Biancos eksportmuigheder

METTE WINTHER PEDERSEN 17-03-2017 AFSÆTNING B & IT B IBC FREDERICIA/MIDDELFART FSEUXSTU216

Abstract

My assignment is about Bianco. Bianco is a company which basically sell shoes to woman and men in the age of 18-35. The company was founded in 1989, by Rene Piper Laursen and was launched as a franchise concept. The company grew very big in the next 10 years, and they started to export to the neighboring market. The first store in the foreign countries was in Norway. The store opened in 1999 and was a big success. The assignment describes the market for shoes in Denmark, and an explanation for the operators within the shoe sale in Denmark. By using relevant articles and models, I have analyzed the distribution between the sales of shoes in Denmark from ecommerce vs. physical stores. Furthermore, I have analyzed the export motives for Bianco through e-commerce, and included the appendices. In addition, I have established a SWOT analyze to estimate the pros and cons, with e-commerce for Bianca in the USA. At the end, I will discuss my recommendation, for Bianco to open up for e-commerce.

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Indhold

Indledning ......................................................................................................................................................... 3 Virksomhedsbeskrivelse ................................................................................................................................... 4 Produktbeskrivelse ........................................................................................................................................... 4 Beskrivelse af sko markedet i Danmark ........................................................................................................... 5 Redegør for aktørerne inden for skosalg i Danmark ....................................................................................... 5 Konkurrenceforhold ...................................................................................................................................... 5 Skydeskivemodellen ...................................................................................................................................... 6 Konkurrencemæssige positioner ................................................................................................................... 6 Generisk strategi............................................................................................................................................ 7 Vækststrategi................................................................................................................................................. 7 Analyser fordelingen af salget af sko Danmark, ud fra e-handel vs. Fysiske butikker ................................... 8 Analyser evt. eksportmotiver for Bianco via. E-handel ................................................................................... 9 Eksportberedskab .......................................................................................................................................... 9 PLC - kurven ................................................................................................................................................... 9 Eksportmotiver .............................................................................................................................................. 9 Interne proaktivt........................................................................................................................................ 9 Interne reaktivt ........................................................................................................................................ 10 Eksterne proaktivt ................................................................................................................................... 10 Eksterne reaktivt...................................................................................................................................... 10 Markedsudvælgelse..................................................................................................................................... 10 AIDA ............................................................................................................................................................. 11 Vurder fordele og ulemper ved e-handel for Bianco i USA ........................................................................... 11 SWOT analyse .............................................................................................................................................. 11 Fordele ......................................................................................................................................................... 12 Ulemper ....................................................................................................................................................... 12 Diskuter din anbefaling til Bianco .................................................................................................................. 12 Konklusion....................................................................................................................................................... 14 Litteraturliste .................................................................................................................................................. 16 Artikler ......................................................................................................................................................... 16 Hjemmesider ............................................................................................................................................... 16 Bøger ........................................................................................................................................................... 17 Bilag ................................................................................................................................................................. 18