Title
The Danish Fashion Industry on the NorthGerman Market: Improvements of the Danish fashion industry's competitive power on the N,Used
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The thesis explores how the Danish fashion industry can improve its competitive power on the NorthGerman market: First, the NorthGerman market is analysed, using PEST and Porters Five Forces. The competitive situation is sound and the Germans show a growing interest for Danish fashion. The market offers one of the highest purchasing power parities in the country and an increasing demand for mediumpriced clothing. Second, Robert M. Grants framework for analysing internal resources and capabilities is applied. The data illustrates that the fashion companies are similar; they have low marketing budgets and their key strengths are brand profiles and design. Third, Bettis and Prahalads theory: The Dominant Logic uncovers how the three identified dominant logics affect the Danish fashion industry: the oneway communication strategy, a lack of webshops and missing cooperation internally in the industry. The keyword to success is cooperation within the fashion field. Four identified issues will improve the industrys competitive power: understanding the German culture, cooperation within the industry, innovation of both the communication strategy and the online appearance.
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