Jordan A/S case study analysis

JORDAN A /S CASE STUDY ANALYSIS

2006

Jordan A /S Case Study

Introduction

The world is shrinking rapidly in line with the appearance of various highly efficient communications , transportation and financing instruments . A product developed in a country could receive warm welcome in other countries . It is no longer unusual to find a German businessman wearing an Italian suit when meeting his British colleague in a Japanese restaurant . Since 1969 , the amount of successful multinationals had increased more than three fold . Some of them have performed their business activities

for as long as decades . Global industry is an industry , where a company 's strategic position is influenced by their global position as a whole (Kotler , 2000

The complexity of the global industry includes various factors that determine the course of the business . Some people try to lessen the effect of global competition by protectionism , and protective laws However , the better way is for companies to constantly compete and continuously enhance their product in domestic market , and then expand to foreign markets . Ironically , despite the great benefit of competing in foreign markets , the risk is also high : changing bs , unstable government , currency issues , corruption and technology highjacking Nevertheless , economists believed that corporations operating in the global industry had no other choice but to internationalize their operations

Within this , we will discuss marketing issues related to the case study of Jordan A /S . The company has been considered successful in its domestic market and has gone global for decades . The company encountered various problems in its international practices that need immediate solutions . In this , we will apply the marketing perspective to view the problems at hand Corporate Review

In to assess the issues at the company , we need to first develop an analysis of corporate strengths and weaknesses . We will perform that analysis using a marketing analysis tool called the SWOT analysis

II .1 Case Background

The company was founded by Wilhelm Jordan . It designs and produces `mechanical oral hygiene products , mainly non-electrical toothbrushes and also dental floss and dental sticks (toothpicks . Jordan 's products are known as the number 1 toothbrush maker in Europe and number 4 in the world . Nevertheless , foreign sales of dental products account for 60 of Jordan 's revenue , and the increasing challenges brought by multinationals worries management of the company

The last period was problematic due to reduced earnings . Financial performance is worsen and the marketing department is somewhat accountable for the problem . Employees at all level believe that there is a problem of lack of relationship between production and the marketing department . Management strives for overcoming this problem and discover that a better correlation between the departments resulted tremendous improvements . However , there are still various marketing issues to be solved . They will be elaborated in the next chapter

II .2 SWOT Analysis

According to marketing teacher (n .d ) SWOT analysis is a tool for auditing an organization and its environment . Within this , we will use them to critically assess strengths , weaknesses...