Marketing Report for Window Company Named Kungfonster in Sweden

1

Creative Marketing

Course Project

Submitted By:

Arvid AnderssonHalima El JoundiJingchen ZhengKaan UlgenMuhammed Tariq

Tutors :

Helen AndersonOlof Brunninge

Kunsönster

The 30th of March 2009

2

Table of Content

1- EXECUTIVE SUMMARY ……………………………………..……………………… 42- OVERVIEW ……………………………………………..……………..………………. 53- PURPOSE OF THIS RESEARCH …………………………………………..…….…. 54- COMPANY ANALYSIS …………...………………………………………………..…. 65- CUSTOMER ANALYSIS …………………………………………….……………….. 86- COMPETITOR ANALYSIS ……………………………………………….…………. 96.1 INWIDO…………………….……………………………………………........….. 106.2 SVENSKA FÖNSTER……………………………………………………........…. 116.3 H-FÖNSTER………………………………………………………………........... 136.4 WESTCOAST WINDOWS AB………………………………………………….. 146.5 KVILLSFORS …………………………………………………………………….. 157- WHAT’S THE ROT? …………………………………………………………………. 178- AN OVERVIEW OF THE MARKET……………………………………………….. 188.1 SEGMENTATION……………………………………………………………….. 199- SWOT ANALYSIS…………………………………………………………………….. 2010- TOWS ANALYSIS…………………………………………….……………………… 2110.1 SO STRATEGIES……………………………………………………………….. 2310.1.1 PRODUCT DEVELOPMENT STRATEGY…………………….……... 2310.1.2 KAIZEN STRATEGY COUPLED WITH BPR………………….…….. 2410.1.3 THREE PRONG INTENSIVE STRATEGY…………………………...2410.1.4 FOCUS STRATEGY…………………………………………………….... 2410.2 WO STRATEGIES……………………………………………………………... 2510.2.1 CHANGE ORGANIZATIONAL DNA……………………………….... 2510.2.2 RELAUNCH KUNGSFÖNSTER BRAND……………………………. 2510.2.3 NETWORKING STRATEGY…………………………………………... 2610.2.4 BUILD TO ORDER STRATEGY………………………….………….....2610.3 ST STRATEGIES……………………………………………….……………..... 2610.3.1 RETRENCHEMENT STRATEGY…………………………....……….. 2710.3.2 MARKET COVERAGE STRATEGY…………………………...……..... 2710.3.3 CONFORMANCE WITH INDUSTRY STANDARDS…………….…. 27

3

10.4 WT STRATEGIES……………………………………………………………...2710.4.1 BREAKING THE CLUTTER STRATEGY………………………..… 2810.4.2 INTERDEPENDENCY………………………………………….…… 2811- ATLANTIS SOLUTIONS……………………………………………………….… 2811.1 FROM A CLIENT TO A PARTNER………………………………………... 2811.2 DISINTERMEDIATION…………………………………………………….. 2911.3 LESSEN THE BURDEN……………………………………………….……..3011.4 GRATIS……………………………………………………………………….…3111.5 IF YOU DON’T GO TO THEM, THEY WON’T COME TO YOU …..…..3112- THE ACTION PLAN……………………………………………………….………3212.1 OBJECTIVES……………………………………………………………….….. 3212.2 DRIVING FORCES…………………………………………………………….3212.3 RESTRAINING FORCES………………………………………………….….3212.4 ACTION PLANNING…………………………………………………………3212.5 EXPLANATION…………………………………………………………….….3313- CONCLUSION……………………………………………………………………....3414- REFERENCES………………………………………………………………….……35