Contents

• Executive Summary 03
• Introduction 04
• About Denmark 04
• PESTLE Analysis
• Political analysis 06
• Economical analysis 07
• Social Analysis 09
• Cultural Analysis 10
• Technological Analysis 11
• Legal Analysis 12
• Marketing mix 13
• Marketing segmentation, targeting and positioning 18
• Analysis of mode of entry in to Denmark 20
• Conclusion 24
• References 25

Description

Our organization is one of the fast growing companies in Australia and we are specialized in manufacturing in the LCD television (Don and Schultz 2004). Our expansion in the domestic market is now saturated and the organization is looking for expanding to any one of the Scandivian country. After an in-depth analysis Denmark was chosen for expansion. Below report analyzed Denmark on its political, economical, social, technological, legal and environmental aspects. It was found that Denmark is the best chosen nation for us to expand as all the aspects mentioned above were very supportive and it was found that both the people and the government was reliable to start the operation over there. Also it was analyzed on its marketing segmentation, targeting and positioning. It was decided to segment and target towards the younger generation (Engel, Blackwell and Kollat 1973) (Bennett 1988). The organization could then position itself as a company that would operate based on uniqueness for its advanced technology in television manufacturing and could offer it at the affordable price to its customers. The mode of entry in toe Denmark was analyzed on and then found that joint venture is the best method to start our operations as it is found with minimum rigidity and also with a greater opportunity to explore the Danish market with the local company who already knew the market (Don and Schultz 2004).