DANSK DESIGNS LIMITED *It will probably be educationally most effective if the student works out his/her analysis before reading this one. DIAGNOSIS The strategy of Dansk appears to be to maintain a growth in earnings from 15 to 20%. It is assumed that to maintain this level of growth a wide range of new products, to be marketed under the title, "Dansk Gourmet Designs Ltd.," will be needed. Ted Nierenberg, the owner of Dansk, has expressed …
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…In this respect, I would suggest trying to distribute through wholesalers because a 500 retail distribution system will be too restrictive. This would enable the salesman to concentrate solely on the high-priced products. I would also suggest the continuation of heavy advertising expenditures through "Bride" magazine or "Woman's Day" etc. In substance, Dansk has to be prepared for a different marketing strategy because they are selling a slightly different product to a different range of customers.