Dehumidifiers : A Business Case Study

• Main Author: Cosar, Alan
• Format: Bachelor Thesis
• Language: English
• Published: KTH, Industriell ekonomi och organisation (Inst.) 2011
• Subjects: Acquisition; Marketing plan; Market entry; Brand Architecture; Industrial; Engineering and Technology; Teknik och teknologier; Baffin
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-91331

In business, acquisitioning is a tool that can be used to prosper growth. With all acquisitions comes a responsibility to fit the brand(s) into the existing organization. The purpose of this thesis has been to conduct a market research of the dehumidifier industry in Sweden and to develop a marketing plan for Telcho, a declining brand that recently was acquired by the Baffin Delker group. An explanatory case study was conducted and revealed that the Swedish market is attractive to enter. The entry should be focused on the construction segment and the products distributed foremost through rental companies. The aftermarket network should be expanded and outsourced to repair shops throughout the country. The goal for the future will be to meet the two core needs of the customers which is product quality and minimum downtime. If managed properly this time, Telcho has all the potential to increase its market share and be a strong player on the market again.