Analyse af Salling Group AS og Coop Danmark AS

Analysis of Salling Group AS and Coop Danmark AS

Huynh, Andy ; Mortensen, Ida Elisabeth ; Pedersen, Lucas Emil Glinvad

4. semester

HD 1. del

2025

2025-05-27

42

Denne opgave undersøger to centrale aktører i dansk dagligvarehandel, Salling Group og Coop Danmark, for at belyse, hvad Coop kan lære af Salling Group og hvordan Coops forretningsmodel kan tilpasses for at genvinde en stærkere position. Med en kritisk realistisk og induktiv tilgang kombineres kvantitative data fra CVR og årsrapporter (2018–2023) med kvalitative forbrugerinterviews i Aalborg (bl.a. Coop365 og Føtex) samt artikler og officielle statistikker. Analysen anvender regnskabsnøgletal (fx afkastningsgrad, overskudsgrad, soliditetsgrad), Business Model Canvas (fem centrale byggeklodser), Porter’s Five Forces (fire kræfter), marketingmixets 7 P’er (Place, Promotion, Pris, Physical Evidence), værdikædeanalyse og SWOT for at afdække strategiske forskelle i værdiskabelse, markedsposition og konkurrenceevne. De fremlagte tal peger på en markant performanceforskel: Salling Group har styrket sin økonomi fra 2019 til 2023, bl.a. med stigende overskud (fra 972 mio. kr. til 1,6 mia. kr.), investeringer i grøn omstilling, prisreduktioner og Netto 3.0-konverteringer, mens Coop Danmark har oplevet underskud (bl.a. -717 mio. kr.), et negativt driftsresultat i 2023 (-2,4 mia. kr.) og betydelige nedskrivninger (1.775 mio. kr.), trods initiativet “Fremtidens Coop” som endnu ikke har vendt udviklingen. Projektet validerer resultater gennem triangulering og kritisk kildevurdering og munder ud i konkrete, datadrevne anbefalinger til, hvordan Coop kan styrke sin konkurrencemæssige position.

This thesis examines two key players in Danish grocery retail, Salling Group and Coop Danmark, to identify what Coop can learn from Salling Group and how Coop’s business model can be adapted to regain a stronger market position. Using a critical realist and inductive approach, the study combines quantitative data from CVR and annual reports (2018–2023) with qualitative consumer interviews in Aalborg (including Coop365 and Føtex), alongside articles and official statistics. The analysis employs financial ratio analysis (e.g., return on assets, profit margin, equity ratio), the Business Model Canvas (five core building blocks), Porter’s Five Forces (four forces), the 7 Ps of the marketing mix (Place, Promotion, Price, Physical Evidence), value chain analysis, and a SWOT to uncover strategic differences in value creation, market position, and competitiveness. Reported figures indicate a pronounced performance gap: Salling Group strengthened its finances from 2019 to 2023, with rising profits (from DKK 972 million to DKK 1.6 billion), investments in sustainability, price reductions, and Netto 3.0 conversions, whereas Coop Danmark faced losses (including DKK -717 million), a negative operating result in 2023 (DKK -2.4 billion), and significant impairments (DKK 1,775 million), despite the “Fremtidens Coop” initiative not yet yielding positive results. The project validates findings through triangulation and critical source assessment and culminates in concrete, data-driven recommendations to help Coop improve its competitive position.

[Dette resumé er genereret ved hjælp af AI]

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