The Concept of Yogurt Shops: As assessment of whether the concept is a viable business proposition in the Danish market

Christina Sejr Wiboltt

Student thesis: Master thesis

Abstract

Frozen yogurt shops have existed for decades and are numerous around the world, especially in the US. The trend has also emerged in Europe, and recently in Denmark. A newer global trend is fresh yogurt shops, which are appearing in various metropolises. This paper investigates how the concept of foreign yogurt shops can be transferred to the Danish market. The paper is divided into an analysis of foreign yogurt shops, a discussion of how this could be adapted to the Danish market, an analysis of the Danish market and a suggestion of a business plan for a Danish yogurt shop including an economic perspective. The analysis of the Danish market and the discussion of how to adapt the concept to the Danish market show that a yogurt shop in Denmark should due to cultural differences differ from foreign yogurt shops in some aspects. In feminine cultures, such as Denmark, individuals tend to be more concerned with the environment, than individuals in masculine cultures. Danes purchase more organic food pr. capita than most countries, thus a yogurt shop in Denmark should unlike the investigated foreign yogurt shops, sell organic yogurt. Many Danes have the basic physiological and safety needs covered and are focused on meeting social- esteem- and self-actualization needs. Danes consume an increasing amount of yogurt and skyr pr. capita. Foreign yogurt shops provide healthy products, which customers can enjoy to go. The products function as breakfast, snacks and desserts. In Zealand the majority of people eat breakfast and the majority eat breakfast away from home. Therefore the business plan suggests that a Danish yogurt shop’s product could function as breakfast. Observed competitors apply strategies of tightly locating shops, which could be the result of customers not wanting to travel far for the products at offer. A Danish yogurt shop’s product is considered non-exclusive, and customers are not expected to be willing to travel far for the product, therefore the location of a yogurt shop in Denmark should be in Central Copenhagen in an area with high customer flow. Gross Margin of 83 percent and 84 percent reflect profitable products and with continuous 10 percent growth a yogurt shop in Denmark could have a result of 4,788,000 DKK in ten years. Cultural differences demands adjustments to the concept of foreign yogurt shops, for the concept to be considered a viable business proposition in the Danish market.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2013
Number of pages114