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- Tyskland 
Hurtigruten is a Norwegian cruise line that for over 120 years has been doing transport and travel related activities on the Norwegian coast, as well as offering explorer routes. For closely 100 of these years, Hurtigruten has been offering its products to the German market, and has for this time been experiencing steady growth within this market. The situation as of today is unfortunately slightly different. Hurtigruten is currently experiencing stagnation in its most important market. In this thesis the authors have presented possible external and internal factors that could have contributed to this stagnation. Further, we have discussed the possible changes Hurtigruten could implement, in order to improve this situation. The thesis was based on both qualitative and quantitative research, with several depth interviews and a 110 respondent survey. These findings were used to back our argumentation throughout the thesis. The internal and external analyses were made to detect the possible reasons for the slowdown of Hurtigruten in the German market. This mostly surrounded the growth of the cruise industry and the highly competitive environment. Together with the internal weak financial situation, this has had a negative effect on Hurtigruten. These two analyses have resulted in a SWOT, where the company’s strength, weaknesses, opportunities and threats are discussed. The research and the analyses that were made in the first part of the thesis, lead to the suggestions presented in the strategy. In this part, we proposed ideas for the expansion of the marketing mix of Hurtigruten. Our emphasis was on product differentiation and a focused segment targeting to attract more German customers. We have concluded the thesis with a final recommendation. This includes the recommendations of Hurtigruten to differentiate its product, in order to become more eco-friendly, and looked upon as a safe and responsible way of travelling. We believe that these initiatives could attract a greater part of the growing elderly population of Germany. In addition, we also recommend Hurtigruten to operate with more social media marketing and taking advantage of modern devices like smartphones.
Bacheloroppgave i Internasjonal Markedsføring fra University of Mannheim i Tyskland, 2015