From Sweden to the whole of Europe  

Download: From Sweden to the whole of Europe (.pdf file)The company's home market is Scandinavia, in particular Sweden, Norway and Finland. In Germany for example, Doggy has been operating under the name Bozita since the first bag of food was sold in a car park in Hamburg in 1996. The then export manager, Jan Thulin, was the first vendor and pioneer leading the Swedish "crusade" in Germany. The German subsidiary, Bozita Heimtierfutter, was established five years later. Lantmännen Doggy in Sweden is confident that the stringent legislation relating to agriculture and animal protection in Sweden gives the company major competitive advantages. In 2004, the company was even named "Swedish Export Company of the Year", an award bestowed by the Swedish embassy and the Swedish Trade Council.Triple no. 1 in SwedenExport is an important aspect of the company's business and accounts for over 20 per cent of Lantmännen Doggy's total sales. Outside Sweden, Norway and Finland in Scandinavia, the company exports primarily to Germany, Denmark, Austria, Russia, Estonia, Lithuania, Poland, the Czech Republic, Hungary, Greece, England, Holland, Belgium and Switzerland. There are plans to expand its export operations to other countries; the company simply lacks the required manpower at present. In Sweden, Lantmännen Doggy supplies the supermarket trade as well as around 400 specialist dealers. The company's market shares are 25 per cent in the dry dog food segment, 32 per cent for moist dog food, 13 per cent for dry cat food and 21 per cent for moist cat food. With the exception of the dry cat food segment (in which it is no. 2), Lantmännen Doggy occupies the top slot in each segment. The company also intends in future to launch the Bozita Breeders Club, which should be of interest to breeders and specialist dealers alike.Its core business is dry food for dogs, but Lantmännen Doggy is developing into a full-range manufacturer of dog and cat food, both dry and moist. Its brands are "Bozita Robur" (super- premium dry food for dogs), "Bozita" (premium dry food for dogs and cats) and "Katty" (dry food for cats). Dog treats are also marketed, along with moist food in tins for dogs and cats. The moist food for dogs and cats that the company introduced approximately a year ago in "Tetra Recart" packaging has proved a hit, with the pet supplies trade and customers responding extremely well to the innovative, environmentally friendly packaging. This development is to be aided by a…