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Title Feasibility Study of the Brazilian Market : How to improve Struers`s revenue on the Brazilian market
Author Cyrus, Jesper (Copenhagen University College of Engineering, IHK)
Jørgensen, Mads (Copenhagen University College of Engineering, IHK)
Supervisor Stisen Flyger, Charlotte (Copenhagen University College of Engineering, IHK)
Rützou, Carsten (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 Struers products are used in the metallographic industry to prepare specimens. They are a company in growth, however, they have still not obtained the expected breakthrough on the Brazilian market, considering the country`s potential. At present point Struers use the distributor Sultrade on the Brazilian market. This report has examined how Struers can improve their revenue by evaluating, among other things, the possibilities of establishing a subsidiary or an assembling in Brazil.
The methods applied are thorough analyses and evaluations supported by relevant theories and techniques. The information obtained is from both primary and secondary sources. Primary sources have in general been weighted higher than secondary sources and include visits to fairs and qualitative interviews with key personnel within the Struers organisation as well as conversations with embassies, lawyers, companies, trade offices, and the Brazilian distributor’s management.
The systematic evaluation of the market resulted in suggestions on specific product improvements and strategies for each customer segment. The evaluation was combined with an assessment of the Brazilian distributor and concluded that the current involvement from Struers` perspective is insufficient and has to be increased significantly in order to utilise the potential of increased revenue and savings on import costs on the Brazilian market. This report recommends that the increased commitment is done by establishing a Struers-controlled subsidiary and an assembling in Brazil.
Pages 166
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2012-12-17    Update date: 2013-10-11    Source: ihk    ID: ihk-12665270    Original MXD