Free Essay

Tiger in China

In: Business and Management

Submitted By Kildefar
Words 2207
Pages 9
1 eksterne eksamen
International markedsføring inkl. StatistikØkonomiErhvervsretKommunikation, organisation og ledelse
24 timer
10-11 dec. 2013Michael Kildegaard
Daloon

Indholdsfortegnelse

Indledning 3Disposition 3Besvarelse af spørgsmål 4,5,6,7,8Konklusion 9Litteraturliste 10

IndledningDaloon er en virksomhed, der i en del år har lidt under manglede indtjening og manglende omsætning, på de forskellige markeder de opererer på. Som andre virksomheder er de blevet hårdt ramt af finanskrisen fra 2008 og fremefter. De vil nu forsøge at rette op og sætte kursen mod en lysere fremtid, hvilket jeg i denne opgave vil forsøge at strikke en plan sammen for. Disposition


Porters Five Forces:Til at starte med vil jeg gerne definere markedet som jeg analyserer. Daloon opererer primært på det skandinaviske, det tyske og det engelske marked. Derfor har jeg valgt at indsnævre min analyse til at omhandle frosne færdigretter generelt på det europæiske marked. Leverandørers forhandlingsstyrke
Daloon er en produktionsvirksomhed og producerer fødevarer. Derfor er virksomheden meget afhængig af de generelle fødevarepriser, og her menes primært priser på hvidkål, mel og oksekød.Daloon konsumerer 25 % af den samlede hvidkålsproduktion i Danmark og står derfor med gode kort på hånden, hvis en leverandør vælger at hæve prisen eller på anden vis vil gøre aftalen mindre gunstig for Daloon. Der er mange udbydere af både mel og oksekød i Danmark så her har Daloons leverandører en meget lille styrke overfor Daloon. Oksekød er blevet en mere stabil handelsvare frem for tidligere, hvilket skyldes Europakommisionens reform af landbrugspolitikken fra år 2000, som regulerede priserne på oksekødet, frem for tidligere hvor det var meget svingende. Dette er hovedsageligt en fordel for Daloon da de kan forudsige deres omkostninger mere præcist. Melet som Daloon bruger til at lave dejen, bliver som bekendt lavet af korn og her er der også faste EU-takster for, hvad denne vare skal koste og ligeså som med oksekød, så er det en fordel på den lange bane for Daloon, at kunne forudsige sine omkostninger.Daloon har også leverandører af reservedele til deres livsvigtige maskine, der producerer forårsruller mm. Det er virksomhederne Intego og Pronor industri teknik. Mindre specialiserede virksomheder, der betegner Daloon som en stor kunde så her er forhandlingsstyrken for leverandørerne meget lille.

