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 …show more content…

For that a research method has to be chosen also with the data collection method.

3.1.1Market research method

This can be a primary research by collecting data from analyzing current sales and the effectiveness of current practices. Also a research about the competitors in this specific market. For Jysk, a research about IKEA in Chinese market would have been relevant.
Another way of conducting a market research is using secondary research method. The purpose of secondary research is to analyze data that has already been published. With secondary data it is possible to determine the competitors. Also the benefit with secondary data is that Jysk can determine their possible target market segments- age, lifestyle, which in Jysk’s case are people who like to have a great offer within sleeping and living.
3.1.2Data Collection

When the method for research is selected, the data collection method has to be determined. This can either be quantitative or qualitative. Quantitative data collection method is using a large sample size. The result of this data collection can be statistically significant differences. Qualitative research is using a small sample size with an accurate response.
Jysk should make a quantitative data collection by using a large sample size because the population of China and the volume of people who are in need of bedroom and livingroom commodities is very big.
3.2. Conclusion

It has to be taken into