Kundanalys av tryckpappersförbrukare i Finland

Sammanfattning: The negative trend of newspapers reading gives the owner of several paper manufacturingcompanies in the West worries. Producers should be more concern to strengthen their marketpositions in order to maintain profitability in the paper mills. Holmen Paper is a medium sizedpaper mill company with all of their production in Europe. Sales are mainly made to printingcompanies operating in European countries. In order to strengthen their economic strengthHolmen Paper needs to increase the market share in markets where they have the greatestprofit margins. These markets are market near their production lines such as Sweden, Norway,Denmark and Finland. The Finnish paper market is one of Holmen Papers weakest marketsand therefore the greatest potential to increase.The purpose of this study is to identify the potential for Holmen Paper to increase its marketposition in Finland. The work carried out by means of interviews of persons linked to paperpurchase in a couple of Finnish printing companies. This is to investigate attitudes to changethe paper supplier, what they think about the future of the company they work for and futureof the sector in general.The literature review will discuss various theories of entering new markets that will bepresented by three different approaches. The network theory is about how companies andindividuals build and create networks that benefit the company and private persons. Therelational theory has been designed primarily to describe how the relationship works invarious transactions. The competition theory explains tricks and ideas that create businessadvantage.This study shows that the Finnish printing industry is strongly linked to the domestic supply ofpaper grades from the Finnish paper manufacturers. Foreign companies must therefore workharder to gain market share and enter in the Finnish networks. Most Finnish printingcompanies have a positive view of their market segments. Holmen Paper has good prospectsin the longer term, increasing its presence in Finland if the company is willing to invest morein personal meetings and competitive contracts.