Konkurrenssituationen för den svenska morotsbranschen
The Swedish carrot market is dominated by a few big companies and three of them stands for 50 % of the market. During the last twenty years the number of growers has decreased, the area and the harvest have increased. The big producers have invested in advanced and expensive postharvest equipm...
| Autor principal: | |
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2005
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/12949/ |
| _version_ | 1855572161099464704 |
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| author | Carlsson, Elin |
| author_browse | Carlsson, Elin |
| author_facet | Carlsson, Elin |
| author_sort | Carlsson, Elin |
| collection | Epsilon Archive for Student Projects |
| description | The Swedish carrot market is dominated by a few big companies and three of them stands for
50 % of the market. During the last twenty years the number of growers has decreased, the
area and the harvest have increased. The big producers have invested in advanced and
expensive postharvest equipment that fulfils the high standards of the food industry. Few
carrot producers are members of an organisation and they keep contacts with there buyers one
by one. The buyers are mostly wholesalers and these have during a long period of time
decreased the number of suppliers. Today the three big Swedish wholesalers of fruits and
vegetables have only got 3-4 suppliers of carrots each. Together with the high costs of
investment this creates high barriers to new entrants.
The aim of this study is to explain the Swedish market of carrots today and try to see what's
in the future. The aim is also to give an better understanding of the consumer buying process.
The latest available statistics show that there are 453 producers of carrots in Sweden and that
they are located from Skåne to Norrbotten. The main location is in the south and the middle of
the country and especially in Skåne and Gotland. The statistics also show that the rate of self-
sufficient is permanent above 90 % and that consumption has been around 8 kg pro person
and year during the last years.
To different research methods have been used. The first one is a quantitative study where 100
consumers have been answering questions at the moment of purchase. They have answered
questions about product choice, labelling, origin and use of the product. The second study is a
qualitative study where eight producers and twelve other persons have given there view of
competition, today's situation and the future. All together this has created a picture of the
carrot market structure, conditions and future opportunities.
The consumer study showed that the consumers firstly choose to buy prepacked carrots and in
most cases the choice of the product was the result of the packaging size. Carrots proved to be
a typically habitual buying product. At the purchase of carrots sold by the piece an interesting
observation was made. It was obvious that consumers in the supermarket Willys and
Kooperationen bought carrots by piece to a higher extent than as the case at ICA. I believe
that it is a result of brand familiarity. When it comes to labelling, few of the consumers note
any label on the package and only 12 % notifies a label of origin. 53 % of the consumers state
that they prefer to buy Swedish carrots. The use of carrots is traditional and not seasonal.
Porters five forces show the result of the qualitative study. The interviewed persons have
given there opinions about existing rivals, threats from new entrants, and the bargaining
power of buyers. The producers do not see foreign competition as a threat. The domestic
competition vary among the companies. The producers believe that the competition leads to
innovation and upgrading of there companies. The threat from future entrants is also small
because there are high barriers to enter into the market. The buyer's bargaining power is
getting stronger by demanding certifications, creating retail brands and gathering there
purchase. The producers think that gathering of purchase is the biggest threat. Most of the
producers I've talked to produce retail brands and don't think of it as a problem.
Porters Diamond model describes a nation's capacity to create competitive advantage for its
industries. The Diamond helps to describe the Swedish carrot market's weakness and strengths from related and supporting industries, factor and demand conditions and firmstrategy. There are shortcomings in related and supporting industries and the strength is mostly due to the strong domestic rivals.
A SWOT-analys gives answers about what are the strengths, weaknesses, opportunities and
threats of an industry. The strengths of the Swedish business is a good climate and closeness
to the market which allows low transportation costs. Difficulty in co-operating and a small
market are weaknesses. The opportunities lay in developing new products and finding new
markets. The biggest threats are increased imports and non-loyal buyers and consumers.
The quality study showed that there has been a rationalisation during recent years and many
producers have had to give up there production. Everyone that I've talked to believes that this
will continue in the future. Within a five year period of time the market will be concentrated
around two or three groups. Smaller and medium sized companies will have to give up there
production or become sub suppliers to the big producers. The production will be concentrated
to the southern parts of the country and to Gotland.
For small and medium sized companies the future looks dark because they will face harder
competition and problems to sell there products. The bigger producers believe in a bright
future and are optimistic about it but they will also face strong competition and a more
difficult market.
