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Konkurrensstrategier under hård konkurrens. Fallstudie på den svenska hemelektronikmarknaden.

Jakobsson, Connie LU and Björkqvist, Henrik LU (2012) FEKN90 20121
Department of Business Administration
Abstract (Swedish)
Sammanfattning

Uppsatsens titel: Konkurrensstrategier under hård konkurrens. Fallstudie på den svenska hemelektronikmarknaden.

Seminariedatum: 31 maj 2012

Kurs: FEKN90 Magisteruppsats i Business Strategy, Företagsekonomi, 30 högskolepoäng (30 ECTS)

Författare: Henrik Björkqvist och Connie Jakobsson

Handledare: Tomas Hellström

Nyckelord: Branschdynamik, hemelektronikmarknad, konkurrenssituation, konkurrensstrategi, kundlojalitet

Syfte: Undersöka hur återförsäljarna på den svenska hemelektronikmarknaden, Media Markt, Siba,
Dustin Home och Audio Video, uppfattar den rådande konkurrenssituationen och hur de strategiskt
arbetar för att hantera konkurrensen samt skapar kundlojalitet.

Metod: Vi har valt att göra en... (More)
Sammanfattning

Uppsatsens titel: Konkurrensstrategier under hård konkurrens. Fallstudie på den svenska hemelektronikmarknaden.

Seminariedatum: 31 maj 2012

Kurs: FEKN90 Magisteruppsats i Business Strategy, Företagsekonomi, 30 högskolepoäng (30 ECTS)

Författare: Henrik Björkqvist och Connie Jakobsson

Handledare: Tomas Hellström

Nyckelord: Branschdynamik, hemelektronikmarknad, konkurrenssituation, konkurrensstrategi, kundlojalitet

Syfte: Undersöka hur återförsäljarna på den svenska hemelektronikmarknaden, Media Markt, Siba,
Dustin Home och Audio Video, uppfattar den rådande konkurrenssituationen och hur de strategiskt
arbetar för att hantera konkurrensen samt skapar kundlojalitet.

Metod: Vi har valt att göra en kvalitativ, beskrivande fallstudie med en abduktiv ansats där vi har
genomfört semistrukturerade intervjuer med olika ansvarschefer på fallföretagen Media Markt, Siba,
Dustin Home och Audio Video. Vidare har vi intervjuat en branschanalytiker på Handelns
Utredningsinstitut och en detaljhandelskonsult på MB Affärsutveckling.

Teoretiska Perspektiv: Den teoretiska referensramen kretsar kring teorier rörande
konkurrenssituationsanalys, konkurrensstrategi och kundlojalitet. Teorierna syftar till att understödja
analysen av återförsäljarnas och branschanalytikernas uppfattningar om konkurrenssituationen samt
fallföretagens konkurrensstrategier för att besvara uppsatsens frågeställningar. Vidare ämnar studien
undersöka i vilken utsträckning och på vilket sätt som situationen och strategierna på
hemelektronikmarknaden fogar sig efter befintlig konkurrensteori samt hur de modifierar den. Studien
bidrar med generell förståelse för hur branschdynamik påverkar företags konkurrensstrategier på andra
marknader som delar hemelektronikmarknadens utsatthet för hyperkonkurrens, teknologisk utveckling
och globalisering.

Empiri: Avsnittet redogör för elektronikindustrins utveckling och fallföretagens etablering på
hemelektronikmarknaden. Därefter presenteras informationen som samlats in via kvalitativa intervjuer
med fallföretagen och branschanalytikerna som utgör grunden för vår kunskap kring
konkurrenssituationen på hemelektronikmarknaden och fallföretagens konkurrensstrategier.

Slutsatser: Samtliga fallföretag delar uppfattningen om att konkurrenssituationen på
hemelektronikmarknaden är dynamisk, hård och präglas av priskrig med överetablering av
återförsäljare som erbjuder snarlika utbud till samma låga priser. För att hantera konkurrensen
använder sig återförsäljarna av två konkurrensstrategier; en lågkostnadsstrategi för överlevnad på
marknaden och en differentieringsstrategi för att skapa lönsamhet och kortsiktiga konkurrensfördelar.
Återförsäljarna differentierar sig utifrån tre huvudsakliga faktorer; försäljningskanaler, produktutbud
och service. (Less)
Abstract
Abstract

Title: Competitive strategies during severe competition. Case study on the Swedish consumer electronics market.

Seminar date: 31st of May 2012

Course: FEKN90 Master thesis in Business Strategy, Business Administration, 30 university credit
points (30 ECTS)

Authors: Henrik Björkqvist and Connie Jakobsson

Advisor: Tomas Hellström

Key words: Industry dynamics, consumer electronics market, competitive situation, competitive strategy, customer loyalty

Purpose: Investigate how the retailers on the Swedish consumer electronics market, Media Markt,
Siba, Dustin Home, and Audio Video, perceive the current competitive situation and how they are
strategically working to manage the competition and create customer... (More)
Abstract

Title: Competitive strategies during severe competition. Case study on the Swedish consumer electronics market.

