Student
Outline
The main focus of the project is to see if DALOON can have success in the European business market in future and how their future strategy and growth strategy should be like, and if so, who their target group is. The work questions are related to the models, which have been taught during the semester. After applying information and different methods into the theories in international marketing, a final result is achieved. Exclusions are made due to the fact that these are not relevant or needed. The statements are backed up with facts, links and sources from the Internet. The case also delves into the external and internal level of DALOON through the marketing environment model, using PESTEL, Porter’s Five Forces and the Marketing Mix to answer the work questions. Through this analysis, the questions in the work questions are answered, then summed up through the SW-OT model leading to a final conclusion. This gives an indication of whether or not DALOON can be successful in the European market, which answers the work questions and aim for the whole case, and furthermore, proposing possible solutions.
Company profile and Introduction
The DALOON Group comprises two factories, the Parent Company DALOON A/S in Nyborg, Denmark and the subsidiary DALOON Foods (UK) Ltd in Newark, England1. The first Danish made spring rolls were manufactured in Mr. Van’s cellar in his private home near Copenhagen. Having received his first order from a snack bar in the famous Tivoli Gardens, it became apparent that larger production facilities were required. By 1964 the need for a larger factory had arisen and along with the move to a larger factory, the Company changed its name to DALOON, which translates from Chinese into ‘the big dragon. In 1970 DALOON moved again; this time from suburban Copenhagen to its present location, a purpose built factory in Nyborg. In 1983 the Corporation was extended to include a factory in Rudkøbing in
The main focus of the project is to see if DALOON can have success in the European business market in future and how their future strategy and growth strategy should be like, and if so, who their target group is. The work questions are related to the models, which have been taught during the semester. After applying information and different methods into the theories in international marketing, a final result is achieved. Exclusions are made due to the fact that these are not relevant or needed. The statements are backed up with facts, links and sources from the Internet. The case also delves into the external and internal level of DALOON through the marketing environment model, using PESTEL, Porter’s Five Forces and the Marketing Mix to answer the work questions. Through this analysis, the questions in the work questions are answered, then summed up through the SW-OT model leading to a final conclusion. This gives an indication of whether or not DALOON can be successful in the European market, which answers the work questions and aim for the whole case, and furthermore, proposing possible solutions.
Company profile and Introduction
The DALOON Group comprises two factories, the Parent Company DALOON A/S in Nyborg, Denmark and the subsidiary DALOON Foods (UK) Ltd in Newark, England1. The first Danish made spring rolls were manufactured in Mr. Van’s cellar in his private home near Copenhagen. Having received his first order from a snack bar in the famous Tivoli Gardens, it became apparent that larger production facilities were required. By 1964 the need for a larger factory had arisen and along with the move to a larger factory, the Company changed its name to DALOON, which translates from Chinese into ‘the big dragon. In 1970 DALOON moved again; this time from suburban Copenhagen to its present location, a purpose built factory in Nyborg. In 1983 the Corporation was extended to include a factory in Rudkøbing in
References: Webpages http://www.daloon.com/da/Frontpage/Contact.aspx http://www.daloon.com/da/Frontpage/History.aspx http://www.daloon.com/Frontpage/Quality%20and%20Environment.aspx http://www.daloon.com/Frontpage/Mission.aspx Books Principles and Practice of Marketing, sixth edition by David Jobber ALL the appendixes have been used very well