This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.

Aim: The aim of the study is to determine if the traditional services marketing mix influence the students, when selecting a university. Methodology: The work adopts a case study approach using qualitative method in the collection of data via the use of structural interviews. The sampled populations were the university’s administrations and the students. An inductive approach is applied in the data analysis. Result &amp; Conclusion: Findings from the study show that, the HE uses different marketing mix strategies in the recruitment of students. The study also found out that the marketing mix elements have a positive impact in the student’s choice of a university. The programme, Promotional mix, place, price, people and Physical Evidence are directly related to the student’s choice of the HE. Implication of the studies There are two implication of the studies, one for the university and the other for the students. It is essential for the universities to understand the needs, motive of the students, the current and future job market demands. Also, the students need to be informed about the different universities offerings coupling with the current and future job demands.   Limitations of the study: Time factor, the non-probability sampling method are some of the limitation of this study. Suggestion for future Research: The effects of University choice to the student’s satisfactions. Contribution of the Research: The research provides know-how on the HE marketing in Sweden and the student’s choice of the University. / <p>                            <strong>ACKNOWLEDGMENT</strong></p><p>The success of this research could not be accomplished without the collective effort of the department of Business and Economics studies at the University of Gavle in Sweden. Throughout my study programme, they have influenced my study life with knowledge and wisdom in the strategic business world and thus building analytic mindset with positive and critical thinking.</p><p> </p><p>Also, I extend my special thanks to <strong>Sarah Philipson</strong>, supervisor and <strong>Maria Fregidou-Malama,</strong> my examiner for their tireless efforts in guiding me to write this paper. I say thank you to my fellow students who criticized my work constructively. My special thank goes to the students and school administrators who participated in the interviews their contribution has been a great asset to this work.</p><p> </p><p>I also thank the Swedish government for providing me with a “First class” quality MBA education for tuition free.</p><p> </p><p>I will personally thank my family, both at home and abroad for their financial contribution which has permitted me to complete my studies. I also extend gratitude to my very good friend <strong>Samuel Doh Njinowoh</strong> who encouraged me to come and study at Gavle University.</p><p>Finally, I thank God the Almighty for giving me the strength so that I’m able to complete my MBA study safely.</p><p> </p> / Master Thesis

<p>Problem: How do Barilla position and communicate its brand in the Swedish market and how do Swedish consumers recognize the Company’s positioning? Do they perceive the Brand in line with the intended positioning?</p><p>Purpose: Investigating in which way and to which extents Barilla achieves and communicates a suitable positioning in the Swedish market. On the other hand, assessing how consumers and potential customers perceive the brand Barilla, evaluating if they perceive it in line with its intended positioning.</p><p>Method: The research is mainly based on primary data: the Company´s perspective through a personal interview with Barilla´s brand manager; the consumers´ perspectives through 300 questionnaires distributed outside ICA Maxi in Hälla (Västerås).</p><p>Theories: Brand equity; Brand positioning; Promotional mix.</p><p>Conclusions: Barilla pursues a suitable positioning in Sweden, positioning itself on attributes which are valuable, and sought by customers. Consumers´ perception of the intended positioning is generally correct, since the main aspects which the Company focused on are commonly identified and considered familiar by the public</p>

Problem: How do Barilla position and communicate its brand in the Swedish market and how do Swedish consumers recognize the Company’s positioning? Do they perceive the Brand in line with the intended positioning? Purpose: Investigating in which way and to which extents Barilla achieves and communicates a suitable positioning in the Swedish market. On the other hand, assessing how consumers and potential customers perceive the brand Barilla, evaluating if they perceive it in line with its intended positioning. Method: The research is mainly based on primary data: the Company´s perspective through a personal interview with Barilla´s brand manager; the consumers´ perspectives through 300 questionnaires distributed outside ICA Maxi in Hälla (Västerås). Theories: Brand equity; Brand positioning; Promotional mix. Conclusions: Barilla pursues a suitable positioning in Sweden, positioning itself on attributes which are valuable, and sought by customers. Consumers´ perception of the intended positioning is generally correct, since the main aspects which the Company focused on are commonly identified and considered familiar by the public

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)

<p>The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.</p>

The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.

