The empirical data in this study are gathered through interviews with people who have experience or worked in the videogame industry. This includes business coaches and marketing managers who operate in the videogame industry. The findings indicate that brand is one of the most important factors for success in this market. But the interplay between the different strategies were noticeable and could not be overlooked. The interviews have given a new insight on how a game could be priced. Therefore, would a direction for further research be interesting to focus on the pricing of digital products.

The world today is confronted by the worst financial and economic crisis since the Great Depression of 1920’s. Due to the financial system being globalised and interdependent, the contagion effects of the financial crisis trickled down to Europe and ultimately triggered the recession of 2007-2009, which had far-reaching repercussions on cross-border economic activities. The severe international downturn had a significant effect on the Swedish economy and Swedish SMEs. Moreover, the recession has heightened economic uncertainty and combined with the existing challenges facing SMEs, created one of the most difficult business climates in decades, hence, a prevailing need for creating resilience. The purpose of this study is to examine how Swedish Internationalised SMEs remain resilient during times of recession. This will be studied through investigating what resources and capabilities were crucial for building resilience and how the SMEs changed their strategy during the recession to remain resilient. The study is conducted through a qualitative case study and an abductive approach in order to get a profound insight into the firm’s behaviour. The theoretical framework is founded on the area of strategy and resilience, by accounting for strategy formulation, the RBV, resilience and strategic change. Moreover, the empirical chapter presents the results of the data gathered from the six case companies and is structured according to the companies and the three research problems. In the analysis, the patterns emerging from the theoretical framework and the empirical data is analysed based on the three research problems through trying to understand the underlying reasons for the emerging patterns. The study conclude that Swedish internationalized SMEs remained resilient during the recession of 2007- 2009, through reconfiguring its critical resources and capabilities, and changing their strategy to adapt to the changes in the external environment caused by the recession.

The aim of this thesis is to design a strategy for Vodafone Czech Republic, a.s. Using the open data an analysis of macroenvironment as well as microenvironment are performed, where a definition and a breakdown of telecommunication market into five segment is made. Following is the analysis of Porter five forces, which analyses competition forces on the market as well as to the Vodafone. Further on a financial analysis and product portfolio analysis is made, which serves as the basis of Ansoff matrix. In the conclusion a synthesis of the analyses is made and several strategies are designed.

The diploma thesis "Marketing strategy of a company“which is divided into theoretical, analytical and design. The main objective of this thesis is to design a marketing strategy of the manufacturing company, focusing on key products and strengthen its position in the chosen market segment. The chosen strategy is built on identifying key product (the product or at least profitable product, which is losing market position), its detailed analysis and recommendations for appropriate development activities, including its location on the selected market. These outputs are also the basis for the formulation and determination of optimal strategic objectives and action steps to comply with this proposed strategy.

The aim of this thesis is to determine the strategy and partial steps that are needed to introduce the product on the market. The theoretical part defines the basic terms, which were described in accordance with professional literature related to this topic. The thesis describes SWOT analysis, BCG Matrix, market segmentation and Marketing Mix. In the practical part, the current state of the Marketing Mix is evaluated and it is pointed out how it should be newly set up correctly. The product development strategy was chosen based on Ansoff matrix. The market share of old brilliant watercolours gradually decreased, so the company took a step that innovated this product (saturation, pigment expansion and new packaging). Changes made to the product should have a positive impact on the volume of units sold and the gradual increase in market share. Furthermore, it is important that the company follows the new steps that are suggested based on the marketing mix. It is crucial that the company segment the market properly. In the Market Segmentation section, 11 categories are newly introduced. Brilliant watercolours are newly categorized as Creative, designed for a wide range of elementary art schools and creatives who are not satisfied with plain watercolours and products from ART category (professional products) are, in terms of price, inadequate to use. The new steps to introduce the product on the market include the costs that are reflected in the break-even point calculation. The resulting value is to show whether the payback time has been extended or shortened.

The microbrewery industry is the fastest growing industry in Sweden. In seven years, the industry has grown by 832 percent. The dramatic increase of microbreweries has led to a highly competitive business environment for these entrepreneurs. This calls for microbreweries to develop strategies for how to stand out in this increasingly competitive environment, i.e., create competitive advantages. However, previous studies have shown that craft entrepreneurs do not strive to achieve traditional economic objectives as the competitive strategy research field suggest that companies have. Hence, traditional competitive strategies may not be applicable for these entrepreneurs. The purpose of this study was therefore to develop an understanding how motivational factors affect craft entrepreneurs’ competitive strategy. To fulfill the purpose, we conducted a case study on microbrewers within the northern region of Sweden. We used a qualitative research methodology where we conducted semi-structured interviews. Seven microbreweries participated in the study. We found that craft entrepreneurs’ motivations for why they started and maintained their microbreweries were mainly because of their passion and interest for the craft and therefore this was their primary objective. However, they perceived profit as a necessity that would enable them to achieve their primary objective. Therefore, we found that these entrepreneurs have dual objectives. We also found that entrepreneurs’ motivations affected their competitive strategies. These entrepreneur’s dual objectives caused some dilemmas when the two objectives contrasted each other. We saw tendencies that this created tension among these entrepreneurs when they had to balance the two objectives of generating profit and achieving objectives related to their passion and interest for the craft. Further, we found that these tensions caused implications on the entrepreneurs’ perception of competitive strategy.  Their perception of competitive strategy differed from traditional theory in three areas. Firstly, they had a resistance to grow their businesses. Secondly, they had a resistance for product/market development. And lastly, they experienced a low level of ambiguity when competing and cooperating simultaneously. In this study, we have been able to deepen the knowledge of craft entrepreneurs and how their motivations affect their competitive strategy. This is a first step in developing an understanding of how additional objectives to profit can cause implications for competitiveness.