Case Study Bukowski Bear

The internationalisation of the organization

- An designed case study

By Tomas Sylverberg

Background and Record

Bukowski Design and style manufactures and sells teddies all over the world. It includes five personnel in Laxa, sweden, however , if the firm requirements more staff, then they happen to be hired per hour. Usually this kind of occurs when the organization has exceptional promotion travels or appointments trade fairs. Globally, the firm utilizes more than a 1, 000 people. The firm started its actions by selling office material to Kooperativa Förbundet, Bokea and other big companies in Laxa, sweden. The products the firm sold were schedules, pencils, pen cases, notebooks, etc . Then a firm the majority of the products were designed by different designers nevertheless the firm as well designed a lot of products. Almost all of the products had been bought from Parts of asia, such as Korea, Taiwan, and China.

The current item was developed by a chance, the two 1st teddy bears were created for the CEO's kids when they were born. The CEO says that the lady always wanted to trade this kind of goods, but thought that all the firm should adhere to its known products and consumers, instead of purchasing high-risk tasks. She then made eight prototype teddies. She attended Poland, bought material, and located a small stock that built the teddies professionally. The teddy bears were shown on the Formex Transact Fair eight in 1989, together with the firms' office items. This Trade Fair offered a first sign that the item could turn into a best-seller. Instead of getting purchases for its proven products, every person started to purchase teddy bears. The CEO means that this was quite a surprise, mainly because these teddy bears that had been like most in the teddy bears in our collection, with an old appear that resembles English teddy bears. At that time, the teddy bears that had been sold in Laxa, sweden were even more elaborate, whilst her teddies had a harder look, which in turn made them unique on the market segment.

The achievement at the Trade Fair built the organization return for the next one held six months later on. The firm were nonetheless mainly recognized for their office companies the teddy bears were not important. However , during the first morning, the teddy bears alone paid out the lease for the firm's are a symbol of the whole operate fair. Because the demand had been so great, the CEO created twenty five models for trade good, and from there the product selection has widened and the workplace supplies were discarded. The firm today divides the entire year into two seasons, for every single of the conditions about hundred new versions are shown. The products vary from mini teddy bears, to large teddy bears. Also some innovations have been made, figures for different events such as Xmas have efficiently been included in the product range. Every one of the firm's goods, even the tiniest teddy bear (about 2 cm high) may move every one of its braches. The Transact Fair is within Stockholm, and it has two shows each year

Internationalisation

The first country in which the firm sold teddy bears was Sweden. Regarding two years after introducing the teddy bears in Sweden, the teddy bears had been so popular the fact that firm did start to think about broadening to additional markets. The first marketplace that was chosen was Norway, the key reason why was that the CEO thought that Norway is actually a is very identical country to Sweden when it comes to taste, behavior etc . The firm for that reason decided to go into a trade fair in Oslo. The reaction was similar to the 1 experienced in Sweden. The main problem, according to the CEO, was going to show the customers what kind of product the firm was selling. Even though it shares several qualities which makes it possible to consider it a toy, it can be more of a present. Six months after the trade good in Oslo, the company went to a trade reasonable in Denmark and was well received there also. Shortly after people began to originate from Finland to get products, which means firm chosen to find an agent for Finland. At this stage, the firm on its own took care of the sales for the other Nordic countries. The firm...