Aftagernes forhandlingsstyrkeDaloon skal fokusere på to forskellige aftagere og disse skal tages hensyn til samtidigt. B2C og B2B. På B2B er der sket en udvikling i detailhandlen der har medført større kæder og deraf større kraft overfor en virksomhed som Daloon. I Europa skal Daloon overbevise indkøbere fra enorme kæder som Carrefour, Lidl, Tesco, Aldi, COOP og Dansk Supermarked i Danmark. Dette er to og trecifrede milliard omsætninger i hele Europa og har derfor en enorm forhandlingsstyrke overfor så ”lille” en virksomhed som Daloon. Disse kæder har mulighed for at skære enkelte produkter fra og erstatte dem med private labels, hvilket de har en lavere omsætning på, men en langt højere indtjening. Daloon har dog en gylden mulighed nu, da den anden store europæiske virksomhed Findus er blevet svækket, pga. hestekødsskandalen. Den anden aftager er B2C hvor kunden er den reelle slutbruger, der står nede ved fryseboksen i supermarkedet og skal træffe sit valg. I disse tider er der meget stor fokus på sundhed, hvilket forårsruller tidligere ikke har været kendt for, men Daloon har tilpasset sig markedet og trenden i samfundet og fået nøglehulsmærket produkterne. Her differentierer Daloon sig fra andre fryseretsproducenter, hvilket kan være det udslagsgivende i kundens købsbeslutning.
Truslen fra nye indtrængerePå markedet for fryseretter er der meget høje indgangsbarrierer, da der skal en stor produktion i gang, før stordriftsfordele bliver sat i kraft og man derved kan sælge produkterne til supermarkedskæderne billigt. Udover stordriftsfordelene er det værd at betragte at brandværdien hos de eksisterende udbydere er meget høj. Det er etablerede brands som Findus, Daloon, Sunrise Foods osv. Det vil også kræve en meget stor investering i form af kapital, da de nuværende brands på markedet er store og veletablerede.Truslen fra substituerede produkterDet er klart at en forårsrulle ikke er raketvidenskab, så derfor vil et skifte fra den ene fryseretsproducent til den anden ikke være et stort skifte for den enkelte kunde. Man kan dog argumentere for at produktet er en anelse unikt, da det er nøglehulsmærket og at det er derfor kunden til sidst vælger Daloon og truslen fra substituerede produkter er ret lille.Skal man se på det helt ned til købsbeslutningen, er en Daloon forårsrulle et hurtigt alternativ til aftensmad og der vil man i disse tider fokusere på økonomien og vælge den billigste. Rivalisering i branchenPå fryseretsmarkedet er den største konkurrent Findus, som er den største udbyder i Europa.Det er den helt store spiller og er derfor denne virksomhed som Daloon skal kæmpe med markedsandele mod. Kritik af Porters Five ForcesPorters Five Forces giver et billede af hvordan omverdenen ser ud nu, mange markeder ændrer sig konstant, hvilket denne ikke giver et billede af. Modellen belyser styrkeforholdet mellem leverandører og kunder og jo stærkere man står overfor disse jo bedre er man stillet, ifølge Porter. Dog kan man argumentere for at man som virksomhed skal fokusere på at skabe lige stor værdi for kunden og ens leverandører, da man i samarbejde kan skabe langvarigeog analysere dette. og gode relationer, frem for kortvarig profit. Konjunktursvingninger En virksomhed som Daloon producerer som bekendt fødevarer, men dog ikke livsnødvendige fødevarer. Produktet kommer meget langt nede i opfyldelsen af et menneskes behov, og er derfor let at skære fra når pengene hos den enkelte kunde bliver mindre. Grunden til at pengene hos den enkelte kunde er blevet mindre, eller frygten for at den bliver det, er konjunktursvinger. Som det ser ud lige nu på det europæiske marked, hvor Daloon opererer, så opleves der kraftige konjunkturudsving. Flere lande har været i recession, men en lille vækst opretholdes af de store økonomier såsom Tyskland. Hvis EU kan holde væksten i gang, vil det samtidig frigive flere penge til investeringer, medfører flere arbejdspladser og til sidst kunne sætte gang i forbruget, hvilket hermed må forventes at sætte skub i omsætningen for Daloon.
Nøgletalsanalyse
Afkastningsgrad-1,7 %Afkastningsgraden viser os hvor god virksomheden er til at forrente den samlede kapital, og i Daloons tilfælde er det blevet værre de seneste 5 år. De startede ud med plus og ligger nu desværre i minus. OverskudsgradDet første nøgletal jeg vil kigge på er overskudsgraden for at belyse Daloons evne til at frembringe et overskud. Overskudsgraden lå i 2008 på 1.9 % og toppede med 5.2 % i 2010, men for regnskabsåret 2012 er de nede at ramme -1.3 % hvilket fortæller at de er ramt hårdt på indtjeningen.SoliditetsgradDette nøgletal viser hvor meget virksomheden reelt er værd, eller hvor meget den er belånt. Hos Daloon har de været dygtige til at holde på likviditeten, da deres soliditetsgrad ligger på 39.5 %, så hvis virksomheden skulle sælges så kunne man efter alle kreditorer er betalt hive 176,673 mio. hjem. Ansoffs vækstmatrix Daloon har brug for at skabe mere vækst, hvilket alle virksomheder hungrer efter. Mit forslag til dem er at benytte sig af metoden koncentrisk diversifikation og nu skal jeg forklare hvorfor. Det europæiske marked er stort set mættet for fryseretter, så derfor skal de finde et helt nyt marked at indtrænge, og hvorfor ikke starte hvor ingen andre nævneværdige virksomheder befinder sig; nemlig Afrika. Daloon skal i et strategisk