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Successful Penetration of Emerging Markets - Finding Business Opportunities for High Profile Industrial Products

Flodén, Henrik and Landgren, Maria (2008) MIO920
Production Management
Abstract
Equipment Fluids & Utility (EFU) is one of nine segments
within Alfa Laval. The segment has experienced initial
problems with sales volumes on the emerging markets so far
entered, even though there is a seemingly large potential. No
clear reason for this has been identified, and the management
of EFU wants an efficient solution to the problem. The
problem was to investigate what areas are affecting an
efficient penetration of emerging markets for an industrial
company, and how those should be addressed to ensure a
continuous favourable development.
Purpose: Our purpose is divided in two parts:
Understand and investigate the business of Alfa Laval and
EFU to be able to identify areas of improvement regarding
the sales process... (More)
Equipment Fluids & Utility (EFU) is one of nine segments
within Alfa Laval. The segment has experienced initial
problems with sales volumes on the emerging markets so far
entered, even though there is a seemingly large potential. No
clear reason for this has been identified, and the management
of EFU wants an efficient solution to the problem. The
problem was to investigate what areas are affecting an
efficient penetration of emerging markets for an industrial
company, and how those should be addressed to ensure a
continuous favourable development.
Purpose: Our purpose is divided in two parts:
Understand and investigate the business of Alfa Laval and
EFU to be able to identify areas of improvement regarding
the sales process in Vietnam. It also includes developing
recommendations and actions for every defined area with
the aim to generate a more efficient procedure to find
business opportunities in an emerging market.
Develop a conceptual framework that will contribute with a
structured approach for problem solving in emerging
markets when selling industrial products. The aim of the
framework is to create awareness of what areas of
improvement are most important, and to give guidelines of
how to work with those improvements.
Method: An abductive research is made based on qualitative in-depth
interviews and literature studies. A case study is made on
Vietnam and the findings from this certain case results in a
generic solution valid for all emerging markets.
Conclusion: Nine areas of improvement are defined and discussed, and
actions for success are suggested. Furthermore, a
methodological framework is developed to facilitate a
structured approach when working with the improvements. (Less)
Please use this url to cite or link to this publication:
author
Flodén, Henrik and Landgren, Maria
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Vietnam, emerging market, market penetration, business opportunities, sales process, target market, sales approach, managing and leading.
other publication id
08/5312
language
English
id
1979291
date added to LUP
2011-06-17 12:45:00
date last changed
2011-06-20 11:20:32
@misc{1979291,
  abstract     = {Equipment Fluids & Utility (EFU) is one of nine segments
within Alfa Laval. The segment has experienced initial
problems with sales volumes on the emerging markets so far
entered, even though there is a seemingly large potential. No
clear reason for this has been identified, and the management
of EFU wants an efficient solution to the problem. The
problem was to investigate what areas are affecting an
efficient penetration of emerging markets for an industrial
company, and how those should be addressed to ensure a
continuous favourable development.
Purpose: Our purpose is divided in two parts:
 Understand and investigate the business of Alfa Laval and
EFU to be able to identify areas of improvement regarding
the sales process in Vietnam. It also includes developing
recommendations and actions for every defined area with
the aim to generate a more efficient procedure to find
business opportunities in an emerging market.
 Develop a conceptual framework that will contribute with a
structured approach for problem solving in emerging
markets when selling industrial products. The aim of the
framework is to create awareness of what areas of
improvement are most important, and to give guidelines of
how to work with those improvements.
Method: An abductive research is made based on qualitative in-depth
interviews and literature studies. A case study is made on
Vietnam and the findings from this certain case results in a
generic solution valid for all emerging markets.
Conclusion: Nine areas of improvement are defined and discussed, and
actions for success are suggested. Furthermore, a
methodological framework is developed to facilitate a
structured approach when working with the improvements.},
  author       = {Flodén, Henrik and Landgren, Maria},
  keyword      = {Vietnam,emerging market,market penetration,business
opportunities,sales process,target market,sales approach,managing and leading.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Successful Penetration of Emerging Markets - Finding Business Opportunities for High Profile Industrial Products},
  year         = {2008},
}