Hur nya företag skapar konkurrensfördelar på marknaden för fordonsbesiktning

The Swedish market for vehicle inspection is re-regulated since June 2010. More than four years after the re-regulation there are eight companies in the market. Two of these companies are a result of the former monopolist's owners divided the business among themselves. The remaining six companies have entered the market through acquisitions or by building up their business from scratch, these are known as new entrants in the study. The competition has developed slowly and the former monopolist still has the highest market share. Industry conditions are to say the least special because the companies and technicians have to have individual licenses in the form of accreditation and certification, which causes high establishment barriers. The study has the aim of contributing to the knowledge of new entrants on the re-regulated vehicle inspection market. In particular, the new entrant’s establishment and their strategic choices are studied to find out how they act to market conditions in order to create competitive advantages. The study is based on four questions: Main Question: How do new entrants create competitive advantages in the vehicle inspection market? Sub query 1: How’s the new entrants view on the competitive situation? Sub query 2: How do the new entrants establish their station-/s? Sub query 3: What strategies do the new entrants use to strengthen its position against competitors? The essay is based on an empirical survey and is designed as a case study with four units of analysis that represent four new inspection companies in the market for vehicle inspection. Data were collected through interviews with people in key positions of the four companies, as well with a person of the authority whose task is to monitor market developments, namely the Transport Agency. Furthermore, also documents issued by the authorities and new entrants were reviewed. The conclusions that the study has come up with is that the new entrants create competitive advantages through a favorable placement of stations, a bit outside the city center. The strict regulation doesn’t allow the new entrants to create competitive advantages through new or modified inspection services. Based on these regulations the new entrants are trying to attract customers through enhanced service and additional services to the inspection. They try to create a total offering to the customer where the obligatory inspection service is included