Marketing Plan of Culinar

Paper Summary:

The paper offers general information about the Culinar foodstuff company and then explores the company's internationalization process. The paper provides an in-depth market analysis and a SWOT analysis and examines the company's present situation in addition to its future outlook.

Outline:
Introduction
General information
Internationalisation Process
Market Analysis
SWOT Analysis
Present Situation
Future Outlook

From the Paper:

"The company's history goes back to 1908 and will be explained more detailed in the following. First of all one has to distinguish between the texture business and the taste business. Concerning the texture business the history of Culinar began with the formation of the Svenska Starkelsefabrikernas forening upa which brought almost all 140 starch factories in the provinces of Skane and Blekinge together in one association in 1908. In 1927 Svenska Starkelseproducenter forening upa was finally formed. Between 1983 and 1993 a joint sales venture between Lyckeby Starkelsen and National Starch & Chemical Co. was formed and named Lyckeby National. In 1996 the company was restructured, forming Lyckeby Starkelsen Food & Fibre AB."

Sample of Sources Used:

• Hollensen, Svend (2007) "Global Marketing: A Decision-Oriented Approach" 4th ed., published by Pearson Education Limited; Essex (England)
• Hill, Charles W. L. (2007) "International Business: Competing in the Global Marketplace", published by McGraw-Hill/Irwin; New York (USA)
• Lyckeby, Annual Report (2006) available from: http://epi.lyckeby.com/upload/Lyckeby%20St%C3%A4rkelsen/Dokument/Lyckeby%20Annual%20Report%202006.pdf
• Kantoft, Zikovich (01.11.2006) "Process orientering i ett tillvaxtforetag - Processanalys och processbaserad matning pa Formidabel AB" available from: http://www.ie.lth.se/Education/Exjobb/exjobb/2007/KantoftZikovic.pdf, published by Lunds Tekniska Hogskola
• Culinar - main page: http:// www.culinar.se

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