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Jysk a/S in China

  • Date Submitted: 04/24/2013 11:50 AM
  • Flesch-Kincaid Score: 47.5 
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JYSK Case Exam
Prepare a substantiated suggestion for a new strategy for JYSK on the Chinese market with a special focus on choice of target group.

Our case is about the successful Danish company JYSK, and their current strategic situation on the Chinese market. JYSK is the biggest Danish retail company; it operates in 35 countries and has 17.000 employers all over the globe. JYSK in average opens 3 new stores somewhere in the world.
It was founded in 1979 by Lars Larsen, who didn’t even know, that his company will show this incredibly high growth-rate in a relatively short time. Now they are trying to successfully enter the Chinese market. They had difficulties what can lead back to the cultural differences between the other western countries and China. JYSK could be very successful in Europe and America but in China they have to change their strategies.

Marketing theories and analysis:
Internal: Value Chain, Key competencies,
External: Pestel, Porter’s 5 forces, Porter Generic strategies, Competitive analysis
Growth   strategies,   Entry strategies Choosing the target group in China
Other theories:
Financial state of the company Vision/Mission
Economical state of China
Cultural differences in China (Hofstede, Maslow)
Company culture Leadership style Lean
Supply chain analysis, pull/push strategy

Pest Analysis in the Chinese Furniture market
The fist factor we have to take into consideration is the political factor. In China politics is a very important factor, JYSK has to accept the special political conditions in China. The politics of the Republic of China works in a framework of a semi-presidential representative democratic republic. The President is head of state and the Premier (President of the Executive Yuan) is head of government, and of a dominant party system. The government has some control over the real estate industry which possibly could take an influence on JYSK’s potential market, but it had no...


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