The regional meat producers' way to the market
Siljans Chark and Konsum Värmland cured meats and provisions factory are small-scaled meat producers that market their products with "the regional concept". As the centralization is increasing in the food retail chains, it is becoming more difficult for companies like these to succeed. The two compa...
| Autor principal: | |
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| Formato: | Otro |
| Lenguaje: | sueco Inglés |
| Publicado: |
2005
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10960/ |
| _version_ | 1855571782891732992 |
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| author | Larsson, Karolina |
| author_browse | Larsson, Karolina |
| author_facet | Larsson, Karolina |
| author_sort | Larsson, Karolina |
| collection | Epsilon Archive for Student Projects |
| description | Siljans Chark and Konsum Värmland cured meats and provisions factory are small-scaled meat producers that market their products with "the regional concept". As the centralization is increasing in the food retail chains, it is becoming more difficult for companies like these to succeed. The two companies in question however, have been successful with the regional meat concept on their individual, regional markets.
The purpose of this thesis is to identify the factors that determine whether a company with the regional concept as its marketing strategy will succeed or not. There are several companies using this strategy, but the degree of success has been varying. It is therefore interesting to examine the reasons behind the success of these two companies.
By using Supply Chain Management, SCM, and a number of hypotheses consisting of key words that can be perceived as important in a firm's business relations, the report sets out to determine what makes a company succeed or not. Several relationships are examined, primarily those with farmers, retail shops and consumers. Supply Chain Management is a way of thinking – flow thinking. Three large flows go through the production and distribution chain: financial, information and physical flow.
The interviews presented in the empirical part are based on the key words and SCM. To get a complete picture of the problem at hand, interviews were made at the two cases study companies, in the shops with shop managers, consumers and distributors.
The analysis shows that there are some similarities between the two case companies, even though they have different prerequisites. Siljans Chark is a limited company, were a number of farmers in Dalarna are the major stockholders, while Konsum Värmland is a consumer co-operative business outside Coop Norden. Flow thinking seems to be something both companies find important. Konsum Värmland has advantages in being independent with its own distribution central and shops. Siljans Chark relies on its good reputation and the credibility it has developed over the years.
An important factor in both cases is the regional patriotism. It is widespread in both Värmland and Dalarna, and makes the consumers less sensitive to the price of product, when buying a regionally produced product. The consumer feels solidarity and security and the fact that it offers job opportunities appeals to the consumer. It is not likely that the penetration power would be as great in other parts of the country.
The added values the regional products possess have to be elucidated and developed constantly. They also have to be communicated to the consumers. The shops need this information too, to maintain their interest in selling the products. The shops have to receive economic advantages when selling these products. That includes not only profitability per produced unit, but also the fact that the products attract a customer stream to the shops. The good image the regional producers have can be transferred onto the shops and they can improve their reputation among the customers. |
| format | Otro |
| id | RepoSLU10960 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2005 |
| publishDateSort | 2005 |
| record_format | eprints |
| spelling | RepoSLU109602017-09-19T11:29:57Z https://stud.epsilon.slu.se/10960/ The regional meat producers' way to the market Larsson, Karolina Cooperatives Trade, marketing and distribution Faculty of Natural Resources and Agricultural Sciences (until 2013) Siljans Chark and Konsum Värmland cured meats and provisions factory are small-scaled meat producers that market their products with "the regional concept". As the centralization is increasing in the food retail chains, it is becoming more difficult for companies like these to succeed. The two companies in question however, have been successful with the regional meat concept on their individual, regional markets. The purpose of this thesis is to identify the factors that determine whether a company with the regional concept as its marketing strategy will succeed or not. There are several companies using this strategy, but the degree of success has been varying. It is therefore interesting to examine the reasons behind the success of these two companies. By using Supply Chain Management, SCM, and a number of hypotheses consisting of key words that can be perceived as important in a firm's business relations, the report sets out to determine what makes a company succeed or not. Several relationships are examined, primarily those with farmers, retail shops and consumers. Supply Chain Management is a way of thinking – flow thinking. Three large flows go through the production and distribution chain: financial, information and physical flow. The interviews presented in the empirical part are based on the key words and SCM. To get a complete