This Master thesis was written in collaboration with the Kalmar-based consulting company Sederkvist Kommunikation. The purpose was to explore the market potential for Sederkvist Kommunikations new software Bellman Marketing. Based on these results a launch plan was created and advoice were given to Sederkvist Kommunikation as to how their new administrative tool could be introduced on the market. Data were collected through semi-structured telephone interviews. The population was Swedish so called Gazelle-companies (growth-companies listed yearly by the business newspaper Dagens Industri) and totally 27 units were examined. Analysis indicated that there was a relatively large market potential for Bellman Marketing among Swedish fast-growing companies. The market does however not perceive a need for the software at this point, thus this need has to be pointed out first by Sederkvist Kommunikation. By effective market segmentation and with messages suited for target customers, the launch of Bellman Marketing can be successful.

<p>This Master thesis was written in collaboration with the Kalmar-based consulting company Sederkvist Kommunikation. The purpose was to explore the market potential for Sederkvist Kommunikations new software Bellman Marketing. Based on these results a launch plan was created and advoice were given to Sederkvist Kommunikation as to how their new administrative tool could be introduced on the market. Data were collected through semi-structured telephone interviews. The population was Swedish so called Gazelle-companies (growth-companies listed yearly by the business newspaper Dagens Industri) and totally 27 units were examined. Analysis indicated that there was a relatively large market potential for Bellman Marketing among Swedish fast-growing companies. The market does however not perceive a need for the software at this point, thus this need has to be pointed out first by Sederkvist Kommunikation. By effective market segmentation and with messages suited for target customers, the launch of Bellman Marketing can be successful.</p>

This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.

Purpose: The purpose of the thesis is to study a process within Systembolaget AB that affects a selected part of the assortment model. The assortment is defined as TSE, which stands for tillfälligt sortiment exklusivt, that can be described as temporary assortment exclusively. According to Systembolaget the process currently lacks clarity with associated deviations in launch plans of TSE items to stores. The purpose is to improve visibility to counteract deviations in the process. Method: The report's data collection consists of semi-structured interview studies, literature studies and document review. Analysis of data has been accomplished by a fishbone diagram. Theory: The theoretical framework is made up of the kano model, Porter's five forces and ISO 9000. Results: The TSE process is necessary for Systembolaget's attractiveness as an alcohol monopoly. The range contributes to a width of offers for the customer and satisfies customers who demand more alcoholic drinks than what is available in the fixed range. TSE is mostly a stated need that has one-dimensional attributes that increase customer satisfaction and fulfillment rates. The fishbone diagram has excavated underlying root causes and identified method and measurement as the most serious in affecting quality deficiencies. Systembolaget's power structures in the microenvironment are significantly dependent on the suppliers' ability to act. Currently, the TSE process lacks a quality and management system, with the consequence that a vision, business concept and definition of quality are missing. Likewise, there is no measurement system for measuring the performance of the process in the form of deviations from launch plans. There are still challenges with the lack of internal software systems that impair the transparency of the process. Conclusion: The report suggests that the organization examines the suitability of implementing a quality and management system, measurement system, system support and vision and business idea. / Syfte: Rapportens syfte är att studera en process inom Systembolaget AB som berör en utvald del inom sortimentsmodellen. Sortimentet betecknas TSE som står för tillfälligt sortiment exklusivt. Processen i dagsläget brister i överskådlighet med tillhörande avvikelser i lanseringsplaner av TSE-artiklar till butiker. Syftet är att förbättra överskådligheten i TSE-processen för att motverka avvikelser lanseringsplanerna.   Metod: Rapportens datainsamling består av semistrukturerade intervjustudier, litteraturstudier och dokumentgranskning. Dataanalysen har gjorts med hjälp av fiskbensdiagram. Teori: Det teoretiska ramverket är uppbyggt av kanomodellen, Porter´s five forces och ISO 9000. Resultat: TSE-processen är nödvändig för Systembolagets attraktivitet som alkoholmonopol, då sortimentet bidrar till en bredd i erbjudande för kunden och tillfredsställer kunder som efterfrågar fler alkoholdrycker än det som finns i fasta sortimentet. TSE är till största del ett uttalat behov som har endimensionella attribut som höjer kundtillfredsställelsen och uppfyllelsegraden. Fiksbensdiagrammet har urholkat bakomliggande rotorsaker och identifierat metod och mätning som störst allvarlighet i påverkan av kvalitetsbrister. Systembolagets maktstrukturer i mikromiljön är signifikant beroende av leverantörernas handlingskraft. I dagsläget saknar TSE-processen ett kvalitets- och ledningssystem med efterföljd att vision, verksamhetsidé och definition av kvalitet saknas. Likaså saknas mätsystem för mätning av processens prestanda i form av avvikelser av lanseringsplaner. Fortsättningsvis finns utmaningar med avsaknad av interna stödsystem som försämrar överskådligheten av processen. Slutsats: Rapporten föreslår att organisationen undersöker lämplighet av att implementera ett kvalitets- och ledningssystem, mätsystem, systemstöd och vision samt verksamhetsidé.