The companies of today compete about the consumers’ attention. In a society where the speed is increasing and the trends are constantly changing the marketing of today will soon be obsolete. This is something that is clearer in the fashion business where the consumers always are looking for news at lower costs. It’s no longer an economical question to be able to wear the latest fashion trends, the availability of cheap fashion clothes is constantly increasing. The clothes consumers are one of the groups that consider being least faithful about trademarks, this means that it demands more of the companies to make the consumers choose their products. A successful fashion company knows that a strong focus on the consumer is the key to succeed. To keep the leading position on the market the companies have to deliver the highest degree of satisfaction and value for the costumer. The communication to the customers has to be clear and focused, which demands a clear target. In spite of that a lot of companies choose to draw a lot of attention of marketing against diffuse targets like “all the women” or “fashion conscious women”. This leads us to the following question; how big are the differences in attitudes and shopping behavior between young and old consumers. In our article we have decided to study two different age groups of women and their valuation and their opinion about a fashion company. The company considers that both of the age groups, 15-25 years and 40-50 years, are in their target and marketing strategies. The purpose of the study is to investigate if the alleged target and the real target are the same. Another purpose is to investigate if the company succeeds to deliver customer satisfaction to both of the age groups and which parts of the marketing that is most successful. From the result of the consumer survey we can see that both of the age groups think the company intends to younger women with a maximum age of 30 with their products and marketing. The older women who were visiting the shop did it in the company of their daughters. Even if they could find clothes they liked they fell ashamed of the fact that they were buying clothes made for youth. To reach a wider target it demands some kind of follow up of the customers. Even more the company has to change their approach of the customer being an object and start seeing them as a subject.The conclusion we have made from our investigation is that Gina Tricot is very good at communicating with the planned messages; the traditional marketing. But they don’t succeed communicating with such a wide target as they wished they could. Everything the company says and does have an effect of the customers. That’s why they should attached the same great importance of the product message and the service message which will lead to the most effectivemessage; “Word of mouth”. Gina Tricot needs to focus more on the interaction between customer and company, for example they could introduce a customer database. Through using the capability and customer knowledge in the company they could create a more effective communication in a long term. / <p>Program: Textilekonomutbildningen</p><p>Uppsatsnivå: C</p>

<p>Sammandrag</p><p>Under vintern 2005 fick vi en förfrågan om vi ville åta oss uppdraget att förbättra Ovanåkers kommuns årsredovisning, eventuellt göra en mall. Detta tyckte vi var ett bra ämne för en C-uppsats. Vi insåg dock rätt snart att en mall inte är lämplig för en årsredovisning eftersom det låser redovisningen till en statisk modell. Vi anser istället att årsredovisningarna ska utvecklas i enlighet med den hermeneutiska spiralen.</p><p>Vårt primära syfte, att skapa en ökad förståelse för vikten av kommunala årsredovisningars utveckling, anser vi vara uppfyllt genom att vi svarar på de problemställningar vi har formulerat. En problemställning var att definiera ”målgrupp” och ”förbättra”. För att bestämma målgrupp har vi använt oss av vår uppdragsgivares definition.</p><p>För att få en måttstock på ”bra” bestämde vi oss för att använda de kvalitativa kriterierna tillförlitlighet, begriplighet och relevans. Vi upptäckte ganska snart att definitionerna av kriterierna inte är desamma i kommunal redovisning som i privat redovisning. Den stora skillnaden utgörs av kravet på öppenhet, som i första hand påverkar kriteriet ”relevant” i den kommunala redovisningen. Vi har ändå valt att utgå från dessa kriterier, eftersom om de är uppfyllda så är sannolikheten stor att informationen i årsredovisningen är användbar även för andra utöver den valda målgruppen.