El presente trabajo de investigación busca validar la introducción de un nuevo yogurt Premium al mercado peruano, utilizando una base de contenido diferente al de la competencia y la utilización de un insumo poco conocido en Lima, el Cushuro, el cual es altamente nutritivo y no es muy utilizado de forma comercial. Hemos validado las diferentes posturas que teníamos relacionadas al yogurt, se llevó a cabo la elaboración del producto final y según las ventas obtenidas llegamos a proyectar que a partir del segundo año la empresa percibiría utilidad neta positiva, esto debido a la introducción de Cusure al Sector Retail. La propuesta de valor de la empresa es ofrecer al público un producto saludable, con insumos de calidad y nutritivos que puede ser consumido como complemento en el desayuno, un snack de media mañana o ser el postre del almuerzo el cual lo puedes encontrar en Tiendas Especializadas, Canal Online (Venta directa) y Ferias. / This research paper seeks to validate the introduction of a new Premium yogurt to the Peruvian market, using a different content base from the competition and the use of a little-known input in Lima, the Cushuro, which is highly nutritious and is not widely used commercially. We have validated the different positions we had related to yogurt, the elaboration of the final product was carried out and according to the sales obtained we came to project that from the second year the company would perceive positive net profit, this due to the introduction of Cusure to the Sector Retail The value proposition of the company is to offer the public a healthy product, with quality and nutritious inputs that can be consumed as a complement at breakfast, a mid-morning snack or be the dessert of lunch which you can find in Specialty Stores , Online Channel (Direct sale) and Fairs. / Trabajo de investigación

Digitaliseringen är den faktor som präglat hela detaljhandeln framåt och utvecklat nya försäljningskanaler. Av studiens resultat har framkommit att digitaliseringen ihop med kundens roll haft den största påverkan på hur försäljningskanalerna utvecklats. Studien har även påvisat viss problematik kring hur fysiska resurser på bästa sätt optimeras då branschen i framtiden tros bli allt mer digitaliserad och robotiserad. Idag strävar livsmedelsföretag att på bästa sätt kunna tillfredsställa kunders behov, vilket tagit dem fram till utvecklingen som skett. Företag kommer även i framtiden arbeta för att tillmötesgå och uppfylla ett unikt kundvärde. Resultatet påvisar att faktorer som tidsbesparing, effektivisering, integrering av försäljningskanaler samt robotisering är nödvändiga för en utveckling som ligger i framkant. / Purpose and research question The purpose of the study is to investigate the change of various sales channels and the customer’s role in the retail sector and how representatives from companies believe that sales channels may develop in the future. With this as a starting point, four research questions have been developed with a focus on the grocery trade. 1. In what ways are sales channels considered? 2. What different types of customer values characterize the company’s work? 3. How is the customer’s role affected depending on the different sales channels? 4. How do representatives of the trade and consultants in the field consider sales channels may develop in the future? Method This thesis is based on this case study of qualitative method in the Swedish grocery trade. The foundation consists of a deductive approach with elements of induction aspects. Empirical data consists of eight semi-structured interviews, after which the respondents are representatives in both retail and grocery trade. Conclusion Digitization is the factor that has characterized the entire retail trade forward and developed new sales channels. The study's result revealed that the digitization together with the customer's role had the greatest impact on how the sales channels have developed. The study has also shown some problems with how ineffectively physical resources are utilized. Due to that the industry is believed to be increasingly digitized in the future. The grocery trade strives it’s best to satisfy the needs of the customer. This yearning has led to futher development. The results show that factors such as time optimization, increased focus on efficiency, and strengthening the integration of sales channels are necessary for the development of the industry. In the future companies will work to not only understand but meet a unique costumer need.

The textile business is one of the oldest industries of our time, and it employs nearly 1.4 million workers within the European Union alone. It is not unusual that this is the foundation of a country’s industrialisation. Even though the industry brings many positive factors, there are also negative factors that will influence the industry’s growth in the future. One of the textile industry’s largest negative factor is the effect it has on the environment.The current recession that is effecting our society is spreading all over the world. It is for the future to decide what kind of fashion companies that will survive. According to analysts, it is the companies with a nisch that are mostly expected to survive, for example, Case Company X which is working with design, production and sales of ecological fashion clothes. It is therefore important and relevant for Case Company X to make not only short but also long-term strategies to keep up with the fashion industry’s competition and dynamic development.The purpose of this study is to identify the main target group for Case Company X and to present possible sales channels and strategies for the company.We have used the hermeneutical perspective since the different research areas can be seen as a whole. Our method of working has been abduction, since we have chosen to alternate between empirical data and theory. The study combines both qualitative and quantitative methods. The qualitative method has been used to make deeper research within Case Company X, and the quantitative method has been used in the work with the questionnaire to try and find the company’s main target group. According to which part of the study that has been researched, the choice of data has varied. To make the study more reliable, we have chosen to use both primary and secondary data.We have been able to identify the main target group and we have also been able to suggest suitable future sales channels and strategies for the company. The main target group for Case Company X are working women aged between 20-45, with a middle to high income, and who buy clothes on average once a month.Taken together, our results indicate that the following two factors are important in the choice of sales channels for Case Company X, (i) how the company and its brand can be introduced to the high street i.e. sold in shops like Mouche, NK Designers, NK Mode, Grace, Solo, and Venti Nove (ii), how the staff can effectively explain the positive effects of ecological clothes. We believe that Drömma, Åhléns, Hildur as well as Case Company X own website are retailers of interest.IIWe recommend that Case Company X should only work with one segment and try to satisfy one specific target group. Therefore, we suggest that Case Company X initially should establish itself as a nisch company on the Swedish market. / Program: Textilekonomutbildningen

