Bestseller A/S: Analyse af forretningsområde og konkurrencesituation

The goal of this report is to explain the line of business for Bestseller A/S and to investigate their position on the Danish marked. Furthermore, the report examines Bestseller A/S’ annual report and analysis of their financial process. Firstly, the report looks at Bestseller A/S’ profitability and the cash flow. Secondly the report examines Bestseller A/S CSR-strategy by using CSR-kompasset and articles. In order to demonstrate Bestseller A/S’ competition on the marked this report uses competition funnel model and Porters Five Forces. The report uses a position map to show Bestseller A/S’ position on the marked. The results show that Bestseller A/S is brand leader in Denmark. The report demonstrates that competition on the marked in Denmark is very hard, and you need a big brand to survive in the business. The report finds that Bestseller A/S has a healthy economy because of the positive result on the annual report. Therefor the report concludes that Bestseller A/S future is positive in connection to their economy, CSR-strategy and competition.

Indholdsfortegnelse

Indledning1

Forretningsområde1

Rentabilitetsanalyse2

Pengestrømsanalyse5

CSR-strategi5

Konkurrencesituationen7

Konkurrencetragtmodellen7

Markedsandel8

Porters Five Forces8

Styrkevurdering ud fra Porters Five Forces11

Markedsposition11

Positioneringskort11

Konkurrencemæssige fordele12

Konklusion12

Litteraturliste

Bilag 1II

Statistik over Bestseller A/S nøgletalII

Bilag 2 Bestseller A/S’ regnskabII