Assessing the environmental uncontrollable elements of Swedish market that can influence and haveimpact on the presence of Lithuanian breakfast cereal producer (Palaseja) in Sweden. : A study of Swedish breakfast cereal market

Abstract: Problem: Palaseja is considering Sweden as a prospect market to enter and operate so, a study of Swedish business environment and its uncontrollable elements is required for Palaseja to serve this purpose effectively. Method: Thesis has followed a combination of exploratory & descriptive research and a qualitative approach has been applied. Both primary and secondary data have been gathered, primary data was gathered through interviews from retail stores' officials and Palaseja's sales manager. Conclusion: In this study, different environmental uncontrollable elements of Swedish market have been explored to find out how they can influence a new entrant Palaseja in Sweden. There are a few legal requirements for Palaseja to enter in food market of Sweden. Economic forces are facing a little slow down effect due to recent global economic slump but are quite encouraging for any new company entering Sweden in the long run. Breakfast cereal products that Palaseja produces have found to be a common part of cultural breakfast habits and huge consumption of breakfast cereal per capita also seems to be encouraging for new comers in this industry. Competitive forces have been found to be extremely challenging and quite discouraging in some way. The country of origin effect seems to be not so strong in Sweden although brand recognition of Palaseja is likely to cause some trouble to Palaseja's success.