”Det kommer från hjärtat” - Dansbandsbranschens förmåga att anpassa sina strategier efter förändrade omvärldsfaktorer Författare: Malin Hesselryd David Söderman Handledare: Thomas Karlsson Ämne: Företagsekonomi Nivå och termin: C-nivå, HT 2009 Handelshögskolan BBS Innehållsförteckning 1 INLEDNING ............................................................................................................................................ 5 1.1 BAKGRUND ......................................................................................................................................... 5 1.2 PROBLEMFORMULERING ...................................................................................................................... 6 1.3 FORSKNINGSFRÅGOR ........................................................................................................................... 7 1.4 SYFTE ................................................................................................................................................. 7 1.5 MÅLGRUPP .......................................................................................................................................... 7 1.6 BEGREPPSDEFINITION .......................................................................................................................... 8 1.7 UPPSATSENS FORTSATTA DISPOSITION .................................................................................................. 8 2 METOD .................................................................................................................................................... 9 2.1 FORSKNINGSANSATS ............................................................................................................................ 9 2.2 HERMENEUTISKT FÖRHÅLLNINGSSÄTT ................................................................................................. 9 2.3 KVALITATIV FORSKNING .................................................................................................................... 10 2.4 INFORMATIONSINSAMLING ................................................................................................................. 11 2.4.1 Primärdata .............................................................................................................................. 11 2.4.2 Sekundärdata ........................................................................................................................... 13 2.5 UPPSATSENS RELIABILITET OCH VALIDITET ......................................................................................... 13 2.6 OBJEKTIVITET OCH METODKRITIK ...................................................................................................... 13 3 REFERENSRAM ................................................................................................................................... 15 3.1 STRATEGIPROCESSEN ......................................................................................................................... 15 3.2 ALTERNATIVA STRATEGITEORIER ....................................................................................................... 16 3.2.1 SIAR-skolan ............................................................................................................................. 16 3.2.2 Göteborgsskolan ...................................................................................................................... 18 3.2.3 Industriella kraftfält ................................................................................................................. 18 3.2.4 Mångdimensionell ansats för att fånga förändring .................................................................... 19 3.3 OMVÄRLDSANALYS ........................................................................................................................... 20 3.3.1 Makromiljöanalys .................................................................................................................... 20 3.3.2 Kundanalys .............................................................................................................................. 20 3.3.3 Konkurrentanalys ..................................................................................................................... 20 3.4 FÖRETAGSANALYS............................................................................................................................. 20 3.4.1 Analys av resurser och kompetenser ......................................................................................... 21 3.5 BOSTONMATRISEN ............................................................................................................................. 21 4 EMPIRI .................................................................................................................................................. 23 4.1 HISTORISK UTVECKLING .................................................................................................................... 23 4.1.1 Början på något stort (Christina Lindberg) ............................................................................... 23 4.1.2 Inget stoppar oss nu (Black Jack) ............................................................................................. 23 4.1.3 De sista ljuva åren (Lasse Stefanz) ........................................................................................... 24 4.1.4 Aj aj aj (Schytts) ....................................................................................................................... 26 4.1.5 Ett nytt millennium (Joyride) .................................................................................................... 26 4.1.6 Du har gjort min gråa värld till guld igen (Vikingarna) ............................................................ 27 4.2 OMVÄRLDSANALYS ........................................................................................................................... 28 4.2.1 Makromiljöanalys .................................................................................................................... 28 4.2.2 Kundanalys .............................................................................................................................. 33 4.2.3 Konkurrentanalys ..................................................................................................................... 35 4.3 FÖRETAGSANALYS............................................................................................................................. 38 5 ANALYS ................................................................................................................................................. 39 2 5.1 OMVÄRLDSANALYS ........................................................................................................................... 39 5.1.1 Makromiljöanalys .................................................................................................................... 39 5.1.2 Kundanalys .............................................................................................................................. 42 5.1.3 Konkurrentanalys ..................................................................................................................... 43 5.2 FÖRETAGSANALYS............................................................................................................................. 44 5.3 DET STRATEGISKA ARBETET ............................................................................................................... 46 6 SLUTSATS ............................................................................................................................................. 49 6.1 FÖRSLAG PÅ VIDARE FORSKNING ........................................................................................................ 50 KÄLLFÖRTECKNING ............................................................................................................................... 51 LITTERATUR ............................................................................................................................................... 51 ARTIKLAR .................................................................................................................................................. 51 INTERNETBASERADE KÄLLOR ...................................................................................................................... 51 FIGURFÖRTECKNING FIGUR 3.1: PHILIP KOTLERS STRATEGIPROCESS .................................................................................... 15 FIGUR 3.5: BOSTONMATRISEN ................................................................................................................ 22 BILAGOR BILAGA 1: ANMÄLAN MOT DISKRIMINERING ........................................................................................ BILAGA 2: INTERVJUMALL ..................................................................................................................... 3 Sammanfattning Titel: Det kommer från hjärtat Dansbandsbranschens förmåga att anpassa sina strate- gier efter förändrade omvärldsfaktorer Författare: David Söderman och Malin Hesselryd Handledare: Thomas Karlsson Kurs: Företagsekonomi, C-nivå, HT-2009, Högskolan i Kalmar Nyckelord: Musikbransch, Dansband, ekonomisk förändring, affärsstrategier Syfte: Uppsatsens syfte är att visa på dansbandsbranschens förmåga att anpassa sina strategier efter förändrade omvärldsfaktorer,