|Author(s):||Klaus Solberg Søilen, Stefan Huber|
|Type of publication:||case study|
|Organization:||Blekinge Institute of Technology|
|Department:||School of Management (Sektionen för management)
School of Management S- 371 79 Karlskrona
+46 455 38 50 00
|Abstract:||Abstract: Odlarna AB, a forest plant growing corporation in Falkenberg (Southwest Sweden) and Gävle (East Sweden), is one of the country’s leading companies when it comes to growing, developing and grafting tree plants and seeds. It has a long history in the growing industry.
From the very beginning, Odlarna AB had a clear and strong marketing strategy: The clientele was to be the major forest companies in Middle and South Sweden. The motto of the firm – “Good plants for good customers!” – reflects both the ambition to produce high quality products and to gain a close relationship with customers. Good relations are im-portant in the Business-to-Business Marketing.
The strategy of the firm has so far been very successful. The only national competitor – a public growing firm, which used to rely on subsi-dies – was recently forced to raise their prices according to the level set by Odlarna AB. For a rather small company like Odlarna AB, this indi-cates that a well functioning business strategy partly can compensate for company size. If this is true the findings could have considerable impor-tance for small and medium size companies.
|Keywords:||forest plant growing, the growing industry, quality products|