1. Welcome
1.1 For Sunfoods
1.2 For the Academic Reader
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. Conclusions
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
10.4. Acknowledgements
10.5. Sources
3.1. The Aim
The aim of the thesis is to determine whether Konnyaku-Chips should be exported from Japan to Sweden.
3.2. Background to the Research Topics
3.2.1 The Product Konnyaku-Chips
Konnyaku-Chips can be described as sweet, fruity and pleasantly chewy, just like a confectionary. When tasting Konnyaku-Chips it may be difficult to guess that it is a low-calorie fiber supplement and a type of health food. Konnyaku-Chips is high in dietary fibers and low in fat and calories and such products, are believed to have a number of health benefits.(www.svenskidrottsmedicin.org/fyss/artiklar/cancer.html 2003-02-23)
3.2.2.Fiber's Health Benefits
Diets with small amounts of fiber are said to increase the risk of cancer.(www.netdoctor.se/sjukdomar/Fakta/tjocktarmscancer.htm 2003-02-23) In fact it is maintained that about 80% of all cancer deceases are life style related and according to several health organizations an increased intake of fibers is recommended to reduce the cancer risk.(www.svenskidrottsmedicin.org/fyss/artiklar/cancer.html 2003-02-23) Moreover, an increased consumption of fibers is believed to be beneficial for weight control. (www.minmage.nu 2003-02-23)
3.2.3 Diet Related Health Problems in Sweden
The number of overweight people in Sweden is increasing dramatically and the number of obese citizens has almost doubled over the last twenty years.(www.fni.se/shop/material_pdf/fetma_inlaga.pdf 2002-02-23) Approximately half of the male population and more than a third of the female population in Sweden are considered to be overweight.(www.fni.se/shop/material_pdf/fetma_inlaga.pdf 2002-02-23) Concurrently people in Sweden generally are claimed to consume less than the recommended 25-30 grams of fibers per day.(www.fni.se/shop/material_pdf/fetma_inlaga.pdf 2002-02-23) Additionally, it is said that certain types of cancer, which are clearly related to dietary issues, have not decreased at all over the last few centuries.(www.netdoktor.se/sjukdomar/Fakta/tjocktarmscancer.htm 2003-03-02) This raises the question whether exporting the fiber supplement Konnyaku-Chips from Japan to Sweden might be an achievable project.
3.3. The Research Topics
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?
3.4. The Targeted Audience
The thesis is mainly written for the management of Sunfoods and other employees in the corporation involved with decisions concerning exports. The thesis is also aimed at students and instructors at Uppsala University. Students and researches at other universities may find the thesis worthy of note as a base for further study and small or medium sized companies, which are considering a venture abroad, might find the Export Guide provided in the thesis noteworthy.
