I Sverige sker det ständig en ökning av antal köpcentrum, vilket medför att konkurrensen om kunderna ökar. För att möta en ökande konkurrens och kunders krav har olika köpcentrumägare i allt större utsträckning börjat differentiera köpcentrumen. Syftet med vår uppsats är att undersöka hur val av inriktning påverkar utformning och strukturering av två olika köpcentrum, Triangelns Köpcentrum och Gallerian Storgatan, i Malmö. Vi ska dessutom undersöka hur differentiering och profilering påverkas beroende av deras inriktning.Beroende av inriktning är ett köpcentrum riktat till olika kundsegment. För att nå och tilltala denna kategori försöker köpcentrumets förvaltare stärka varumärket och profilera sig med hjälp av marknadsföring och utformning. Mixen av hyresgäster och deras placering är också viktiga faktorer för att skapa en attraktiv atmosfär för den kategori människor man valt att vända sig till. Gallerian Storgatan är ett köpcentrum som riktar sig till en smal målgrupp genom en typ av produkter, medan Triangelns Köpcentrum riktar sig till en bredare målgrupp genom flera produktgrupper. De olika inriktningarna påverkar mixen av hyresgäster och hur förvaltarna arbetar med mångfald av butiker. I köpcentrumen styrs utformning och strukturering på olika sätt, vilket påverkar valet av butiker, caféer och restauranger. Med detta som utgångspunkt försöker de skapa en egen profil och koncept. / The property owners' strategies for shopping centers - A comparative study of two shopping centers. In Sweden there are a constantly increasing number of shopping centers, which proportionally increases the competition for customers. To meet escalating competition and customer demands, shopping centers have begun diversifying, some quite extensively.The purpose of our study is to examine how the concept affects the design and structure of two different shopping centers in Malmö, Triangelns Köpcentrum and Gallerian Storgatan. We shall also examine how this diversification affects the profile and marketing strategies of these two shopping centers depending on which target groups they aim to obtain.The shopping center owners target different customer groups depending on marketing strategies. Managers try to strengthen their images toward the right customer groups through the use of attractive marketing and profiling policies. Using a correct mixture of tenants creates a harmonic feeling throughout the shopping center and this plays an important roll in attracting the desired customer groups.Gallerian Storgatan wants to attract a smaller target group of customers and therefore has a limited product range, while Triangelns Köpcentrum that wants to attract a larger customer group and therefore has a larger product range. The range of tenants in a shopping center and the placement of shops, cafés and restaurants are strongly influenced by the managers different structuring and design ideas. With this under consideration, we can conclude that the managers are trying to create their own unique concept and profile.

<p>The examination has been performed at Bjerking AB, which is an architectural and engineering company. Bjerking AB has the ambition to be a member of Green Building.</p><p>The Green Building program developed in year 2005 by The European Commission, the program is an environmental system with the aim to improving energy efficiency within the sectors of non-residential buildings. The minimum requirements to participate the program are following: in new-built buildings the calculated energy consumption must be 25 % lower than the requirements in the BBR (Building regulations) and in refurbishment the reduction must be 25 % lower than before the optimization.</p><p>The aim of this study has been to examine and review the company Bjerking AB's energy efficiency work in the project of building the school/kindergarten S:ta Maria Alsike, where the goal is to get this building Green Building classed. A description of requirements to become a member of the Green Building has also accomplished in the thesis.</p><p>The methods performed in this study are literature review, searches on the Internet, studies on the project database for facts/values, calculation of energy consumption and interviews of members of the Green Building. </p><p>The following issues have been dealt with in the report;</p><p>-          Did the building in the project manage the requirement to achieve an   energy consumption that is 25% lower than the requirements in BBR?</p><p>-          What technical measures/system was selected in the building?</p><p>-          What kind of cooperation was the project based on?</p><p>-          What is required for consultancy companies and real estate owners to become members of the Green Building?</p><p>The study of the project and calculation of estimated energy consumption in the building, give the result 47 kWh/m², year. This is 60 % lower than the requirements of BBR. The Green Building requirement is that the building's energy consumption should be at least 25% less than the requirements in BBR. The building fulfills this requirement by a significant margin. It can therefore be concluded that the technical solutions carried out in the building are energy efficient. The project consisted of the cooperation shape “partnering ", which can be assumed to be a good form of cooperation in order to achieve an energy efficient building. The consultancy company Bjerking AB and the landlord Knivsta Pastorat has the potential to become members of Green Building, as Green Building Endorser respective Green Building Partner.</p><p><strong>Keywords:</strong> energy efficiency, requirements of BBR, technical systems, cooperation, consultancy companies, real estate owners, estimated energy consumption, partnering, Green Building Partner, Green Building Endorser.</p> / Utbildningsprogram: Civilingenjör i samhällsteknik, 180 p (270 hp).

The examination has been performed at Bjerking AB, which is an architectural and engineering company. Bjerking AB has the ambition to be a member of Green Building. The Green Building program developed in year 2005 by The European Commission, the program is an environmental system with the aim to improving energy efficiency within the sectors of non-residential buildings. The minimum requirements to participate the program are following: in new-built buildings the calculated energy consumption must be 25 % lower than the requirements in the BBR (Building regulations) and in refurbishment the reduction must be 25 % lower than before the optimization. The aim of this study has been to examine and review the company Bjerking AB's energy efficiency work in the project of building the school/kindergarten S:ta Maria Alsike, where the goal is to get this building Green Building classed. A description of requirements to become a member of the Green Building has also accomplished in the thesis. The methods performed in this study are literature review, searches on the Internet, studies on the project database for facts/values, calculation of energy consumption and interviews of members of the Green Building.  The following issues have been dealt with in the report; -          Did the building in the project manage the requirement to achieve an   energy consumption that is 25% lower than the requirements in BBR? -          What technical measures/system was selected in the building? -          What kind of cooperation was the project based on? -          What is required for consultancy companies and real estate owners to become members of the Green Building? The study of the project and calculation of estimated energy consumption in the building, give the result 47 kWh/m2, year. This is 60 % lower than the requirements of BBR. The Green Building requirement is that the building's energy consumption should be at least 25% less than the requirements in BBR. The building fulfills this requirement by a significant margin. It can therefore be concluded that the technical solutions carried out in the building are energy efficient. The project consisted of the cooperation shape “partnering ", which can be assumed to be a good form of cooperation in order to achieve an energy efficient building. The consultancy company Bjerking AB and the landlord Knivsta Pastorat has the potential to become members of Green Building, as Green Building Endorser respective Green Building Partner. Keywords: energy efficiency, requirements of BBR, technical systems, cooperation, consultancy companies, real estate owners, estimated energy consumption, partnering, Green Building Partner, Green Building Endorser. / Utbildningsprogram: Civilingenjör i samhällsteknik, 180 p (270 hp).