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