Section Proposed content 1 . Title Blue Line Hockey Sticks: Expanding into Sweden Trend Report 2. Table of contents Title Table of contents Introduction Executive summary Demographic trends + recommendations Social Trends + recommendations Economic Trends + recommendations Technological Trends + recommendations Conclusion References 3. Introduction The purpose of this report is to provide Mr. Ran Thach and Ms. Katelyn with a brief overview of the demographic, social, economic, and technological trends in Sweden and how these trends have an overall influence on Blue Line Hockey Sticks. Analyzing the trends, it can be seen that many of them appear to be rather beneficial to Blue Line Hockey Sticks, however, there are some factors that Blue Line must inspect to successfully start business in Sweden. At the end of each trend category, there will be a section regarding how the specific trend affects Blue Line Hockey Sticks' ability to pursue business in Sweden. EXECUTIVE SUMMARY: Sweden is the ideal country for Blue Line Hockey Sticks to expand to. As seen in the previous report, Sweden has an educated population where many of the citizens speak English. As Sweden isin the European Union, it is lucrative for Blue Line as many EU member countries surround Sweden, providing a good footing for Blue Line Hockey Sticks to expand its business in. By researching the demographic, social, economic, and technological trends of Sweden, Blue Line can better prepare itself by finding strategies to prosper in the Swedish market and evaluating risks in advance in order to mitigate future complications that may arise when expanding into Sweden. Some critical findings: The median age of the Swedish population is about 41.4 years Almost half of Sweden's seven million inhabitants between the ages of 7 and 70 are members of a sports club Gender equality is highly valued in Sweden, with equal opportunities for both men and women Sweden's revenue is $269.60 billion, with the 17th highest revenue worldwide Swedes are very minimalistic people who live very simply, their minimalism can also be seen in business settings Swedish companies that are recognized globally include Spotify, IKEA, H&M, and Volvo Sweden is one of the most technologically advanced nations 4. Demographic trends With a population of 10 million people, Sweden is one of the largest countries in Europe. Found in Northern Europe, Sweden is comprised of thousands of islands along with the mainland. Located between North and Baltic seas Touches borders with Norway and Finland Capital is Stockholm with 1.5 million population Other cities are Gothenburg, Malmo, Uppsala One fifth of population is from foreign background Population density is 57.5 per square mile More population in south than in north Median age of population is 41 years Ranked 14" place with life expectancy rates Life expectancy is around 81 years old Women have higher life expectancy than men High fertility rate of 1.9 births 28.6 percent of population under 24 High ranking in regard to happiness Very big on gender equality RECOMMENDATIONS - Blue line should expand to Stockholm as it has the largest population in Sweden - Marketing should be targeted to median age of 41 years old but not limited to this but also including other age groups - Also Stockholm is a city on water which makes ocean freight easier to travel Also Stockholm has biggest airport, arlanda airport if blue line wants to use air travel - Must include people of all races when doing business as one fth of population is of foreign background - Also since there is a lot of focus on health care, and many universities affiliated with hospitals, Blue Line can sponsor university hockey teams and even other schools hockey teams to gain attraction and allow more kids to play - Must promote gender equality 5. Social trends - '?0% of Sweden's population between the ages of ?-?0 are involved in sports club - around 650 000 people play competitive leading countries where sustainability and clean products are on the rise - level of education in Sweden is of a high 83 - Swedes are very health conscious. - The Swedish cuisine consists of a majority of fresh foods. - health conditions in Sweden are among the best in the world with a high average life expectancy rate and low infant mortality rate. - government has invested a lot in the healthcare system. ratio of doctors to population is very high - Health care available throughout - Universities in Sweden are free from tuition for citizens of Sweden and EU Elementary schooling introduced to Sweden in 1842 - first post-secondary institute was founded in 14?"? - Children required to attend school in Sweden until the age of 16 - IKEA, Spotify, Candy Crush, H&M, Skype, and Volvo some Sweden based brands - more people shifting towards technological careers, as Sweden is tech hub for successful brands - Jobs most in-demand are teachers, IT developers, medical professionals Parents given 13 months of paid leave from work for family purposes receive tax-free allowances for their children until child is 8 years of age COWENDATIONS - develop ahockey stick made of recycled material would attract more consumers as Sweden is progressing towards a green environment - Blue Line could also manufacture hockey sticks in Sweden using Swedish materials Blue Line needs to promote a healthy lifestyle and promote how playing sports can contribute signicantly to a healthier way of living Blue Line can sponsor the universities' hockey teams and establish partnerships with hospitals - have an online retail platform since Sweden is very tech advanced cooperate with the employees, establish system where rights of employees are not compromised uphold human rights such as work conditions, rights of parental leave, vacation, daily wage 6. Economic trends - revenue of $269.60 billion - GDP is ranked the l?th highest worldwide - \"on a per 