Opgavebeskrivelse
Task 1
Characterize the company BoConcept. Base your response on enclosures 1 (video), 2, 3, 4 and
Task 2
Analyze the internationalization of BoConcept.
Task 3
Analyze 2-3 conditions that are particularly important for BoConcept on the Japanese market.
Task 4
Discuss the following statements. Your response can be no longer than 2,400 characters including spaces.
a. It is an advantage for BoConcept to use franchising as a penetration strategy on a new market.
b. The product parameter needs to be adjusted to the Japanese market.
c. Japanese culture is of no importance when BoConcept operates on the Japanese B2B market.
Task 5
Taking your starting point in your answers to tasks 1-4 and the relevant enclosures, you are to:
Indledning
You have to begin answering each question, by firstly outlining why the appropriate frameworks, models, theories are used (Exampel:
In the flowing the frameworks of Uppsala and Matrix of Export Readiness are applied because xxx, as they xxxxx benefit/deals with/cover/etc, in order to address the questions of xxxx).
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Uddrag
Danish design is becoming very popular around the world, which can be a proactive external export motive, since demand for this type of design is increasing, and it has therefore been beneficial for BoConcept to have turned their focus to the international market.
The company has always had the vision of expanding and becoming global, meaning management ambitions, which is a proactive internal export motive that aims for a company to expand their activities to more markets
has also been crucial for expanding the business. Moreover, the Danish market is relatively limited since bigger companies much like BoConcept will not be able to only sell their products on the domestic market.
Based on their turnover by geographical region we can see that a lot of their products are exported, meaning they have also used the reactive external export motive ‘limited domestic market’ as a reason behind their expansion.
The range of their products which are truly based on northern simplistic design are very suitable for export. As mentioned, Scandinavian design is becoming highly demanded and attracted around the world
and therefore BoConcept’s products are very preferred across different cultures. Furthermore, their personnel have been export-ready since start-up, as the management has had a positive approach regarding export.
The company have used the proximity method when expanding to countries like Norway, Sweden, and Germany, where the environmental distance is considered small.
The funnel approach has been applied when BoConcept have expanded to countries such as Japan and China, which are very different markets compared to the Danish, and is therefore quite challenging.
Due to this is requires detailed market analyses before entering the market. Even though the environmental distance is very large to these markets, they are of great growth potential for BoConcept.
The company accounts for 300 showrooms in 65 countries across 6 continents, which shows that they have a huge market diversification and that they have come very far when it comes to internationalization.
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