Seminar date: 31st of May 2012

Course: FEKN90 Master thesis in Business Strategy, Business Administration, 30 university credit
points (30 ECTS)

Authors: Henrik Björkqvist and Connie Jakobsson

Advisor: Tomas Hellström

Key words: Industry dynamics, consumer electronics market, competitive situation, competitive strategy, customer loyalty

Purpose: Investigate how the retailers on the Swedish consumer electronics market, Media Markt,
Siba, Dustin Home, and Audio Video, perceive the current competitive situation and how they are
strategically working to manage the competition and create customer loyalty.

Methodology: We have chosen a qualitative, descriptive case study with an abductive approach where
we have conducted qualitative interviews with various managers at our case companies Media Markt,
Siba, Dustin Home, and Audio Video. Additionally we have interviewed an industry analyst at
Handelns Utredningsinstitut and a retail consultant at MB Affärsutveckling.

Theoretical perspectives: The theoretical framework revolves around theories concerning competitive
situation analysis, competitive strategy, and customer loyalty. The theories aim to support the analysis
of the retailers’ and industry analysts’ perceptions of the competitive situation and the case companies’
competitive strategies in order to respond to the questions at issue. Additionally the study aims to
investigate to what extent and how the situation and the strategies applied on the consumer electronics
market conforms to existing competition theory and how it modifies it. The study contributes with a
general understanding for how industry dynamics affects companies’ competitive strategies on other
markets, which share the consumer electronics market’s exposure of hyper competition, technology
development, and globalization.

Empirical foundation: The chapter initially describes the evolution of the electronics industry and the
case companies’ establishment on the electronics market. Secondly it presents the information that has
been gathered through qualitative interviews with the case companies and the industry analysts which
represents the foundation for our knowledge of the competitive situation on the consumer electronics
market and the case companies’ competitive strategies.

Conclusions: All case companies share the perception that the competitive situation on the consumer
electronics market is dynamic, severe, and characterized by price war with an excessive establishment
of retailers offering similar assortments with the same low prices. In order to manage the competition
the retailers use two competitive strategies; one low cost strategy for survival on the market and one
differentiation strategy to create profitability and short-term competitive advantages. The retailers
differentiate from three main factors; sales channels, product assortment, and service. (Less)
Please use this url to cite or link to this publication:
author
Jakobsson, Connie LU and Björkqvist, Henrik LU
supervisor
organization
course
FEKN90 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Branschdynamik, hemelektronikmarknad, konkurrenssituation, konkurrensstrategi, kundlojalitet
language
Swedish
id
2542124
date added to LUP
2012-06-19 13:34:09
date last changed
2012-06-19 13:34:09
@misc{2542124,
  abstract     = {Abstract

Title: Competitive strategies during severe competition. Case study on the Swedish consumer electronics market.

Seminar date: 31st of May 2012

Course: FEKN90 Master thesis in Business Strategy, Business Administration, 30 university credit
points (30 ECTS)

Authors: Henrik Björkqvist and Connie Jakobsson

Advisor: Tomas Hellström

Key words: Industry dynamics, consumer electronics market, competitive situation, competitive strategy, customer loyalty

Purpose: Investigate how the retailers on the Swedish consumer electronics market, Media Markt,
Siba, Dustin Home, and Audio Video, perceive the current competitive situation and how they are
strategically working to manage the competition and create customer loyalty.

Methodology: We have chosen a qualitative, descriptive case study with an abductive approach where
we have conducted qualitative interviews with various managers at our case companies Media Markt,
Siba, Dustin Home, and Audio Video. Additionally we have interviewed an industry analyst at
Handelns Utredningsinstitut and a retail consultant at MB Affärsutveckling.

Theoretical perspectives: The theoretical framework revolves around theories concerning competitive
situation analysis, competitive strategy, and customer loyalty. The theories aim to support the analysis
of the retailers’ and industry analysts’ perceptions of the competitive situation and the case companies’
competitive strategies in order to respond to the questions at issue. Additionally the study aims to
investigate to what extent and how the situation and the strategies applied on the consumer electronics
market conforms to existing competition theory and how it modifies it. The study contributes with a
general understanding for how industry dynamics affects companies’ competitive strategies on other
markets, which share the consumer electronics market’s exposure of hyper competition, technology
development, and globalization.

Empirical foundation: The chapter initially describes the evolution of the electronics industry and the
case companies’ establishment on the electronics market. Secondly it presents the information that has
been gathered through qualitative interviews with the case companies and the industry analysts which
represents the foundation for our knowledge of the competitive situation on the consumer electronics
market and the case companies’ competitive strategies.

Conclusions: All case companies share the perception that the competitive situation on the consumer
electronics market is dynamic, severe, and characterized by price war with an excessive establishment
of retailers offering similar assortments with the same low prices. In order to manage the competition
the retailers use two competitive strategies; one low cost strategy for survival on the market and one
differentiation strategy to create profitability and short-term competitive advantages. The retailers
differentiate from three main factors; sales channels, product assortment, and service.},
  author       = {Jakobsson, Connie and Björkqvist, Henrik},
  keyword      = {Branschdynamik,hemelektronikmarknad,konkurrenssituation,konkurrensstrategi,kundlojalitet},
  language     = {swe},
  note         = {Student Paper},
  title        = {Konkurrensstrategier under hård konkurrens. Fallstudie på den svenska hemelektronikmarknaden.},
  year         = {2012},
}