picture of the problem at hand, interviews were made at the two cases study companies, in the shops with shop managers, consumers and distributors. The analysis shows that there are some similarities between the two case companies, even though they have different prerequisites. Siljans Chark is a limited company, were a number of farmers in Dalarna are the major stockholders, while Konsum Värmland is a consumer co-operative business outside Coop Norden. Flow thinking seems to be something both companies find important. Konsum Värmland has advantages in being independent with its own distribution central and shops. Siljans Chark relies on its good reputation and the credibility it has developed over the years. An important factor in both cases is the regional patriotism. It is widespread in both Värmland and Dalarna, and makes the consumers less sensitive to the price of product, when buying a regionally produced product. The consumer feels solidarity and security and the fact that it offers job opportunities appeals to the consumer. It is not likely that the penetration power would be as great in other parts of the country. The added values the regional products possess have to be elucidated and developed constantly. They also have to be communicated to the consumers. The shops need this information too, to maintain their interest in selling the products. The shops have to receive economic advantages when selling these products. That includes not only profitability per produced unit, but also the fact that the products attract a customer stream to the shops. The good image the regional producers have can be transferred onto the shops and they can improve their reputation among the customers. De småskaliga köttproducenterna Siljans Chark och Konsum Värmlands charkuterifabrik marknadsför sina produkter med regionala koncept. Då livsmedelskedjorna centraliseras alltmer, får företag med sådana koncept allt svårare att lyckas. Emellertid har de båda nämnda företagen stor framgång med sina regionala köttkoncept, var och en på sin regionala marknad. Detta examensarbete söker identifiera de faktorer, som avgör huruvida ett företag som marknadsför sig med ett regionalt koncept, lyckas. Många företag tillämpar en sådan strategi, men graden av framgång varierar kraftigt. Det är därmed intressant att granska vad som kan tänkas ligga bakom de båda ovannämnda företagens marknadsframgångar. För att fastställa orsakerna till framgång används teoriområdet Supply Chain Management. Ett antal hypoteser utvecklas, bestående av nyckelord, som kan förväntas vara viktiga för företagens affärsrelationer. Det är därmed ett flertal relationer, som studeras – primärt sådana till de djuruppfödande lantbrukarna, till butikerna och till konsumenterna. Supply Chain Management är närmast ett sätt att tänka – ett flödestänkande. Genom produktions- och distributionskedjan strömmar ett finansiellt flöde, ett informationsflöde och ett fysiskt flöde. Hypoteserna ligger till grund för ett antal intervjuer, som genomförts hos de två fallföretagen men även i butiker och bland konsumenter och distributörer. Analysen av empirin visar att de båda fallföretagen har delvis liknande tillvägagångssätt, trots att de har tämligen olikartade förutsättningar. Siljans Chark är ett aktiebolag, vara huvudägare är ett antal djuruppfödande la ntbrukare i Dalarna, medan Konsum Värmland är ett konsumentkooperativt företag, som driver sin verksamhet utanför Coop Norden. Flödestänkandet genomsyrar båda företagen. Konsum Värmland har fördelar av att företaget är självständigt och har en egen distributionscentral samt butiker. Siljans Chark förlitar sig på sitt goda rykte och den trovärdighet som man ha byggt upp under många år. En betydelsefull faktor i båda fallen är den regionalpatriotism, som är djupt rotad i Värmland och i Dalarna. Denna medför låg priskänslighet vid köp av regionalt producerade produkter, att konsumenten känner samhörighet och trygghet samt att man värnar om regionala arbetsplatser. Det är tveksamt om regionala koncept skulle ha lika stor genomslagskraft i många andra delar av landet. Det mervärde, som de regionala produkterna har, måste ständigt förtydligas och utvecklas, och de måste kommuniceras ut klart till konsumenterna. Även butikerna behöver denna information för att de ska ha intresse av att aktivt sälja produkterna. Butikerna måste ha ekonomiska fördelar av att sälja just dessa produkter. Det gäller inte bara god lönsamhet per produktenhet utan även att produkterna lockar en god kundtillströmning till butikerna. Den goda image, som de regionala produkterna har, kan överföras, så att också butikerna får gott anseende hos konsumenterna. 2005-02-07 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10960/1/larsson_k_170919.pdf Larsson, Karolina, 2004. The regional meat producers' way to the market. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-6993 eng |
| spellingShingle | Cooperatives Trade, marketing and distribution Faculty of Natural Resources and Agricultural Sciences (until 2013) Larsson, Karolina The regional meat producers' way to the market |
| title | The regional meat producers' way to the market |
| title_full | The regional meat producers' way to the market |
| title_fullStr | The regional meat producers' way to the market |
| title_full_unstemmed | The regional meat producers' way to the market |
| title_short | The regional meat producers' way to the market |
| title_sort | regional meat producers' way to the market |
| topic | Cooperatives Trade, marketing and distribution Faculty of Natural Resources and Agricultural Sciences (until 2013) |
| url | https://stud.epsilon.slu.se/10960/ https://stud.epsilon.slu.se/10960/ |