Køge handelsskole
Lyngvej 19(Må gerne offentliggøres)
4600 Køge
Studieretningsprojekt 2009
Björn Borg
Udarbejdet af: [NAVN A]
Klasse: 3.H
Fag: Afsætning A og Dansk A
Vejledere: Lis Thygesen og Rikke Kampmann Holm
Emne: Björn Borg
Dato for start: 04-12-2009
Dato for aflevering: 18-12-2009
Abstract
My assignment is about the company Björn Borg. The company is a Swedish company, and it started in 1987. The name comes from the Swedish tennis player, Björn Rune Borg. My focus in this assignment is basically about their product, underwear. I also focus a lot about their advertisement, target group, and how to improve them in the future. To find the answers I used a lot of models, like segmentation, the AIDA-model, several analysis models etc. Björn Borg’s target groups are 3 different, with different wishes etc. the first is boys in the age of 9-15, then there is the group of young men, 16-25 years old, and at last there is the girl target group, this group is the smallest. Björn Borg does not invest in this target group. The men in the age of 16-25 are the target group that affects their sale and the business, the most. When it comes to Björn Borg’s advertisement, they are very good to stand out, and make them obvious for people all around. Their promotion is very adventure influenced, unrealistic and creative, this makes their advertisements even more interesting for their target groups. In my assignment I also focus a lot about the 4 p’s and how they use it to their target groups. When it comes to their price on their product, they are expensive, but not in an unrealistic way. People buy their product, even though it cost about 200 Danish kroner for 2 pair of underpants. Their products are very hip, colorful and creative. When it comes to place, their strategy for the future is to increase their business locations, and get a bigger network. Their promotion is something they need to work on.
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