This Master Thesis discusses the development of bids for regulation power with consideration of change of discharge. The study was initiated by Vattenfall PD and is a limited part of a substantial development project at the same division. The background of the project is the new demands from SvK, which among other things includes more detailed regulation bids. As from the 1st of November 2008, the regulation bids are supposed to be calculated regarding each specific regulation object, something that is defined by SvK. These new demands changes Vattenfall?s conditions and will increase the need for detailed knowledge about available regulation power and costs for regulation.In this study a strategy for regulation bids was developed.

Background: Thanks to the globalization and the EU the international trade is growing faster than ever and companies are able to change ownership across the borders of the nations. Today one can talk about global marketplace with a deeper integration of the economies of the world. The rapidly growing list of mergers of Swedish companies since the last 10 years indicates that the global companies of today is using mergers as a strategic tool for continue their growth. However the number of unsuccessful mergers is big. The need of understanding and knowledge about different cultures is growing in the global business climate of today, since the collaborations across de national borders are increasing.Problem formulation: Which international strategies are fortunate in international mergers with Swedish companies?Purpose: The purpose is to analyze the integration of the three mergers; Vin&Sprit ? Pernod Ricard, Astra - Zeneca and Telia ? Sonera.Method: This study is a case study with a qualitative approach.

Vi har i den här studien valt att undersöka problematiken mindre och medelstora företag upplever med en indirekt marknadskontakt. Med hjälp av en kvalitativ forskningsmetod och en flerfallstudie har vi intervjuat fyra företag och på så sätt granskat hur relationerna mellan företagen ser ut med syfte att undersöka företagens möjlighet att säkerställa sin identitet i en piggybackingprocess. Vidare har vi granskat möjligheten till att uppnå ett balanserat beroendeförhållande, förutsättningarna att skapa egna kundrelationer och stärka företagets varumärke, detta för att vidare kunna ge rekommendationer för framtida samarbetens utformande.I den teoretiska referensramen har vi huvudsakligen inriktat oss på etableringsstrategin indirekt export med inriktning på piggybacking. Vidare belyser vi internationaliseringsteorier, kundrelationer samt varumärken. Därefter har vi integrerat samtliga teorier i en teoretisk syntes som legat till grund för vår analys.

Turismaktiviteter till havs har kommit att få ett ökat intresse de senaste åren, där människor har upptäckt fördelen med kryssningsfärjor som transportmedel. De erbjuder ett varierat utbud av aktiviteter och upplevelser ombord, som både privat- och affärsresenärer kan ta del av. Detta omfattar flera kundgrupper med olika behov, vilket innebär att rederierna måste uppfylla kundernas förväntningar och vad de efterfrågar. I nuläget finns det en bred konkurrens på marknaden, där de olika aktörerna försöker skapa en egen nisch genom olika marknadsföringsstrategier i syfte att skapa långsiktiga relationer.Syftet med vår studie är att utreda hur Stockholms tre största rederier, Tallink Silja AB, Viking Line AB och Birka Cruises AB, arbetar för att behålla och vårda sina befintliga resenärer, samt vilka strategier som används för att nå nya kundsegment. Vi har även utgått ifrån kundens perspektiv för att undersöka hur de förhåller sig till företagens produkter och tjänster.

Företag inom handel är underrepresenterade i litteratur kring Event Marketing. Kommunikationsverktyget som erbjuder interaktion tilltalar dagens upplevelsesökande konsumenter. Event Marketing som verktyg är i sin tur underrepresenterat inom Brand Management. På grund av Event Marketings aktualitet i dagens samhälle borde det teoretiska gapet studeras. Uppsatsens syfte var således att undersöka hur företag inom handel använder Event Marketing för att framhålla och stärka sitt varumärke, detta med hjälp av följande frågeställningar: Hur motiverar företag inom handel användande av EM? Hur arbetar företag inom handel med att säkerställa att EM får en positiv inverkan på varumärket? Vilka särdrag kan identifieras, inom användandet av EM, för företag inom handel? Undersökningen genomfördes med ett arbetssätt liknande det abduktiva genom öppna kvalitativa intervjuer med tre företag inom handel samt tre eventbyråer.

When referring to the same event, people can have different assumptions. What is interesting to see is why these assumptions are different, why do people have different stories? Some of the reasons could be different levels of expectation, different communication channels or even different cultural backgrounds. We have analysed all these by having a case study within a company that has recently gone through a change management/strategy implementation process.The research reviewed in this paper originates in two different worlds. One world is a research world where stories come from textbooks and articles.

