The thesis tries to answer how a combination of financial metrics and marketing metrics can improve strategic decision making. The purpose is to develop a strategic working method for general dealers. The method is based on the two theoretical frameworks "The strategic resource model" and "The importance-performance matrix". The suggested method is being tested in a small retail store environment on the Swedish market. The result of the test shows that a better suited strategy can be developed when this strategic method, which combines financial metrics with marketing metrics, is being used.

The knowledge development regarding in-store marketing has shown that influencing a consumer in a store setting is a powerful tool to change the consumer?s buying patterns. However, the store as a marketing channel lacks, in many ways, conducted academic research and according to marketing theory investments into in-store marketing tend to be taken without advanced marketing consideration. As a consequence, we have chosen to generate new insights into the field of in-store marketing by studying in-store demonstrations both from a behavioral and a mental dimension. Furthermore, we have also chosen to study how different consumers with different degree of loyalty and buying patterns are influenced by an in-store demonstration.This study aimed to obtain a better understanding of in-store demonstrations through breaking down the demonstration into its core elements and from these elements construct different types of demonstrations.

Due to the harsh competition among Swedish food retailers, in-store marketing is a crucial component in the stores marketing strategy. In an attempt to differentiate among its competitors, COOP Sweden has begun to use concave store shelves. Although the food retailing industry is one of the most studied, no research has been conducted on the concave store shelves. The objective of this study is to describe how these shelves effect the customer perception of the assortment, their experience of the store environment and their buying behavior. An S-O-R framework is used as an overall basis in order to outline the effects investigated in this paper.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..

This paper focuses on traditional clothing enterprise IT strategies. The purpose was to investigate the correlation between traditional clothing companies IT strategies and their brand. In a market where the competition is high it has become more important that the company targets a customer segment. To reach their targeted customers the company builds their brand with different corporate strategies. This segmentation is necessary because of the high exposure to competition, and a well-established brand could be a prerequisite for profitability.  In today?s market, IT has a major impact on the clothing business.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them.

Today most studies regarding marketing are made on traditional marketing channels, answering questions like which jingle is best or which TV-channel a company should focus their marketing budget on. There is also the science regarding the best way of marketing on Social Networking sites or how to get as many 'likes' as possible, and so forth. However research has also been made in the field of in-store marketing and how a retailers or brand owners can affect customers in "the moment of truth". Until now most of these studies discuss how to get the attention of the customer in the store since both time as well as level of commitment in general is scarce when a customer is in a grocery store doing the necessary weekly- or complementary-shopping. It seems like most of them make the very same conclusion; catching the attention of a customer is vital to sell them your product.

The current legislation on marketing of tobacco products creates problems for Swedish Match, and obstruct its marketing communications. The purpose of this paper is to investigate Swedish Match's marketing strategy of product category snuff, through a special exposure. In store placement has a great affects on customer buying behavior and studies have shown that 70-80 percent of all purchasing decisions are made in the store, which in turn provides great opportunity for retailers to use their marketing tools for influencing customer buying decisions.Our thesis study is to test a double exposure of snuff with the help of three special exposure. These three special exposures are fridge, fridge with a sign and sign. The purpose of the study is to test which of these three special exposures that have the greatest impact on sales.

En sammanfattning av uppsatsen på maximalt 8000 tecken.The purpose of this study was to analyse if there are in-store consumer behaviour differences between the consumers that use ASF and the consumers that not use ASF in store. More precisely this study had two objectives. The first objective was to create a conceptual model depicting the various behavioural effects that the use of ASF may result in. These variables were tested empirically in order to analyze if the use of ASF influence in-store consumer behaviour. The second objective was to analyze if there are differences in the routes taken by the consumers in store, in relation to whether the consumers use the ASF or not..

Abstract Title: A study of in-store atmospherics impact on young consumers in fashion houses Date of the Seminar: June 4th 2008 Course: BUSM08. Master thesis in International Marketing & Brand Management Authors: Md. Abu Baker Siddique Masum Milan Filipovic Supervisor: Ulf Elg Keywords: In-store atmosphere, young generation, fashion houses. Thesis purpose: This thesis will find out the influences of the in-store environment in the fashion houses and it will be applicable for this sector. This research will provide information to develop a better in-store environment in fashion houses to attract more young people.

The global spread of the Internet has enabled busniesses and consumers in all industries to be better informed. Consequently, the buying process has appeared to become different from what tratditional models implies. As the buying behaviour among customers is evolving, selling companies are responding to this change. This thesis evolves around the consequences that the developing relationship between buyer and seller in business-to-business companies has led to. The topic in focus is the buzzword and phenomena "content marketing" with its marketing and selling strategy.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

Problem formulation? Are there any factors affecting the choice of marketing strategy?? What is it that determines the degree for the company to use a standardized or a adapt marketing strategy?? How profitable is Scania's marketing strategy in each country?Objective: The overall aim of this study is based on local adaptation and global standardization to compare the degree to which the company Scania chooses to adapt or standardize its marketing to the South American and Asian markets.We also aim to compare and describe any factors that affect the countries' differences in marketing strategies and to evaluate and measure the profitability of marketing strategies in each market.Methodology: The study is limited to Scania's marketing in the truck market in Argentina, Brazil, Malaysia and Singapore from 2006 to 2010. In order to answer the study's problem formulation and purpose we have chosen to combine a qualitative and quantitative approach. Four interviews were conducted with marketing executives from Argentina, Brazil, Malaysia / Singapore and Sweden. We have also chosen to examine Scania's annual report and include figures on the market shares of Scania in the respective countries and the number of sold Scania truck which is then compared against the number of registered vehicles by country.

Context: Congruent ambient scents are not used extensively in marketing and there is only some research in this area within the Swedish retail. Moreover, there are not many studies that show how ambient scents influence customer behavior in a Swedish clothing store.Purpose: Examine and analyze which of the ambient scent vanilla and white orchid that suite and can provide a signature fragrance to the clothing store Kompaniet in Kalmar. The purpose of this study is therefore to compare how these scents affect the customers? behavior in the servicescape.Method: A deductive research strategy with an experimental design. The experiment was performed in Kompaniet in Kalmar.Theory: Our theoretical framework consists of sensory marketing, male and female shopping behavior, the sense of smell and ambient scent in the servicescape atmospherics.Results: Here we present a presentation of Kompaniets servicescape.

The interest for organic food has grown a lot over the last 15 years. Even so, only 3.5 % ofthe share of wallet in Sweden goes to organic food. The purpose of this study is to examine and describe how retailers can get consumers to buy more organic fruits and vegetables. The study was carried out by visiting six Coop Konsum-stores, of which three performed poorly and three performed well in organic sales. We conducted interviews with the department managers, customer surveys and in-store observations.