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

Background: The service sector has grown immensely during the last decades and the demand for services is increasing. For professional service firms (PSFs) that want to internationalize and move to other markets, it is important to know how to attract customers and how to accommodate their needs. Therefore, it is important to know what aspects of the marketing mix to consider and how these elements can be standardized or adapted in regard to different markets and needs. It is vital to know what factors influence how the elements should be standardized or adapted in order to be able to flourish as a service firm in international markets.  Purpose: The purpose of this thesis is to explore the factors that influence the standardization or adaptation process within the marketing mix consisting of the 7Ps. Additionally, investigating to what extent each of the components of the marketing mix has been standardized, adapted or used both approaches. This thesis aims to contribute with knowledge and understanding behind these decisions as to why the marketing mix has been standardized or adapted in certain components.  Method: This study makes use of a single case study for which an exploratory approach is implemented with use of a mixed methods approach. The study uses an interpretivist philosophy and an inductive approach. Primary data was collected through interviews and a survey, while secondary data came from the company website and marketing material.  Conclusions: This study came to the conclusions that the components of product, place and people are adapted, promotion and process are standardized, and physical evidence and price is considered to be a mix. There are different factors that influence the marketing mix components, where customer preferences are considered to have the highest influence.

Aim: The aim of this study is to explore small enterprises’ marketing strategy and the digital tools that can improve their odds in the market against competitors and gain competitive advantage. Method: Qualitative study was conducted using primary and secondary data for this study, where primary data was collected through ten semi-structured interviews. An inductive approach was used to complete this study. The sample taken was seven small hotels and ten respondents who own and manage the hotels. Result &amp; Conclusion: Findings of this study show that digital marketing tools demand fewer resources such as marketing expenses, number of employees, and make marketing activities simpler for the managers of small enterprises. As a result of digitalization, small enterprises are able to implement the marketing mix (4Ps), although their primary focus is price followed by providing customized product/service that fits the customers’ needs to gain competitive advantage. Suggestion for future studies: We found in our study that one hotel did not use social media at all, and it would be interesting to know if there are more enterprises that do not use it as well. Therefore, in future studies, a larger sample would produce more data about the use of social media by small enterprises. Additionally, this study was conducted in a developed country context and further research would be beneficial to emerging-market countries if it is conducted in their context. Finally, a deeper investigation of marketing strategy between different sizes of micro and small enterprises can provide greater knowledge about how they operate. Contribution of the thesis: This study has contributed to small enterprises’ marketing strategy, which shows that they focus on customer preferences rather than what their competitors offer. It also contributes to SMEs’ digital marketing where digitalizing an enterprise’s marketing activities decreases costs and increases dynamic capabilities to gain and maintain a competitive advantage. Moreover, this study provides new thoughts about the marketing mix for SMEs, which includes that cost leadership strategy is mostly used, hence, making them the price followers. In other words, they set their prices based on their competitors.

O presente estudo tem por objetivo analisar e discutir o uso da Internet no âmbito do Composto de Maketing, com ênfase nos seus aspectos de interdisciplinaridade. O trabalho está estruturado em cinco partes, iniciando-se com uma introdução destinada a contextualizar o objeto e o objetivo do estudo bem como a justificativa da escolha do tema de pesquisa. A segunda parte é dedicada a uma revisão do referencial teórico disponível, mediante uma análise conceitual crítica dos aspectos mais relevantes pertinentes ao tema. A terceira parte trata dos aspectos metodológicos da pesquisa de campo complementar à tese. A pesquisa de campo foi realizada na modalidade de pesquisa exploratória, contemplando um estudo de caso múltiplo. As empresas objeto de investigação foram o Banco do Brasil e a Unimed Seguros. A pesquisa foca especificamente as implicações da Internet no Composto de Marketing das duas organizações. A quarta parte destina-se à apresentação e análise dos resultados da pesquisa empírica. Na quinta parte são apresentadas as considerações finais. Conclui-se que a Internet pode influenciar várias atividades e funções desempenhadas pelas empresas, destacando-se o Marketing e, mais especificamente, o gerenciamento do Composto de Marketing. / The study aims to discuss the use of Internet under the Marketing Mix point of view, emphasizing the aspects of their interdisciplinary elements. The study is divided into five parts, and it begins with an introduction dedicated to outline the object and the objective of the study as well as to justify the choice of the research subject. The second part is designed to present a theoretical revision of the literature through to a critical analysis of the main aspects of the theme. The third part is concerned about the methodological aspects of the empirical research that complements the thesis. This research is an exploratory

The purpose of the study is to examine how retailing trough brand owned outlet stores effectsthe fashion brand. The problem that the essay is aimed to solve is how the fashion brand isinfluenced by selling through outlets and what opportunities and risks it has on the brand. Thestudy has been carried out by qualitative methods using interviews to answer the questionformulation. Three empirical perspectives have been chosen; an expert-, business- andconsumer perspective which have been linked up with three applicable theories. The fashionbrand Acne and its two stores; the flagship store and the outlet store have been chosen as acase study. This perspective and the two other have had the function to support generalconclusions taken. The study showed that in a short term, selling through outlet stores doesn’taffect the fashion brand in a negative way. Instead the result demonstrated that the brandcould benefit from this kind of business if it is correctly handled. The opportunities thatoutlets provide are an expansion of brand knowledge in the market. The excess of inventoriescan be sold through a channel which the company can control. The most significant risk liesin the re-positioning of the brand that outlet retailing in a large extent can bring. / Program: Textilekonomutbildningen

