Case Study Jysk
Case exam
Jysk
Marketing Management
Table of Contents 1. Outline 3 2. Value Chain 4 2.1.1 Primary activities 4 2.1.2 Support Activities 5 2.2 Conclusion 5 3. Segmentation, targeting and positioning 6 3.1 Market Research 6 3.1.1Market research method 7 3.1.2Data Collection 7 3.2. Conclusion 7 4. Human Resource Management 8
1. Outline
Internal
To understand Jysk’s strenghts and weaknesses, Michel Porter’s Value chain analysis will be made. In order to conduct value chain analysis, the company is split into primary and support activities. It would have been nice to include an analysis about the financial situation but this report is more about determining how to position Jysk into Chinese market and because of that the financial part will be excluded. An in-depth analysis and suggestions about human resource management, a part of the organizational structure, will be made to understand better the core values what Chinese retail staff should have. A graph with pricing positioning with some of Jysk’s products is also made to show briefly in what price range the products are. The importance of quality is also added.
External
Market research factors are explained also with data collection methods. It would have been nice to compare Jysk with biggest competitors in Chinese market but because of the limited number of pages and it will not add value to the Chinese employees, this will be excluded.
2. Value Chain
To understand how Jysk has set up the primary and support activities to make the company run, Michael Porter’s value chain has been done.
2.1.1 Primary activities
Inbound logistics:
Jysk has decided to cooperate with global logistics company DHL. That means that DHL are now responsible for all the logistic matters in Jysk.
Operations :
All the production of Jysk goods is outsourced to external manufactures all over the world. This has kept them from big investment when building their own production
Jysk
Marketing Management
Table of Contents 1. Outline 3 2. Value Chain 4 2.1.1 Primary activities 4 2.1.2 Support Activities 5 2.2 Conclusion 5 3. Segmentation, targeting and positioning 6 3.1 Market Research 6 3.1.1Market research method 7 3.1.2Data Collection 7 3.2. Conclusion 7 4. Human Resource Management 8
1. Outline
Internal
To understand Jysk’s strenghts and weaknesses, Michel Porter’s Value chain analysis will be made. In order to conduct value chain analysis, the company is split into primary and support activities. It would have been nice to include an analysis about the financial situation but this report is more about determining how to position Jysk into Chinese market and because of that the financial part will be excluded. An in-depth analysis and suggestions about human resource management, a part of the organizational structure, will be made to understand better the core values what Chinese retail staff should have. A graph with pricing positioning with some of Jysk’s products is also made to show briefly in what price range the products are. The importance of quality is also added.
External
Market research factors are explained also with data collection methods. It would have been nice to compare Jysk with biggest competitors in Chinese market but because of the limited number of pages and it will not add value to the Chinese employees, this will be excluded.
2. Value Chain
To understand how Jysk has set up the primary and support activities to make the company run, Michael Porter’s value chain has been done.
2.1.1 Primary activities
Inbound logistics:
Jysk has decided to cooperate with global logistics company DHL. That means that DHL are now responsible for all the logistic matters in Jysk.
Operations :
All the production of Jysk goods is outsourced to external manufactures all over the world. This has kept them from big investment when building their own production