Indholdsfortegnelse
Task 1
Task 2
Task 3
Task 4
Task 5
Optimer dit sprog - Læs vores guide og scor topkarakter
Uddrag
Task 1
Characterize the company BoConcept. Base your response on enclosures 1 (video), 2, 3, 4 and 5. Your response can be no longer than 2,400 characters including spaces.
BoConcept is a Danish furniture company established in 1952. Today, less than a decade after opening their first store BoConcept global brand with stores in more countries than IKEA, the retail giant of the furniture industry.
Judging by that yardstick, BoConcept is the most global furniture brand in the world. BoConcept was established around the idea of designing and creating premium quality furniture with a high functionality whilst being at an affordable price, they wanted “To make the most out of less” .
After only having operations in Denmark BoConcept opened their very first franchise brand store in Paris in 1933, stepping further into their vision of becoming a global brand.
Today, BoConcept is a global brand and an international furniture franchise chain, with more than 285 brand stores across more than 65 different countries representing the brand name and logo.
BoConcept have been experiencing a global growth, and CEO Anton van den Putte states that they are expecting even further growth in primarily the US, Chinese and Japanese markets .
BoConcept is represented on the B2C market, furthermore as we see in enclosure 7, they are also represented on the B2B market.
BoConcept has a very wide product range, varying from sofas to tables , furthermore they offer a custom design service to both private consumers and offices.
This design service is particularly on the rise in Asia, with this high-quality service an interior designer goes to the customers house or office space and help them design the interior best suited for the space and needs of the customers.
BoConcept main target group is “The Post IKEA Generation” as CEO, Anton van den Putte describes them .
In the fiscal year 2018/2019 BoConcept had a turnover 1,310 million DKK, with 539 employees and a result of 80.5 million DKK .
As it can be seen on the chart to the right, BoConcept’s turnover is distributed on the different continents with 58% of their turnover coming from Europe
the Middle East and Africa, 29.3% of the turnover coming from Asia and Oceania, and lastly the remaining 12.7% of the turnover coming North, South, and Central America.
Task 2
Analyse the internationalization of BoConcept.
For the analysis of the internationalization of BoConcept I will be looking into BoConcept’s export motive and export readiness.
Furthermore, I will be looking into which of the internationalisation models is the best fit for BoConcept. This analysis will give great insight into the internationalisation of the company.
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