samarbejde med Red Barnet udvikle og forske i produkter, som er tilpasset fattige afrikanske børns maver. De færreste afrikanske familier har mulighed for at tø noget op i en mikroovn, men hvis man kunne udvikle en forårsrulle som ikke behøvede at blive stegt, ville det være fantastisk publicity og ikke mindst vil deres CSR konto stå i plus resten af deres levetid. Produktet har allerede fået et navn: SpringAfrica. Spring betyder forår, men associeres samtidig også med forandring. Dette er selvfølgelig ikke med henblik på at oprette en kæmpemæssig indtjening, da det vil være uansvarligt, men hvis omsætningen bliver forhøjet af dette er det samtidigt et plus. Daloon producerer til Red Barnet i Danmark og de sørger så for at distribuere det ned til Afrika. I fremtiden vil Daloon, udover at have gjort noget godt for andre mennesker, have et større indblik i det afrikanske marked, som på et eller andet tidspunkt bliver et enormt vækstmarked. Som bonus kan Daloon skrive Red Barnet på deres emballage, og hvilken kunde ville ikke vælge det nøglehulsmærkede produkt OG det produkt som støtter Red Barnet med en krone pr. solgt æske eks. Når dette samarbejde får en masse omtale i medier såsom Ekstra Bladet og BT så vil interessen automatisk stige yderligere for Daloons produkter. Samarbejdet vil med garanti også medføre at andre nødhjælpsorganisationer, vil kigge interesseret efter Daloons nyskabende og revolutionerende produkt og de har hermed fuldført en komplet koncentrisk diversifikation, da de er gået ind på et nyt marked med et nyt produkt, men hvor der stadig er sammenhæng mellem den eksisterende portefølje af produkter.Og hvordan skal de så finde frem til data om afrikanere? Det er besværligt da det ikke er særligt udviklede lande, men Red barnet vil uden tvivl have data liggende der kan bruges og her bliver det så sekundær desk research. Der skal dog også laves kvalitativ primær field research da Daloon selv må opsøge information om de afrikanske børn, f.eks. I form af interviews med læger og selv lave medicinske studier. Dette kræver selvfølgelig en del investeringer i fagfolk, men investeringer skal der til for fremtidig ny indtjening.
Delkonklusion på spørgsmål 1Jeg kan konkludere ved hjælp af min Porters Five Forces analyse af Daloons nuværende situation, at Daloon står svagt på det europæiske marked hvis de ikke gør noget drastisk. Noget drastisk, innovativt og modigt kunne være den vækststrategi jeg fremførte ved hjælp af modellen Ansoffs Vækstmatrix. Ved hjælp af denne innovative strategi kan de erobre nye fremtidige vækstmarkeder og samtidig øge deres CSR markant. Spørgsmål 2LedelseskarateristikJeg har valgt at fokusere på adm. Direktør Hemming Van, da det er den eneste man kan få nogenlunde informationer omkring. Til at starte med analyserer jeg hans ledelsesstil ud fra Jack Bobo. Hemming Van har arvet virksomheden og har derfor store følelser for den, så han er derfor også mere tilbøjelig til at tage beslutninger, som ikke altid er populære. Derfor vil jeg karakterisere ham som aktivisten i Jack Bobos ledelsesstile.
Til at analysere hvilken ledelsesrolle Hemming Van har jeg valgt at benytte mig af Adizes ledelsesroller. Her vil jeg vurdere at Hemming Van fokuserer meget på lang sigt og på sit samlede produkt. Dette gør ham til Entrepreneurrollen, hvilket passer overens med at hans far opbyggede virksomheden, og han selv tog over. Han tænker strategisk i forhold til at han valgte at lukke 2 fabrikker for at skære ned på omkostninger. Ydermere er han samtidig meget risikovillig da han har investeret over 50 mio. kr. i et andet fødevareselskab. Til at bedømme hans ledelsesform har jeg valgt at fokusere på teorien af Lewins ledelsesformer. Det er dog meget svært at bedømme ham ud fra denne, da det handler meget om den daglige adfærd, og den har vi desværre ikke adgang til. Man kan dog sige at han har lidt en blanding af autoritær ledelsesform og demokratisk, da han lytter til sine medarbejdere, men er han ikke enig så er det ham der egenrådigt træffer beslutningen. KonklusionJeg kan ud fra de foregående analyser konkludere at virksomheden Daloon i fremtiden får svært ved at opretholde samme omsætning og indtjening som nu. Baseret ud fra min analyse af Daloons nuværende situation i Porters Five Forces, så er den største trussel at supermarkedskæderne bliver større og større og derfor bliver sværere at forhandle med. Derfor skal Daloon f.eks. ved hjælp af en blanding af min vækststrategi og en dygtig iværksætter som Hemming Van fokusere på helt nye vækstmarkeder.LitteraturlisteHjemmesiderhttp://www.daloon.dk/da/Forbrugerservice/Om-os/Historien.aspxhttp://www.dkef.dk/default.asp?Action=Details&Item=913&title=2012-05-08-Daloonhttp://ec.europa.eu/agriculture/publi/fact/beef/beef_da.pdfhttp://www.food-supply.dk/article/view/108335/daloon_svaere_forhandlinger_i_sigte.Uqg0tNLuKSohttp://www.food-supply.dk/article/view/45842/findus_mister_ikea_som_kunde.UqbsmtJWySohttp://www.findus.dk/omfindus.htmlhttp://politiken.dk/udland/ECE1814099/eurostat-eurozonens-oekonomi-er-i-recession/http://www.business.dk/navne/daloon-arving-sejrede-med-spareknivenBøgerHollensen, Svend. Global Marketing, Fifth EditionJobber, David. Principles And Practices Of Marketing, Seventh Edition Grell, Henrik, Makroøkonomi. 4. udgave. Trojka, Organisation. 5. udgave.