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them. This study uses a quantitative method with 150 respondents participating in a survey of 16 questions. The respondents consist of women in Stockholm in the age group 15-35. The survey is based on theories of sales channels and consumer buying process. The results show that respondents shop more frequently in a physical store than an electronic store. The three most important factors, for respondents that are using both channels, are the price, the fit and the quality. The latter two factors are perceived to be more easily evaluated and detailed in a physical store with physical contact. The traditional retailers, who only shop in a physical store, value service and experience the highest. This is one of the main reasons that they do not shop online because the service and experience are different in each sales channels. However, the price, the fit and the quality share the second place. Also, the brand and the width of the supply are of significance since the availability is greater in e-commerce. These two factors, can along with the price, be prime reasons for onlineshopping. Respondents who never shop online consider safety and shipping/delivery process the main reason for it. This study has therefore come to the conclusion that the ideal marketing strategy for consumers is the brick and click strategy. These two combined channels can compensate for each other's shortcomings and thereby enhance the consumer satisfaction. With a combined sales channel, consumers have also the possibility to use both channels in the buying process and adapt their approaches in the different stages according to their needs, which may differ depending on different circumstances.

With the growing popularity of e-commerce, this market has become highly competitive, prompting companies to develop an appropriate strategy. As it turned out, focusing on e-service quality is the key and most competitive strategy in this market. However, as there are three predominant online sales channels, companies first need to understand how these are perceived regarding e-service quality and take further steps on this basis. Therefore, the primary purpose of this thesis was to investigate the impact of the type of online sales channel on e-service quality perception among Generation Y. Accordingly, an online between-subjects experiment was carried out in which 369 valid responses were retained. Respondents assessed the e-service quality of one presented online shop (marketplace, reseller or web-store channel) based on five dimensions identified by Lee and Lin (2005). The findings showed that the channel type impacts e-service quality perception. However, it determines only two of the five dimensions, responsiveness and trust, which further suggests that these are the most powerful predictors of e-service quality. The study contributes to pushing the research on e-service quality and e-channels forward by identifying e-service quality dimensions affected by the type of online sales channel. Subsequently, it provides evidence that even if the channel type influences just two dimensions, it still affects the overall e-service quality. Therefore, it further demonstrates the validity of using a higher-order construct instead of first-order constructs regarding e-service quality. Furthermore, it also extends the Technology Acceptance Model research by questioning today’s importance of website design. Moreover, this paper enables companies that already sell online and those who want to start selling online to make more accurate decisions when choosing an online sales channel. Finally, it gives the owners/managers of online sales channels an indication of which areas need improvement to enhance the perception of e-service quality in the channel they operate.

