THE USE OF INTERNAL AND EXTERNAL ANALYSIS TO INCREASE A COMPANY TURN OVER AND MARKET SHARE

Abstract

Abstract: Although it is a relatively new company, DKC Arnhem would like to know which the most profitable market for its business now and future, the possibility to increase its current market and to gain potential new market and customer. Those aspects are the main issues in this research. The data of this research was gained by studying company data, interviewing General Manager, several customers and suppliers of DKC, and several resources. The data analysis of this research mainly focuses on conducting internal and external analysis of DKC Arnhem, such as SWOT Analysis, PEST-E analysis, customer, competitor, and supplier analysis. The results of the research are the slight growth of the Dutch economy, within the installation business, thematic work still the most profitable market for DKC Arnhem. There is also a possibility for DKC Arnhem to increase its market share in new installation for new houses and renovation and maintenance for utility building in few years later. For future, there is possibility for DKC Arnhem increases its market share in renovation and maintenance for new houses and utility building.