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Bona is looking for opportunities for faster growth in China

Bona AB is a family-owned company founded in 1919 with its headquarters in Malmö, Sweden. Bona is present in more than 70 different countries all over the world through subsidiaries and distributors. Bona provides products for installation, maintenance and renovation of wood floors. In 2016 Business Sweden supported Bona China to develop a new local market sales strategy.

Bona China was legally established in 2008 in Shanghai and are today present in the form of a local sales team focused on developing the Bona wooden floor care business in China. Though sales have been steadily growing, Bona believed that there was potential for faster growth in China. In order to evolve its sales strategy for the Chinese market, Bona wanted a better picture of the market conditions for their business. In 2016 Bona asked for the support of Business Sweden for helping them assess market potential.


Project scope included assessing market potential for four high potential segments for Bona. The assessment covered segment growth, value chain analysis, channel strategy considerations, competition and consumer purchase behavior. Based on the assessment Business Sweden then provided recommendations on growth strategy and defined a road map for strategy implementation. Deliverables included a written report as well as workshops with management and local sales team to demonstrate findings and kickoff the new sales strategy.


The project delivery was well received by Bona management and Business Sweden has since also been engaged in discussions with Bona regarding topics such as China online strategy and overall sales strategy for the Asia Pacific market.

"Thank you Business Sweden for a very thorough and detailed report that we could use to make our market strategy for China in order to be more focused and grow our sales according to our  growth plans, we can strongly recommend to use Business Sweden to do this type of work.”

- Pontus Forssell, Vice President & Director of Bona Far East and Pacific

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Andrea Staxberg

Senior Project Manager Shanghai Senior Project Manager, Shanghai
+ 86 21 6218 9955 ext. 81