Ambu a/S
Marketing
Ambu A/S
The aim of this project is to prepare a decision base for Ambu’s international marketing strategy.
Table of contents
Problem background
Problem issues
Problem statement
Delimitations
Methodology
Deciding which markets to entry/screening
Screening
Choice of a specific country
The external environment
PESTLE analysis
Political factors:
Economic factors:
Socio-Cultural factors:
Technological factors:
Legal regulations:
Environmental factors
Porter’s 5 Forces Analysis
Industry
Buyers
Substitutes
Sub conclusion
The Internal environment
Porter’s Value Chain Analysis
Research and Development
Production
Sales and Service
Sub conclusion
SWOT
End-User Analysis
Defining the objectives of the survey
Survey methodology
Determining the sampling group
Questionnaire analysis
Results interpretation
Estimation of the potential sales
Discussion of reliability and validity in the project
Choice of the strategy. Suggestions
Suggestions on marketing mix
Distribution (place) strategy
Pricing strategy
Product strategy
Promotion Strategy
Implementation plan
Conclusion
Enclosure 1
Enclosure 2
Enclosure 3
Enclosure 4
Enclosure 5
Enclosure 6
Enclosure 7
Enclosure 8
Enclosure 9
Enclosure 10
Enclosure 11
Enclosure 12
Enclosure 13
Enclosure 14
Enclosure 15
Problem background
About Ambu
Ambu1 develops, produces and markets diagnostic and life-supporting equipment and solutions to hospitals and rescue services. The largest business areas are Respiratory Care, Cardiology and Neurology in which the most important products are ventilation products for artificial respiration and single-use electrodes for ECG tests and neurophysiological mappings.
Approx. 98% of the Group’s products is sold on export markets through Ambu’s foreign sales companies or distributors.
The total number of employees is 1216 of whom 313 work in Denmark and 903 in Ambu's
Ambu A/S
The aim of this project is to prepare a decision base for Ambu’s international marketing strategy.
Table of contents
Problem background
Problem issues
Problem statement
Delimitations
Methodology
Deciding which markets to entry/screening
Screening
Choice of a specific country
The external environment
PESTLE analysis
Political factors:
Economic factors:
Socio-Cultural factors:
Technological factors:
Legal regulations:
Environmental factors
Porter’s 5 Forces Analysis
Industry
Buyers
Substitutes
Sub conclusion
The Internal environment
Porter’s Value Chain Analysis
Research and Development
Production
Sales and Service
Sub conclusion
SWOT
End-User Analysis
Defining the objectives of the survey
Survey methodology
Determining the sampling group
Questionnaire analysis
Results interpretation
Estimation of the potential sales
Discussion of reliability and validity in the project
Choice of the strategy. Suggestions
Suggestions on marketing mix
Distribution (place) strategy
Pricing strategy
Product strategy
Promotion Strategy
Implementation plan
Conclusion
Enclosure 1
Enclosure 2
Enclosure 3
Enclosure 4
Enclosure 5
Enclosure 6
Enclosure 7
Enclosure 8
Enclosure 9
Enclosure 10
Enclosure 11
Enclosure 12
Enclosure 13
Enclosure 14
Enclosure 15
Problem background
About Ambu
Ambu1 develops, produces and markets diagnostic and life-supporting equipment and solutions to hospitals and rescue services. The largest business areas are Respiratory Care, Cardiology and Neurology in which the most important products are ventilation products for artificial respiration and single-use electrodes for ECG tests and neurophysiological mappings.
Approx. 98% of the Group’s products is sold on export markets through Ambu’s foreign sales companies or distributors.
The total number of employees is 1216 of whom 313 work in Denmark and 903 in Ambu's