</p><p>Ytterligare en problemställning vi arbetat med är hur vi genom vårt arbete ska ge incitament till förståelse för att ständiga förändringar är nödvändiga. Detta har vi gjort genom att beskriva den hermeneutiska metoden och genom att arbeta utifrån den genom hela vårt arbete.</p><p>Vi har valt att lägga tyngdpunkten i vårt arbete på en jämförande studie, där vi har jämfört åtta kommuners årsredovisningar med lagtext, de kvalitativa kriterierna och med varandra för att på det sättet kunna plocka ut goda exempel. För att få tips om lämpliga årsredovisningar till vår studie vände vi oss till de två tävlingar som utser bästa kommunala årsredovisning respektive bästa förvaltningsberättelse. Resultatet av den jämförande studien presenterar vi i form av en innehållsförteckning till en årsredovisning, med de olika delarna i den följd som vi tycker är logisk.</p><p>Vi har i detta arbete kommit fram till att en bra årsredovisning inte går att göra utan en väl formulerad målgrupp. Dessutom har vi konstaterat att eftersom de kvalitativa kriteriernas definitioner inte är lika i alla lägen är värdet av dem diskutabelt. Även de tävlingar vi konsulterat anser vi vara diskutabla, eftersom deras vinnande årsredovisning kräver goda kunskaper i ekonomi för att den ska kunna användas. Vi tycker att den borde vara mer lättillgängliga och lärande.</p><p>Vårt slutliga bidrag är att ge inspiration till ett utökat arbete med utveckling av årsredovisningar och att ge insikt om att kommunala årsredovisningar är (citat Brorström, 2005) ”Ett dokument av överordnad betydelse”.</p> / <p>Summary</p><p>During winter 2005 we received a request from Ovanåkers kommun if we wanted to undertake the assignment to improve their annual report, possibly make a model. We thought this was a good subject for a Bachelor´s degree in Business Administration. Pretty soon we realized that a model is not suitable for an annual report since it will limit the annual report to a static model. On the contrary we consider that the annual report shall develop in accordance with the spiral of hermeneutics.</p><p>We consider our primary gain, to create an increased understanding for the importance of the development of municipal annual reports, to be accomplished by answering the presentation of the problems we have formulated. One problem was to define “target group” and “improve”. To decide target group we have used the definition of our mandator. To have a benchmark to “good” we decided to use the qualitative criterions trustworthy, comprehensible and relevance. We soon realized that the definitions of the criterions not are the same in municipal accounting as in private accounting. The big difference is the demand for openness which at first affects the criterion “relevance” in the municipal accounting. In spite of that we have chosen to start out from these criterions. If they are accomplished the probability of their usefulness for others than the target group of the information in the annual report are increased.</p><p>Another problem we have worked with is how we by our work can give incentive to understand that constant changes are necessary. We have done this by describing the hermeneutic method and by working by this method all through our work.</p><p>We have chosen to put the centre point of our work on a benchmarking study where we have compared eight municipal annual reports to the law, the qualitative criterions and to each other. We did this to be able to pick out “good examples”. To be able to choose suitable annual reports we turned to the two competitions who appoint the best municipal annual report and the best administration annual report. We present the result of our benchmarking study in the form of a table of contents of an annual report and in the order of the different parts that we find logical.</p><p>In this work we have discovered that it is not possible to create a good annual report if there is not a well formulated target group. We have also established that the definitions of the qualitative criterions are discussable since they are not the same in the different accountings. We also question the two competitions we have turned to because if their winning annual report shall be useful it demands good economic knowledge. Our opinion is that annual reports should be easily accessible and learning.</p><p>Our final contribution is to give inspiration to an increased work by developing annual reports and to give the insight that municipal annual reports are (quotation Brorström, 2005) “A document of superior importance”.</p>