IntroductionIn this study, we have explained the complexities of social media, as it is still a relatively unexplored area. With the rapidly growing use of social media in recent years, companies have chosen to establish themselves in social networks to advertise themselves and communicate with their customers. In this study we analyze IKEA Sweden and their use of social media on the national market, where focus lies upon IKEA Sweden Facebook-page. The study intends to find out how the company uses social media as a marketing and communication tool and also analyzes the relations and conversations that occur on the Facebook-page. Purpose and research questionsThe purpose of the study was to gain a deeper understanding of how a large Swedish company as IKEA has chosen to use social media and how it's perceived by them. We also intended to find out how IKEA Sweden uses social media in their daily work and how the company communicates through this media channel.

The first purpose of this thesis is to investigate if, how, and why the perceived collective identity in the town of Karlskrona has changed. Collective identities can due to their socially constructed nature change rapidly in light of new collective experiences. The reason for suspecting such a change in Karlskrona is the immense impact that the change in the global economy, according to Saskia Sassen, has on cities. By interviewing politicians and media representatives from Karlskrona the perceived identity is drawn. The second purpose of this thesis will then be to test if the identity as it is perceived by Karlskronas habitants differ from the one that town officials present through city marketing.

The purpose of this study is to make a close and critical scrutiny of the EU Lisbon Strategy and the assumption of `sustainable growth´. A basic question is to clarify what is meant by `sustainability´ in the economic and the environmental dimension respectively, and also, to analyse the meaning of `sustainable growth´. Secondly, I try to investigate the relationship between the economical and environmental dimensions of the strategy. Are the goals of the dimensions compatible and mutually supporting or are they conflicting? By illuminating these issues the study moves towards a final set of questions: What are the arguments that encourage or counteract the Lisbon assumption of `sustainable growth´? Is the European Union approaching `sustainable growth´ looking at different economical and ecological indicators? What are the prospects for the Lisbon Strategy as a way towards global `sustainable development´?.

This thesis is an evaluation of the campaign [The digitally curious] that is part of the regional marketing campaign Futurum.kom. Its purpose was to strengthen the library's role in society. The campaign includes Regionbibliotek Kalmar, Länsbibliotek Sydost and also 25 public libraries in Kronoberg, Kalmar and Blekinge. The campaign [The digitally curious] is one of several cluster campaigns targeting their marketing to a specific audience and aims to promote awareness of what libraries have to offer and provide information on digital media and services. The target group for the campaign is a man between 45-65 years old, who is interested in digital technology.

The purpose of this master thesis is to use marketing theory on the library?s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries? activities can appear in the light of marketing theory.

Uppsatsens syfte är att analysera och diskutera varför och på vilka sätt ett detaljhandelsföretag bör erbjuda kunden en multisensorisk varumärkesupplevelse. Uppsatsen kommer att ge företag ökad förståelse för Sinnesmarknadsföring och vad det får för konsekvenser vid utformandet av servicelandskapet.Vi har använt oss av både en kvantitativ och en kvalitativ metod. Den kvantitativa metoden innebar ett experiment där vi undersökte doft- och ljudets påverkan på kundbeteendet. Experimentet utfördes på en utvald yta på EM Kalmar Severins i samband med den specifika produktgruppen soffa. Den kvalitativa undersökningen genomfördes med observationer, 15 kundintervjuer samt en intervju med varuhuschefen..

Title: A new battle, the same bottle: A case study of the visual communication of Absolut Vodka and how it?s positioned towards different market segments.Author: Anna von Friedrichs Grängsjö & Niklas SvanlindhTutor: Jessica GustafssonPurpose: To overview the visual communication of Absolut Vodka and how it?s positioned towards different market segments. Absolut Vodka is a brand that reaches a vast range of consumers through a single consistent marketing strategy. The hypothesis was that one can reach many different market segments with the marketing of a product by constantly keeping some components of the communication the same while constantly changing others. Key questions to be answered are: How do Absolut Vodka address their target audiences in their visual communication? Which market segments does the visual communication of Absolut Vodka seem to address?Method/Material: The research was conducted through a qualitative research study in which four Youtube videos by Absolut Vodka were analyzed.

This Thesis deals with the two concepts branding and position, more precisely how companies with a small marketing budget needs to work with these two concepts. The purpose of this thesis is to understand how these companies are able to assert a position  on their specific market. The thesis treats theories and empirical data to be  able to answer the purposes of the thesis and for the authors to be able to give recommendations of how companies in this situation can improve their marketing strategies. To be able to give these recommendations a more in depth study had been made of a carsharing company, Sunfleet. This to be able to se how a specific company works with branding and positioning as well as what can be improved.

The purpose of this study is to create an understanding of how a company selling commodity products works to create interest and loyalty among customers and how to stand out relative to competition. Based upon present theories within marketing communication, a comparison is made with actual market information to understand how well the theory can predict reality. The study is applied to the dairy industry with the company Valio as the bench mark. In total four persons have been interviewed, marketing manager and category manager at Valio Sweden, and also project manager and art director from their advertising agency. The qualitative data obtained has been compared to predications given by theory.