El presente estudio de investigación es para identificar qué canales de compra son los más utilizados por las mujeres que adquieren productos de Belleza y Cuidado Personal a través de catálogos en Lima Metropolitana. Se utilizó el tipo de investigación de alcance descriptivo con un enfoque mixto, con el objetivo de identificar los canales de compra que utilizan las mujeres y cuál es el de mayor relevancia y frecuencia. Asimismo, el tipo de diseño utilizado es No Experimental, Transeccional que ayudará con la recolección de información a la investigación. En el enfoque cualitativo, se desarrolló dos tipos de entrevistas en profundidad. La primera entrevista se aplicó a expertos en la venta de catálogos de belleza y que cuentan con consultoras a su cargo; nos ayudarán a comprender su opinión y su perspectiva sobre el tema estudiado y el mercado actual. La segunda entrevista en profundidad se aplicó a consultoras de belleza para conocer el modelo de venta y su influencia sobre las herramientas digitales. Con los resultados de los dos tipos de entrevistas se logró elaborar el cuestionario para el enfoque cuantitativo, con la información procesada se realizó un análisis descriptivo, de fiabilidad y factorial. Por lo tanto, se concluye que para las mujeres de 20 a 59 años que adquieren productos de Belleza y Cuidado personal a través de catálogos en Lima Metropolitana, el canal más utilizado es mediante una consultora de belleza; empleando las herramientas digitales como un refuerzo en el proceso de compra. / This research study is to identify which purchase channels are the most used by women who purchase Beauty and Personal Care products through catalogs in Metropolitan Lima. The type of descriptive research was used with a mixed approach, with the aim of identifying the shopping channels used by women and which one is the most relevant and frequent. Also, the type of design used is Non-Experimental, Transectional that will help with the collection of research information. In the qualitative approach, two types of in-depth interviews were developed. The first interview was applied to experts in the sale of beauty catalogs and who have consultants in their charge; They will help us understand your opinion and your perspective on the subject studied and the current market. The second in-depth interview was applied to beauty consultants to learn about the sales model and its influence on digital tools. With the results of the two types of interviews, the questionnaire for the quantitative approach was prepared, with the information processed a descriptive, reliability and factor analysis was performed. Therefore, it is concluded that for women aged 20 to 59 who purchase Beauty and Personal Care products through catalogs in Metropolitan Lima, the most used channel is through a beauty consultant; using digital tools as a reinforcement in the purchase process. / Tesis

Actualmente, el consumo de bebidas alcohólicas es cada vez más frecuente, ya que se pronostican incrementos en 10% para los próximos años en la industria. Asimismo, este mercado posee una gran acogida en horarios nocturnos. Sin embargo, las licorerías como tiendas retail no pueden abastecer en horarios de madrugada, ya que la venta de estas se encuentra prohibida pasada las 11:00 pm, según norma legal, por lo que muchos clientes deben comprar estos productos horas previas a iniciar un evento o bien se les hace imposible encontrar un establecimiento abierto con disponibilidad de vender estas bebidas. Lo que puede generar incomodidad por no continuar la reunión como esperaban. Es así que el presente proyecto, aborda esta problemática enfocándose en personas jóvenes entre las edades de 18 – 39 años de los NSE A y B que residan en Lima Metropolitana. Mediante un servicio de entrega de bebidas alcohólicas en los horarios de jueves a sábado de 09:00 pm a 04:00 am. El equipo de trabajo escoge este público objetivo, ya que este posee la capacidad adquisitiva para pagar los precios establecidos por Sr. Shot y se encuentra a la vanguardia de la tecnología del comercio electrónico para estar en contacto con alguno de los canales de venta del negocio. Para la inversión inicial se requerirá del aporte de S/ 42,396 por parte de los accionistas, donde se recibirá un COK del 14.73% con un retorno de la inversión a partir del tercer año. / Nowadays, the consumption of alcoholic drinks are more frequently, as increases of 10% were predicted for the coming years in the industry. In addition, this market has a great reception at night hours. However, liquor stores such as retail stores cannot supply at dawn hours because the sale of them are prohibited after 11:00 pm, according to legal regulations, so many customers must buy those products before starting an event or they find it impossible to find an open establishment with availability to sell these drinks. What it can generate discomfort for not continuing the meeting how people expected. Thus, this project takes in consideration this problem focusing in young people between the ages of 18 - 39 years of socioeconomic level A and B residing in Metropolitan Lima. Through a service delivery of alcoholic drinks in the hours from Thursday to Saturday from 09:00 pm to 04:00 am. The work team chooses this target because it has the purchasing power to pay established prices of “Sr. Shot” and is at the forefront of E-commerce technology to be in contact with any of the sales channels of the business. For the initial investment, a contribution of S/. 137,722 will be required from the shareholders, where a COK of 14.73% will be received with a return on investment from the third year. / Trabajo de investigación

The clothing retail industry has developed globally and is today one of the world’s largest industries. In recent years, Sweden has developed a competitive fashion industry, where the new trend in e-commerce is clear. Since e-commerce is a suitable strategy for rapid growth, it is especially important for managers to understand the impact e-commerce has on their businesses. To be able to have the ability to survive in the long-term industrial competitiveness, firms have to continuously improve their knowledge base about the factors that must be considered when choosing sales channels in the clothing retail industry. In this master thesis we have studied and analysed factors that must be considered when choosing sales channels. A literature review was done, where eleven initial factors that affect the choice of sales channels were identified. Thereafter, to conduct a comprehensive empirical study, we conducted eight case studies with semi-structured interviews with companies in the Swedish clothing retail industry, founded no longer than approximately a decade ago to cover the recent developments in the industry. The empirical study resulted in that six factors from the literature were reinforced and that four new factors were identified. These ten final factors were thereafter analysed from two main perspectives: company focus and consumer focus. Finally, the impact of the final factors on the three different sales channels; online, brick-and-mortar and retailing, was discussed. The ten final factors are: Marketing and Customer Loyalty, High Costs, Customer Behaviour, Outsourcing or Insourcing, Managerial Productivity, Intangibility and Tangibility, Fill a Gap, Customer Experience Control, Spread of Distribution and Type of Assortment. Our contribution to previous research is that this study has a more distinct company focus, and due to the development of e-commerce this study has captured the new characteristics of the industry.