Syftet med uppsatsen är att skapa en affärsplan och utveckla vår affärsidé som från början var att sälja herrkläder i ett lägre prissegment till killar mellan 18-30 år på den svenska marknaden. Våra problemformuleringar är; Hur utformar vi en hållbar affärsplan? Hur skapar vi en affärsidé för vårt valda koncept? Hur ska erbjudandet utformas och vilka delar bör ingå för att nå potentiella konsumenter?Vi har studerat olika källor där exempel på affärsplaner och vad de innehåller tagits upp, vi har även genom personliga möten på Drivhuset i Borås fått hjälp av projektledaren Linn Johansson att utveckla vårt koncept och affärsplan. Genom en marknadsundersökning där vi tillfrågade killar mellan 18-30 år så ville vi ta reda på vilken som är vår målgrupp och även se om det finns intresse får vårt koncept. Undersökningen gav oss en bra grund att bygga vidare vår affärsplan och affärsidé på. I vår affärsplan har vi valt att koncentrera oss på affärsidén, visioner och mål, marknadsplan och risker. I marknadsplanen bestämmer vi vår marknad genom segmentering och positionering. Vi tittar på konkurrensbilden genom SWOT-analyser och en omvärldsanalys. Vi presenterar marknadsmixen och hur vi valt att använda oss av den för att nå ut på marknaden och vilka delar som vi tycker är viktigast för oss. Vi har i uppsatsen analyserat vår tänkta kund, marknad och konkurrenter genom olika metoder. Exempelvis har vi gjort SWOT-analys på vår affärsidé och även på de två största konkurrenterna som vi fick fram genom marknadsundersökningen, Jack &amp; Jones och Carlings. Genom Porters femkraftsmodell har vi också analyserat andra tänkbara faktorer som kan påverka oss än de faktorer som tar upp den befintliga situationen på marknaden. I slutet av vår affärsplan har vi presenterat tre tänkbara riskscenarier där vi tar upp det bästa som kan hända(bästa fallet), det värsta som kan hända(sämsta fallet), det som troligtvis kan inträffa(normalfallet), riskerna med dem samt hur vi skall kunna åtgärda dem. / <p>The purpose of this paper is to create a business plan and develop our business concept that was originally selling men's clothing at a lower price segments for men between 18-30 years in the Swedish market. Our problem formulation is: How do we design a sustainable business plan? How do we create a business concept for our selected concept? How should the offer be designed and what elements should be included to reach potential consumers? We have studied different sources with examples of business plans and what they contains, we have also through personal meetings at Drivhuset in Borås been assisted by the Project Manager Linn Johansson to develop our concept and business plan. In a survey did we interview men between 18-30, because we wanted to find out which one is our target audience and also see if there is interest for our concept. The study gave us a good foundation to build our business plan and business concept on. In our business plan we have chosen to concentrate on the business concept, vision and objectives, marketing plan and risks. In the market plan we will determine our market through segmentation and positioning. We look at the competitive landscape through SWOT analysis and business intelligence. We present the marketing mix and how we chose to make use of it to reach the market and which parts we think are most important to us. In our essay we have analyzed our prospective customer, market and competitors through various methods. For example, we have SWOT analysis of our business and also on the two largest competitors as we got up by the market investigation, Jack & Jones and Carlings. By Porters five forces we have also analyzed other potential factors that may affect us than the factors that reflects the current market situation. I the end of our business plan, we have presented three possible risk scenarios in which we take up the best thing that can happen (best case) and, the worst that could happen (worst case), it is as likely to occur (typically), the risk associated with them, and how we to remedy them.</p><p>Program: Butikschefsutbildningen</p>

In the first theoretical part I focuse on explaining of the basic marketing terms that are relevant for this thesis. I deal with the description of the importance of marketing, communication strategy, marketing and communication mix. The practical part is focused on the application of theoretical knowledge into a concrete project of the new product line of Heinz tomato paste and puree. After describing the individual parts of the marketing mix I analyze the communication mix. In the last two chapters I concern the evaluation of the communication strategy chosen by the Heinz company and I suggest some propositions for changes, too.

This thesis analyses products of Cedro sole ltd., which is a company operating on nail care market in Czech Republic. Theoretical part defines basic terms and brings basis important for practical part. Practical part deals with company presentation, customers and the market company's operating on. This is followed by company's surroundings that describe the current situation on the nail care market. Marketing mix analysis shows ways of price setting, organisation of distribution and the ways of communication. All this is followed by product analysis of the sales numbers, revenues and margin during the studied years. Last part is focused on recommendations to improve sales numbers and market position.

The aim of this Master's thesis is description of new electric water heater launch process. The theoretical part of the thesis deals with marketing mix and goes deeper in explanation of product lifecycle theory. Theoretical part is the basis for practical part. Practical part describes company Ariston Thermo in brief and deals with technical parameters of new electric water heater VELIS as well as distribution and price policy during the launch process. The key part of the thesis is dedicated to analysis of communication mix tools used during the first phase of product lifecycle, it's costs and impact. There is a short recommendation for growth phase in conclusion of the thesis.

This thesis deals with the importance of marketing in the spa sector with particular focus on the Spa Velké Losiny Ltd. The aim is to analyze marketing activities of the spa and to propose recommendations on the basis of this analysis. The theoretical part deals with spa market and also defines specifics of marketing of services and tourism and methodology of marketing research. The practical part includes information about the current situation of Spa Velké Losiny. In the practical part there is marketing mix analysis. In the last chapter are formulated evaluations and recommendations for the marketing of the spa.