The purpose for this study is to look at the Pink Caravans, which is a Swedish travel company that started in the beginning of the seventies. The company today has a unique profile within the travel industry which made us curious about how they have managed to keep their distinctiveness over such a long period of time. We have chosen to focus on how they work with the market in this ever changing world, including aspects regarding for example the customer being more demanding today than before. We have also looked at a potential future for the company considering new trends popping up like the environmental issues. The study is based on a qualitative approach and a case study research regarding the Pink Caravans. We choose this approach because we wanted to come closer to our subject in order to establish a greater understanding for the case itself. We have completed seven interviews, including personnel and customers to the Pink Caravans as well as two external respondents from within the travel industry, which have then given us a basis for our analysis. The last two chapters of the essay regarding the analysis and the conclusions are difficult to give a complete picture of, because of the essays qualitative method. Therefore, we would like to refer to those two chapters for further reading.

<p>The purpose for this study is to look at the Pink Caravans, which is a Swedish travel company that started in the beginning of the seventies. The company today has a unique profile within the travel industry which made us curious about how they have managed to keep their distinctiveness over such a long period of time. We have chosen to focus on how they work with the market in this ever changing world, including aspects regarding for example the customer being more demanding today than before. We have also looked at a potential future for the company considering new trends popping up like the environmental issues. The study is based on a qualitative approach and a case study research regarding the Pink Caravans. We choose this approach because we wanted to come closer to our subject in order to establish a greater understanding for the case itself. We have completed seven interviews, including personnel and customers to the Pink Caravans as well as two external respondents from within the travel industry, which have then given us a basis for our analysis. The last two chapters of the essay regarding the analysis and the conclusions are difficult to give a complete picture of, because of the essays qualitative method. Therefore, we would like to refer to those two chapters for further reading.</p>