Omar_Alafandi_Master's_Thesis_EE4_An_Entrepreneurial_Approach_to_the_Wholesale_Trade_in_Nuts
Author
Alafandi, Omar Samer
Term
4. semester
Education
Publication year
2021
Submitted on
2021-10-15
Pages
152
Abstract
Dette speciale undersøger muligheden for at importere og drive engroshandel med nødder på det danske marked og søger at udvikle en kundeorienteret, bæredygtig forretningsmodel i krydsfeltet mellem international handel og iværksætteri. Den overordnede forskningsmæssige ambition er at vurdere markedspotentialet og konceptets levedygtighed for en nystartet virksomhed. Tilgangen bygger på DIA-rammen (Discovery, Incubation, Acceleration) og problem-baseret læring og kombinerer en teoretisk og praktisk vinkel. Empirien er indsamlet gennem primær og sekundær forskning, herunder semistrukturerede interviews samt kvantitative data til at belyse slutbrugeres adfærd. Analytisk anvendes blandt andet markedsføringens fem C’er, Business Model Canvas, finansielle fremskrivninger og valideringseksperimenter rettet mod produkt-marked fit og efterspørgsel. De foreløbige resultater peger på, at danske virksomheder anerkender nøddernes betydning og er villige til at købe i rimelige mængder, og at danske forbrugere har en moderat appetit på nødder, hvilket tilsammen antyder kapacitet til at understøtte et tilstrækkeligt salg. Derudover blev der udviklet forskellige løsninger for at reducere kunders udfordringer og skabe nye vækstspor. Konklusionerne er afgrænset til de data og analyser, der indgår i projektet.
This thesis examines the feasibility of importing and wholesaling nuts in Denmark and aims to design a customer-centric, sustainable business model at the intersection of international trade and entrepreneurship. The core research ambition is to assess market potential and the viability of a nascent startup concept. The study applies the DIA framework (Discovery, Incubation, Acceleration) within a problem-based learning context and combines theoretical and practical perspectives. Empirical evidence was gathered through primary and secondary research, including semi-structured interviews and quantitative data to understand end-user behavior. Analytically, the work draws on the Five C’s of marketing, the Business Model Canvas, financial projections, and validation experiments targeting product–market fit and demand. Preliminary findings indicate that Danish enterprises recognize the importance of nuts and are willing to purchase in reasonable volumes, and that Danish consumers show a moderate appetite for nuts, suggesting capacity to support sufficient sales. In addition, various solutions were developed to reduce customer pains and open new growth paths. Conclusions are bounded by the data and analyses collected within the project scope.
[This summary has been generated with the help of AI directly from the project (PDF)]
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