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