strengths from related and supporting industries, factor and demand conditions and firm |
| format | Otro |
| id | RepoSLU12949 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2005 |
| publishDateSort | 2005 |
| record_format | eprints |
| spelling | RepoSLU129492018-10-09T10:56:00Z https://stud.epsilon.slu.se/12949/ Konkurrenssituationen för den svenska morotsbranschen Carlsson, Elin Trade, marketing and distribution The Swedish carrot market is dominated by a few big companies and three of them stands for 50 % of the market. During the last twenty years the number of growers has decreased, the area and the harvest have increased. The big producers have invested in advanced and expensive postharvest equipment that fulfils the high standards of the food industry. Few carrot producers are members of an organisation and they keep contacts with there buyers one by one. The buyers are mostly wholesalers and these have during a long period of time decreased the number of suppliers. Today the three big Swedish wholesalers of fruits and vegetables have only got 3-4 suppliers of carrots each. Together with the high costs of investment this creates high barriers to new entrants. The aim of this study is to explain the Swedish market of carrots today and try to see what's in the future. The aim is also to give an better understanding of the consumer buying process. The latest available statistics show that there are 453 producers of carrots in Sweden and that they are located from Skåne to Norrbotten. The main location is in the south and the middle of the country and especially in Skåne and Gotland. The statistics also show that the rate of self- sufficient is permanent above 90 % and that consumption has been around 8 kg pro person and year during the last years. To different research methods have been used. The first one is a quantitative study where 100 consumers have been answering questions at the moment of purchase. They have answered questions about product choice, labelling, origin and use of the product. The second study is a qualitative study where eight producers and twelve other persons have given there view of competition, today's situation and the future. All together this has created a picture of the carrot market structure, conditions and future opportunities. The consumer study showed that the consumers firstly choose to buy prepacked carrots and in most cases the choice of the product was the result of the packaging size. Carrots proved to be a typically habitual buying product. At the purchase of carrots sold by the piece an interesting observation was made. It was obvious that consumers in the supermarket Willys and Kooperationen bought carrots by piece to a higher extent than as the case at ICA. I believe that it is a result of brand familiarity. When it comes to labelling, few of the consumers note any label on the package and only 12 % notifies a label of origin. 53 % of the consumers state that they prefer to buy Swedish carrots. The use of carrots is traditional and not seasonal. Porters five forces show the result of the qualitative study. The interviewed persons have given there opinions about existing rivals, threats from new entrants, and the bargaining power of buyers. The producers do not see foreign competition as a threat. The domestic competition vary among the companies. The producers believe that the competition leads to innovation and upgrading of there companies. The threat from future entrants is also small because there are high barriers to enter into the market. The buyer's bargaining power is getting stronger by demanding certifications, creating retail brands and gathering there purchase. The producers think that gathering of purchase is the biggest threat. Most of the producers I've talked to produce retail brands and don't think of it as a problem. Porters Diamond model describes a nation's capacity to create competitive advantage for its industries. The Diamond helps to describe the Swedish carrot market's weakness and strengths from related and supporting industries, factor and demand conditions and firmstrategy. There are shortcomings in related and supporting industries and the strength is mostly due to the strong domestic rivals. A SWOT-analys gives answers about what are the strengths, weaknesses, opportunities and threats of an industry. The strengths of the Swedish business is a good climate and closeness to the market which allows low transportation costs. Difficulty in co-operating and a small market are weaknesses. The opportunities lay in developing new products and finding new markets. The biggest threats are increased imports and non-loyal buyers and consumers. The quality study showed that there has been a rationalisation during recent years and many producers have had to give up there production. Everyone that I've talked to believes that this will continue in the future. Within a five year period of time the market will be concentrated around two or three groups. Smaller and medium sized companies will have to give up there production or become sub suppliers to the big producers. The production will be concentrated to the southern parts of the country and to Gotland. For small and medium sized companies the future looks dark because they will face harder competition and problems to sell there products. The bigger producers believe in a bright future and are optimistic about it but they will also face strong competition and a more difficult market. strengths from related and supporting industries, factor and demand conditions and firm Den svenska morotsbranschen domineras av ett fåtal stora aktörer och tre producenter står för hela 50 % av den totala marknaden. Under de senaste 20 åren har antalet producenter minskat samtidigt som areal och arealskörd har ökat. Detta har lett till en storleksrationalisering. De stora producenterna har investerat i avancerade och kostsamma packerianläggningar som uppfyller höga krav på livsmedelssäkerhet. Mycket få morotsodlare är anslutna till någon form av producentorganisation och producenterna sköter vanligtvis själva kontakten med sina kunder. Kunderna