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Situation analysis of the sign panel market: a survey of Artlite Display AB’s markets, buyers, and competitors
2000 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

All companies need information in order to run their businesses. Information is the base on which decisions are made, and the situation analysis is basically the information-gathering phase of the companies’ marketing planning. Therefore the purpose of this thesis work was to determine how a situation analysis of the sign panel market could be obtained. This was made by analyzing the market in three different areas, which were market information, buyer information, and competitor information. As an example of a company in the sign panel industry a newcomer in the market was taken, namely Artlite Display AB in Gothenburg. The company has a patented process of producing signs that should be able to give them a competitive advantage in the market. The research was made both through extensive secondary research, and through questionnaires sent to respondents in Artlite Display AB’s five major customer groups. The results show that the number of potential customers is quite low, but the potential to sell a large number of signs to each customer is high. The customers want durable, high impact signs at low costs. The signs are purchased through a complex purchasing process with many involved individuals at high levels in the organizations. Artlite Display AB should concentrate their efforts on the most important customers, who are the retailers in combination with some in-store furnishing providers. In addition, it could look for opportunities to broaden its niche, for instance in the outdoor area.

Place, publisher, year, edition, pages
2000.
Keyword [en]
Technology, marketing, situation analysis, market plan, market planning, signs, displays
Keyword [sv]
Teknik
Identifiers
URN: urn:nbn:se:ltu:diva-48587ISRN: LTU-EX--00/091--SELocal ID: 60728b9f-926b-426b-b871-22f91c18ac95OAI: oai:DiVA.org:ltu-48587DiVA: diva2:1021930
Subject / course
Student thesis, at least 30 credits
Educational program
Civil Engineering programmes 1997-2000, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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