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OROS AS: INTERNATIONAL SPICES (‘KRYDDER’)
Responding to change in the business environment is challenging. The business environment provides both opportunities and threats to the long-term success of an organisation. Therefore, for an organisation to develop well strategically, a range of important, but well-defined decisions have to be taken. The organisation must decide how to allocate its resources and develop core competencies to fit the environment including financing, logistics, market segmentation, branding, negotiating etc.
This case study looks a company that intends to be an important player in the international spice market and how the company’s management believes that organizational resources and competence were as good as they could be. Mrs. Kjersti Brekke, the marketing director, admitted that to penetrate the European, USA and Far East spice market, some important decisions had to be taken, especially the international industrial strategy.
2. OROS AS
2.1 Location and background
OROS AS has its origins in Bergen on the west coast of Norway, founded in the mid-1850s by Paul Gottlieb. During the first years in the company’s life the name of the company was OROS & Son. In this case, we will only focus upon one division in the group, OROS AS. OROS AS developed and produced a dried (dehydrated) fish soup. The water was removed during the process, and added again when the fish soup was ready to serve. The challenge was to keep the taste in the raw material, and this problem was solved by OROS AS, one of very few companies which could do that with its production processes. The products were marketed and sold in Norway and in Scandinavia.
2.2 Organization: A presentation of the top management
2.2.1 The top management:
Simon Wang, Managing Director OROS AS
Educated in sales/marketing at Ålesund University College and a MBA from INSEAD in France. Managing Director of OROS AS since 1995. Previously head of the company’s Export department. Board member of several seafood producers and organizations. Chairman of the board of the Norwegian Seafood Export Council since 1997.
Kjersti Brekke, Sales and marketing director
After studying Export Marketing at Ålesund University College she studied business administration at Strathclyde Business School in...