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- Singapore 
Rustibus Pte Ltd is Dalseide Shipping Services AS' Singapore office. The office sells surface preparation equipment in the Marine Maintenance Industry in the Southeast Asia region. In recent years, the Singapore office has experienced an increased competitive climate, as competitors offer a more diverse product line. Rustibus Pte Ltd is concerned that their current product line is maturing, and given an uncertain future, the strategic business unit is aiming to diversify the product line. The purpose of this thesis is to provide Rustibus Pte Ltd with useful information derived from relevant theoretical analyses and recommended strategies, to help them become more competitive in terms of diversification, and address what obstacles they might be facing in the future. Secondary data was collected to attain a deep insight in the internal and external state of affairs. A company analysis was conducted to identify the core competences, which determines the key abilities to diversify and meet future obstacles. Furthermore, primary data was collected to identify the customers’ and non-customer’s preferences, regarding surface preparation equipment and their perceptions of Rustibus Pte Ltd. The research sample was individuals working for companies in the Singapore, Malaysia and Hong Kong market. The purpose of the data collection was to understand the demand within the industry and identify the office's areas of improvement. To carry out the qualitative exploratory research, primary data was gathered through an e-mail survey, which allowed the respondents to give in-depth answers. The findings supported the conclusion of the internal and external analyses that a diversification strategy should be implemented to meet the increasing competitive environment in Southeast Asia. Rustibus Pte Ltd should expand their product portfolio to meet the demand, and reduce the uncertainty of customers' future purchase intentions. The discussion is limited to diversification within the same industry, as the information provided by the sponsoring company was limited to the Marine Maintenance Industry. However, the opportunity to expand into new businesses is also mentioned, but the group’s recommendation is to develop a product within the same business. The recommendation includes marketing mix strategies for the target market, which is Southeast Asia.