framgångsfaktorer inom möbelbranschen - Lunds Tekniska Högskola

INNEHÅLLSFÖRTECKNING
FÖRORD .................................................................................................................... III
SAMMANFATTNING .................................................................................................... V
ABSTRACT ............................................................................................................... VII
INNEHÅLLSFÖRTECKNING .................................................................................... VIII
1 INLEDNING ............................................................................................................... 1
1.1 BAKGRUND ......................................................................................................................................... 1
1.2 FÖRETAGSBESKRIVNING EM ......................................................................................................... 4
1.3 EM:S MÅLGRUPP EMMA ................................................................................................................... 5
1.4 PROBLEMDEFINITION OCH SYFTE ................................................................................................ 6
1.5 AVGRÄNSNINGAR ............................................................................................................................. 7
1.6 DISPOSITION ...................................................................................................................................... 8
2 METODIK ................................................................................................................ 10
2.1 METODOLOGI .................................................................................................................................. 10
2.1.1 Applicering metodologi .............................................................................................................. 11
2.2 METODSTRATEGI ............................................................................................................................ 11
2.2.1 Kartläggning ............................................................................................................................. 12
2.2.2 Fallstudie ................................................................................................................................... 12
2.2.3 Experiment ................................................................................................................................ 13
2.2.4 Aktionsforskning ....................................................................................................................... 13
2.2.5 Giltighet ..................................................................................................................................... 14
2.2.6 Applicering metodstrategi ....................................................................................................... 15
2.3 STRATEGI FÖR GENOMFÖRANDE ............................................................................................... 16
2.3.1 Uppstart och planering ............................................................................................................. 16
2.3.2 Litteraturstudie/datainsamling .............................................................................................. 16
2.3.3 Avslutning .................................................................................................................................. 18
2.3.4 Applicering ................................................................................................................................ 18
3 TEORI ..................................................................................................................... 20
3.0 INTRODUKTION .............................................................................................................................. 20
3.1 OMVÄRLDSANALYS......................................................................................................................... 20
3.1.1 Branschdefinition ....................................................................................................................... 21
3.1.2 Branschanalys ........................................................................................................................... 23
3.1.3 Konkurrensanalys ..................................................................................................................... 25
3.1.4 Kundanalys ................................................................................................................................ 25
3.1.5 Marknadsförutsättningar......................................................................................................... 27
3.2 AFFÄRSANALYS ............................................................................................................................... 27
3.2.1 Hot från nya konkurrenter ....................................................................................................... 28
3.2.2 Köparnas förhandlingskraft .................................................................................................... 28
3.2.3 Leverantörernas förhandlingskraft ........................................................................................ 28
3.2.4 Branschkonkurrens .................................................................................................................. 29
3.2.5 Substitut ..................................................................................................................................... 29
3.3 STÖD FÖR FÖRÄNDRING ............................................................................................................... 30
3.3.1 Normanns lyftkran .................................................................................................................... 30
3.4 POSITIONERINGSSTRATEGI ......................................................................................................... 32
VIII