Made in Sweden
En studie av svensk jordbruksproduktions villkor på en konkurrensutsatt marknad
Background: The situation for Swedish agricultural production today is characterized by an increased competition, particularly after the country joined the European Union. Swedish agricultural production laws guarantee safe, high quality foodstuffs. However, due to these strict laws, Swedish farmers face higher production costs than their competitors. Meanwhile, cheaper imported goods compete freely on the Swedish market. Swedish agricultural production must find new ways to survive in the increasing competition. Purpose: The purpose of the thesis is to se if, and if that is the case, how Swedish agricultural production can compete on the Swedish market, maintaining its high quality. The focal point is the Swedish poultry producer, Kronfågel. Procedure: The empirical material has been collected through contacts with Kronfågel. Results: The thesis gives Kronfågel concrete guidelines of how to act on the Swedish market concerning positioning, pricing and information.