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Successful Penetration of Emerging Markets - Finding Business Opportunities for High Profile Industrial Products
| Content Provider | Semantic Scholar |
|---|---|
| Author | Flodén, Henrik Landgren, Maria |
| Copyright Year | 2008 |
| Abstract | Equipment Fluids & Utility (EFU) is one of nine segments within Alfa Laval. The segment has experienced initial problems with sales volumes on the emerging markets so far entered, even though there is a seemingly large potential. No clear reason for this has been identified, and the management of EFU wants an efficient solution to the problem. The problem was to investigate what areas are affecting an efficient penetration of emerging markets for an industrial company, and how those should be addressed to ensure a continuous favourable development. Purpose: Our purpose is divided in two parts: Understand and investigate the business of Alfa Laval and EFU to be able to identify areas of improvement regarding the sales process in Vietnam. It also includes developing recommendations and actions for every defined area with the aim to generate a more efficient procedure to find business opportunities in an emerging market. Develop a conceptual framework that will contribute with a structured approach for problem solving in emerging markets when selling industrial products. The aim of the framework is to create awareness of what areas of improvement are most important, and to give guidelines of how to work with those improvements. Method: An abductive research is made based on qualitative in-depth interviews and literature studies. A case study is made on Vietnam and the findings from this certain case results in a generic solution valid for all emerging markets. Conclusion: Nine areas of improvement are defined and discussed, and actions for success are suggested. Furthermore, a methodological framework is developed to facilitate a structured approach when working with the improvements. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.pm.lth.se/fileadmin/pm/Exjobb/Filer_fram_till_foerra_aaret/Exjobb_2008/Floden_-_Landgren_-_Examensarbete__Print_.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
