Svensk dagligvaruhandel: En het potatis : En marknadsanalys av svensk dagligvaruhandel med huvudsakligt fokus på konkurrens och strategival.

Sammanfattning: This thesis aims to conduct a market analysis of the Swedish grocery retail market, with a primary focus on the current market competition and strategic choices. The market analysis is done in order to investigate whether insufficient competition is a contributing factor to the high food prices today. Furthermore, the essay aims to identify and evaluate the strategies used by market players. The market analysis has been conducted by using the Structure-Conduct-Performance model as a theoretical framework to map out and analyse the market's structure, strategy, and outcomes. Over the past year, the prices of groceries have increased drastically, resulting in significant media coverage of the market. The high prices, combined with the timeliness of the topic, justifies the choice of the essay’s subject. The methodology used in the essay is a combination of qualitative and quantitative methods. The market structure is analysed for two different years, 2012 and 2021, in order to enable the evaluation of the firms’ strategic choices. In the thesis’ conclusion, it is stated that the Swedish grocery retail sector is an oligopoly market with high market concentration, where the three largest firms account for 90 percent of the market shares. The market structure is a result of the underlying demand and the barriers of entry identified in the thesis. The strategies processed in the thesis are vertical integration, customer bonus systems, mergers and acquisitions, and price strategies. The evaluated strategic choices of the companies are deemed effective for increasing their market power, while also inhibiting competition and making market entry difficult. Because of this, the market outcome is considered not to be fully functional from a welfare perspective. Furthermore this study allows the assumption to be made that the current competitive situation is a contributing factor to today's high food prices.