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Introduktion av den svenska limpan på den spanska marknaden: Studie av acceptans och lönsamhet

Jönsson, Monica (2005) MIO920
Production Management
Abstract
Problem description: There is a big difference between the Swedish and
the Spanish bread culture. In Spain they normally
buy their baguette-looking “barra” in the bakery
and then break it to eat together with the food. As
the bread should be eaten the same day it’s baked,
the Spaniards need to visit the bakery every day.
Maybe the Swedish ryemeal bread, with a
durability of many days, would be appreciated in
the Spanish supermarkets?
Objective: The aim of this project is to investigate the
acceptance of the Swedish ryemeal bread on the
Spanish market and to estimate the expected
profitability if deciding to produce and sell this
product in Spain.
Method: I have chosen to perform a cross-section study,
which imply that I have... (More)
Problem description: There is a big difference between the Swedish and
the Spanish bread culture. In Spain they normally
buy their baguette-looking “barra” in the bakery
and then break it to eat together with the food. As
the bread should be eaten the same day it’s baked,
the Spaniards need to visit the bakery every day.
Maybe the Swedish ryemeal bread, with a
durability of many days, would be appreciated in
the Spanish supermarkets?
Objective: The aim of this project is to investigate the
acceptance of the Swedish ryemeal bread on the
Spanish market and to estimate the expected
profitability if deciding to produce and sell this
product in Spain.
Method: I have chosen to perform a cross-section study,
which imply that I have investigated a number of
investigation objects, Spanish inhabitants, and I
have from the result drawn my conclusions for the
whole Spanish population. During the work I have
used quantitative as well as qualitative research
methods, but the analysis of the collected data has
principally been qualitative as it is my own
understanding and interpretation of the information
that has guided and progressed the analysis.
Conclusions: According to my investigation there is an
acceptance of the Swedish ryemeal bread on the
Spanish market. A cost-benefit analysis of
production and sales of 5,7 million kilos bread a
year gave the result that with a desired return on
investments of 15 % you can spend 65 million
Swedish crowns on marketing the first year. The
question is if it’s likely to reach a selling of 5,7
million kilos bread with these resources to spend
on marketing. (Less)
Please use this url to cite or link to this publication:
author
Jönsson, Monica
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Market research, Spain, bread, ryemeal bread, market development
other publication id
05/5238
language
Swedish
id
2006338
date added to LUP
2011-06-29 15:14:07
date last changed
2011-06-29 15:14:07
@misc{2006338,
  abstract     = {{Problem description: There is a big difference between the Swedish and
the Spanish bread culture. In Spain they normally
buy their baguette-looking “barra” in the bakery
and then break it to eat together with the food. As
the bread should be eaten the same day it’s baked,
the Spaniards need to visit the bakery every day.
Maybe the Swedish ryemeal bread, with a
durability of many days, would be appreciated in
the Spanish supermarkets?
Objective: The aim of this project is to investigate the
acceptance of the Swedish ryemeal bread on the
Spanish market and to estimate the expected
profitability if deciding to produce and sell this
product in Spain.
Method: I have chosen to perform a cross-section study,
which imply that I have investigated a number of
investigation objects, Spanish inhabitants, and I
have from the result drawn my conclusions for the
whole Spanish population. During the work I have
used quantitative as well as qualitative research
methods, but the analysis of the collected data has
principally been qualitative as it is my own
understanding and interpretation of the information
that has guided and progressed the analysis.
Conclusions: According to my investigation there is an
acceptance of the Swedish ryemeal bread on the
Spanish market. A cost-benefit analysis of
production and sales of 5,7 million kilos bread a
year gave the result that with a desired return on
investments of 15 % you can spend 65 million
Swedish crowns on marketing the first year. The
question is if it’s likely to reach a selling of 5,7
million kilos bread with these resources to spend
on marketing.}},
  author       = {{Jönsson, Monica}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Introduktion av den svenska limpan på den spanska marknaden: Studie av acceptans och lönsamhet}},
  year         = {{2005}},
}