The purpose of this thesis was to illuminate and create a deeper understanding of how small Niche retail businesses within the apparel industry position themselves. We aimed to investi-gate how these small Niche retail businesses create their position and how they communicate these positions to their target market. To be able to investigate the positioning-process within these small Niche retail businesses a case study was conducted based on interviews with two respondents from two different companies and observations of these businesses physical envi-ronments. The study indicated that the small Niche retail businesses mainly make use of emo-tional aspects and their assortment range to create their position. To communicate their posi-tion to their target market they mainly use their in-store personal selling and their assortment range..

The main purpose of this essay was to study whether Niche parties that were represented in municipal councils in Sweden during the 2007-2010 term of office were politically relevant. Furthermore, factors that might facilitate political relevance for Niche parties were studied. Political relevance was studied using two theoretical perspectives. The objective model of political relevance presents four categories of relevance based on the relations between political parties in a political assembly; governing parties, coalition parties, blackmail parties and isolated parties. The subjective model of political relevance relies on the party representatives? own judgments of the relevance of their parties.

This essay examines the strategies adopted by the Swedish parliamentary parties against the Pirate Party (Piratpartiet). The study uses the PSO-theory, which attempt to explain the success of Niche parties as a consequence of the established parties? strategies against the new competitor. A qualitative analysis and a comparison of the parties? manifestos from the 2002, 2006 and 2010 national elections is used to determine which strategies are adopted.

The purpose of this thesis is to get knowledge about how it is to work as a librarian at Gothenburg city library during a rebuilding process and during the time when they have worked in a temporary library so called Niche library. Which part did they have in the renovation project and in the Niche library? The aim is also to find out how the librarians have experienced their time in the Niche library and if it has affected their profession and identity.The method that is used to answer questions of the study is semi-structured interviews with four public librarians. Through comparing previous research in building and rebuilding process I have analyzed the four public librarian?s part in the renovating process and the temporary library.

The purpose of this study is to examine how a particular Niche in tourism can attract international visitors to a certain destination. To do this, the Swedish food culture was used as a tool to find out how it is marketed to attract international visitors to Sweden. International visitors today wants to find destinations with a rich culture, authentications and traditions to get closer to the destinations identity. The study examines how three of the biggest companies, who works with the promotion of Sweden to an international audience, using the Swedish food culture as a marketing tool. We find that the visitor would like to get closer to the Swedish identity, which the Swedish food culture helps with..

Purpose/Aim: The purpose of this essay is to analyze and discuss how MTV is affected by the development that takes place on the world?s media market. The aim is also to see how MTV?s target group?s image of the channel can give guidelines in how MTV should act in this new media era.Material/method: I have examined the development on the media market and then created a model consisting of relevant factors that could affect a TV-channel today. Those factors and the two factors image and profile are then applied on MTV.

The aim of this paper is to define the perceived consumer values that physical record stores create in order to compete with other distribution technologies. A qualitative method has been used, based on interviews with managers of three records stores in Stockholm. Interviews with their customers have been conducted also. The content has been analyzed with passable theories and the two sources have been compared when adequate.The conclusion of the study is that the physical record stores create many different consumer values, and that many of these are hard to transfer to other distribution technologies. One of the most important values for the consumer is that the personnel have a broad knowledge about music.

The banking industry is a fundamental part of the economy in Sweden. Despite its importance, the competition and the concentration level within the Swedish banking sector is relatively unexplored. This paper aims to examine the development of the concentration level in the Swedish banking sector during a period of ten years, 2003 to 2013. The examined banks in the study are the four largest banks in Sweden; Handelsbanken, Nordea, SEB and Swedbank, and four selected Niche banks, ICA banken, Ikano Bank, Länförsäkringar Bank and Skandiabanken. In order to examine the development in percentage change, there are six selected variables; loans, deposits and borrowings (both public and households), net interest income and return on equity, which are observed during a period of ten years.