<p><p>Our reason for this study is to research how non- profit organizations focused on fundraising, market themselves to create and keep the relationships with their potential and existing contributors. With this study we also want to create an image of the meaning of marketing, applied to non- profit organizations focused on fundraisings, struggle towards attracting more contributors. We also aim to research what our respondents believe will be the outcomes of marketing on nonprofit organizations in the future. For this essay we have chosen a qualitative method which consists of six interviews with respondents whom have different knowledge and experiences of the non- profit sector. We chose this method to be able to view our main subject from different aspects and through the interviews also form a more profound picture of the non- profit sector and also, finally, se what the respondents think about the issue. We have further from our analysis formed a discussion which has later brought us to our conclusions. We can therefore with this state that the marketing of non- profit organizations focused on fundraising is essential to be able to form relationships with potential contributors. We also find that these organizations trough marketing communications can enhance their brand and attract the attention of the people. Our conclusion also shows that the marketing of non- profit focused on fundraising can result in both positive and negative effects. Ultimately we find through our discussion that, the non- profit organizations focused on fundraising lack different aspects of their planning and we therefore find that the primary improvement is not only by feedback to the contributors but also by making different activities to further create strong relationship with their contributors and partners.</p></p>

Sammandrag Under vintern 2005 fick vi en förfrågan om vi ville åta oss uppdraget att förbättra Ovanåkers kommuns årsredovisning, eventuellt göra en mall. Detta tyckte vi var ett bra ämne för en C-uppsats. Vi insåg dock rätt snart att en mall inte är lämplig för en årsredovisning eftersom det låser redovisningen till en statisk modell. Vi anser istället att årsredovisningarna ska utvecklas i enlighet med den hermeneutiska spiralen. Vårt primära syfte, att skapa en ökad förståelse för vikten av kommunala årsredovisningars utveckling, anser vi vara uppfyllt genom att vi svarar på de problemställningar vi har formulerat. En problemställning var att definiera ”målgrupp” och ”förbättra”. För att bestämma målgrupp har vi använt oss av vår uppdragsgivares definition. För att få en måttstock på ”bra” bestämde vi oss för att använda de kvalitativa kriterierna tillförlitlighet, begriplighet och relevans. Vi upptäckte ganska snart att definitionerna av kriterierna inte är desamma i kommunal redovisning som i privat redovisning. Den stora skillnaden utgörs av kravet på öppenhet, som i första hand påverkar kriteriet ”relevant” i den kommunala redovisningen. Vi har ändå valt att utgå från dessa kriterier, eftersom om de är uppfyllda så är sannolikheten stor att informationen i årsredovisningen är användbar även för andra utöver den valda målgruppen. Ytterligare en problemställning vi arbetat med är hur vi genom vårt arbete ska ge incitament till förståelse för att ständiga förändringar är nödvändiga. Detta har vi gjort genom att beskriva den hermeneutiska metoden och genom att arbeta utifrån den genom hela vårt arbete. Vi har valt att lägga tyngdpunkten i vårt arbete på en jämförande studie, där vi har jämfört åtta kommuners årsredovisningar med lagtext, de kvalitativa kriterierna och med varandra för att på det sättet kunna plocka ut goda exempel. För att få tips om lämpliga årsredovisningar till vår studie vände vi oss till de två tävlingar som utser bästa kommunala årsredovisning respektive bästa förvaltningsberättelse. Resultatet av den jämförande studien presenterar vi i form av en innehållsförteckning till en årsredovisning, med de olika delarna i den följd som vi tycker är logisk. Vi har i detta arbete kommit fram till att en bra årsredovisning inte går att göra utan en väl formulerad målgrupp. Dessutom har vi konstaterat att eftersom de kvalitativa kriteriernas definitioner inte är lika i alla lägen är värdet av dem diskutabelt. Även de tävlingar vi konsulterat anser vi vara diskutabla, eftersom deras vinnande årsredovisning kräver goda kunskaper i ekonomi för att den ska kunna användas. Vi tycker att den borde vara mer lättillgängliga och lärande. Vårt slutliga bidrag är att ge inspiration till ett utökat arbete med utveckling av årsredovisningar och att ge insikt om att kommunala årsredovisningar är (citat Brorström, 2005) ”Ett dokument av överordnad betydelse”. / Summary During winter 2005 we received a request from Ovanåkers kommun if we wanted to undertake the