KEA OPGAVER

Wefood’s struggle to generate traffic within the blue ocean of surplus supermarkets

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dc.contributor.author Hollerup, Louise
dc.date.accessioned 2018-11-15T13:17:05Z
dc.date.available 2018-11-15T13:17:05Z
dc.date.issued 2018-06
dc.identifier.uri http://hdl.handle.net/20.500.11869/928
dc.description.abstract Food waste has become a global fight and an inevitable factor within the market for groceries. In a country like Denmark 700.000 tons of food is each year thrown out with consumers bring responsible for 260.000 tons, the rest stemming from the industry. This is equivalent to Danish families each wasting 10.000 DKK yearly. The market for food waste is therefore becoming a growing trend with both consumers, companies, politicians and organisations seeing it as an inevitable part of the future. The way many supermarkets are fighting this is by lowering their prices on the soon expiring groceries making it more attractive for consumers and decreasing their amount of food waste. Looking at food waste from a consumer perspective, consumers are now focusing on zero waste thereby optimizing, recirculating and recycling. A growing tendency is furthermore that consumershas become more active participants that are asking questions and demanding answers forcing the industry to take action and find solutions in order to remain relevant on the market. DanChurchAid also known as Folkekirkens Nødhjælp, is a Danish NGO that has created a concept called Wefood, which is the first surplus supermarket in Europe. The concept consists of groceries thatfor various reasons can no longer be sold in traditional supermarkets and are therefore sold in their stores for prices 30-50% lower than the market prices. All profits are thereafter donated to support their humanitarian causes. Though the popularity of the trend and consumers being focused on making more conscious choices as well as the economical benefit making it possible for them to save money, Wefood is struggling to generate traffic into their stores. This paper therefore has a focus on analysing the market and the driving factors for consumers, companies and organisations and analysing Wefood and the reasons for them not being able to experience the optimal level of success. en_US
dc.language.iso en en_US
dc.subject PESTEL en_US
dc.subject Consumer behaviour en_US
dc.subject Sustainability en_US
dc.subject Charkham model en_US
dc.subject The Branding Tool Kit en_US
dc.subject SWOT en_US
dc.subject STP model en_US
dc.title Wefood’s struggle to generate traffic within the blue ocean of surplus supermarkets en_US
dc.type Thesis en_US


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