Normal | Analysis

Indledning
Normal is a trading company, who sells everyday products, at a constant low price. All of their products are from well-known brands, such as “Ajax” or “Gillette”. The reason for their low price, is the fact that they import their product, from distributors all over Europe.

The product category differs a lot. Normal tries to have a large selection of products, in order to reach as many customers as possible.

The product line contains a large variety of household items, and a lot of the products are from “foreign countries” which has the purpose of intriguing the customers or remind them of products they saw or bought when they were on vacation.

Target group: Normal ́s target group is very broad, due to the large variety of products. The commercial director of Normal, Susanne Hounsgaard, states that Normal, has products for all ages, and segments. She also states that the largest group of customers are young adults, or “teenagers”

Internationalization: Normal currently has stores in Denmark, Norway, Sweden, Holland and France, but their vision is to offer their shopping experience to even more people, and countries all over Europe.

Indholdsfortegnelse
Introduction to Normal: 2
Vision: 3
Mission:. 3
Critical success factors: 3
Challenges: 4
Solution Proposition: 5
Conclusions from the analysis phase 5
Financial Analysis: 5
Supply Chain Analysis: 6
SWOT: 6
Marketing Mix: 6
Porter's Generic strategies and positioning in the market: 6
PESTEL 7
Appendices: 8
Financial Analysis 8
Key Numbers 9
Current ratio 9
Return of equity (ROE) 9
Supple Chain Analysis: 10
Business model canvas: 12
SWOT 13
Marketing’s Mix 14
Porter's Generic strategies and positioning in the market 15
PESTEL: 17
Porter's five forces: 18
Bibliography: 19

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Uddrag
1. First and foremost, they can focus on one of their critical success factors, which is their placement. If Normal is placed very populated places

people will essentially choose to go to the physical store, instead of ordering their products, and having to wait for it to be delivered to their door.

If Normal is located in places where a lot of people pass by, constantly, then people will choose to spend the time to go to the store, instead of ordering the products online.

One of the advantages of going to the physical store is that the products will be received immediately, and they don't have to spend money on postage.

Consequence: The consequence of having a store located in a mall or central Copenhagen (places that are often populated) is that those places are often very expensive, and in some cases, quite small.

Normal on Strøget for example, has only 2 checkout counters, that could mean that the que could be quite long, depending on the time of the day.

During rush hour, we believe that the place is very crowded, and the que would not be worth the wait. If they were to purchase a larger place, it would be good for business, but at the same time very expensive.

2. in order to keep the low prices, Normal is forced to collaborate with countries, who sells products to them, at a low price. Normal`s distributors could increase their prices, or maybe even eliminate the deals, and that would be a huge problem for them.

Consequence: We know with certainty that not all of the products are purchased from foreign countries. But in some cases, people could boycott different companies, due to different reasons.

If the people of Denmark become more and more patriotic, and nationalistic, they could end up boycotting normal, because they have such a large involvement in foreign countries.