Göteborg, The Logistic Solution For Denmark´s Finest
It´s been a hectic time for Danish company Frode Laursen, in order to gain a better insight into developments I caught up with Anders Balle, the Financial Director. At the new Frode Laursen center in Angered, Göteborg, Anders was able to share the experiences of a successful Danish company setting up in Sweden.
Crucially Frode Laursen´s strengths lie in Food distribution, as they are the Danish leaders in their field. Already they provide logistic solutions to three of the world´s largest food producers (Kraft, Unilever and Nestle.) Their winning formula is key abilities, to solve problems directly with customers, many of their innovations are a direct solution to logistic problems. Another key ingredient to their success is their employees, who feel it is their duty to solve problems for their customers; there is a tremendous pride among employees in what they are doing.

 But why set up a center in Göteborg?
"Göteborg is great with its large harbor, and it´s a good logistical location as many goods are shipped. It also has a fine network for distribution in Oslo or Stockholm. “

 Anders also stressed that where one has major goods coming or leaving a location it´s crucial to set up business there. The location in Angered couldn't be better, close to Göteborg and close to the highway for distribution elsewhere. Local employment will also be a key factor for Frode Laursen in Angered, while some Danes will move here also.

 About 2-3 years ago their customers who wanted one company, which could solve their problem in any of these countries, were viewing the marketplace Norway, Sweden Denmark and Finland as one area. Today customers call only one number, and so Frode Laursen make things as easy as possible for them. Their new location is next door to one of their main Swedish customers, Kraft in Angered Göteborg.

 
So has it all been plain sailing in setting up in Sweden?  

 " I thought it would be much harder than it was. It has been no more difficult to set up here than it would have been in Denmark. The only problem was some of the land was unsuitable for building, so Business Region Göteborg played a key role in getting the Local Authority to solve the problem, which they did with great effect and with a very positive attitude towards our company."

Frode Laursen brought customers, which they already dealt with in Denmark and then focused on their customer´s Swedish branch. Future plans include a similar process in Helsingborg, Stockholm, Norway and Finland.

 
Any tips for other Danish companies eying up the Göteborg move?
“ It is important to bring some Danish employees who are familiar with the running of the business and offer continuity, of equal importance is the hiring of Swedish staff. The Danes must learn Swedish, as we wish to integrate and understand the Swedish customer."

 Finally as the interview draws to a close Ander´s conversation leans towards company policy towards customers.

 "We have five employees to deal with each customer. They all strive to have a satisfied customer, knowing what needs to be done without being ordered. Remember here we adopt a policy: The customer is king. We solve the problems as they arise and afterwords sit down with the customer and ensure this is avoided in the future. We can only get better with the customer´s help, so therefore we need close relations with the customer. If we can satisfy our customer needs then they will never leave us!"

 To this Anders concludes,

 “ When companies see we are already taking care of 3 of the world´s largest food producers they feel we can solve their logistic problems also. Therefore our customers are our best advertisement!"

 

NEW POSTAL ADRESS
Business Region Göteborg AB
Box 111 19
SE-404 23 Göteborg
Sweden

Visiting address
Norra Hamngatan 14