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Transcript of Fritz- Kola
Differentiation comes only with amount of sugar, slight taste variations
Consumers are highly brand oriented
Research Design and Methods
Data collection techniques
Primary data collection
Secondary data collection
Quantitative Data (survey)
Introduction: 7 virtues/motivation and problem statement
Methods and Data collection
Approaches to Export
The 7 Sins of Fritz-Kola
Qs and As
Market trends :
•Consumers demand for natural and non-industrial products
•Trade across German border - declining volume sales in Denmark
Porter's Five Forces
The bargaining power of suppliers
Threat of New Entrants
High entry barriers
Threat is considered as low
The bargaining power of buyers
Rivalry between existing companies
Threat of Substitutes
Approaches to the study of export Assessment by Knudsen
- traditional export is characterized to have weak theoretical foundation
- the export strategy can be distinguished into two streams :
1. Internationalization processes
2. Export performance
Bargaining power is strong when buyers are buying centers of retail chains.
When the end-consumer is considered to be buyer, bargaining power is not that strong
Overall it is above moderate
Non-specific raw materials are subject to price fluctuations
Special ingredients supplied by limited numbers of suppliers
Power of packagers is higher especially in eco-friendly niche market
Power is considered to be as moderate
Tap water, non-RTD hot drinks can substitute for soft drinks mostly because of health concerns and consumer price sensitivity
Threat is moderate
Denmark soft drinks market value forecast: $ billion, 2012–17
Critical assessment of Fritz-Kola's export performance on the Danish market
Fritz-Kola export assessment
Interview with distributor
Entrance of Fritz-Kola on the Danish market
Type of export mode
Export Efficiency (Katsikeas)
Export Effectiveness (Katsikeas)
Qualitative Data (interview)
Semester project presentation
- combination of individual approaches to the study of export strategy
1. 4Ps framework and SCP
2. The Resource based perspective
3. Network approach
4. Evolutionary economics
concept is relevant to the study of firm´s capabilities for effective interaction with its external environment
Euromonitor. (2013). Soft drinks in Denmark.
Fritz-kola, 2013. http://www.fritz-kola.de. [Online]
Available at: http://www.fritz-kola.de/aboutus/
[Accessed 3rd January 2014].
Henry, A., 2008. Understanding Strategic Management. First ed. New York: Oxford University press.
Hollensen, S., 2010. Marketing Management : a relationship approach. Second edition ed. s.l.:Pearson Education Limited 2010.
Knudsen, M., 2002. Export strategy a dynamic capability perspective. Scandinavian journal of management, Volume 18, pp. 475-502.
Kuada, J., 2012. Research Methodology - A project Guide for University Students. 1st red. Frederiksberg: Samfundslitteratur
MarketLine. (2013). Soft drinks in Denmark.
Olesen, P. B., 2014. Fritz-Kola in Denmark [Interview] (10th January 2014).
Oliveira, J. S., 2011. Level of analysis in export performance research. International Marketing Review, 29(1), pp. 114-127.
source: Scandinavian Journal of Management