KA 
48-hour Re-exam for 3rdsemester 19.-21. Jan. 2015
Class：RO13327me3z
Name: Chen Chen
Lecturers: Hellen Thomsen Helena Mosskov Starcke Jaweed Agha
Date: 19-21. Jan. 2015
Contents
1. Introduction 2
1.1. About KA 2
1.2. Vision, Mission and Values 2
2. Internal analysis 2
2.1.Value Chain 2
2.2. Ansoff’s growth strategy 3
3. External Analysis 3
3.1. PEST (Germany) 3
3.2. Competitor analysis 5
3.3. Porter’s 5 Forces 5
4. SWOT 6
5. Internationalization 6
5.1. Supply chain 6
5.2. Place 6
6. Choice of strategy towards customers 7
6.1. Segmentation Analysis (BTC) 7
6.2. Target Group 7
6.3. Positioning 7
6.4. Goal 8
7. Marketing Mix 8
7.1. Product 8
7.2. Price 9
7.3. Promotion: 9
7.4. People 10
7.5. Possession: 10
7.6. Physical evidence: 10
7.7. Marketing Budget (EUR) 10
8. Economic 11
Question 4 profit and loss budget for 1st year (EUR) 11
9. Organization (Question 2) 11
10. Conclusion 12
11. Reference 12
1. Introduction
1.1. About KA KA was founded in 1991. It is a handicraft business manufactured sliding door cabinets. Mr. Kurt Armose founded this company and sold it to DKA in 2007. The product of KA was 100% make-to-order and all the products were unique. According to customer’s needs to design and decoration. Today, KA has been the largest private label supplier of sliding-door cupboards, with approx. 70 employees and customers in the whole of Northern Europe.
1.2. Vision, Mission and Values Each product of KA was made of carefully selected materials in the highest quality and buy employees who paid great attention to details and assembled by hands. “The vision is to be the largest in northern Europe with in 3-5 years.”1 “Our values are customer focus, innovation, quality, reliability, respect and relation.”2
2. Internal analysis 2.1.Value Chain
Research and Development
Marketing
Sales
“Production” of service and implementation
KA is a service product. It is include physical product and service two parts. In Research and
Class：RO13327me3z
Name: Chen Chen
Lecturers: Hellen Thomsen Helena Mosskov Starcke Jaweed Agha
Date: 19-21. Jan. 2015
Contents
1. Introduction 2
1.1. About KA 2
1.2. Vision, Mission and Values 2
2. Internal analysis 2
2.1.Value Chain 2
2.2. Ansoff’s growth strategy 3
3. External Analysis 3
3.1. PEST (Germany) 3
3.2. Competitor analysis 5
3.3. Porter’s 5 Forces 5
4. SWOT 6
5. Internationalization 6
5.1. Supply chain 6
5.2. Place 6
6. Choice of strategy towards customers 7
6.1. Segmentation Analysis (BTC) 7
6.2. Target Group 7
6.3. Positioning 7
6.4. Goal 8
7. Marketing Mix 8
7.1. Product 8
7.2. Price 9
7.3. Promotion: 9
7.4. People 10
7.5. Possession: 10
7.6. Physical evidence: 10
7.7. Marketing Budget (EUR) 10
8. Economic 11
Question 4 profit and loss budget for 1st year (EUR) 11
9. Organization (Question 2) 11
10. Conclusion 12
11. Reference 12
1. Introduction
1.1. About KA KA was founded in 1991. It is a handicraft business manufactured sliding door cabinets. Mr. Kurt Armose founded this company and sold it to DKA in 2007. The product of KA was 100% make-to-order and all the products were unique. According to customer’s needs to design and decoration. Today, KA has been the largest private label supplier of sliding-door cupboards, with approx. 70 employees and customers in the whole of Northern Europe.
1.2. Vision, Mission and Values Each product of KA was made of carefully selected materials in the highest quality and buy employees who paid great attention to details and assembled by hands. “The vision is to be the largest in northern Europe with in 3-5 years.”1 “Our values are customer focus, innovation, quality, reliability, respect and relation.”2
2. Internal analysis 2.1.Value Chain
Research and Development
Marketing
Sales
“Production” of service and implementation
KA is a service product. It is include physical product and service two parts. In Research and