Beta 1


Title Market Entry Strategy to the Danish ERP Market
Author Jensen, Camilla Frost (Copenhagen University College of Engineering, IHK)
Supervisor Kahle, Lynn
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2010-12
Abstract This project investigates how AMEA Business Solutions UAB should enter the market with an ERP-system produced specialised to production companies in Denmark.

With the use of primary and secondary data, the market has been analysed from macro to micro level with theoretical models as a framework to get a full understanding of the current situation. Sales -, Product line - and communication managers and consultant from AMEA have participated in the project, as well as external help from Danish ERP specialist from HertbertNathan & Co.

The investigation has found that the developed Danish society and IT skills are expected to continue the growth in the future. This will give a good opportunity of profit for the already existing ERP suppliers. The competition among the ERP providers can be strong. However, a growth in the market should enable all competitors to be profitable at the same time. The investigation also found that there is an unexploited market, through which AMEA should use to enter the market. This opening is caused by a complex purchasing process and long implementation time. This opening is caused by the tailored products which make it difficult to analyse upon or lack of focus from the competitors.

Based on the investigation, the study suggests AMEA to enter the market with a price approximately 30% cheaper than the market leader, SAP and with a good after sales service and support group that can help the customers in their local language, Danish. To target the decision maker of the company, promotion should focus on aggressive direct marketing, personal contact, advertisement in IT related magazines and being present at IT fairs.
Additionally, AMEA should at all-time use its livery to create a marketing image, and promote AMEA to production companies. Investigations indicated that a focus on the IT department on the company will ease the opening to gain market share.
Finally, AMEA will have to modify some of the features in their current product, to suit the targeting market in Denmark.


By doing the things mentioned above, AMEA should be able to enter the Danish market, and be one of the recognised brands within the Danish IT industry. This is a very attractive possibility for AMEA and furthermore, it follows AMEA’s goals concerning expanding their market shares within Europe.
Pages 111
Keywords ERP Danmark
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2011-01-13    Update date: 2012-11-05    Source: ihk    ID: ihk-9571307    Original MXD