assignment to improve their annual report, possibly make a model. We thought this was a good subject for a Bachelor´s degree in Business Administration. Pretty soon we realized that a model is not suitable for an annual report since it will limit the annual report to a static model. On the contrary we consider that the annual report shall develop in accordance with the spiral of hermeneutics. We consider our primary gain, to create an increased understanding for the importance of the development of municipal annual reports, to be accomplished by answering the presentation of the problems we have formulated. One problem was to define “target group” and “improve”. To decide target group we have used the definition of our mandator. To have a benchmark to “good” we decided to use the qualitative criterions trustworthy, comprehensible and relevance. We soon realized that the definitions of the criterions not are the same in municipal accounting as in private accounting. The big difference is the demand for openness which at first affects the criterion “relevance” in the municipal accounting. In spite of that we have chosen to start out from these criterions. If they are accomplished the probability of their usefulness for others than the target group of the information in the annual report are increased. Another problem we have worked with is how we by our work can give incentive to understand that constant changes are necessary. We have done this by describing the hermeneutic method and by working by this method all through our work. We have chosen to put the centre point of our work on a benchmarking study where we have compared eight municipal annual reports to the law, the qualitative criterions and to each other. We did this to be able to pick out “good examples”. To be able to choose suitable annual reports we turned to the two competitions who appoint the best municipal annual report and the best administration annual report. We present the result of our benchmarking study in the form of a table of contents of an annual report and in the order of the different parts that we find logical. In this work we have discovered that it is not possible to create a good annual report if there is not a well formulated target group. We have also established that the definitions of the qualitative criterions are discussable since they are not the same in the different accountings. We also question the two competitions we have turned to because if their winning annual report shall be useful it demands good economic knowledge. Our opinion is that annual reports should be easily accessible and learning. Our final contribution is to give inspiration to an increased work by developing annual reports and to give the insight that municipal annual reports are (quotation Brorström, 2005) “A document of superior importance”.

Our reason for this study is to research how non- profit organizations focused on fundraising, market themselves to create and keep the relationships with their potential and existing contributors. With this study we also want to create an image of the meaning of marketing, applied to non- profit organizations focused on fundraisings, struggle towards attracting more contributors. We also aim to research what our respondents believe will be the outcomes of marketing on nonprofit organizations in the future. For this essay we have chosen a qualitative method which consists of six interviews with respondents whom have different knowledge and experiences of the non- profit sector. We chose this method to be able to view our main subject from different aspects and through the interviews also form a more profound picture of the non- profit sector and also, finally, se what the respondents think about the issue. We have further from our analysis formed a discussion which has later brought us to our conclusions. We can therefore with this state that the marketing of non- profit organizations focused on fundraising is essential to be able to form relationships with potential contributors. We also find that these organizations trough marketing communications can enhance their brand and attract the attention of the people. Our conclusion also shows that the marketing of non- profit focused on fundraising can result in both positive and negative effects. Ultimately we find through our discussion that, the non- profit organizations focused on fundraising lack different aspects of their planning and we therefore find that the primary improvement is not only by feedback to the contributors but also by making different activities to further create strong relationship with their contributors and partners.