Side af

Michael Kildegaard (280490-1291)
CPHBusiness Nørrebro11. dec. 2013

Spørgsmål

Fag
Model/teori
Model/teori bidrager til besvarelse af spg. X
Fagelementer fravælges fordi:
Spg. 1: Analyse og vurdering af Daloons situation
Markedsføring, Makroøkonomi, Mikroøkonomi og Erhvervsjura
Porters Five Forces, NøgletalsanalyseKonjunktursvingninger, EU-lovAnsoffs vækst matrix
Hvordan de makroøkonomiske faktorer har betydning for potentialet
De ikke er relevante
Spg. 2:
Organisation
Jack Bobos ledelsesstileAdizes ledelsesrollerLewins ledelsesformer
Til at vise hvilken type leder Hemming Van er
Fordi de ikke er relevante http://www.daloon.dk/da/Forbrugerservice/Om-os/Historien.aspx http://www.dkef.dk/default.asp?Action=Details&Item=913&title=2012-05-08-Daloon http://ec.europa.eu/agriculture/publi/fact/beef/beef_da.pdf http://www.food-supply.dk/article/view/108335/daloon_svaere_forhandlinger_i_sigte.Uqg0tNLuKSo http://www.food-supply.dk/article/view/45842/findus_mister_ikea_som_kunde.UqbsmtJWySo http://www.findus.dk/omfindus.html http://politiken.dk/udland/ECE1814099/eurostat-eurozonens-oekonomi-er-i-recession/ http://www.business.dk/navne/daloon-arving-sejrede-med-sparekniven http://www.business.dk/navne/daloon-arving-sejrede-med-sparekniven…...

