Svenska livsmedelsföretags val av etableringsstrategi : En studie om Abba Seafood och Oatly ABs etablering i Tyskland och Spanien

Sammanfattning: Since we all live in an increasingly globalized world where goods and money are transported more easily and with tougher competition, it is a natural step for Swedish companies to establish themselvs abroad in order to increase their gorwth rate and reach more customers. Today all of us belong to the same global network and the purpose of this thesis is to investigate which factors are important for companies when they choose to establish themselvs on a foreign market. The focus of the investigation has been the market of Germany and Spain, since both countries just like Sweden are members of the European Union, but still have quite different characteristics. We, the authors, have also been living in Spain and Germany during the time of investigation and writing. The companies we have chosen to look closer into are Abba Seafood, which now has merged with Procordia Food, and Oatly AB. Both of there companies have their production sites in Sweden and export to a large number of countries in Europe.  The theoretical base of the study consists of previous scientific studies in market knowledge and factors affecting the decision of market entry mode. In order to answer the questions we have chosen a qualitative research method. The collection of emperical data had been conducted through interviews via e-mail with key persons at Abba Seafood and Oatly AB. The answers have been analyzed by us on the basis of the scientific studies in order to gain knowledge in which factors that is importante.  From the analysis we have concluded that the most important factor is the market knowledge, since the compansies before etablishment abroad decide to do through investigations of the market with its competition, costs and consumers. The nature of these is crucial for the companies when exporting to new consumers.