9am basis, Stockholm is the second most prolic tech hub globally, with 6.3 billion-dollar companies per million people (compared to Silicon Valley with 6.9)\" - Electronics largest part of Sweden's economy rarely anyone uses cash but they use a system called Swish to pay - successful forestry and raw material industries - Steel, forestry, automotive and engineering industries have led the country's economy - In 2012, Sweden's exports per 39% greater than China and the United States both combined - Sweden has the third most valuable passport in the world - trade is a major part of Sweden's economy highly dependent on international trade - Largest trading partners are Germany, Finland, Norway, Denmark, and the United Kingdom - Government presented innovation strategies throughout workplaces and educational consists of a constitutional monarchy and a parliamentary system in workplaces men and women have equal opportlmities and roles Female employment in Sweden is so high that according to UN Women \"increasing the female employment rates in OECD countries to match that of Sweden could boost GDP by over USD 6 trillion\" average household disposable income is USD 31,287 per year ?T% of people aged 15 to 64 employed in Sweden provided with many benets and public services all residents are also covered by health insurance, social welfare benets excellent communications system including infrastructure. companies around the globe come to Sweden for trial 111113 with their technology companies Facebook's data center is located in a city called Lulea W CONEMENDATIONS enter amarket with little economic disadvantages to avoid major risks open market economy just like Canada, easier to merge into this market economy Blue Line can take advantage of being in Europe as it has access to 2'? different markets across Europe stable banking system, government, and strong public nances large part of their GDP is from their technology sector. As previously if business is online will bring in many Swedish employees raw materials and forestry industry contributed to Sweden's high GDP many companies tend to outsource their labor to other countries because it's cheaper Blue Line could outsource the production of hockey sticks outsourcing minimize labor costs may gain more popularity because it's a domestic product. Swedes prefer domestic companies Apple failed in opening a agship store in Stockholm due to swedes loyalty to national brands Tr". Technological - 1?th largest e-commerce market trends - 84% of intemet users shopped online in 2019 - 2018 swedes spent 14.95 billion euros shopping online - Google reports there are 22,000 tech companies in Stockholm - 18% of the workforce in Stockhohn are employed in tech roles - 15% of foreign investment into the tech sector - I}; advertising most popular method of marketing - first battery run pace-maker surgery by ke Senning at Karolinska Hospital in 1958 - Swedish company \"Awake\" is the founder of the electric carbon surfboard RECOMMENDATIONS - majority of tech-based companies and jobs are based in Stockholm so Blue Line should expand here first - best interest of Blue Line Hockey Sticks to build an online platform - Blue Line should have an online platform as Swedes are very tech advanced and do most shopping online - Online platform is main way consumers use to connect with Blue - use TV advertising as one of its primary ways of marketing hockey sticks - 89% of individuals in Sweden still use 8. Conclusion and Note: I included the recommendations along with each trend category hockey is not the most popular sport in Sweden but still ranks high in terms of favoritism allow the company a strong start in the European market Sweden is a part of the European Union close to 2'? other European countries If blue line succeeds in the Swedish market they can expand into other European countries CETA (trade agreement between Canada and EU) reduces! eliminates tariffs and Many of the trends tend to favor Blue Line must be mindful of in order to prevent any type of problem, must research more regarding trends conscious of the population dynamics in Sweden median age is around 40 years old but is not limited to this because people from 'F-TF'O play sports so there should be a huge focus on marketing towards the median age but also include other age shortage of advances in sports technology Despite two trends, Blue Line can expand to Sweden as long as they uphold same values that Swedes Values include simplicity and sustainability Blue Line acknowledges many of the trends in this report and uses them to its advantage, they may go very far not only in Swedish markets but also other European markets Assessment of Learning: Teacher-marked Tasks Task 3: Final product - trend report Write your trend report in a .doc or .docx format using word-processing software. Your trend report draws from the work you completed in your Tips for success research and report outlines from Tasks 1 and 2. . Remember that your role is to advise Dap and Katelyn about the demographic, social, economic, and technological trends for your chosen country, how these trends affect Blue Line Hockey Sticks, and how the Trend report guidelines: company can take advantage of these opportunities. . As a wise sage once said, "If you fail to plan, you are essentially planning . Length: at least 500 words per trend category. to fail." Therefore, you must complete and submit both outlines (i.e., Task 1 and Task 2) along with your final trend report. . A title is required. . Keep an eye out for spelling and grammar (use tools like Grammarly and . A table of contents is required. spell check, as applicable). . An introduction is required. . Use headings, pagination, and transitions throughout. . APA in-text citations and a Works Cited list are required. Save the finished document. You will submit it for evaluation when you have completed all tasks