Under det senaste decenniet har det skett en förändring hos matkonsumenter i västvärlden. De aspekter som matkonsumenter tidigare fann relevanta har idag ersatts av nya, såsom att mat ska vara närproducerad, krav-märkt och hålla god kvalité. Effekten har blivit att det växt fram nya sätt att handla mat på som uppfyller dessa attribut. Ett koncept är Community Supported Agriculture (CSA), vilket i modern form innebär att privatpersoner och kommersiella aktörer kan köpa matvaror i form av direktförsäljning från lantbruk. Den här uppsatsen undersöker ett svenskt lantbruk vilket upprättat en direktförsäljning som en entreprenöriell sidoverksamhet till sitt traditionella lantbruk. Mer specifikt undersöks vilka värden som skapas för lantbrukets produkt, organisation, produktionsanläggningar och affärsrelationer, samt på vilka sätt resurserna hos några utvalda kunder till direktförsäljningen påverkas. Uppsatsen kommer fram till att nya värden skapas för lantbruket tack vare att det kan ta ut ett högre slaktpris genom direktförsäljning och att det skapar en närmare relation till sina kunder jämfört med i det traditionella lantbruket. Kunderna får tillgång till köttvaror med bättre kvalité tack vare direktförsäljningen, men behöver vara mer flexibla som organisation för att hantera lantbrukets produkter och dess leveransfrekvens.

The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France. The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame. A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market. This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.

<p>The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France.</p><p>The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame.</p><p>A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market.</p><p>This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.</p>

<p>Sammanfattning</p><p>Denna uppsats syftar till att utvärdera företaget Securitas Aroundios säljutbildning och</p><p>coachning utifrån de berörda anställdas perspektiv i Linköping. Det är av vikt för företaget att</p><p>få en uppriktig återkoppling från de anställda rörande utbildningen och coachningen. Ingen</p><p>tidigare utvärdering har skett där utomstående parter varit delaktiga. Genom att utföra en</p><p>utvärdering kan ett företag se om något behöver åtgärdas eller förändras.</p><p>Denna uppsats bygger på en kvalitativ undersökning där de anställda på Securitas Aroundio i</p><p>Linköping intervjuades. Samtliga intervjuer skedde på Aroundios huvudkontor i Linköping</p><p>den 5 maj 2008. Samtliga av respondenterna gav sitt medgivande till att intervjuerna spelades</p><p>in och i samband med detta fördes även anteckningar. Intervjufrågorna utgick från en</p><p>semistrukturerad intervjuguide, vilken behandlade undersökningsområdena bestående av</p><p>säljutbildningen och coachningen hos Aroundio.</p><p>Resultatet som erhölls från intervjuerna indikerar att Aroundios säljutbildning och coachning</p><p>upplevs som adekvat. Detta grundas på att samtliga parter generellt sett är nöjda med</p><p>säljutbildningen och coachningen. Slutsatsen är att Securitas Aroundio uppfyller deras mål</p><p>med utbildningen och coachningen, då företaget ger säljarna de verktyg de behöver för att</p><p>kunna arbeta självständigt och det stöd de behöver i sitt arbete.</p> / <p>Summary</p><p>The purpose of this thesis is to evaluate Securitas Aroundio’s sales training and coaching</p><p>from the view of the firm’s employees. It is of great importance for Securitas Aroundio to</p><p>receive an honest opinion about their sales training and coaching. No previous evaluation has</p><p>been made by external researchers. By continuous evaluation of a firms sales training and</p><p>coaching, the firm can get an awareness of matters that need to be changed or fixed.</p><p>This thesis is based on a qualitative approach where the employees at Securitas Aroundio in</p><p>Linköping were interviewed. All interviews took place at Aroundio’s headquarters in</p><p>Linköping on the 5th of May 2008. All of the respondents gave consent for the recording of</p><p>the interviews. Also notes were taken during the interviews. The questions asked during the</p><p>interviews were based on a semi structured interview format, dealing with the two areas of the</p><p>investigation, Aroundio’s sales training and coaching.</p><p>The result indicates the sales training and coaching provided by Securitas Aroundio is</p><p>adequate. This statement is based on the overall satisfaction of the employees concerning the</p><p>sales training and coaching provided by the firm. The overall indication is that the salespeople</p><p>are provided with the tools and support they need to work autonomously. In conclusion,</p><p>Securitas Aroundio’s goals with the sales training and coaching are being met.</p>

Sammanfattning Denna uppsats syftar till att utvärdera företaget Securitas Aroundios säljutbildning och coachning utifrån de berörda anställdas perspektiv i Linköping. Det är av vikt för företaget att få en uppriktig återkoppling från de anställda rörande utbildningen och coachningen. Ingen tidigare utvärdering har skett där utomstående parter varit delaktiga. Genom att utföra en utvärdering kan ett företag se om något behöver åtgärdas eller förändras. Denna uppsats bygger på en kvalitativ undersökning där de anställda på Securitas Aroundio i Linköping intervjuades. Samtliga intervjuer skedde på Aroundios huvudkontor i Linköping den 5 maj 2008. Samtliga av respondenterna gav sitt medgivande till att intervjuerna spelades in och i samband med detta fördes även anteckningar. Intervjufrågorna utgick från en semistrukturerad intervjuguide, vilken behandlade undersökningsområdena bestående av säljutbildningen och coachningen hos Aroundio. Resultatet som erhölls från intervjuerna indikerar att Aroundios säljutbildning och coachning upplevs som adekvat. Detta grundas på att samtliga parter generellt sett är nöjda med säljutbildningen och coachningen. Slutsatsen är att Securitas Aroundio uppfyller deras mål med utbildningen och coachningen, då företaget ger säljarna de verktyg de behöver för att kunna arbeta självständigt och det stöd de behöver i sitt arbete. / Summary The purpose of this thesis is to evaluate Securitas Aroundio’s sales training and coaching from the view of the firm’s employees. It is of great importance for Securitas Aroundio to receive an honest opinion about their sales training and coaching. No previous evaluation has been made by external researchers. By continuous evaluation of a firms sales training and coaching, the firm can get an awareness of matters that need to be changed or fixed. This thesis is based on a qualitative approach where the employees at Securitas Aroundio in Linköping were interviewed. All interviews took place at Aroundio’s headquarters in Linköping on the 5th of May 2008. All of the respondents gave consent for the recording of the interviews. Also notes were taken during the interviews. The questions asked during the interviews were based on a semi structured interview format, dealing with the two areas of the investigation, Aroundio’s sales training and coaching. The result indicates the sales training and coaching provided by Securitas Aroundio is adequate. This statement is based on the overall satisfaction of the employees concerning the sales training and coaching provided by the firm. The overall indication is that the salespeople are provided with the tools and support they need to work autonomously. In conclusion, Securitas Aroundio’s goals with the sales training and coaching are being met.