What problems did Lars Larsen face, trying to conquer the American market?
Lars went several times to study the market and concluded that they definitely needed Jysk Sengetøjslager. He took the opportunity to penetrate the US market through some American suppliers, maybe not the best or cheapest, but he took want he could get, in the hope of then his business would grow i the US, more and bigger suppliers would come.
Danish enterprises are primarily opportunity driven in their business development. This is not to say that Danish companies do not plan at all or that all business development is purely coincidental. However, Danish companies have a tendency to apply the same decision making framework (or lack of the same) to the US as is used for smaller, less sophisticated markets.
The US strategy must be a dynamic process, which means that it must be constantly developed according to the information and experiences I gathered throughout the process. However Americans do not share our perspective on marketing, and I find this the greatest reason it did not go as well on the US market as Lars Larsen expected.
The cultural differences between Denmark and the US
Besides the difference in sheer size, I would like to indicate that the US economy is less depending on external relations because of the huge domestic market when compared to Denmark. Another point is the fact that the basic labour market conditions in terms of salary level, unemployment rate, and weekly working hours in the two countries are comparable.
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