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Title An approach to how Mover-Technology ApS could increase awareness of the Camper Trolley on one of its current markets : Market analysis and product development
Author Ma Bønnelycke Fahlén, Iben (Copenhagen University College of Engineering, IHK)
Holgaard Mortensen, Janne (Copenhagen University College of Engineering, IHK)
Supervisor Larsen, Lisbeth (Copenhagen University College of Engineering, IHK)
Hundebøll, Peder M. (Copenhagen University College of Engineering, IHK)
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2012-12
Abstract The purpose of this bachelor thesis is to investigate how the company, Mover-Technology ApS, can meet its objective of increasing awareness of the Camper Trolley on one of its current markets.
Germany was deemed to be the country with the most potential for reaching the objective. An analysis of Germany’s macro environmental factors did not reveal any barriers for Mover-Technology ApS in its continued effort to export the Camper Trolley to Germany, though the high technological development may induce high expectations for technological products which Mover-Technology ApS has to live up to. Regarding the caravan mover industry, is it deemed to be attractive, because it allows Mover-Technology ApS space to gain a foothold in the industry. However, there are three key wholesale dealers, who distribute caravan movers to the majority of retail dealers in Germany, whom it is important for Mover-Technology ApS to establish a co-operation with.
Mover-Technology ApS’ competitive advantage is its unique product, which is derived through its strength in the research and development, and production links of its value chain. The weakest link is marketing, which is where the lack of awareness arises. In the subsequent product positioning analysis in which the competing caravan movers in the industry are compared, it is determined that the Camper Trolley holds a competitive position, and since Mover-Technology ApS’ strength is derived from the uniqueness of the Camper Trolley it should compete on the market by differentiation.
By examining the consumers’ opinions regarding the Camper Trolley, it is determined that a functional problem - its inability to move a caravan on wet grass because of low friction - is cause for negative publicity. Two solutions to alleviate the problem have been developed. One solution was a kind of slab which can be placed under the Camper Trolley to help keep it in its place, and the other was to minimize the area of the Camper Trolley’s caterpillar tracks which is in touch with the ground in order to increase the ground pressure. The latter solution is the one that seems to best suited for Mover-Technology ApS.
In the end, it is concluded that by solving the functional problem, negative publicity should cease. Positive publicity should also be created by building relationships with customers and consumers, and by conducting business with the three wholesale dealers mentioned previously, and thereby awareness should be raised.
Pages 165
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Admin Creation date: 2012-12-17    Update date: 2013-10-11    Source: ihk    ID: ihk-12654912    Original MXD