Analyse af Normal A/S's vækststrategier og fremtidige muligheder

The purpose of this paper is to find some potential opportunities for Normal LTD, in the future. The firm, Normal LTD, is a hybrid store between a common supermarket but is mostly selling non-food products, and a store that is selling skin- and haircare products. The way Normal LTD discriminate themselves from other stores that contains the same assortment, is that they buy their products by the cheapest supplier. In that way they can sell the products at a price that is 30-60% lower than the market price.

To find out which strategies they use at the moment to experience their fast growth, I am using the Ansoff Matrix, and to find their core competence I use Porters Value Chain.

To figure out who their target group is, I have made an analysis on one of their TV-commercials, where I put my focus on what filmic instruments they have used, in order to capture the audience’s attention.

Lastly I have come to the conclusion, that they have good chances in the future, since the trend right now is to spend a very little amount of money and get as much as possible out of it. Given that Normal LTD is a company that sell branded goods to a lower price, this trend could be a huge opportunity for them to experience even more growth. They should also keep making their commercials as they do now, but also remember to variate it, so it doesn’t get boring for the consumer to watch.