Mustad & Britte: analyse the potential sectors and propose communication strategy for better penetration in Germany

Abstract

The purpose of this project-dissertation is to identify major investment-worthy industrial sectors for Mustad & Britte to better penetrate in Germany. To pin down the controllable and uncontrollable factors influencing the business, the project analyses all environmental elements. Both internal and external factors are taken into careful consideration with SWOT analysis to discover the Strengths, Weaknesses, Opportunities and Threats posed to the company. The project is devoted to analysing the attractiveness of each potential sectors to determine which sector will be worth investing. In conclusion, there are five sectors as such: aeronautics, space, defence, medical technology and wind energy. This project also looks at the competition in Germany. A total of the top 25 competitors with a turnover of fewer than 50 million euros have been pinpointed. Some recommendations regarding the communication strategy to attract more prospects as well as to enhance the company’s visibility are given. Some online marketing tools can be considered to increase visibility at trade shows, such as using the available communication touch points.