Students within the ICA retail club got assigned to solve one of two headaches that Jonas Gunnarsson and Stefan Ekström from the strategy and analysis department at ICA presented. The participants were split into four teams. Two of the teams were instructed to look into the market development of Swedish locally produced products and the other two teams were to look into the market development of ecological products and what eco really stands for in today's climate. All groups then had to come up with solutions based around the 4P framework on how ICA could handle this and move forward.

The overarching theme of the ideas covered different strategies for short- and long-term actions. Short-term was focused on utilizing sales promotions and developing the loyalty program while long-term was more based around communicating health and fitness benefits as well as being more transparent in the marketing communications by creating stories around the supply chain.

Hugo Andersson, Key Account Manager, ICA Retail Club