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Pricing strategy for products in the healthy fast food sector in Stockholm
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation. KTH Innovation.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The demand of fast food is increasing in current food market worldwide. But fast food, as one of the unhealthy food types, cannot deny its impact as one of the causes of leading death in populations of most high income countries. Healthy fast food is called by governments, health organizations and societies, and desired by customers especially in Sweden because it is affordable, easy accessible, and most immortally, healthy. Companies are emerging based on the current fast food demand to provide healthy one in its unique style and format to meet the needs of healthy food in Sweden market. This research focuses on pricing approach and strategy that is suitable for products of healthy fast food based on literature research and interviews of fast food business owners in Stockholm. According to both literature information and interview results, value based pricing strategy was indicating as a better solution in health fast food business especially in start-up business. The application of value based pricing strategy requires discipline and practice with barrier overcome solutions, and factors with impact on pricing decision making need to be considered to ensure maximum profitability. Furthermore, healthy fast food is a new and promising business trend with developable future, and environmental friendly packaging fits to its business style and customer need.

Place, publisher, year, edition, pages
2015. , 42 p.
Keyword [en]
Pricing strategy, value based pricing, cost based pricing, food, beverages, enterprise, marketing, Stockholm, nutritious, healthy, organic, fast food, trend.
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-169593OAI: diva2:823017
Subject / course
Entrepreneurship and Innovation Management
Educational program
Master of Science - Entrepreneurship and Innovation Management
2015-05-26, 14:47 (English)
Available from: 2015-06-22 Created: 2015-06-17 Last updated: 2015-06-22Bibliographically approved

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