INTENATIONAL MARKETING

Presented to – Dr.Darshna Dave

Presented by- Ankit Patel(16M03)

Rahul Raina(16M31)
SWEDEN
About Sweden

• Sweden is officially called the Kingdom of Sweden.

• The land area of Sweden is the 4th largest in Europe.

• The main official language of Sweden is Swedish (svenska), but the country also has 5
other official languages - Finnish, Yiddish, Sami, Meänkieli and Romani.

• Sweden shares a land border with it's Scandinavian counterparts Finland and Norway,
and is connected to Denmark by a bridge.

• The capital and largest city in Sweden is Stockholm, other notable cities include
Gothenburg, Malmö and Uppsala.
Continue..
• A number of prominent manufacturing and technology company's were founded in
Sweden including Ericsson, Volvo, Saab, Scania trucks, IKEA ,TETRA and Electrolux.

• A traditional and famous dish of Sweden is Swedish meatballs, served with gravy, boiled
potatoes and lingonberry jam.

• A crayfish party (kräftskiva) is a traditional summer eating and drinking celebration in

August. It involves boiled crayfish served with boiled potato and dill.

• Ice hockey and football (soccer) are Sweden's main sports, other popular sports include
handball, golf, gymnastics, athletics and cross country skiing.
PESTEL Analysis
Political Factors
• Ordinary general elections to the Swedish Parliament are held every
fourth year on the third Sunday in September. County council and
municipal council elections take place at the same time.
• Sweden is a constitutional monarchy in which King Karl XVI Gustaf is
main head of the state. His authority is formal, symbolic, and
representational.
• kjell Stefan Löfven is a Swedish politician who has been the Prime
Minister of Sweden since 2014 and the Leader of the Social
Democrats party since 2012.
• Sweden is the unitary state currently divided into the 21 countries.
Each country has a country administrative board, which is a
government appointed board.
• Constitutionally, the 349-member Riksdag (Parliament) holds supreme authority in
modern Sweden. The Riksdag is responsible for choosing the prime minister, who
then appoints the government (the ministers). The legislative power is only
exercised by the Riksdag.
• Constitution:
• The Instrument of Government of Government guarantees citizens the right to
obtain information freely, hold demonstrations, form political parties and practise
their religion.
• The Act of Succession The Act of Succession regulates the right of members of the
House of Bernadotte to accede to the Swedish throne.
• The Freedom of the Press Act sets out the principle of public access to official
documents in order to guarantee an open society with access to information about
the work of the Riksdag, the Government and public agencies
• The Fundamental Law on Freedom of Expression in regards to the prohibition of
censorship, the freedom to communicate information and the right to anonymity.
Economic factors
• Capital : Stockholm

• Population : 9.85 million(90th most populous)

• Currency : Kronor
• GDP : $517 billion

• GDP growth : 4.1%

• Fiscal year : 1st October to 30th September

• Currency rate : 1 krona = 0.12 USD(7.92 Ruppe)

• Per capita income : 56319 USD

• Unemployment rate : 6.20%

• Sweden is the 26th largest export economy in the world.

• In 2016, Sweden exported $135B and imported $139B, resulting in a negative trade balance of $4.24B.

• The top exports of Sweden are Cars ($7.42B), Refined Petroleum ($6.4B), Packaged Medicaments
($5.56B), Vehicle Parts ($5.01B) and Telephones ($3.6B), using the 1992 revision of the HS (Harmonized
System) classification. Its top imports are Cars ($8.69B), Unspecified ($7.24B), Crude Petroleum ($5.92B),
Vehicle Parts ($5.47B) and Refined Petroleum ($4.93B).

• The top export destinations of Sweden are Germany ($14.3B), Norway ($14.1B), the United States
($9.8B), Denmark ($9.7B) and Finland ($9.4B). The top import origins are Germany ($27.9B), Denmark
($10.7B), the Netherlands ($9.4B), Belgium ($6.73B) and China ($6.31B).

• Sweden borders Finland and Norway by land and Germany, Denmark, Estonia, Lithuania, Latvia, Poland
and Russia by sea.

• 19.3 % of it’s GDP comes from tourism.

