Analysing market potential by key segmentation in Denmark for Würth Elektronik ICS

Abstract

The aim of this thesis is to analyse the market potential for Würth Elektronik ICS in Denmark by key segmentation according to theories from among others Philip Kotler, David Jobber and Catherine Dawson. An interview with Head of Sales at the company has also been made to get a better understanding on the company´s priorities and strategy when analyzing a new market. The result of the findings are reflected against the company´s values and goals in order to get a clear picture if it would be worth investigating in a local sales representative in Denmark or not. This thesis will not analyse different options of a potential market entry plan, only the market potential is presented here with a suggestion on how to proceed. The methodology used in this thesis is mainly qualitative since most of the information was collected by searching potential customers on the Internet and in databases. A qualitative approach was used when conducting the interview. The results shows that Denmark has a quite healthy structure in the key segments but the total potential is not big enough for investing in new staff in Denmark.