Indholdsfortegnelse
Task 1
Task 2
Task 3
Task 4
Task 5
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Uddrag
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.
Jeg har lavet en god virsomhedskarakteristik, ved hjælp af bilagene. Jeg skal bruge flere fagbegreber, men jeg har meget svært ved hvilke disse skulle være, da jeg føler jeg briger dem der er relevante for det jeg skriver.
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Out of the three internationalisation models, the Uppsala model, Born global companies and the network model.
The BoConcept process for internationalisation follows the Uppsala model, which was used at the Uppsala University in Sweden to analyse the development of internationalisation.
Though there is some conjecture as to why they did not use the Born global model due to the fact that they have stated their envisioning a global future.
The Uppsala model has been divided into 4 phases which BoConcept obey to. We have phase 1, the sporadic export
which they follow as their export activity was seemingly random and dispersed in the beginning because of their lack export to foreign countries, when they started 1952 on the domestic market.
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