Abstract
We will in this thesis examine the growth and development opportunities for Europe's largest organisation within direct sale, i.e. Rahmqvist. The empiric will be analysed and evaluated with a base of theories. The main bottom theory used is the SWOT analysis, but in order to make a more thorough study, other perspectives, such as the financial, internal and external, will be taken into consideration. It is in our belief that these are aspects that affect the growth and development opportunities as well and hence need to be considered together with the SWOT. It can be concluded that we believe that Rahmqvist products can be successfully launched in new foreign markets assuming the fact that they adopt a strategy that goes according to our recommendations; such as expand geographically, develop a low cost- and fashion product line. The overall aim for most of today's companies is to generate profit. The underlying basis for that is to be able to stay on the market i.e. survival. The strategies used for this are different within different branches as well as individual for companies. A criterion for keeping the market shares is generally to be able to grow. Since, if growth is not created, other competitors will increase their market shares and hence your company will be relatively small and might in the end experience to be outplayed by the other rivals and new entrants.