This is a thesis on information design with a focus on text design. The purpose of this study is to gather knowledge about how information on the Easy-to-Read website, of the police, should be composed so that immigrants more easily will be able to read and understand the content. The goal of the study is to present a design proposal based on the knowledge that has been found through principles for readability, theoretical perspectives and literature, together with methods; readability analysis and interviews. The interviews were performed individually with the coordinator at polisen.se as well as four students from SFI (Swedish for immigrants).   The study showed that the content on the website of the police is not adequately adapted to the needs of the target group. It also exhibited that the website's disposition is unclear, and that complicated terms are not explained. This makes the understandability worse for immigrants as their difficulties with reading mostly have to do with vocabulary, background knowledge and textual proficiency is culturally limited. / Detta är ett examensarbete i Informationsdesign med inriktning mot textdesign. Syftet med denna studie är att få kunskap om hur information på polisens lättlästa webbplats ska utformas för att nyanlända svenskar lättare ska kunna läsa och förstå innehållet. Målet med studien är att presentera ett gestaltningsförslag grundat på den kunskap som framkommit genom principer för lättläst, teoretiska perspektiv och litteratur, samt metoder; läsbarhetsanalys och intervjuer. Intervjuerna skedde individuellt och genomfördes med samordnaren på polisen.se samt fyra elever från sfi.   Det framgick i studien att innehållet, på polisens lättlästa webbplats, inte är anpassat efter målgruppens behov. Det framkom bland annat att webbplatsens disposition är otydlig, och att komplicerade begrepp inte förklaras. Detta försvårar förståelsen för nyanlända svenskar då deras lässvårigheter framförallt har att göra med att deras ordförråd, bakgrundskunskaper och textkompetens, är kulturellt begränsade.

Tourism is a growing industry that brings in a lot of money each year, range ofactivities increases and people travel more than ever before. More and more chooseto move from rural areas to larger towns, at the same time when people are travellingthey want to visit quieter places that can offer outdoor experiences in the nature. Thisis something that tourism businesses located in rural areas have a great advantage of.But when the range is large, it becomes important for firms to communicate with themarket, to make the tourists choose to visit them. The purpose of this study is to investigate which media channels and target groupsthat tourism businesses use and how they reflect on the importance of communicatewith the market. To find this out, interviews have been conducted with tree differententrepreneur, all located in Jämtland. The theory’s that has been used is strategiccommunication, public relations, market communication, media channels, socialmedia and target groups.The result shows that all companies think that thecommunication with the market is an important part in the work with the company.The communication gets the business a chance to be seen and it becomes more easilyto create relationships with the stakeholders. In order to promote their businesses,they use advertising, social media and websites. The conclusion of the study is thatcommunication is very important for companies. It is easy to communicate butdifficult to succeed because it´s many things the companies must take into account.There should be a strategy and a clear picture of what should be communicated andin what way. That is how they will succeed in the best way. / Turismen är en växande industri som drar in stora summor pengar varje år, utbud avaktiviteter ökar och människor reser idag mer än någonsin förut. Samtidigt väljer fleroch fler att flytta från landsbygden in till större städer, men när människor reser villde besöka lugnare platser som kan erbjuda upplevelser i naturen . Detta är något somturistföretag som finns på landsbygden har stor nytta av . Men då utbudet är stort,blir det viktigt för turistföretagen att kommunicera med marknaden så att besökareväljer att besöka just dem. Syftet med denna uppsats är att undersöka vilka mediekanaler och vilka målgrupperturistföretag använder sig av samt hur de ser på betydelsen av att arbeta strategisktmed marknadskommunikation. För att ta reda på detta har intervjuer gjorts med treolika entreprenörer, alla i Jämtland. Teorierna som används är strategiskkommunikation, public relationer, marknadskommunikation, mediekanaler, socialamedier och målgrupp. Resultatet visar att alla de intervjuade tycker attmarknadskommunikation är en viktig del i arbetet med företaget. Med hjälp avkommunikation får verksamheterna en chans att synas och de kan enklare skaparelationer med sina intressenter. För att kommunicera använder de annonsering,sociala medier och webbplatser. Slutsatsen av undersökningen är attmarknadskommunikationen är väldigt viktigt i arbetet med företagen. Attkommunicera är något som alla kan göra men det är desto svårare att lyckas då det ärflera faktorer företagen måste ta hänsyn till. Det bör finnas en strategi och en klarbild av vad som ska förmedlas och på vilket sätt. Detta för att lyckas på bästa sätt.

