Kundanalys av tryckpappersförbrukare i Finland
The negative trend of newspapers reading gives the owner of several paper manufacturing companies in the West worries. Producers should be more concern to strengthen their market positions in order to maintain profitability in the paper mills. Holmen Paper is a medium sized paper mill company with a...
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| Formato: | Second cycle, A1E |
| Lenguaje: | sueco sueco |
| Publicado: |
2010
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/1120/ |
| Sumario: | The negative trend of newspapers reading gives the owner of several paper manufacturing
companies in the West worries. Producers should be more concern to strengthen their market
positions in order to maintain profitability in the paper mills. Holmen Paper is a medium sized
paper mill company with all of their production in Europe. Sales are mainly made to printing
companies operating in European countries. In order to strengthen their economic strength
Holmen Paper needs to increase the market share in markets where they have the greatest
profit margins. These markets are market near their production lines such as Sweden, Norway,
Denmark and Finland. The Finnish paper market is one of Holmen Papers weakest markets
and therefore the greatest potential to increase.
The purpose of this study is to identify the potential for Holmen Paper to increase its market
position in Finland. The work carried out by means of interviews of persons linked to paper
purchase in a couple of Finnish printing companies. This is to investigate attitudes to change
the paper supplier, what they think about the future of the company they work for and future
of the sector in general.
The literature review will discuss various theories of entering new markets that will be
presented by three different approaches. The network theory is about how companies and
individuals build and create networks that benefit the company and private persons. The
relational theory has been designed primarily to describe how the relationship works in
various transactions. The competition theory explains tricks and ideas that create business
advantage.
This study shows that the Finnish printing industry is strongly linked to the domestic supply of
paper grades from the Finnish paper manufacturers. Foreign companies must therefore work
harder to gain market share and enter in the Finnish networks. Most Finnish printing
companies have a positive view of their market segments. Holmen Paper has good prospects
in the longer term, increasing its presence in Finland if the company is willing to invest more
in personal meetings and competitive contracts. |
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