 Socio - cultural factors
• Norms and values of Sweden:
• Sweden’s people in general are very punctual. They do not smoke in general public
places. It is a custom to remove shoes if a person is invited by a friend or anyone to
his/her home.
• It is not a protocol to exchange business cards in Sweden.
• Swedes don’t take generosity for granted they will definitely give thanks. Fault to say
thank you for something is perceived negatively in Sweden.
• Maintaining eye contact along with a firm handshake, shake hands with all attendees on
both arrival and departure.
• Call first names when you meet Swedes.
• The national church, the Church of Sweden, is Lutheran, but Catholicism and other
Christian denominations are also widespread. Islam is one of the largest religions in
Sweden, and Judaism and Buddhism are also well-established.
Technological factors
• The traditional engineering industry is still a major source of Swedish inventions,
but pharmaceuticals, electronics and other high-tech industries are gaining
ground. Tetra was an invention for storing liquid foods, invented by Erik
Wallenberg.
• Swedish inventors hold a total of 33,523 patents in the United States as of 2007,
according to the United States Patent and Trademark Office. As a nation, only ten
other countries hold more patents than Sweden.
• The Swedish government invests a higher proportion of GDP in R&D than most
other nations. Generations of innovativeness have led to a long list of world-
changing inventions like the three-point seatbelt, the pacemaker, the adjustable
wrench and safety matches. More recent Swedish inventions include Spotify and
Skype.
Environmental factors
• Spring runs from March/April to May, summer from June to August, fall from September
to October/November and winter from November/December to March/February.

• Only one per cent of solid waste goes to landfill in Sweden – with the rest recycled or
used to produce heat, electricity or vehicle fuel in the form of biogas.

• Since 2005, Sweden has prohibited the selling of plastic drink bottles that do not comply
with an approved recycling program.

• Renewable energy sources account for nearly half (48 per cent) of Swedish energy
production.

• Swedish environmental technology companies export their green knowhow to the rest of
the world in technology areas such as biofuels, bioenergy, wind power, solar power and
wastewater treatment.
Environmental policy in Sweden
• Reduced Climate Impact
• A Non-Toxic Environment
• A Protective Ozone Layer
• A Safe Radiation Environment
• Flourishing Lakes and Streams
• Good-Quality Groundwater
• A Balanced Marine Environment
Legal factors

• The supreme court of Sweden is the last step for all civil and criminal cases. The
Supreme Court consist of 16 councilors of justice which were appointed by
government.
• Here courts are divided in 2 parallel courts
General court-for criminal and civil case
General administrative court-for administrative cases.
Sweden has three levels of government: national, regional and local.
Sweden follows the civil law tradition, common to Europe, founded on classical
Roman law, but has been further influenced by the German interpretation of this
tradition. The Romano-German legal influence is manifested in the dependence on
statutory law.
Swedish Investments
• Swedish investments in India can be divided into four periods:
• Early 20th century – Ericsson, SKF, Swedish Match and Asea.
• 1960-1970 – classic Swedish industry such as Alfa Laval, Tetra Pak,
Sandvik, Atlas Copco
• 1980-1990 – second wave of classic industry, Volvo, Perstorp also IKEA
and H&M
• Early 2000 – a mix of large and smaller companies, Volvo Cars, Scania,
Systemair, Roxtec.
• Today there are about 170 registered Swedish subsidiaries in India.
India
Entry in Indian Market

• Volvo Group invest Rs 3,800 crore separately and through a joint venture with
EICHER to enter into Indian market.

• Volvo Group President and Chief Executive Officer Olof Persson told that the
group plans to invest Rs 2,000 crore in India to expand its bus, construction
equipment as well as truck business by end of the 2020.

• The assembly operations plant located near Bangalore in southern India .

• Volvo sells 9 models in India that include Volvo S60, Volvo S60 Polestar, S60 Cross
Country, V40, V40 Cross Country, XC60, XC90, XC90 Hybird and S90.
Growth of Volvo in India
• Swedish luxury car maker Volvo cars reported 28 % increase in sales
at 2,029 units in 2017.
• The company had sold 1,585 units in 2016.
• The company is on the track to double its segment share to 10 % by
the end of 2020.
• Sweden’s Volvo group, the world’s second largest truck manufacturer,
owns a subsidiary in India that builds trucks to sell in India, Myanmar,
Indonesia, Vietnam and China. Volvo India has also established a
product development center in Bangalore, India that employs over
200 people.
Tata Technologies In Sweden
• Indian automotive designing firm Tata Technologies has acquired
Gothenburg based Escenda Engineering to significantly enhance the
company’s scale and service offering in Sweden and across Europe in May
2017.
• Following the acquisition, Escenda Engineering is to be established as a
100% subsidiary of Tata Technologies Europe. The company will maintain
the same management team and full workforce under the new
ownership.

• Founded in 2009, Escenda Engineering AB is based in Gothenburg,

Sweden, and has quickly established itself as a leader in automotive
product engineering and design.
• There are 19 Tata companies operating across Europe, with well over 60,000 employees and a
presence in almost every European country.

• In the UK, Tata is among the largest industrial employers, operating in more than 40 towns and
cities.

