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KIDA
Compulsory assignment MM-2
Pia Schildknecht Intcom2b
Hand in date: 29. may 2009
Pia Schildknecht
Intcom1b
Table of Contents
1. SUMMARY
2. INTRODUCTION
2.1 Problems at KIDA A/S
2.2 Method
2.3 Delimitation
1 1
1 1 2
3. SITUATION ANALYSIS - STRATEGIC LEVEL
3.1 Internal analysis
3.1.1 History
3.1.2 Organization
3.1.3 Mission, Vision
3.1.4 Financial analysis
3.1.5 Product Assortment
3.1.5.1 Strategy
3.1.5.2 Product life cycle
3.1.5.3. The Boston Consultant Group Growth-Share Matrix
3.1.6 Target group
3.1.7 Goals and Growth strategy
3.1.8 Competitors
3.1.8.1 Description of competitors
3.1.8.2 Competitor/competition strategies and platform
3.1.9 Value Chain analysis
3.1.10.1 Product
3.1.10.2 Price
3.1.9.3 Promotion
KIDA
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2 2 2 3 3 3 3 3 4 5 6 6 6 7 9 10 10 11
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Pia Schildknecht
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3.1.10.4 Place
3.1.11 SW-analysis
3.2 External analysis
3.2.1 Macro analysis - PEEST
3.2.2 Market analysis
3.2.2.1 Predicator
3.2.3 Industry analysis
3.2.4 Target group analysis
3.2.4.1 Buying behavior
3.2.4.2 Needs and motives
3.2.5 Media analysis
3.2.6 OT-analysis
3.3 TOWS-analysis
11 11 11 12 16 17 17 18 18 19 20 21 21
4. GOALS AND STRATEGIES
4.1 Goals
4.2 Growth strategy
4.3 Strategies
4.3.1 Strategy no.1
4.3.1.1 Segmentation/target group strategy
4.3.1.2 Competitive strategy
4.3.1.3 Positioning strategy
4.3.1.4 Product strategy
4.3.1.5 Distribution strategy
4.3.1.6 Price strategy
4.3.1.7 Promotion strategy
4.3.2 Strategy no. 2
4.3.2.1 Entry mode strategy
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22 22 22 23 23 23 23 24 24 25 25 25 26
5. IMPLEMENTATION
5.1 Product
5.2 Place
KIDA
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26 26
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Pia Schildknecht
Intcom1b
5.3 Promotion
5.6 Action plan
27 28
6. CONCLUSION
7. LIST OF SOURCES
29 29
KIDA
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Pia Schildknecht
Intcom2b
1. Summary
I have been summoned as an consultant for KIDA, to get an outside look, in order...