Direktmarknadsföringens alternativ : en fallstudie för Logosol AB
Logosol is a company that produce small-scale wood processing products. To be able to expand the business Logosol have decided to increase exports, their target markets are the US, Russia, Germany and Norway. The expansion has mainly been through subsidiaries situated on the abroad markets. The sub...
| Main Author: | |
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| Format: | L3 |
| Language: | Swedish Inglés |
| Published: |
SLU/Dept. of Forest Products
2004
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| Subjects: |
| _version_ | 1855571868060221440 |
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| author | Forsbäck, Markus |
| author_browse | Forsbäck, Markus |
| author_facet | Forsbäck, Markus |
| author_sort | Forsbäck, Markus |
| collection | Epsilon Archive for Student Projects |
| description | Logosol is a company that produce small-scale wood processing products. To be able to
expand the business Logosol have decided to increase exports, their target markets are the US, Russia, Germany and Norway. The expansion has mainly been through subsidiaries situated on the abroad markets. The subsidiaries have done poor results and that has influenced the whole company. CEO Bengt-Olov Byström made a decision to sell out the units to the people who worked in the business. At the present time the companies' results have improved. That raised the question for Logosol is how their future export venture will be carried out. Logosols future vision is that with help from today's modern, technology it will be possible to perform the same work from a centralised unit in Härnösand. Therefore will I evaluate if the decreased costs for this type of company structure is possible as an alternative. This will be compared with their traditional alternative of starting subsidiaries abroad.
In the project I will use the Logosol Stack Cutter in my marketing activities. It's a mobile device for cutting stacks of sawn wood. 1998 Logosol started to develop the product, and 2003 the product is ready to be marketed. Therefore Logosol want to put in more resources to increase the sales for the Stack Cutter.
The project is made as a marketing campaign from Sweden. The campaign consists of several
different marketing activities. I evaluate the efficiency of the different activities and compare them with the cost for each one. The experience from the project will be used to develop a method for similar projects at Logosol in the future.
Still the market itself doesn't welcome the modern technologies, so to only use Internet
supported activities is excluded. The classic approaches of marketing activities are still the most efficient way to enter a new market. That is advertising in trade journals and direct mailing by post. E-mail is a good medium for the next step in a business relation. The future conditions for this type of communication will for certain improve. At the present time information through Internet are associated with uncertainly and the companies will reject most of the information sent to them even if they are independent of the content.
In today's society there are no direct obstacles of managing a campaign from abroad.
Provided that you are well prepared and have good knowledge about the market the outcome
from the abroad campaign should have the same number of sales as if the company is situated in market that you work with. Logosols future vision is feasible and the investment in information technology is a good complement to other marketing activities. To have a head start towards the competitors is always an investment for the future. |
| format | L3 |
| id | RepoSLU11411 |
| institution | Swedish University of Agricultural Sciences |
| language | swe Inglés |
| publishDate | 2004 |
| publishDateSort | 2004 |
| publisher | SLU/Dept. of Forest Products |
| publisherStr | SLU/Dept. of Forest Products |
| record_format | eprints |
| spelling | RepoSLU114112017-10-05T11:21:09Z Direktmarknadsföringens alternativ : en fallstudie för Logosol AB Direct marketing alternatives : a case study at Logosol Forsbäck, Markus direktmarknadsföring Logosol is a company that produce small-scale wood processing products. To be able to expand the business Logosol have decided to increase exports, their target markets are the US, Russia, Germany and Norway. The expansion has mainly been through subsidiaries situated on the abroad markets. The subsidiaries have done poor results and that has influenced the whole company. CEO Bengt-Olov Byström made a decision to sell out the units to the people who worked in the business. At the present time the companies' results have improved. That raised the question for Logosol is how their future export venture will be carried out. Logosols future vision is that with help from today's modern, technology it will be possible to perform the same work from a centralised unit in Härnösand. Therefore will I evaluate if the decreased costs for this type of company