utgörs i huvudsak av grossister och dessa har under en längre tid strävat efter att minska antalet leverantörer. Idag har de stora grossisterna, Ica Frukt och Grönt, Lime och Saba Trading bara 3-4 stycken morotsleverantörer var. Avsättningssvårigheter och omfattande investeringskrav innebär höga inträdelsehinder på marknaden för nya etablerare. Det här examensarbete syftar till att ge en bild av dagens och framtidens svenska morotsodling samt att få en bättre förståelse för hur konsumenten väljer produkten i butik. De senaste tillgängliga statistiska siffrorna visar att det finns 453 morotsproducenter i landet och att dessa finns representerade från Skåne till Norrbotten. Den huvudsakliga odlingen finns i södra och mellersta Sverige och då framförallt i Skåne och på Gotland. Statistiken visar också att självförsörjningsgraden ligger stadigt över 90 % och att konsumtionen under de senaste åren har rört sig om 8 kg per person och år. Jag har använt mig av två olika undersökningsmetoder. Den första är en kvantitativ studie där 100 konsumenter har intervjuats i butik vid köptillfället. De har fått svara på frågor som rör produktval, märkning, ursprung och användning. Den andra undersökningen är kvalitativ och där har åtta producenter och tolv personer som bl.a. representerar grossister, producentorganisationer och industri intervjuats. De har fått ge svar på frågor som rör konkurrens, nuvarande situation och troliga framtidsscenarion. Tillsammans har det gett en nyanserad bild av den svenska morotsodlingens struktur, förutsättningar och möjligheter. Konsumentundersökningen visade att konsumenterna i första hand väljer att köpa förpackade morötter och att det i de flesta fall var förpackningens storlek som avgjorde vid köptillfället. Morötter visade sig också vara en typisk vaneinköpsprodukt. Vid köp av morötter i lösvikt gjordes en intressant iakttagelse då det visade sig att konsumenter i Willys och Kooperationens butiker i högre utsträckning valde att köpa lösviktsmorötter än vad som skedde i ICA butikerna. Detta tror jag beror på s.k. ”brand familiarity”. Vad det gäller märkning är de få som noterar någon märkning på förpackningen och endast 12 % noterar en svensk ursprungsmärkning. Av konsumenterna är det 53 % som uppger att de i första hand vill köpa svenska morötter. Användningen av morötter är mycket traditionell och inte säsongsbunden. Utifrån Porters femkraftsmodell redovisas resultatet av den kvalitativa undersökningen. De intervjuade har uttalat sig om existerande konkurrens, hot från potentiella etablerare och köparnas förhandlingsstyrka. Producenterna ser inte den utländska konkurrensen som något hot. Den inhemska konkurrensen utgörs av samtliga producenter på den inhemska marknaden men konkurrensen varierar mellan företagen. Producenterna upplever att konkurrensen leder till att de utvecklar och förbättrar sina företag. Hotet från eventuella etablerare upplevs som litet eftersom det är höga inträdelsehinder på marknaden. Köparna stärker sin förhandlingsstyrka genom att kräva certifieringar, lansera EMV och göra samlade inköp. Odlarna ser samlade inköp som det största hotet. De flesta producenter jag har talat med producerar EMV och ser inte detta som något negativt. Porters diamantmodell beskriver en nations förmåga att skapa ett företagsklimat som leder till konkurrenskraftiga företag. Utifrån diamantmodellen beskrivs den svensk branschens svagheter och styrkor vad gäller relaterande och stödjande industrier, faktor- och efterfrågeförhållanden samt företagsstrategi. Det finns brister i branschen vad gäller relaterande och stödjande näringsliv och styrkan ligger främst i att det råder stark konkurrens på den inhemska marknaden. En SWOT-analys ger svar på vad som är en bransch styrkor, svagheter, möjligheter och hot. Den svenska morotsodlingens styrkor är ett gynnsamt klimat och närheten till marknaden vilket möjliggör låga transportkostnader. Dåligt samarbete odlare emellan och för liten marknad är de svagheterna som nämns. Möjligheterna för branschen att utvecklas ligger främst i produktutveckling och att hitta nya marknader. De främsta hoten för den svenska odlingen utgörs enligt en del av ökad import och av icke lojala köpare och konsumenter. I den kvalitativa studien framkom att samtliga var överens om att det skett en storleksrationalisering under de senaste åren och att många odlare har tvingats sluta. Alla jag har talat med tror att denna rationalisering kommer att fortsätta även kommande år. Inom en femårsperiod kommer marknaden koncentreras runt två eller tre grupperingar. Mindre och medelstora företag kommer att slås ut eller omstruktureras och fungera som underleverantörer till de stora packerierna. Odlingen kommer att koncentreras till de södra delarna av landet, främst Skåne och till Gotland. För de mindre och medelstora företagen ser framtiden mörk ut eftersom de kommer mötas av hårdare konkurrens och svårighet att avsätta sina volymer på marknaden. För de flesta större producenterna ser dock framtiden ljus ut och många andas optimistisk framtidstro men de kommer också möta hårdare konkurrens och en tuffare marknad. 2005-10-06 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/12949/1/carlsson_e_171117.pdf Carlsson, Elin, 2005. Konkurrenssituationen för den svenska morotsbranschen. UNSPECIFIED, Alnarp. Alnarp: (LTJ, LTV) > Dept. of Crop Science <https://stud.epsilon.slu.se/view/divisions/ANSTI=3A655.html> urn:nbn:se:slu:epsilon-s-8918 swe |
| spellingShingle | Trade, marketing and distribution Carlsson, Elin Konkurrenssituationen för den svenska morotsbranschen |
| title | Konkurrenssituationen för den svenska morotsbranschen |
| title_full | Konkurrenssituationen för den svenska morotsbranschen |
| title_fullStr | Konkurrenssituationen för den svenska morotsbranschen |
| title_full_unstemmed | Konkurrenssituationen för den svenska morotsbranschen |
| title_short | Konkurrenssituationen för den svenska morotsbranschen |
| title_sort | konkurrenssituationen för den svenska morotsbranschen |
| topic | Trade, marketing and distribution |
| url | https://stud.epsilon.slu.se/12949/ https://stud.epsilon.slu.se/12949/ |