Detaljhandeln har förändrats i och med digitaliseringens framfart. Teknikens utveckling tillsammans med en större andel uppkopplade konsumenter innebär nya försäljnings- och marknadsföringskanaler för detaljhandlare. Detta har medfört att detaljhandelsföretag ställs inför krav av att integrera de olika kanalerna med varandra vilket inom forskningen benämns som en omnikanalstrategi. Syftet med studien har varit att, ur ett företagsperspektiv, undersöka hur svenska detaljhandelskedjor arbetar med att integrera digitala och fysiska försäljnings- och marknadsföringskanaler. Detta för att erhålla en bättre förståelse för fenomenet omnikanal och hur företag går tillväga för att integrera kanalerna med varandra. Studien ämnar bidra med kunskap kring hur företag kan skapa en enhetlig upplevelse mellan sina olika kanaler. I studien har en kvalitativ forskningsmetod tillämpats där semistrukturerade intervjuer genomfördes med detaljhandelsföretag som arbetar med omnikanaler. De företag som medverkade i studien var Cervera, Elgiganten, Gina Tricot, Kappahl, Kicks, Lyko, Netonnet och Royal Design. Resultatet av studien påvisar flera aspekter gällande hur detaljhandelsföretag kan integrera de digitala och fysiska försäljnings- och marknadsföringskanaler med varandra samt dess utmaningar och möjligheter. En modell har även tagits fram, vilken består av fyra gemensamma grundläggande steg gällande att skapa en enhetlig upplevelse mellan kanalerna. De fyra stegen som identifierats är: nulägesanalys, identifiering av kundresan, skapa konsensus samt integrera system. / The retail industry has changed with the advance of the digitalization. The development of new technology and consumers who are continuously connected online implicate new sales and marketing channels for retailers. This imply that retail companies face the requirement of integrating the different channels with each other, which in research is called an omni-channel strategy. The purpose of the study has been, from a management perspective, to investigate how Swedish retail chains work to integrate both digital and physical sales and marketing channels. This to obtain a better understanding of the phenomenon omni-channel and how companies integrate the channels. The study aims to provide knowledge for how companies can create a unitary experience between their different channels. The study applied a qualitative research method in which semi-structured interviews were conducted with Swedish retail chain companies that has an omni channel strategy. The companies that participated in the study were: Cervera, Elgiganten, Gina Tricot, Kappahl, Kicks, Lyko, Netonnet and Royal Design. The results of the study show several aspects regarding how retail companies can connect their digital and physical sales and marketing channels with each other but also which challenges and opportunities there is. A model has been developed showing four common basic steps to create a unitary experience between the channels. The four steps are: status rapport, customer journey identification, creating consensus and integrating systems.

Purpose − Previous research has shown that Swedish Small-and-Medium enterprises (SMEs) have a relatively low level of digital maturity when it comes to export, thus limiting growth potential in international markets. This study aims at investigating this phenomenon with a focus on e-commerce, as it is among the top digital channels that have a large impact on international expansion. Factors influencing the usage of e-commerce channels within internationalisation by Swedish SME fashion retailers will be investigated.  Design/methodology/approach −The overall methodology used in this study is qualitative with an abductive mode of reasoning. The study follows a case study approach using multiple cases with interviews as the primary data source. Based on literature review, thirteen factors are identified to have a certain influence on the usage of e-commerce within internationalisation. Semi-structured interviews are conducted with seven cases to examine the identified factors from literature and explore new factors if possible. Findings − The results present eleven critical factors including eight identified factors from the literature together with five newly discovered factors. They are Relative Advantage, Perceived Usefulness, Compatibility, Costs, Customer Reachability, Branding and Advertising, Time-efficiency, Technology Competence & Configuration, Organisation Size, Competitive Pressure, and Main Product Features. These critical factors have various effects depending on companies’ business operations and the degree of online internationalisation. The results further confirmed that the Uppsala Model is still applicable in the context of Swedish SME fashion retailers internationalising with e-commerce.  Value − This study has contributed to the existing research on e-commerce and internationalisation in terms of the influence on firms’ e-commerce usage within internationalisation in the post-adoption phase, and under the specific business context of Swedish small-and-medium sized fashion retailers. Based on the conclusion, practical implications are offered for similar companies in this industry