Seminariedatum: 2013-05-30 Kurs: Mälardalens Högskola, FÖA300, Kandidatatuppsats i Företagsekonomi, 15hp. Författare: Sebastian Enlund & Daniel Kauppinen, Västerås. Titel: Hur används CRM i ishockeyklubben VIK Hockey vars organisation definieras som en hybridorganisation? Handledare: Angelina Sundström. Nyckelord: CRM, Customer Relationship Management, 7P, hybridorganisation . Syfte: Syftet med denna uppsats är att beskriva användandet av CRM i en hybridorganisation. Detta kommer göras genom att studera VIK Hockeys användande av CRM. Metod: En kvalitativ metod har använts för att erhålla empirisk data som sedan analyserats tillsammans med de teoretiska resonemang som legat till grund för denna uppsats. Studieobjektet i denna uppsats har varit elitishockeyklubben VIK Hockey. Slutsats: Den slutsats som togs fram i uppsatsen är den att elitishockeyklubben VIK Hockey inte använder sig utav CRMs fulla potential, det finns stora möjligheter för organisationen att förbättra sitt användande av CRM.

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The Master´s thesis deals with the proposal of change of marketing communication for a particular atelier that should lead to raising public awareness of the atelier and also subsequently increase its potencial customers. Master´s thesis contains of theoretical knowledge related to the topic, analysis of current state and own proposal of changes. The proposal of changes are based on theoretical knowledge and results obtained by analyzing the current state of atelier.

Syfte: Syftet med studien är att skapa en djupare förståelse för hur företag kan bidra till en mer hållbar konsumtion. Studien undersöker hur företag kan öka försäljningen av ekologiska livsmedel med hjälp av marknadsföringsstrategier för att påverka konsumenternas köpbeteende.  Metod: Studien grundar sig i en induktiv, kvalitativ metod med ett hermeneutistiskt synsätt. Elva semistrukturerade intervjuer har genomförts och tolkats med hjälp av en Framework-matris. Resultat och slutsats: Studien visar att priset är den viktigaste orsaken till att konsumenter inte väljer att konsumera ekologiskt idag och att ökad kunskap behövs för att konsumenterna ska förstå varfördet är värt att betala mer för ekologiska livsmedel. Genom att använda den utökade gröna marknadsföringsmixen kan företag bidra till en mer välutbildad och hållbar konsument. Dessutom konkluderas det att ansvaret för en hållbar konsumtion inte enbart ligger på konsumenterna.  Examensarbetets bidrag: Studien har bidragit till en förståelse för vilka faktorer och drivkrafter som kan användas i företagens marknadsföringsstrategier för att bidra till en mer hållbar konsumtion.  Förslag till fortsatt forskning: Studier kring skillnaden mellan hur konsumenter och producenter uppfattar marknadsföringen av ekologiska produkter, användningen av influencers i marknadsföringen och samverkan mellan aktörer på livsmedelsmarknaden kan bidra till forskningen om hur företag kan öka den hållbara konsumtionen. / Aim: The aim of the study is to create a deeper understanding of how companies can contribute to sustainable consumption. The study aims to investigate how companies can increase sales of organic foods with marketing strategies to influence consumers' buying behavior. Method: The study is based on an inductive, qualitative method with a hermeneutic approach. Eleven semi-structured interviews were conducted and interpreted using a Framework matrix. Results and Conclusion: The study shows that price is the single most important reason why consumers do not consume organic, and that consumers are not sufficiently educated to understand why organic is worth paying for. By using the expanded green marketing mix, companies can contribute to create a more well-educated and sustainable consumer. It is also emphasized that the responsibility for sustainable consumption does not only lie with the consumers. Contribution of the thesis: The study has contributed to an understanding of the factors and driving forces that can be used in companies' marketing strategy in order to contribute to more sustainable consumption. Suggestions for further research: A comparison of how consumers and producers perceive marketing of organic products, the use of influencer marketing and studies on the collaboration between producers, traders and politicians can benefit future research on how to increase sustainable consumption.

Safe, high speed, on time, high transport volume, minimum land use, low energy and low pollution are unique features of high-speed rail transport. In countries reaching a threshold level of economic development, traditional railway system will no longer satisfy the need of the mass in cross-township transport. As the cost of energy and demand for environmental protection escalates, high-speed rails have gradually surfaced as a competitive mode of transport in cross-township traveling. Furthermore, it is able to bring regional developments. However, high-speed rail transport is a new industry in Taiwan. There has been no hands-on experience in the passenger service. How then, through the development of marketing strategy and implementation, so as to promote the service quality and customer satisfaction, has been a primary operations objective of high-speed railways. This motivated the need to study the service marketing strategy in high-speed rail transport. The Taiwan High Speed Rail Corporation (THSRC) is the subject of this study. The 7P marketing mix of the service industry was the theoretical foundation. Historical data on the service and marketing strategies of high-speed railways in countries such as Japan, France and Germany were collected. Questions for conducting in-depth interviews with experts in high-speed railway were devised from the study of these historical data. In addition, a survey questionnaire was developed from the data collected via interviews. Passengers taking the Taiwan High Speed Rail were surveyed for statistical analysis. Finally, an appropriate service and marketing strategy was developed. The results show, the Taiwan High Speed Rail needs to first build a brand image of safety and credibility. It needs to schedule and allocate headways in line with its target passenger group and develop a comprehensive product strategy for its target customers. Having done that, it needs to propose competitive price strategies and promotion programs on corporate customers and travel agencies. Making use of the comprehensive mobile telephony coverage and internet network, and more convenient channels should be further developed. Furthermore, the THSRC needs to solve the problem of passenger transfers in station areas gradually. This is necessary to promote the overall service quality, satisfy divergent needs of the target market, and build up a recognized brand in high-speed railway transport. Finally, the recommendations made to THSRC were compared with service and marketing strategies in other countries. It is hoped that the results would be able to provide THSRC and any other countries planning to develop high-speed railway, some practical reference in planning their marketing strategies.

The aim of the diploma thesis was to verify the influence of different seed plant biotechnics on the growth of cultures and development of the root system of the cryopreservation material of spruce and beech forest in the 7th forest vegetation stage. The monitoring was carried out at LS LČR Janovice on forest types 7P and 7K. As the main biotechnology for testing, the seedbed was planted, the seedbed was planted without and with overlay, the seedling was planted without overlapping and seeded with seedless forks without overlapping. The effect of the balloon overlay was also evaluated. To evaluate the influence of different plant biotechnology on the growth of the cultures and the development of the root system we mainly served the criteria of the height of the above-ground part, the thickness of the root neck, the size of the assimilation apparatus, the loss, the vitality, the development of the root system, etc. The best plant biotechnology was evaluated for the spruce spruce on the area 7P planting seedless pipe without overlap and on 7K area planted with seamless sowing. In the case of forest beech, 7P was evaluated as the best seedling without overlap and 7K seedbed without overlapping. The suitability of hole seedlings for both studied species and areas was confirmed. The effect of seedling on the deformation of the root system was confirmed.

Králová, H., Development strategy for selected construction companies. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis “Development strategy for selected business entities in the construction industry” is focused on suggestions of business strategy, which can strengthen competitiveness, consolidate internal stability and contribute to the improvement of business activities. The suggestions are created using analysis of the external environment, analysis of the field environment, analysis of the in-ternal environment of enterprises companies. The results are used as a starting point for suggestions of business strategies.