Promoting competition in Finnish grocery trade : case: Kaufland Stiftung & Co. KG
Wendland, Finn (2012)
Wendland, Finn
Lahden ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205107367
https://urn.fi/URN:NBN:fi:amk-201205107367
Tiivistelmä
The Finnish grocery business is very concentrated and is dominated by two big retailers in a duopolistic manner. The purpose of this study is to give an overview of the Finnish grocery market and to compare it with the German grocery market.
The terminal aim is to identify the reasons for the low fragmentation, respectively the low competition and to reveal new possibilities to promote more competition in the Finnish grocery business. Therefore it is examined if there exists any chance for the case company Kaufland Stiftung & Co. KG to enter the Finnish market.
The thesis consists of two main parts which are the theoretical framework and the empirical part including the case study.
The theoretical part of this study introduces theories and analysis methods needed for the case study. Fundamental theories about retailing in general are presented including the introduction of different distribution channels in the retailing indus-try. Another subchapter of the theoretical part deals with the process of site selec-tion for retailing stores.
The macro economic situation of Germany and Finland are examined by means of a PEST-Analysis. A SWOT-Analysis is carried out to assess a possible market entry of the case company. The market entry scenario is supported by a retail market strategy, a strategic retail planning process on the case company and a possible timeframe for a market entry including a store allocation.
In the end of the study, suggestions on further research are given and a recom-mendation on a possible market entry.
The terminal aim is to identify the reasons for the low fragmentation, respectively the low competition and to reveal new possibilities to promote more competition in the Finnish grocery business. Therefore it is examined if there exists any chance for the case company Kaufland Stiftung & Co. KG to enter the Finnish market.
The thesis consists of two main parts which are the theoretical framework and the empirical part including the case study.
The theoretical part of this study introduces theories and analysis methods needed for the case study. Fundamental theories about retailing in general are presented including the introduction of different distribution channels in the retailing indus-try. Another subchapter of the theoretical part deals with the process of site selec-tion for retailing stores.
The macro economic situation of Germany and Finland are examined by means of a PEST-Analysis. A SWOT-Analysis is carried out to assess a possible market entry of the case company. The market entry scenario is supported by a retail market strategy, a strategic retail planning process on the case company and a possible timeframe for a market entry including a store allocation.
In the end of the study, suggestions on further research are given and a recom-mendation on a possible market entry.