structure is possible as an alternative. This will be compared with their traditional alternative of starting subsidiaries abroad. In the project I will use the Logosol Stack Cutter in my marketing activities. It's a mobile device for cutting stacks of sawn wood. 1998 Logosol started to develop the product, and 2003 the product is ready to be marketed. Therefore Logosol want to put in more resources to increase the sales for the Stack Cutter. The project is made as a marketing campaign from Sweden. The campaign consists of several different marketing activities. I evaluate the efficiency of the different activities and compare them with the cost for each one. The experience from the project will be used to develop a method for similar projects at Logosol in the future. Still the market itself doesn't welcome the modern technologies, so to only use Internet supported activities is excluded. The classic approaches of marketing activities are still the most efficient way to enter a new market. That is advertising in trade journals and direct mailing by post. E-mail is a good medium for the next step in a business relation. The future conditions for this type of communication will for certain improve. At the present time information through Internet are associated with uncertainly and the companies will reject most of the information sent to them even if they are independent of the content. In today's society there are no direct obstacles of managing a campaign from abroad. Provided that you are well prepared and have good knowledge about the market the outcome from the abroad campaign should have the same number of sales as if the company is situated in market that you work with. Logosols future vision is feasible and the investment in information technology is a good complement to other marketing activities. To have a head start towards the competitors is always an investment for the future. Logosol är ett företag som producerar småskalig träförädlingsutrustning. För att kunna expandera sin verksamhet har de satsat på export då främst till USA, Tyskland, Ryssland och Norge. Expansionen har skett i huvudsak genom att Logosol bildat egna dotterbolag utomlands. Dotterbolagen har varit olönsamma och drog även ner resultatet för moderbolaget. Därför beslutade VD Bengt-Olov Byström att sälja ut bolagen till de personer som drev dem. I dagsläget presterar dotterbolagen betydligt bättre resultat och frågan är hur satsningarna på export skall se ut i framtiden. Logosols framtidsvision är att med hjälp av dagens teknik kunna utföra samma jobb som idag med en centraliserad export- och marknadsföringsenhet på huvudkontoret i Härnösand. Därför behöver jag utvärdera om minskade kostnader för den här typen av struktur inom företaget är praktisk genomförbar och jämföra det med att bilda dotterbolag utomlands. I arbetet använder jag Logosols Paketkap i marknadsföringen. Det är en mobil anläggning för kapning av virkespaket. Den har utvecklats sedan 1998 och är i dagsläget i det närmaste färdigutvecklad. Därför vill Logosol satsa mer resurser på att öka försäljningen av produkten. Arbetet genomförs som en reklamkampanj från Sverige där jag blandar flera olika marknadsföringsaktiviteter. Jag utvärderar effekten av de skilda aktiviteterna och väger det mot kostnaderna. Erfarenheterna från arbetet använder jag till en metodutveckling som kan användas vid liknande projekt hos Logosol i framtiden. Det är svårt att motivera en användning enbart av IT-baserade aktiviteter. Fortfarande är de mer klassiska aktiviteterna såsom annonsering i fackpress och direktutskick effektivast. E-post fungerar bra som ett andra steg i en affärskommunikation, men på denna punkt kommer med all säkerhet förändring att ske. I dagsläget innehåller information på Internet för lite substans varför företagen sållar bort huvuddelen av alla utskick oavsett innehåll. I dagens samhälle finns inget hinder att bedriva en reklamkampanj på distans. Förutsatt att man har gedigna kunskaper om marknaden bör resultatet av en kampanj leda till lika många försäljningstillfällen som en kampanj utförd i respektive land. Framtidsvisionen är genomförbar på sikt och IT-satsningen hos Logosol är ett bra komplement till andra aktiviteter, inte minst är det en värdefull framtidssatsning. SLU/Dept. of Forest Products 2004 L3 swe eng https://stud.epsilon.slu.se/11411/ |
| spellingShingle | direktmarknadsföring Forsbäck, Markus Direktmarknadsföringens alternativ : en fallstudie för Logosol AB |
| title | Direktmarknadsföringens alternativ : en fallstudie för Logosol AB |
| title_full | Direktmarknadsföringens alternativ : en fallstudie för Logosol AB |
| title_fullStr | Direktmarknadsföringens alternativ : en fallstudie för Logosol AB |
| title_full_unstemmed | Direktmarknadsföringens alternativ : en fallstudie för Logosol AB |
| title_short | Direktmarknadsföringens alternativ : en fallstudie för Logosol AB |
| title_sort | direktmarknadsföringens alternativ : en fallstudie för logosol ab |
| topic | direktmarknadsföring |