Analysis Of KOMPAN

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Brief description
KOMPAN is a company that was set up in 1970 by Tom Lindhart. It is one of the most successful company that produces playground equipment. It has more than 700 employees and its product are sold in about 70 countries worldwide.

Its philosophy is:
Health - More play, healthier children
Learning - Behind all the fun lies learning
Environment - We create a better future for children.

The mission “to operate in a positive development of people, planet and play”.

The vision is ”To be the global leader by providing unique playground solutions that promote health and learning”.

Marketing mix
Product
• Products of KOMPAN are the best in Europe.
• It is very innovative.
• Their product is unique in quality in design (Although …show more content…

With a world digitalization, children tend to spend more time playing games on internet than being outside. However KOMPAN’s playground could give them a good reason to go out. o For adults a substitute for outdoor fitness could be real indoor one. Where it is more comfortable as nobody cares what you are doing. Nevertheless it could be a great possibility for runners to have some workout in the park or running area.

PESTEL analysis
• Political factors o Germany is a democratic republic with the president, the Prime Minister (Angela Markel) and his cabinet. o Germany was one of the founders of European Union. o Today’s role of the Germany is significant worldwide. o We have to take all of these factors into consideration as it is always difficult to enter new market. Germany is open to new companies coming to the country, if it cooperates with their rules.

• Economic Factors o Germany does not have many raw materials. We can find lignite and potash salt here. Other materials are imported from different countries (2/3 of all energy …show more content…

Consumer buying behaviour
• As the buying of new playground equipment is not very frequent, the research must be made properly. It is quite expensive and the brands and products are unfamiliar. That is why we can say it is “Extensive decision making” type of buying behaviour. There are big economic, performance and psychological risks. People can get information from companies, relatives or friends.
• This type goes through all six stages of the buying proces
• Factors that influence purchase decision are following o Personal that are unique to particular person. These can be demographic factors, sex, rase, age etc… In this case the people who decide about buying will be Builder (people aged from 35 to 50), both women and men. o Psychological which consist of Motives and Attitudes.
The main motives in this case will be to satisfy children or adults by providing a possibility for self-actualization and esteem improving. Another important motive will be safety. Only the best company as KOMPAN can be trustful and therefore consumers can have positive feeling about it. All the possible weaknesses must be

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