Free Essay

Internationel Economic

In: Business and Management

Submitted By Fredhem
Words 681
Pages 3
Virksomheds økonomi, aflevering 5
LEGO Koncernen
1.1
LEGO er i solid fremgang, med en forbedring på halvanden milliard. Fremgangen skyldes bl.a. væksten på de nye markeder i udelandet. Især de amerikanske forbruger er meget begejstret for Lego. I øjeblikket er der en trend, ved at købe kvalitets og langvarige produkter, med en vedvarende værdi, hvis man altså kan stole på kvaliteten og værdien. Derudover har Lego også haft problemer med de store detailhandlere i udelandene, hvor de har et fremragende samarbejde nu. Også sygefravær og ulykke frekvensen er faldet, da LEGO har haft fokus på at skabe en tryg kultur omkring Lego som arbejdsplads.
1.2
LEGO koncernen vil tjene på divisionen Lego education, som er Lego man bruger til undervisning. Lego har haft Lego divisionen i længere tid, men divisionen har levet et stille liv uden vækst. Den nye unge direktør vil nu satse på denne division, og vil tjene milliarder på det, da innovation og kreativ udvikling bliver mere og mere efterspurgt i uddannelsessystemet. LEGO koncernen benytter derfor strategien Markedsindtrængning, da de allerede er på markedet, og vil bearbejde dette marked med handelsparametrene Price og promotion. Derudover er LEGO koncernen, en virksomheder der er præget af, at de hele tiden skal produktudvikle, så dette er selvfølgelig også en vækststrategi LEGO bruger.
Flügger A/S
1.1
Flügger A/S omsætning i år 2010/11 er blevet opgjort til 1.5 milliarder kr. hvor ikke engang halvdelen stammer fra Danmark. Flügger A/S har i Danmark en markedsandel på ca. 33%
De 1,5 mia. kr. er præget af fremgang hos udelande, uden fra Norden, primært Polen og Sverige, heraf en vækst på 43,6%. Norge og Sverige voksede tilsammen 14-16% i dansk valuta. Flügger A/S har især haft fokus på Polen og Kina, hvor de har et par butikker, og forventer at åbne et par nye bl.a. i Tjekkiet.
Flügger A/S har fokus på at de skal blive endnu bedre til træbeskyttelse, og har i foråret 2011 overtaget en Norsk producent af træbeskyttelse, hvor der er recepter som er blevet anvendt på norske huse, i en af Europas mest regnfulde byer.
Strategien er fortsat at satse på markedsføring og udvidelse af butiksnettet i de kommende år. Udviklingen på det danske marked er understøttet af regeringens forslag om fradrag for boligforbedring, med henblik på at sætte gang i beskæftigelsen inden for håndværksfagene. I Sverige er der et tilsvarende initiativ, som har medført større vækst og beskæftigelse.
1.2
Flügger A/S for deres råvare til produktionen fra forskellige markeder, men det fremgår ikke i nogen af artiklerne, hvem Flügger A/S har som leverandører. Det fremgår heller ikke, om der kræves sjældne råvare eller halvfabrikater til produktionen, som kunne resultere i en afhængighed af specielle leverandører. Derfor er leverandørenes forhandlingsstyrke meget lille, da de er nemme at skifte ud, og at Flügger ikke har denne afhængighed til en speciel producent.
Flügger A/S kunder er byggebranchen, som har en stor forhandlingsstyrke, da det er kunder som Flügger ikke vil af med, og at den gældende virksomhed i byggebranchen, hurtigt kan finde anden leverandør som Sadolin eller Dyrup. Derudover er de private forbrugere også kunder, de private har en mindre forhandlingsstyrke, da der på forhånd allerede er lagt pris osv. For de forskellige produkter. Altså, der er ikke så meget at forhandle om.
Flügger A/S har ikke mange substituerende produkter. Malerpensler osv. Er noget af det eneste som Flügger sælger ved siden af Malling og beskyttelse.
Der er ingen oplysninger om mulige nye konkurrenter (indtrængere), men muligheden for at udenlandske producenter vil gå ind i det danske marked er absolut til stede.
I artiklerne fremgår det at Flügger klart er den førende inden for malerbranchen i Danmark. Flüggers største konkurrenter er Sadolin og Dyrup. Derudover er der andre mindre konkurrenter som sælger maling, som et substituerende produkt f.eks. forskellige bygemarkeder som Silvan og Bauhaus. Flügger A/S har en stærk konkurrencesituation på det danske marked. Flügger A/S har den største markedsandel, og som det ser ud nu, har de ikke mange trusler.

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