Purpose: The purpose of this study is to examine how travel companies have adapted to a digital society and how they use the Internet as a marketing channel.Problem: How have current travel companies adapted to the development of the Internet and how do they use Internet as a marketing channel? Are there any differences in the marketing strategies of different types of travel companies and does the clientele have any impact on the selected marketing method?Method:  This study has been formed by a qualitative approach. Interviews have been conducted with employees at different travel companies across Sweden. The qualitative approach has been chosen to create a deeper understanding and give a broader knowledge to our study.Conclusion: Companies today use the Internet as one of their primary marketing channels, these are mainly websites and social media. The companies agree that aligning themselves after a digital society and new innovations is key to compete in the market.

The hotel industry in Stockholm is characterized by intense competition, and within the next couple of years the construction of a number new hotels is planed. As the number of hotels in Stockholm increase, the competition will increase and the importance of having well functioning strategies will become vital. The purpose of this essay is to examine how two hotels within the hotel industry in Stockholm experience and handle the competition. The two hotels that are included in the study are Clarion Hotel Stockholm and Scandic Continental. The essay derives from models and theories that are related to marketing and competition.

Through interviews, a questionnaire survey and an in­depth analysis of the Swedish magazines Veckorevyn and Magazine Café has a number of parameters been made visible. It was difficult to obtain an unambiguous result when the journal's target audience is crucial for the cover design. Nevertheless, we can generally say that the transparent varnish of covers, PMS colors and enclosing the journal in plastic do not increase the attention value, as this occurs in many magazines. Due to today's tough competition among journals, we believe that they will need to Niche themselves much harder to survive. We also believe that the new, big trend is that more covers will become more plain and stylistically pure, with one big communicating image and fewer coverlines, as many covers were designed during the 1940s..

It is important to ensure and develop the Swedish model for riding schools, since the pupils at a Swedish riding school learn both to ride and to handle horses. There is a pronounced problem of stagnation and in some cases a reduced demand in several of the equine industry sectors including breeding with decreased coverings. The aim of this study was to cast light on how representatives from the horse industry looks at riding schools and their recruitment of horses in the next five years. The research issue was ?Will there be difficulties regarding horse recruitment in 2020 and in that case, what are the consequences?? The results of this work consist mostly of material from a workshop on how the riding school will be affected by reduced breeding in the future.

Background: With the increased globalization food prices went down for a while, only to skyrocket to new levels. Prices of organic food, which already were more expensive than conventional, are now even more expensive. The current financial crisis results in reduced consumption which creates a threat to the smaller grocery stores. Globalization and the increased competition have had a negative impact on the environment but at the same time the desire to solve these issues has increased appreciably. The environmental aspect has been given higher priority by the individual, which led to a wider range of organic products and dramatically increased the number of stores selling organic products, leading to a greater competition among the stores selling organic food.  Problem definition: What factors are important for organic retail business long term survival?Purpose: Trough case studies analyze and evaluate the organic Niche retail companies? strategies of marketing.Methods: This study is based on both qualitative and quantitative research methods.

The purpose of this study is to investigate how a children's book is suggested to be prepared in order to be accepted for publication by a publishing house in Sweden today.My questions was first to clarify the concept of a "children's book". Secondly, to understand if there are any guidelines to follow regarding the design and illustration of a children´s book, and how to proceed with the best chances of getting a mauscript published.To answer the question, I have chosen to use a qualitative method containing questionnaire items involving eleven Swedish publishers of children's literature.My results show that children's books includes all literature that has an target audience of people between 0-18 years of age. The most important thing is that the book's material is appropriate to the target group's level of mental perceptions and emotional competence. The material which then is submitted to the publisher will need to be of the highest quality and the author must investigate a consistent Niche in order to submit the material to a publisher..

A tight economy and a keen competition force the Swedish agricultur to do a structural rationalization. The quantity of farmers is less but the units are growing. How to make money I think some kind of Niche is necessary. In my examwork I have locked how to farm herbaceous plant and the marking of herb to feedstuff for horses. Today health food and alternative medicine are accepted to use and there is an increase in demand. The Swedish market for herbaceous plants to horses is small and the products are mostly imported. But there is a group of consumers who is willing to pay a higer price for Swedish cultivated herbs. The only way to find out which herbaceous plants I could cultivate is to make a test cultivate. I think that the market for herbaceous plants is growing.