|Keywords:||Business; Marketing; Accounting; Business Analysis; Porter; Value Chain; Five Forces; Strategy|
|Full text PDF:||http://rudar.ruc.dk/handle/1800/18792|
This paper aims to examine the causes having lead to InternetService A/S losing money with their NemVagt software, as well as investigate why these issues have occurred. Finally, it will seek to provide the company with a recommendation for their future actions with NemVagt. This is achieved by employing a qualitative case study method, relying primarily on semi-structured interviews to examine InternetService A/S' current strategy associated with NemVagt and the internal factors influencing this, through the application of Porter's Business Level Strategy, Value Chain and Five Forces Model, as well as finishing with a SWOT matrix. Lastly, the theory of the 8P's of marketing is used to examine the company's future possibilities and provide recommendations to the company. Through the analysis of the case study, it is clear that NemVagt's lack of strategy and marketing efforts have led to its growth- and financial issues. The company has been focusing on a target segment which has proven to be financially unviable and needs to broaden their scope. Finally, the company needs to implement a clearly defined strategy, as well as define and know their product's value to customers, in order to be able to increase their marketing efforts and becoming financially successful.