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  • 1.
    Ahmed, Shakeel
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Imtiaz, Muhammad
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Assessing the environmental uncontrollable elements of Swedish market that can influence and haveimpact on the presence of Lithuanian breakfast cereal producer (Palaseja) in Sweden.: A study of Swedish breakfast cereal market2009Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    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.

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