1. Welcome
1.1 For Sunfoods
1.2 For the Academic Reader
1.3 Thesis Summary for Sunfoods
1.4 Introduction to Sunfoods and Konnyaku-Chips
2. The Abstract
3. Thesis Introduction
3.1. The Aim
3.2. Research Background
3.3. The Research Topics
3.4. The Targeted Audience
3.5. Disposition
4. Research Method
4.1. The Constructive Research Method
4.2. The Research Process
4.3. Information Gathering
4.4. Export Guide and Questionnaire Construction
4.5. Analysis Method, Conclusions and Thesis Presentation
4.6. The Broad Scope of the Thesis
5. The Export Guide
5.1. Export Guide Presentation
5.2. Export Readiness
5.3. Trade Condition
5.4. Foreign Market Analysis
6. Questionnaire
6.1. Questionnaire Presentation
6.2. Export Readiness
6.3. Trade Condition
6.4. Foreign Market Analysis
7. Research Results
7.1. Export Readiness
7.2. Trade Condition
7.3. Foreign Market Analysis
8. Discussion
8.1. Export Readiness
8.2. Trade Condition
8.3. Foreign Market Analysis
9. Conclusion
9.1. Export Readiness
9.2. Trade Condition
9.3. Foreign Market Analysis
9.4. The Next Step
10. Supplements
10.1. Site Map
10.2. Glossary
10.3. The Complete Interview
11.5. Acknowledgements
Abstract
Diet related health problems are claimed to be expanding in Sweden and an increased intake of fibers may be recommended. Konnyaku-Chips is a Japanese fiber supplement, which is said to have many health benefits. The chips are described as sweet, fruity and pleasantly chewy. The thesis thus studies the possibility to export Konnyaku-Chips from Japan to Sweden.
The aim of the thesis is to determine whether the fiber supplement Konnyaku-Chips should be exported from Japan to Sweden. To evaluate the possibility to export Konnyaku-Chips from Japan to Sweden the following questions will be addressed:
1. Is Sunfoods export ready?
2. Is the trade condition between Japan and Sweden favorable?
3. Is the Swedish market stable and favorable?
4. Should a continuance of the export venture be recommended to Sunfoods?
In the thesis, export-planning research is conducted with a qualitative approach in order to allow for thorough information gathering through comprehensive interviews and literature studies. The thesis has a broad scope because success factor scanning may be seen as vital to export research at an initial stage in order not to overlook essential factors that may influence the export venture.
It is argued that there are some weaknesses in Sunfoods export readiness, but on the whole export readiness appears achievable for the company. The trade condition for the export venture seems favorable and even though the Swedish market may be smaller than the Japanese with a lower ability to pay, the market comes forward as stable, growing and favorable. It may thereby be concluded that a continuation of the export venture with Konnyaku-Chips to Sweden can be recommended.