Welcome
The Abstract
Thesis Introduction
The Aim
Background to the Research Topics
The Research Topics
The Targeted Audience
Disposition
Research Approach
The Thesis in Context
Export Guide Construction
Questionnaire Construction
Information Gathering
The Export Guide
Introduction to the Export Guide
Export Guide Overview
Export Readiness
Trade Condition
Foreign Market Analysis
Questionnaire
Research Results
Export Readiness
Trade Condition
Foreign Market Analysis
Discussion
Export Readiness
Trade Condition
Foreign Market Analysis
Conclusion
Export Readiness
Trade Condition
Foreign Market Analysis
The Next Step
Supplements
Introduction to Sunfoods and Konnyaku-Chips
Site Map
The Complete Interview Answers
Glossary
Sources
Conclusion
Export Readiness
Sunfoods' lack of personnel with cultural insight and language knowledge can be said to indicate that Sunfoods is not well prepared for exporting. However, several other factors, in particular Sunfoods export experience can be said to point towards the opposite. Sunfoods' financial situation and available physical resources may be considered to indicate that Sunfoods has achieved some export readiness. Moreover, Konnyaku-Chips can be claimed to be a unique and competitive product, which is easy to adapt to different market tastes. The competitiveness of Konnyaku-Chips may thus be said to improve Sunfoods' export readiness. It may thereby be concluded that even though Sunfoods lacks in certain human resource aspects, these weaknesses may be considered possible to overcome and export readiness may be claimed to be within relatively easy reach for Sunfoods.
Trade Condition
The tariffs and non-tariff requirements on imported products in Sweden may appear to be complicated and difficult to comprehend, but assistance seems to be available. Further, it is possible to claim that the tariffs and non-tariff requirements as such do not seem unreasonable. Thereby it may be said that the study of tariffs and non-tariff requirements does not to indicate that the trade condition between Japan and Sweden is unfriendly. Moreover, it can be argued that the trade relationship between Japan and Sweden as a whole is characterized by friendliness. The study of the trade conditions for the export venture may thus be claimed to give a favorable impression.
Foreign Market Analysis
The political situation in Sweden can be claimed to be stable and favorable. However, the per-capita income in Sweden is said to be lower than the per-capita income in Japan. This might mean that the Swedish customers' ability to pay is lower than the Japanese customers ability to pay. Further, the Swedish market may be claimed to be smaller than the Japanese market, but the Swedish health food market can be said to be a growing market. Legal protection aspects in Sweden do not appear to give reasons to discard the export venture. Likewise, the perceived differences in culture between Japan and Sweden do not appear to give reasons to discard the export venture as an awareness of these differences may help Sunfoods to deal with them. It appears to be possible to enter the Swedish market both directly and indirectly depending on Sunfoods' preferences. However, entering the market indirectly may be said to come forward as more suitable for Sunfoods at this stage due to the company's limited export experience and lack of personnel with cultural insight. There are a number of organizations and agencies, which claim to offer support to foreign companies entering Sweden. In addition, the Swedish health food industry appears quite well organized and it may be possible to find suitable agents, intermediaries, partners and distribution channels through the health food industry's organizations.
The Next Step
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.