Graduation Project
Author
Kollerup, Carina Morell
Term
4. term
Publication year
2019
Submitted on
2019-06-02
Pages
106
Abstract
This thesis examines how KIDKII Danish Design can develop sustainable, long‑term strategies to secure growth in Europe. KIDKII is a small Danish company that designs children’s toys and interior products, sources production from suppliers in China, and serves customers in Asia, Europe, North America, and Canada, yet with a limited customer base in each region. The project’s objective is to assess how the company can attract more customers and increase revenue in the European market through marketing and sales strategies aligned with its operations. Methodologically, it is a company‑collaborative case study informed by a literature review and supported by interviews, meetings, and internal data collection. The Terry Hill strategy framework is applied to ensure alignment between market positioning (qualifiers and order winners) and operational capabilities. The analysis covers the organization, product portfolio, market and performance, and the competitive landscape, culminating in a solution section with recommendations for growth‑oriented marketing and sales initiatives and their implementation. Specific outcomes or impacts of these recommendations are not reported in this excerpt.
Denne afhandling undersøger, hvordan KIDKII Danish Design kan etablere bæredygtige, langsigtede strategier for at sikre vækst i Europa. KIDKII er en lille dansk virksomhed, der designer legetøj og interiør til børn, producerer via leverandører i Kina og betjener kunder i Asien, Europa, Nordamerika og Canada, men med et spinkelt kundegrundlag i de enkelte regioner. Projektets formål er at vurdere, hvordan virksomheden kan tiltrække flere kunder og øge omsætningen på det europæiske marked gennem marketing- og salgsstrategier, der er afstemt med virksomhedens operationer. Metodisk er der tale om et casestudie i samarbejde med KIDKII, baseret på et litteraturstudie samt interviews, møder og dataindsamling fra virksomheden. Terry Hills strategiramme anvendes til at sikre sammenhæng mellem markedspositionering (kvalifikationsfaktorer og ordrevindere) og operationelle kapabiliteter. Analysen omfatter virksomhedens organisering, produktportefølje, marked og præstationer samt konkurrencesituationen, og munder ud i en løsningsdel med anbefalinger til vækstorienterede marketing- og salgsindsatser og implementering. Konkrete resultater eller effekter af anbefalingerne er ikke beskrevet i dette uddrag.
[This apstract has been generated with the help of AI directly from the project full text]