Ecco Case

ECCO CASE – PROJECT 1
Table of contents
Table of contents
Question
Theory used in this report
Data collection
Company description
Financial situation
SW - Internal
Value Chain
R&D
Production
Sales and Marketing
Service
Core competences
Benchmark
Ansoff’s matrix of growth
GAP-analysis
OT - External
Porter’s 5 forces
Force 1: The degree of rivalry
Force 2: The threat of new entrants
Force 3: The threat of substitutes
Force 4: Buyer power
Force 5: Supplier power
Porter’s Diamond
PEST
Political factors
Economic factors
Social factors
Technological factor
SWOT
Generic Strategy
Conclusion
Sources
Appendixes

Question
For this assignment we have chosen question one: “The company’s strategic situation - using relevant theory and models” because it is the question we found the most interesting. For this, we have made three sub-questions to help us further narrow our report to the Hungarian market: * What is ECCO’s position on the Hungarian market? * What challenges does ECCO face on the Hungarian market? * What strategies does ECCO have for entering new markets?

Theory used in this report
For this report we have used different theories that we have found relevant to further analyze ECCO on the Hungarian market. First off we analyzed the company using the value chain, to find the core competences we needed for benchmarking, together with the financial situation. For the external part of the SWOT analysis we have used the PEST analysis, Porter’s Diamond, Porter’s 5 forces and GAP analysis together with Ansoff’s Matrix of Growth.
Data collection
This project is based on the assumption that all material used and present our strategy should cover the most essential aspects of the chosen subject. We, therefore, intended to include as broad a material selection as possible.
Company description
The ECCO organization is composed of nine business units consisting of the three sales regions - ECCO Europe, ECCO Asia