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...Tiger, tiger, burning bright In the forests of the night,  What immortal hand or eye  Could frame thy fearful symmetry?  Stanza 1 Summary What immortal being created this terrifying creature which, with its perfect proportions (symmetry), is an awesome killing machine?  [pic] 2 In what distant deeps or skies  Burnt the fire of thine eyes?  On what wings dare he aspire?  What the hand dare seize the fire? Stanza 2 Summary Was it created in hell (distant deeps) or in heaven (skies)? If the creator had wings, how could he get so close to the fire in which the tiger was created? How could he work with so blazing a fire? [pic] 3 And what shoulder and what art  Could twist the sinews of thy heart?  And when thy heart began to beat,  What dread hand and what dread feet?  Stanza 3 Summary What strength (shoulder) and craftsmanship (art) could make the tiger's heart? What being could then stand before it (feet) and shape it further (hand)? [pic] 4 What the hammer? what the chain?  In what furnace was thy brain?  What the anvil? What dread grasp  Dare its deadly terrors clasp?  Stanza 4 Summary What kind of tool (hammer) did he use to fashion the tiger in the forge fire? What about the chain connected to the pedal which the maker used to pump the bellows? What of the heat in the furnace and the anvil on which the maker hammered out his creation? How did the maker muster the courage to grasp the tiger?  [pic] 5 When the stars threw down their......

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Tigers

...glimmer of hope for some of these species, especially tigers. In the past four years, India’s wild tiger population has risen 30%. Successes like these are key. It just shows that these endangered species can be saved. “India’s Environmental Minister Prakash Javadekar said the tiger population has risen from 1,706 in 2001 to 2,226 in 2014” (BBC). Overall, world tiger populations are falling, but just that tiger populations are rising in India is big news. Other countries throughout the world can put India’s proven conservation methods to use to increase tiger populations. The World Wildlife Fund and countless other organizations took part in the protection of Indian tigers these last four years and has definitely helped the increase in wild tigers. India protected more land land for wild tigers to live. A key factor to the growth of the population was state sponsored wildlife corridors that connected large protected wildlife areas. The most immediate threat to wild tigers is poaching. “In relentless demand, their parts are used for traditional medicine, folk remedies, and increasingly as a status symbol among some Asian cultures” (WWF). Limited resources leave protected areas had to guard especially due to the vastness of many protected areas. Thirteen countries plan on meeting for a symposium to help stop poaching of wild tigers in their respective countries. India has also offered to donate tiger cubs to countries whose tiger populations continue to plummet. Several......

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Tigers

...Orlando Pagan Dr. Ilyse Kusnetz Eng. 102 19 Jun. 2015 Aunt Jennifer’s Tigers The poem was written in 1951 by Adrienne Rich. "Aunt Jennifer's Tigers" theme paint a portrait of a married woman trapped within a timid and suppressed life. We are introduced to the sympathetic character of the poem, Aunt Jennifer. Instead of describing her, however, the author chooses to convey Aunt Jennifer's art, and the ownership of Tigers tied to her craft. The tigers are vivaciously portrayed. _______________________________________ Aunt Jennifer’s tigers prance across a screen, Bright topaz denizens of a world of green.  ________________________________________ These lines have been quoted from the poem. Here the poet expresses her unconscious desire for freedom through her needlework. Aunt Jennifer is a married woman who does a lot of needlework, like most traditional married women. Instead of flowers and leaves, she is making a pattern of prancing tigers. The poet calls them ‘bright topaz denizens’.  Aunt Jennifer’s needlework is an expression of her fiery nature that is restrained in her because of the restrictions of society that she was living in. ‘A world of green’ represents freedom and youth that the married woman craves for. Therefore, the poet expresses the married woman’s unconscious desire to be free. However, the restrictions of the culture she is living in restricts her from being free ______________________________________ The massive weight of Uncle’s wedding...

