Frydenbø SABB Motor

Four international marketing students conducted this thesis on behalf of Frydenbø SABB Motor AS. Frydenbø SABB Motor AS operates as a total supplier of marine diesel engines and equipment, and of their main activities evolves around the lifeboat engine market. The background for the thesis was Frydenbø SABB Motor AS’ desire to establish contact with a manufacturer located in China to produce a new engine to be launched on the Asian lifeboat market. With this new engine Frydenbø SABB Motor AS hopes to increase their market share. The aim for this study was therefore to provide Frydenbø SABB Motor AS with an evaluation of potential marine diesel engine manufacturers in China, and based on this evaluation make a recommendation of a suitable manufacturer. In order to present a proper recommendation, the authors needed to acquire information about several different areas regarding the lifeboat industry, cultural differences, players in the market, international standards and so on. The information was gathered from several different sources in various ways and both primary and secondary information was applied. After having gathered all information needed, the authors applied the information in relevant theories to analyze Frydenbø SABB Motor AS’ internal and external environment. This was done to detect and structure their strengths, weaknesses, opportunities and threats. Simultaneously with gathering information on Frydenbø SABB Motor AS’ environment, the authors searched for and contacted several diesel engine manufacturers. The authors then ended up with a selection of potential manufacturers that were able and willing to produce the desired engine. Finally, based on the information assembled, the authors recommended the most suitable manufacturer, in addition with critical success factors and potential pitfalls