Private Label-tillverkning
Faktorer som ligger till grund för att leverantörer på den svenska marknaden tillverkar private label
Private labelHandelns egna märkesvarorEMVDagligvarumarknadenMaktBeroendeKapacitetsutnyttjandeMarknadsandelar
Background: In the past 10 years private label has increased significantly in the Swedish grocery market. This is an important strategic event, which is a great challenge to suppliers as it causes stiff competition. To handle this situation an increasing number of suppliers have to make the decision whether to produce private label or not.Purpose: The purpose of this study is to find and analyse factors that influence suppliers in the Swedish grocery market to produce private label. On this basis we intend to confirm or develop existing theories within the field of study.Research method: The study has a qualitative approach where empirical data has been gathered through interviews with suppliers and retailers in the Swedish grocery market.Results: This study has identified factors that underlie suppliers? decision to produce private label. The most important factor is the possibility of increased volumes and a more efficient capacity usage. Today there is a great downward pressure on price, why it is of great importance to have a cost efficient production. Many suppliers in the Swedish grocery market do not use their full production capacity and producing private label is therefore an option to increase the level of usage. Moreover, suppliers are experiencing a growing dependence on retailers. This is due to the increased power that retailers have attained through their centralised decision-making, dominating position and increased knowledge and negotiation power. This study shows that the shift in power influences suppliers? decision to produce private label. Finally, possibilities of improved relationships between suppliers and retailers do not underlie Swedish suppliers? decision to produce private label.