Executive summary 4 1.0 Introduction 5 1.1 Problem statement 6 1.2 Delimitations 6 1.3 Report structure 6 1.4 Methodology 7 2.0 Market research 8 2.1 Background for Research 8 2.2 Research questions: 10 2.3 Information needs / Variables 10 2.4 Delimitation/Scope 11 2.5 Research Design 11 2.6 Research Question Outcome 13 2.7 Statistical analysis 18 3.0 Culture 19 3.1 National Culture 19 3.2 Organizational culture: 22 4.0 Marketing 25 4.1 Introduction 25 4.2 Defining the Market 26 4.3 SWOT Analysis - Strength, Weaknesses, Opportunities and Threats of the chosen market 27 4.4 PEST factors - Political, Economic, Social and Technological Factors 28 4.5 Segmentation - Defining the target group 31 4.6 Five Forces Model 33 4.7 Conclusion - Final Analysis 35 5.0 Discussions 36 6.0 Conclusions 36 7.0 Bibliography 37 8.0 Appendices 40 8.1 Questionnaire 40 8.2 Statistical analysis example 42 8.4 Boston growth share matrix 45 8.5 Ansoff Matrix 47 8.6 Daloon Portofolio 47 8.7 Social Contract 49 8.8 Log book 50

Executive summary

Daloon A/S, henceforth just Daloon, was formed in 1960 with the name of Van’s Product by the founder Sai-Chiu Van. Mr. Van started his business in his private cellar where he produced spring rolls that he later sold in Tivoli garden in Copenhagen. In 1964 the company changed their name to Daloon which means “the big dragon” in Chinese since dragons are known for being friendly towards humans. Daloon has continued to grow and today they have their products sold in several European countries with their main business in UK, Germany, and Scandinavia. The company also has significant export markets in France, Finland, Spain, Austria and Switzerland.
Daloon is a major brand throughout Europe within the frozen ethnic snacks market and is in fact the largest manufacturer of spring