Abstract

position and securing market share of new demand on growing markets and whether the penetration can be assessed over a range of markets, answering the question: How well is a certain company penetrating a set of markets across a wide range of industries in several countries? Purpose: This thesis will examine the possibility of assessing market penetration for global multi-industrial companies with the use of macro-economic data as an approximation of market size. Method: A Case Study has been done on the company Alfa Laval and