• Engelsk
  • Uddannelse: HHX
  • Karakter: 10 tal
  • Ord: 2088

Indholdsfortegnelse
Executive summary
References:

Optimer dit sprog - Læs vores guide og scor topkarakter

Uddrag
Oatly is a swedish based company that started as an experiment and is now a billion-dollar company. Since Oatly’s establishment, it received enormous support from it’s customers and it’s sales skyrocketed.

Sweden - the home market of oatly - is an ethnically homogeneous, underpopulated and multicultural community, while China is a populous nation with a largely homogenous society.

The chinese government is encouraging people to drink milk to improve their strength and immune system.

As Oatly is conscious of the Chinese customer's lactose intolerance, it became the most popular alternative milk and first choice for many Chinese customers.

The cultural tensions Oatly is picking up in Sweden and China is mainly the fight against climate change.

The product positions itself to be the solution for a more sustainable and ethical future and is therefore addressing a certain target group that has a feeling of activism just by purchasing the product.

As we have seen, Oatly have had to face a handful of challenges when it comes to promoting their products and expanding across borders.

Not only have they had to go head to head with the giant dairy industry, but as seen in the case of China they’ve had to fight a deep and ingrained cultural ideology stating that dairy milk is necessary, even if you are lactose intolerant.

As a way of tackling this ideological lock-in, Oatly branded itself as “a milk made for humans” and is challenging the current ideology.

By partnering up with Heytea and Starbucks, Oatly is providing dairy free products and thereby both addressing the lactose intolerant issue of the population and are able to kill the myth that dairy milk will make China stronger.

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Oatly was founded in 1990, based on Swedish research from Lund University. It is a plant-based, dairy-free product formulated from a patented enzyme technology which simulates nature’s process and converts fiber-rich oats into nutritional liquid.

It is a transnational company with headquarter located in Malmo and it’s production and development center is situated in Landskrona. Oatly brand is available in more than 20 countries throughout Europe and Asia