Danmon & by Malene Birger

By Malene Birger’s Expansion in the

Central European market

Executive Summary

This paper contains the internal and external analysis of Danmon Systems Group, a Dan Technologies Company and its purpose is to determine whether or not DSG could enter into the French market and, if so, what approach would be the most appropriate based on DSG competitive advantages and the characteristics of the French market. The purpose of this report could be summarized by our problem formulation “ Which factors could DSG stakeholders consider to approach in order to accomplish a new business expansion, with regard to the broadcasting sector in France”.

The internal analysis of this report concluded that DSG has a strong position in the Scandinavian market, and due to its objectives, DSG has also accumulated experience in entering new markets and designing projects abroad. When conducting the competitive triangle analysis and benchmarking we could identify what represents core competences for DSG and what could mean perceived value for the customers in the French market  The external analysis focused on the PESTL analysis in the French market, Porter’s Five Forces and the results of this analysis informed us about the external factors that DSG should take into consideration. The analysis proved that the French market is open to business and investors, however, it also poses the Danish company some threats that DSG management should be aware of and consider strategies to overcome them. The SWOT and TOWS analysis offer an integrated picture of the French market and outline possible strategies that DSG could pursue in order to compete and gain market share in France. A special consideration of the company should be in designing the marketing mix, 7 P’s and marketing objectives.

Our conclusion and prognosis points to the fact that DSG could enter the French market if they approach small to medium businesses, acquire an infusion of capital to...