Glaset i Centrum
En fallstudie på New Wave Group
Seen in many trends and studies, consumers of today feel a growing desire to experience the uniqueness in products and services. This is forcing companies be more innovative and creative in their marketing, in order to distinguish and differentiate themselves and their products/services. We believe that creating a top-to-bottom experience strategy is one way that a company can succeed in this.The purpose of this thesis is to analyze and clarify how a business can reinforce their product experience through a complete experience strategy. In order to demonstrate this we have made a case-study research for the New Wave Group, advising them on how they can place blown glass art at the heart of the town of Kosta.The authors have used qualitative methods and an abductive approach. Four interviews have been completed with executives from the New Wave Group, including the project manager, hotel manager, head of the Kosta Boda smeltery and head of guides and visitors at Kosta museum. The theories used are related to experience strategy and will in the analysis be interrelated to clarify their common ground.As can be seen in the analysis the authors have discerned a connection between the lack of clear marketing strategies and the unchecked entrepreneurialism within the company, and how this has caused the company to project a less comprehensive view. A model created for this thesis, will firstly show that the quantity of visitors from different segment does not correspond with the volume of experiences given, and secondly how the gap between these can be reduced. The result of this analysis will provide the New Wave Group with innovative solutions and strategies that will make this reduction a success.