https://www.mdu.se/

Problem:

Palaseja is considering Sweden as a prospect market to enter and operate so, a study of Swedish

business environment and its uncontrollable elements is required for Palaseja to serve this purpose

effectively.

Method:

Thesis has followed a combination of exploratory & descriptive research and a qualitative approach

has been applied. Both primary and secondary data have been gathered, primary data was gathered

through interviews from retail stores' officials and Palaseja's sales manager.

Conclusion:

In this study, different environmental uncontrollable elements of Swedish market have been explored

to find out how they can influence a new entrant Palaseja in Sweden. There are a few legal

requirements for Palaseja to enter in food market of Sweden. Economic forces are facing a little slow

down effect due to recent global economic slump but are quite encouraging for any new company

entering Sweden in the long run. Breakfast cereal products that Palaseja produces have found to be a

common part of cultural breakfast habits and huge consumption of breakfast cereal per capita also

seems to be encouraging for new comers in this industry. Competitive forces have been found to be

extremely challenging and quite discouraging in some way. The country of origin effect seems to be

not so strong in Sweden although brand recognition of Palaseja is likely to cause some trouble to

Palaseja's success.