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Dehumidifiers: A Business Case Study
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In business, acquisitioning is a tool that can be used to prosper growth. With all acquisitions comes a responsibility to fit the brand(s) into the existing organization. The purpose of this thesis has been to conduct a market research of the dehumidifier industry in Sweden and to develop a marketing plan for Telcho, a declining brand that recently was acquired by the Baffin Delker group. An explanatory case study was conducted and revealed that the Swedish market is attractive to enter. The entry should be focused on the construction segment and the products distributed foremost through rental companies. The aftermarket network should be expanded and outsourced to repair shops throughout the country. The goal for the future will be to meet the two core needs of the customers which is product quality and minimum downtime. If managed properly this time, Telcho has all the potential to increase its market share and be a strong player on the market again.

Place, publisher, year, edition, pages
2011.
Series
Examensarbete INDEK, 2011:61
Keyword [en]
Acquisition, Marketing plan, Market entry, Brand Architecture, Industrial
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:kth:diva-91331OAI: oai:DiVA.org:kth-91331DiVA: diva2:509591
Uppsok
Technology
Supervisors
Examiners
Available from: 2012-03-13 Created: 2012-03-13 Last updated: 2012-03-13Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf