1.1 Marketing
In order to fully understand the Kohberg company, we started by doing some field analysis and an analysis of the company. Looking into the strengths and weaknesses of Kohberg, as well as the opportunities and threats they may have to face. This information was needed to proceed to the next step, which is a strategy proposition.
We divided the strategy in different categories. First we start by looking into the Danish market and how we can gather all the information needed, in order to have a strong home market before looking into expanding abroad. We also suggest segmentation, as it is easier this way to understand your market. Finally we go deeper in on the possibility of expansion and take a look at potential markets.
1.2 Business Law
Upon analyzing the legal aspects of Kohberg related to an expansion outside Denmark, we came up with a few threats which could in some way hinder the production and distribution, overall the business.
Two of the possible problems would be regarding Convention on Contracts for the International sales of Goods and the Product Liability Act.
In the analysis that we organized below, we came up with some solutions that could prevent any legal issues that could rise during the initiation of a campaign on a new market.
1.3 Economics
When dealing with the economical part, we had to oversee two subparts, a descriptive one, where we should the current situation in countries, which are potential targets to start or expand the market, the current situation concerning the economical strengths and weaknesses, such as the GDP evolution or the Inflation.
The second part we had to cover, was the financial part, where with given facts we managed to calculate and give an insight towards the future economical gains of the company. In showing these we obtained figures for the following ratios: Turnover, Total Variable Cost, Contribution Margin, Cash Flow.
1.4 Organizational Culture
Probably one of the key factors in Kohberg’s success was firstly the national culture, and secondly, more important the organizational culture of the company.
In the Organizational Culture part, we explained how the firm managed to obtain such brilliant results, by obtaining and stabilizing very good work conditions for the employees. Over the years they managed to build a highly productive team, productiveness based of course on a high level of happiness.
Also we gave some ideas on how to obtain better financial results, even though this would mean a downturn in the level of sociability between co-workers.
