Sammanfattning ProblembeskrivningKonfektionsbranschen har problem med osålda produkter vilket resulterar i hög kapitalbindning. Modesvängningarna inom konfektionsbranschen blir allt snabbare vilket gör att felinköp av stora produktpartier kan bli avgörande för företagets lönsamhet. Produkter som inte säljs i ordinarie butiker måste avyttras och ett alternativ kan vara Outletförsäljning. SyfteSyftet med denna magisteruppsats är att beskriva Outlet som en marknadskanal inom konfektionsbranschen. Vidare är syftet att analysera vilka förhållanden som talar för respektive emot användningen av Outletförsäljning som en alternativ marknadskanal.

Globalization has stimulated the free markets and has made possible for Swedish companiesto expand internationally. Some markets have been deemed attractive and companies havechosen to enter them. The decisions concerning internationalization and marketing havedetermined the success of the companies on the new market. Therefore, several elementsbecome important: the motives behind the new market entry, the local marketcharacteristics and the adaptation of the four components of the marketing mix ? product,price, place and promotion.The purpose of this thesis is to study how three Swedish companies adapt their marketingmix to the local conditions in Australia and identifies success factors in order to help othercompanies considering a market entry.

SUMMARY The interest of horses in the riding sector has increased the last decades. A large amount of horses are transported in a 1 or 2-horse trailer, which is pulled by a car. Today a large number of different products and designs of trailers can be found on the market. The difference in shaping of trailers depends on tradition and experience. There are no detailed directions on the demands for shaping of horse trailers today. The literature review contains a market analysis of both Swedish and imported horse trailers.