• The acquisition helps Tata Technologies accelerate its plans to expand in Europe due to the
rapid growth opportunity the region offers in both the automotive and industrial machinery
sectors.
• Europe’s automotive industry is the world’s leading producer of motor vehicles by volume and
is also the largest private investor in R&D in Europe.

• Through this acquisition, Tata Technologies will leverage its global expertise in engineering
services to support key accounts in Sweden and the European market and help them create
better products for their customers.
 Pestel Analysis
Political factors
• Italian politics take place in a framework of parliamentary, Democratic republic and
of a multi-party system
• The judiciary is independent of the executive and the legislative, the President of the
Italian Republic is elected for seven years
• Head of state is Sergio Mattarella and Prime minister is Paolo Gentiloni
• Italy elects a parliament consisting of two houses, the Chamber of Deputies, which
has 630 members and the Senate of the Republic comprising 315 elected members
and a small number of senators for life
• The Italian judicial system is based on Roman law modified by the Napoleonic
code and later statutes
• Italy was admitted to the United Nations in 1955 and is a member and strong
supporter of the North Atlantic Treaty Organization (NATO)
Economic Factors
• Italy is the world’s ninth biggest economy, Its economic structure relies mainly
on services and manufacturing
• Italy has the world's 4th largest gold reserve, the country is also well-known for
its influential and innovative business economic sector, an industrious and
competitive agricultural sector
• The services sector accounts for almost three quarters of total GDP and
employs around 65% of the country’s total employed people
• According to the International Monetary Fund, in 2008 Italy was the seventh-
largest economy in the world and the fourth-largest in Europe
• Italy's interest rate is currently 2.40%
• Italy's inflation rate is 0.74% and GDP per capita is $ 32,000
Social Factors
• Italy has been nominated sixth most internationally valued country, coming first
in tourism branding, second in cultural branding, third in people branding and
ninth in export branding
• 10% of the working population consists of small entrepreneurs or estate owners
who operate in the countryside, mainly in agriculture and forestry
• Italian society is based on a strong culture, the family is the center of the social
structure
• Italy's population is 60 million, population growth 34% mostly populated with
people whose age ranges from 25-54 years old
• Because of the crisis there is the problem of unemployment which nowadays
dates to 12.6%
Technological Factors
• Italy has given birth to some important people in scientific and technological
history like Leonardo da Vinci made several contributions to art, biology, and
technology, Galileo was a physicist, mathematician, and astronomer who played
a major role in the Scientific Revolution
• Italy is trying to keep up with technology to provide services such as system
development, wifi points for public use, recently Italy teamed up with the USA
to create a new type of sensor, to increase the quality of public services that the
government is providing
• The Broglio Space Center is an Italian spaceport located near Kenya and has
been used to launch both Italian and International satellites
• Italy has also been responsible for many technological inventions that we use
today including the barometer, decompression chamber, induction motor and
radio direction finder.
Environment Factors
• Italy ranks 84th in the world for ecological sustainability
• Air pollution is a big problem, especially in the industrialized north, reaching the
tenth highest level worldwide of industrial carbon dioxide emissions in the
1990s.
• Deforestation, illegal building developments and poor land management
policies have led to significant erosion all over Italy's mountainous regions,
leading to major ecological disasters like the 1963 Vajont Dam flood, the 1998
Sarno and 2009 Messina mudslides
Legal Factors
• The European Union forms a customs union and a large unified market having
free trade among the member states, It levies common tariff on imported
products coming from non- European Union countries such as the United
States, Japan, and Canada
• The Tribunale is the court of general jurisdiction for civil matters. Here,
litigants are statutorily required to be represented by an Italian barrister,
When acting as Appellate Court for the Justice of the Peace, it is always
monocratico (composed of only one Judge)
• Court of Appeal-The Court has jurisdiction to retry the cases heard by the
Tribunale as a Court of first instance and is divided into three or more
divisions: labour, civil, and criminal
• Luxottica Group is an Italian eyewear company and
the world's largest company in the eyewear industry
based in Milan, Italy

• Luxottica's two main product offerings are sunglasses

and prescription frames, the company operates in two
sectors: manufacturing & wholesale distribution, and
retail distribution
• Luxottica has two offices in India one at Mumbai and
second at Delhi (Gurugram)

• Akash Goyle is the country head – india

• 95% of all branded eyewear's in India comes under

Luxottica, the only competitor is Safilo
• Sun pharma establish in 1983 with five product by
Dilip sanghavi
• Headquarter situated in Mumbai
• In Italy, Sun is engaged in the sales and distribution of
generic medicines, including a broad range of hospital
products
• Sun pharma R&D and manufacturing facilities are
approved by the US FDA & the EU regulator