Underlag för kommande marknadsföringsinsatser
The purpose of this study is to identify the points-of-difference that should form the basis for Bryggarsalen?s future marketing efforts. Bryggarsalen is a newly established conference business in Stockholm. To be able to identify these points-of-difference, Bryggarsalen?s marketing problems have been studied from the resource-based view, claiming that the source of sustained competitive advantage derive from a firm?s unique bundle of resources. The study proceeded from the assumption that organizational embedded knowledge is a strategic resource that automatically is a source of sustained competitive advantage. In marketing terms we claim that this resource can be considered as a source for finding points-of-difference. However to be considered as points-of-difference, the organizational embedded knowledge must also be seen as valuable to target customer group.Therefore, this study starts by mapping Bryggarsalen?s and its parent company Studiefrämjandet?s organizational embedded knowledge. After that, the identified organizational embedded knowledge is matched with target customer needs. The method used to identify the organizational embedded knowledge is inspired by the technique for causal mapping. To identify target customer needs we have made a trend analysis of the Swedish conference market.Based on our findings following elements in Bryggarsalen?s access to organizational embedded knowledge can be considered as points-of-difference: Studiefrämjandet?s embedded knowledge regarding effective and interactive learning (folkbildningen); Studiefrämjandet?s embedded knowledge regarding keeping courses attractive; Martin Orchidéen?s embedded knowledge regarding cooking and UIf Cronheim?s embedded knowledge regarding event logistics.