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Bengal Tigers

...The Bengal Tiger Introduction Perhaps there is no more famous of a Bengal tiger (Panthera Tigris Tigris) than Rudyard Kipling’s Shere Khan. Known as the dominant and feared antagonist in The Jungle Book that was to be not only feared, but respected throughout the entire jungle. Although it’s habitat is in India, the Bengal tiger has commanded so much respect that even an American professional football team’s logo uses the Bengal as their official mascot (Cincinnati Bengals). The problem is that perhaps that respect has dwindled since the time of The Jungle Book and the inception of the Cincinnati Bengals in 1966. While there are on-going efforts to save this incredible big cat, their status is still listed as Endangered. Habitat and Characteristics Bengal tigers (also known as Royal Bengal tiger or Indian tigers) are commonly found in the subcontinent of India and in dense forests, mangrove swamps, and jungles throughout the subcontinent and in some areas in China and Nepal. While most are orange, black, and white, there are some Bengal tigers that are reported to have an all white coloration (animalplanet.com) and they are only known species of tiger to be all white. Average length for these special tigers at around 10 feet. While it is considered to be the second largest tiger in the world (Siberian or Amur tiger is larger), it is sometimes claimed to be the largest tiger on average (a-z-animals.com). Although they weigh between 300-600 pounds and with an average......

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Endangered Tigers

...Endangered Tigers Today wild tigers exist in Eastern Russia, China, Vietnam, Cambodia, North Korea, Thailand, Malaysia, Indonesia, Bhutan, India and Nepal. In order to live in the wild, tigers need water to drink, animals to hunt, and vegetation in which to hide. As the mountains, jungles, forests, and long grasses that have long been home to tigers disappear, so too, do tigers. Agricultural expansion, timber cutting, new roads, human settlement, industrial expansion and hydroelectric dams push tigers into smaller and smaller areas of land. These small areas of forests are surrounded by rapidly growing and relatively poor human populations, including increasing numbers of illegal hunters. Tigers compete with an expanding human population and industry for land and food, many tigers are killed by poachers who sell the tiger’s body parts as ingredients for traditional Chinese medicines. If these trends continue, the wild tiger may evolve from being an endangered species and off the endangered species list to become an extinct species. Without wilderness, the wild tiger will not survive. If the world is not careful, one of the beautiful creatures on the planet will become extinct. Everyday more and more tigers are being slaughtered for their skin, bones, meat, and other organs to produce clothes, home décor, medicine, food and even alcohol. For example bones are soaked in alcohol to make wine, and ground up bone mixed with herbs is believed to relieve pain such as......

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Tigers

...Tigers Bobbie-Lynn Molina BIO 101 August 28, 2012 Kira Krend Tigers Tigers, the largest of all living cat species are recognized by its unique reddish-orange coat with black stripes. Although they are considered to be loners they are extremely territorial. Initially, there were nine known subspecies of tigers: Siberian, South China, Indo-Chinese, Sumatran, Bengal, Malayan, Balinese, Javan, and Persian. The Bali, Javan, and Persian tigers are extinct and the remainder of the subspecies is found on the endangered species list. Tigers have exceptional skills and can familiarize to their environment, but poaching and increase of their natural habitat threaten existence. Tiger’s physical attributes such as their body size, patterns of their stripes, and length of fur are characterized by the locale they live in. Most feline species come from a long line of adaptive and changing family history. Tigers have a massive muscular build, allowing them to apprehend and subdue their prey or get out of harms danger. A full-grown tiger can weigh as much as 650 pounds and up to 13 feet in length. Tiger’s backbones are flexible, which give them the ability of motion and allowing them to leap forward up to 33 feet at a time. The hind legs on the tiger are longer than the front so it helps with the ability of jumping. The paws of the tiger are well padded allowing it to walk quietly......

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