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Underlag till marknadsplan för Fico Store
University of Gävle, Department of Business Administration and Economics.
University of Gävle, Department of Business Administration and Economics.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesisAlternative title
Basic data to a marketing plan for Fico Store (English)
Abstract [sv]

Syfte: Syftet med denna uppsats är att utveckla ett underlag till en marknadsplan för klädbutiken Fico Store som ska ligga till grund för ett försök att öka konsumtionsnivån hos de befintliga kunderna, som infattas av både stamkunder och sällankunder.

Metod: Vi har valt att använda oss av både en kvalitativ metod i form av en intervju samt en kvantitativ metod i form av en enkät. De har tillsammans redovisats i empirikapitlet i form av text och diagram efter att materialet kodats och bearbetats. Analyser har gjorts löpande i empirikapitlet och i strategikapitlet där empiri har ställts emot teori.

Resultat & slutsats: Tydlig positionering och arbete med kundrelationer är av största vikt för en mindre fristående butik. Vår studie visar också att det är svårt att rikta sig mot en viss kundgrupp då samma kläder kan falla många i smaken oavsett ålder. Val av sortiment påverkar i hög grad hur butikens positionering uppfattas. Olika syn på service bland olika kundgrupper, stamkunder är mer angelägna om service än sällankunder.

Förslag till fortsattforskning: En jämförande studie vad gäller kunder och deras beteende mellan olika konkurrenter inom branschen. Ytterligare en intressant studie tycker vi skulle vara att se hur de stora kedjorna reagerar mot små fristående butiker.

Uppsatsens bidrag: Uppsatsen har framförallt bidragit med kunskap om Ficos nuvarande kunder samt kundernas uppfattningar och behov. Vi tror att studien är en bra grund för Ficos arbete med en framtida marknadsplan.

Abstract [en]

Aim: The purpose of this study is to develop basic data to a marketing plan for the clothing store Fico Store which is supposed to be a base for their work to increase the level of consumption among their existing customers, both regular and durable.

Method: We choose to use both a qualitative method by doing an interview and a quantitative method by doing a questionnaire. We have presented them together in the empirical part in the form of text and diagrams after they had been coded and processed. Analyzes has been done continuously in the empirical part and in the strategic part where the empiricism and the theory is set against each other.

Result & Conclusions: A clear positioning and the work with customer relationships are of high importance for a small independent store. Our study also shows that it’s hard to concentrate on a certain group of customers because the same clothes can be liked by people in different ages. The selection of the assortment highly influences how the stores positioning is cognized. Different view of service between different groups of customers, the regular think it’s more important than the durable.

Suggestions for future research: A comparing study regarding customers and their behavior between different competitors in the business. Another interesting study would be, according to us, to see how the big chains of shops react against small independent stores.

Contribution of the thesis: This study has in particular conduced to knowledge of Ficos existing customers and also the customers’ appreciations and needs. We think this study is a good base for Ficos work with a future marketing plan.

Place, publisher, year, edition, pages
2008. , p. 75
Keywords [en]
Questionnaire, customer analyzes, durable customers, regular customers, customer relationships, service, assortment, positioning
Keywords [sv]
Enkätundersökning, kundanalys, sortiment, positionering, sällankunder, stamkunder, kundrelationer, service/expediering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-470Archive number: E3BA: DiVA 040/08OAI: oai:DiVA.org:hig-470DiVA, id: diva2:120033
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-04-22 Created: 2008-04-22

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CiteExportLink to record
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Citation style
  • apa
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  • ieee
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  • sv-SE
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  • nn-NB
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  • Other locale
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