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Edeen, Charlotte and Westman, Karin, 2011. Försäljningsorganisationen Stjärnägg : en utvärdering ur ett leverantörs och ägarperspektiv. Second cycle, A1E. Uppsala: SLU, Dept. of Economics



Stjärnägg is a sales organization operating on the Swedish eggmarket, owned by nine Swedish packing companies. Those nine packing companies are not just owners of the sales organization, but at the same time competitors since they compete in the market when they do not sell the eggs through Stjärnägg.

The purpose of this thesis is to evaluate the sales organization from a supplier and owner perspective. To answer the purpose of this study, qualitative interviews have been conducted with the owners of the egg packers. This has been done in order to get as fair picture of the sales organization as possible. From the answers of the interviews, a compilation has been made to be able to give Stjärnägg concrete proposals of improvements in the organization. Calculations on net profit margins, asset turnover and turnover per employee have been made for every packing company to get a clear view on each of the packing company´s development through the years. The calculations reveal if Stjärnägg has contributed with any economic values for the packeries.

The conclusion shows that a sales organization of this kind is a very unusal constellation in Sweden. Some difficulties for cooperation can be observed when the owners of the packeries are both partners and competitors at the same time. This problem will hopefully be mitigated by the newly established packerygroup, where the goal is that every packery should be represented. Stjärnägg has a competitive advantage by having packing companies located throughout the country and therefore provides regional market access.

Main title:Försäljningsorganisationen Stjärnägg
Subtitle:en utvärdering ur ett leverantörs och ägarperspektiv
Authors:Edeen, Charlotte and Westman, Karin
Supervisor:Andersson, Hans
Examiner:Gaddefors, Johan
Series:Examensarbete / SLU, Institutionen för ekonomi
Volume/Sequential designation:639
Year of Publication:2011
Level and depth descriptor:Second cycle, A1E
Student's programme affiliation:NY001 Agricultural Programme - Economics and Management 270 HEC
Supervising department:(NL, NJ) > Dept. of Economics
Keywords:försäljningsorganisation, utvärdering, beslutsfattande, kommunikation, samarbete
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Subject. Use of subject categories until 2023-04-30.:Economics and management
Deposited On:27 Jan 2011 07:37
Metadata Last Modified:20 Apr 2012 14:17

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