• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Bachelor in International Marketing
  • Spania
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Bachelor in International Marketing
  • Spania
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Helly Hansen

Truong, Trinny Vinh; Bjerkene, Ida Kringstad; Nilsen, Kristine; Fyrde, Anna Rasch; Nævra, Martine Lindtun
Bachelor thesis
Thumbnail
View/Open
BIM201816I.pdf (7.808Mb)
URI
http://hdl.handle.net/11250/2570400
Date
2018
Metadata
Show full item record
Collections
  • Spania [19]
Abstract
In this thesis, we have analysed the possibility for Helly Hansen to increase sales in the

Spanish market, where they are already established. Currently, Helly Hansen is operating in

the professional skiing and sailing business. However, we wanted to examine the potential to

reach a wider consumer group. To achieve a greater insight into the Spanish market, we

started to collect data from secondary sources. By utilizing the Pestle model and considering

at trends, we gained more knowledge about external factors that influence the market.

After conducting the secondary research, we still lacked significant information regarding the

industry Helly Hansen operates in, and about consumer behaviour. To gather this information,

we used the two models Porter’s Five Forces and Kotler’s Consumer Decision Making

Process. To further examine the consumer behaviour of the Spanish market, we conducted indepth

interviews, focus groups and observations.

With support from our secondary and primary research, we found three attractive segments

for Helly Hansen to target. Furthermore, we developed suitable segmentation- and positioning

strategies for these segments. This led us to the marketing mix with our recommendations. If

Helly Hansen decide to implement these strategies, they will be able to reach a wider

consumer group and increase their sales in the Spanish market.
Description
Bacheloroppgave i Internasjonal Markedsføring fra ESADE i Spania, 2018
Publisher
BI Norwegian Business School

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit