P/B/293. Fazer Group performance on the Swedish market

The paper investigates the performance of Fazer Group Company (FG), a Finnish international food retailing organisation, focusing on the current problems the company is facing on the European market. The paper gives a general overview of the FG chocolate business outlining its history, product range, etc. in the framework of internal and external analysis. The author then examines chocolate market in Sweden discussing its distributional, technological, economic and political aspects and conducting SWOT analysis. In conclusion it looks at the impact of the new European Union agreement on the chocolate industry in Europe, namely, increased competition that is affecting the Swedish market. Recommendations are given to minimize the threats of the competition for FG.