marketingsstrategier
Preface
This project has been compiled at the request of the University of Southern Denmark, for submission on 13/01/2014. The focus in this project is mainly differentiation, The Restaurant Flammen and their future situation, a market analyze and which marketing strategies they are about to follow in the future. The key elements will in this assignment be problem definition, conceptual clarity and definition, choice of theory and scientific approach and choice of study design. The aim of the project is to prepare the methodology part for later on in the bachelor project.
Sworn statement
”We, Diana Beuschau and Marie Louise Storgaard, hereby solemnly declare that we have personally and independently prepared this paper. All quotations in the text have been marked as such, and the paper or considerable parts of it have not previously been subject to any examination or assessment.”
Diana Beuschau Marie Louise Storgaard
___________________________ ____________________________
Indhold
Introduction
The restaurant business in Denmark is a very harsh business, and it is often seen that new restaurants have difficult following up to the bigger restaurants1. That is why several new restaurants are forced to close up again. That means it can be very difficult for new public interest to start up a business, because of such high competition at the market of restaurants. The competition from Fast-Food chains in Denmark is also threating the new restaurants there are starting in the business.
The restaurant chain The Flammen which opened its first store in Kolding in 2009, the situation was quite different. The Flammen started with a single store in Kolding, and after 5 years, they now have 7 restaurants in Denmark, spread over Jylland and Fyn. The Flammen is a family owned restaurant chain, and it is taking source from Fole Høkerkro. Fole Høkerkro is a
This project has been compiled at the request of the University of Southern Denmark, for submission on 13/01/2014. The focus in this project is mainly differentiation, The Restaurant Flammen and their future situation, a market analyze and which marketing strategies they are about to follow in the future. The key elements will in this assignment be problem definition, conceptual clarity and definition, choice of theory and scientific approach and choice of study design. The aim of the project is to prepare the methodology part for later on in the bachelor project.
Sworn statement
”We, Diana Beuschau and Marie Louise Storgaard, hereby solemnly declare that we have personally and independently prepared this paper. All quotations in the text have been marked as such, and the paper or considerable parts of it have not previously been subject to any examination or assessment.”
Diana Beuschau Marie Louise Storgaard
___________________________ ____________________________
Indhold
Introduction
The restaurant business in Denmark is a very harsh business, and it is often seen that new restaurants have difficult following up to the bigger restaurants1. That is why several new restaurants are forced to close up again. That means it can be very difficult for new public interest to start up a business, because of such high competition at the market of restaurants. The competition from Fast-Food chains in Denmark is also threating the new restaurants there are starting in the business.
The restaurant chain The Flammen which opened its first store in Kolding in 2009, the situation was quite different. The Flammen started with a single store in Kolding, and after 5 years, they now have 7 restaurants in Denmark, spread over Jylland and Fyn. The Flammen is a family owned restaurant chain, and it is taking source from Fole Høkerkro. Fole Høkerkro is a