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The Danish Fashion Industry on the North-German Market: Improvements of the Danish fashion industry's competitive power on the North-German market
The thesis explores how the Danish fashion industry can improve its competitive power on the North-German market: First, the North-German market is analysed, using PEST and Porter’s Five Forces. The competitive situation is sound and the Germans show a growing interest for Danish fashion. The market offers one of the highest purchasing power parities...
The thesis explores how the Danish fashion industry can improve its competitive power on the North-German market: First, the North-German market is analysed, using PEST and Porter’s Five Forces. The competitive situation is sound and the Germans show a growing interest for Danish fashion. The market offers one of the highest purchasing power parities in the country and an increasing demand for medium-priced clothing. Second, Robert M. Grant’s framework for analysing internal resources and capabilities is applied. The data illustrates that the fashion companies are similar; they have low marketing budgets and their key strengths are brand profiles and design. Third, Bettis and Prahalad’s theory: The Dominant Logic uncovers how the three identified dominant logics affect the Danish fashion industry: the one-way communication strategy, a lack of web-shops and missing co-operation internally in the industry. The keyword to success is co-operation within the fashion field. Four identified issues will improve the industry’s competitive power: understanding the German culture, co-operation within the industry, innovation of both the communication strategy and the online appearance.
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