Ion Folea; Huda Mohammad Nurul; Taiwo Seun Ajayi , pp. 103. MAM/Sektionen för Management, 2010.
Bioenergy covers about 28% of Sweden’s energy demand and the percentage is steady increasing. The pellets and the bioethanol Swedish markets are the oldest and most developed whereas the biogas and the biodiesel markets are much younger and are in a earlier phases of the product life cycle. The biogas market is very geographically fragmented and therefore it is more difficult to study and analyze.
The Swedish government and authorities are deeply concerned about the energy politics, climate changes and oil dependence and different economic mechanisms are used to encourage and sustain the development of the Swedish biofuel markets.
The competitive forces are examined and analyzed on each of the studied biofuel markets and a comparative analysis is performed showing theirs different amplitudes on different Swedish biofuel markets, topping on the pellets and bioethanol markets. The main competitors are identified on each of the studied markets and a competitive analysis is performed. Each component of the marketing mix is studied and compared for two responding companies operating on the Swedish biodiesel and pellets markets. The product diversification is one of the main problems for the companies due to the standardization. Different distribution channels are used but a clear trend to increase efficiency by growing the percentage of the direct personal sales has been identified among respondent companies.