Tomra: helping the world recycle

Abstract

TOMRA is already a well established company on the German market, with some market potential left. The overall goal with this thesis is to examine possible ways for TOMRA to gain a larger market share through the basis on how they communicate to the respective market. We conducted an internal analysis to get a deeper understanding of the company, and at the same time to detect possibilities for further development. In the external analysis, we implemented our research data. To be able to back up our statements, we have made use of primary and secondary data. The primary data was gathered through expert interviews. The core findings of our research were: - Differentiations - Changing believes and attitudes towards recycling - An underlying service-gap - Correspondence between price and quality must be emphasized The recommendations given to TOMRA were to keep differentiating them selves, as well as implementing passion and responsibility for their costumers.