The organic food market in Sweden has grown continuously in the last decades. This led many retailers and small stores to start selling organic food as well as extending their organic food assortment and variety extensively. In this thesis our purpose was to analyse the Swedish organic food market in terms of competition and business level strategy. The two main players in the market (ICA and Coop) were chosen to be analysed in more detail as well as a local store (Bikupan). The results of the local store were generalized for other small and local stores in Sweden. This was done to get a better picture of the market and about how the companies in the Swedish organic food market compete with each other. Our data was collected by doing three semi-structured interviews, two with Coop and one with Bikupan. Furthermore, we sent out one questionnaire to ICA. In the case of Coop, we interviewed the manager for sustainable development and one specific Coop store due its interesting concept “Green Room” where almost only organic food is sold. The answers were then linked with our general findings about the market as well as our theoretical framework and the following findings were made: ICA and Coop are the main competitors followed by Axfood there are not many differences between ICA and Coop competition is to some extent based on price increasing pressure on small, local stores due to the main players’ ever increasing market coverage ICA is closest to be the cost-leader, whereas Coop is somewhat more focusing on differentiation. Small, local stores are truly differentiated compared to Coop and ICA.

The goal of this masters thesis is focused on segmentation of the organic food market in the Czech Republic based on analysis of similarities or differences among consumers in Czech organic food market and also find out who is a typical organic food consumer. The thesis is divided into three parts, the theoretical, the methodological and the practical part. Process of the market segmentation, methods and approaches of the segmentation, the basic concepts and legislation on the matter are described in the theoretical part. Furthermore, mapping the situation of the contemporary state of the Czech organic food market. Marketing research is introduced in methodological part of the thesis. The practical part includes market segmentation by using secondary data MML - TGI (with Data Analyzer software) and primary data from quantitative research (with SPSS software). Variables were reduced to the four factors by using factor analysis. Then consumers were put into five clusters based on cluster analysis. Segments were characterized in detail using a general analysis, contingency tables, MCART analysis and multivariate statistical methods. Finally, there were elaborated appropriate marketing recommendations for the individual segments to effective marketing communication with them.

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The aim of this thesis is to perform marketing research of consumer behavior in the market of organic food through the suitably questionnaire. The research focuses on the questions - what is the source of information about organic food, whether and why consumers buy organic food, how often consumers buy organic food, what is the average monthly expenditure for organic food, what is the most popular place for purchasing organic food, what is main critical points in selecting of organic food, which factors are barrier for purchase, etc. The results of the research confirm that organic food is well known for most of consumers, but lower than half of consumers which purchasing it, either because of high cost or because of mistrust.