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Title Marketing of Cable Jetting Machines in Australia and New Zealand
Author Møller, Christoffer Bramgaard Dixen (Copenhagen University College of Engineering, IHK)
Supervisor Fønss, Ulrik
Petersson, Claus
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2011-05
Abstract S. Tygesen Energi A/S, a Danish engineering company trading with cable jetting machines, wishes to enter the Australian and New Zealand market, in order to sell their range of cable jetting machines from Danish manufacturer Fremco. The task is to investigate the market, and recommend the best practice for penetrating the Australian and New Zealand market. The report makes use of primary data obtained through interviews with employees at S. Tygesen Energi A/S, and entities related to the industry in Australia and New Zealand

The two countries can be considered as one unified market, due to political, economical, cultural, and technology-based similarities. A target market in the two countries is identified, and is made up by a mix of small, medium-sized, and large telecommunications and contracting businesses. The market is currently occupied by only one company that is manufacturing and selling cable jetting machines.

The products from S. Tygesen Energi A/S are benchmarked up against the products from the competitor. By comparing the market to an existing market for S. Tygesen Energi A/S a marketing objective for the venture in Australia and New Zealand is set. In three years S. Tygesen Energi A/S must sell cable jetting machines for DKK 1,360,000 annually.

After analyzing different modes of entry, it is concluded that the optimal solution for S. Tygesen Energi A/S will be to use a distributor located in Australia or New Zealand. The distributor will handle the pricing strategy in Australia and New Zealand, however a general strategy of cost leadership is to be aimed for by S. Tygesen Energi A/S in order to make sales in Australia and New Zealand.
Pages 68
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2011-05-16    Update date: 2013-07-10    Source: ihk    ID: ihk-9794175    Original MXD