framgångsfaktorer inom möbelbranschen - Lunds Tekniska Högskola

3.4.1 Värdeskapande .......................................................................................................................... 32
3.4.2 Analysredskap & strategibild .................................................................................................. 34
3.4.3 Hur man hittar sin outforskade marknad .............................................................................. 36
3.5 BEHÅLLA POSITIONEN .................................................................................................................. 37
4 EMPIRI OCH ANALYS ............................................................................................. 40
4.0 INTRODUKTION .............................................................................................................................. 40
4.1 BRANSCHANALYS............................................................................................................................ 40
4.1.1 Var har branschen varit? .......................................................................................................... 41
4.1.2 Definition av branschen idag ................................................................................................... 43
4.1.3 Branschens framtid ................................................................................................................... 44
4.2 KONKURRENSANALYS ................................................................................................................... 46
4.2.1 Konkurrensutveckling ............................................................................................................... 46
4.3 KUNDANALYS .................................................................................................................................. 51
4.3.1 Kundens utveckling ................................................................................................................... 51
3.4.2 Företagens målgrupper............................................................................................................ 52
4.4 FRAMGÅNGSOMRÅDEN ................................................................................................................ 54
4.5 BENCHMARKING & ANALYS ......................................................................................................... 56
4.5.1 Varumärkeskännedom/profilering ......................................................................................... 56
4.5.2 Organisation.............................................................................................................................. 57
4.5.3 Erbjudandet ............................................................................................................................... 59
4.5.4 Butik/personal .......................................................................................................................... 60
5 DISKUSSION .......................................................................................................... 63
5.1 VARUMÄRKESKÄNNEDOM/PROFILERING ................................................................................ 63
5.2 ORGANISATION ............................................................................................................................... 66
5.3 ERBJUDANDET ................................................................................................................................ 68
5.4 BUTIK/PERSONAL .......................................................................................................................... 72
5.5 SLUTORD .......................................................................................................................................... 75
6 KÄLLFÖRTECKNING .............................................................................................. 78
BILAGA 1. STRATEGIBILD EM-BUTIKER ................................................................... 82
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