The thesis addresses the use of literary texts to support the need for development of intercultural competence. It is defined as a precondition for the correct use of a foreign language reflecting knowledge of a culture in all aspects of communication. In the theoretic section are presented theories and methodical accesses to the work with literary texts and the exact definition of intercultural competence. The thesis also consists of the practical section which provides specific examples of practical applications.

This study aims to give answers to what type of content, published by professional sport organizations on social media, can engage Swedish sport fans. The definition of "engagement" is based on subjective motives and can be expressed in various forms. Thereby the reason to study whether it was possible to group fans who were of similar character, to understand if they were engaged by the same content on social media. We used segmentation as a strategy to group sport fans with the same level of engagement toward sport organizations. The respondents we got were interesting and brought light to a relative new area of research, which was the goal of this study. The research shows that preferred content is similar in every segment group. Research also indicates that there is no correlation between level of engagement and preferred content on social media. The preferred content is most based on individual preferences and characteristics. However, the study reveals that using segmentation as a strategy can be efficient to group sport fans with similar character, to give a sport organization a brief - but useful - insight in what type of content each segment can feel emotional (and physical) engaged by. This can further lead to higher levels of engagement but is left out for future research attempts. This study can be well suited in the development of the Swedish sport industry looking at the current and future impact of the world’s digitalization. / Denna studie berör svenska elitidrottsföreningars marknadsföringsarbete på sociala medier. Studien ämnar ge förslag på vad för typ av innehåll som elitidrottsföreningarna kan publicera för att engagera sin idrottspublik och därmed uppnå eller fortsätta vara lönsamma. Ett engagemang är svårt att definiera och kan ta många uttryck. Därav fann vi det intressant att studera huruvida olika delar av en idrottspublik kan känna ett engagemang på skilda sätt, för att således ge en förståelse om innehållet behöver anpassas därefter. För att studera vad för typ av innehåll som genererar ett engagemang på sociala medier valde vi att med hjälp av segmentering dela in respondenter i potentiella målgrupper. Segmenteringen utgjordes av 14 respondenter och empirisk data samlades in via intervjuer. Samtliga målgrupper kom att indikera på lönsamhet och kan sägas engageras av liknande innehåll. Men hur personer föredrar att budskapet framställs - såväl som hur man reagerar på det som engagerar - kan variera beroende på vilka individuella karaktärsdrag personer besitter. Dock kan segmentering vara ett effektivt verktyg för att få fram målgrupper bestående av personer som har liknande karaktärsdrag, för att få riktlinjer i utformandet av innehåll på sociala medier som kan tänkas engagera respektive målgrupp. Denna studie kan användas i den svenska idrottssektorns arbete för att utveckla sitt arbete med sociala medier, då digitaliseringen av vårt samhälle verkar vara här för att stanna.

This study was performed in Eskilstuna, Sweden in the spring of 2011. The Sörmland CountyCouncil (SCC) initiated the study to improve the communication with the public by adjustingthe language on its website. The website is an important communicative tool since manypeople search for health care information online. Thirty-six terms on the website of the SCCwere the objects of study, a majority of them being names of the departments atMälarsjukhuset Hospital. The departments are presented as a list of links on the website. Fouradditional medical terms were included. The comprehension of the 36 terms was investigatedamong 210 health care centre visitors in Eskilstuna. A questionnaire was used where theinformants were asked to shortly explain what health care issues are dealt with in the differentdepartments. The understanding varied greatly among the terms, from Klinisk fysiologi ochnukleärmedicin (clinical physiology and nuclear medicine/Clinical physics and nuclearmedicine) which only 14.6% of the informants understood to Ögon (eyes/Ophthalmology)which was understood by 92.98%. Seven of the terms were understood by less than 50% ofthe informants. The recommendation of the study to the SCC was to replace terms that werehard to understand to direct the website visitors to the information they are looking for andalso to review the language in all written communication with this study in mind.