推廣活動的種類繁多，但是究竟推廣組合的綜效如何，是值得探討的問題，近年來學界與實務界開始重視這個問題，提出「整合行銷溝通」（integrated marketing communication；簡稱IMC）之重要性，顯示在市場競爭日趨激烈的今日，規劃整合性的推廣策略才能有效運用行銷資源達到最大的綜效。 因此本研究主要探討「促銷與否及活動類型」（價格促銷、贈品促銷、無促銷）、「品牌呈現方式」（直接比較、分開比較--有主題廣告）、「品牌層級」（高品質/高價格品牌、低品質/低價格品牌）對於「消費者選擇率之變化」的影響，並且加入「產品類別」（功能性產品、享樂性產品）作為調節變數。 經過分析的結果發現： 一、享樂性產品提供享樂性贈品的促銷效果比價格促銷的效果更佳，但不顯著。 二、功能性產品提供功能性贈品的促銷效果與價格促銷的效果相若，甚至更好。 三、在直接比較時，低品質/低價格品牌進行價格促銷的效果皆比高品質/高價格品牌的效果更佳。此發現與過去的研究結論相反。 四、主題廣告與贈品促銷同時進行時（亦即在分開比較的情況下），低品質/低價格品牌進行價格促銷後所增加的選擇率與高品質/高價格品牌所增加的選擇率差不多，但在直接比較的情況下，低品質/低價格品牌所增加的選擇率卻明顯大於高品質/高價格品牌增加的選擇率，亦與過去的研究結論相反。 五、在直接比較時，低品質/低價格品牌進行贈品促銷的效果比高品質/高價格品牌進行贈品促銷的效果佳。 六、主題廣告與贈品促銷同時進行對高品質/高價格品牌較有利。 七、不論是功能性產品或享樂性產品，贈品促銷的效果皆比價格促銷的效果佳。 / There are many kinds of promotional activities. It is a worthwhile problem to investigate the synergy between promotional mixes. Recently, the academia and business start to pay attention to this problem and brought up the importance of “Integrated Marketing Communication”. It means that only integrated promotional strategy can effectively utilize marketing resources to reach the greatest synergy in today’s increasingly competitive market. Therefore, the purpose of this study is to examine the effects of “presence and types of promotion” (price promotion, premium promotion, and no promotion), the “types of presentation of the brand” (directly compare and separately compare — with feature advertisement), and “brand tier”（high quality/price brand and low quality/price brand）on ”the variation of consumer choice rate”, including the moderator of “product type”（functional product and hedonic product）. The conclusions are as follows： 1.The effect of hedonic premium of hedonic products is better than price promotion, but it’s not significant. 2.The effect of functional premium of functional products is equal to price promotion and even better. 3.When directly compared, the price promotion effect of low quality/price brand is better than that of high quality/price brand. This finding is opposite with the research conclusions drawn before. 4.When feature advertisements and premium promotions are proceeding simultaneously（that is, in the separate comparison condition）, the amount of increase in consumers’ choice rate after the price promotion is about the same for low quality/price brand and for high quality/price brand. However, in the direct comparison condition, the amount of increase in consumers’ choice rate is significantly greater for the low quality/price brand than that for the high quality/price brand. This finding is opposite from the research conclusions drawn before. 5.In the direct comparison condition, the effect of premium promotion of low quality/price brand is better than that of high quality/price brand. 6.Proceeding feature advertisements and premium promotions simultaneously is more advantageous for the high quality/price brand than for the low quality/price brand. 7.For Both functional and hedonic product, the effect of premium promotion is better than price promotion.

The aim of this thesis is the evaluation of using financial resources for promotion of a company and to propose their appropriate changes. I have chosen company ČZ a.s. with production plant in Strakonice. This company is one of the biggest engineering companies in South Bohemia and even in the Czech Republic. Thesis is pointed to evaluation of the means of promotion. Top management of ČZ company give it to me all necessary informations to perform analysis.

Marketing is in a constant change where several industries are going from a traditional marketing towards a more digital marketing aspect. Precisely for the construction industry, previous studies show that small enterprises have not kept up with developments and believe that small enterprises in the construction industry often have a lack of knowledge in the field of marketing communication. The study is based on a qualitative research method with a deductive applied approach.The study is based on empirical data collected from six small enterprises in the construction industry in Dalarna. With the support of theory and previous research, the study has been able to resume how small enterprises in the construction industry work with marketing communication to create sales. The research study results in, that small enterprises in the construction industry using both traditional and digital marketing communications. Results of various traditional marketing communications used by small enterprises are business cards, flyers, logos on vehicles and sponsorship to create customer recognition and trust. Small enterprises also use digital marketing communications in the form of websites and social media to make it easier for customers to find them and create interaction with their customers. Through this marketing communications, small enterprises can create sales to their companies. / Marknadsföringsarbetet befinner sig i en ständig förändring där flera branscher går från ett traditionellt marknadsföringsarbete till ett mer digitalt marknadsföringsarbete. Just för byggbranschen visar tidigare studier på att småföretag inom byggbranschen inte har hängt med i utvecklingen och menar på att småföretag inom byggbranschen ofta har bristande kunskap inom marknadskommunikationens område. Problemet som uppstår är dels att småföretagen får nöja sig med generella teorier och modeller, dels att småföretagen ofta ha rbegränsade resurser. Samtidigt visar studier på att konsumenter inom byggbranschen upplever det svårt att hitta hantverkare vilket leder studien in på hur småföretag inom byggbranschen använder marknadskommunikation för att skapa försäljning på konsumentmarknaden. Studien har utgångspunkt i en kvalitativ forskningsmetod med en deduktiv tillämpad ansats. Studien baseras på empiri insamlad från sex småföretag inom byggbranschen i Dalarna som tillsammans utgör den empiriska data som uppfyller studiens syfte. Med stöd av teori och tidigare forskning har studien kommit fram till hur småföretag inom byggbranschen arbetar med marknadskommunikation för att skapa försäljning. Forskningsstudien resulterar i att småföretag inom byggbranschen använder sig av både traditionell-/ och digital marknadskommunikation. Resultatet av olika traditionella marknadskommunikationer som småföretagen använder är visitkort, reklamblad, logotyper på arbetsfordon och sponsring för att skapa igenkänning och förtroende hos kunder. Småföretagen använder även digitala marknadskommunikationer i form av webbsidor och sociala medier för att göra det lättare för kunder att hitta dem samt skapa interaktion med sina kunder. Generella slutsatser är att småföretag inom byggbranschen ofta strukturerar sin marknadskommunikation efter resurser eller eget intresse och att huvudsyftet med marknadskommunikationen grundar sig i att skapa igenkänning och förtroende för varumärket. Genom dessa marknadskommunikationer har småföretag inom byggbranschen möjlighet att skapa försäljning.