The lifestyles and demands of automobiles for some auto consumers have changed significantly in recent years. There are more auto consumers who prefer purchasing larger vehicles with more interior space and capacity. To satisfy these auto consumers¡¦ needs and wants, more automakers start manufacturing full-sized vehicles such as Sports Utility Vehicles (SUV) and Multi-Purpose Vehicles (MPV). In fact, most SUVs in Taiwan will have two rows of seats and can carry five passengers. On the other hand, most MPVs in Taiwan will have three rows of seating arrangement with seven-passenger capacity. However, Toyota WISH is one of the most popular MPVs in Taiwan auto market but WISH should be considered as a ¡§Mini MPV¡¨. This research study will be focused on a Mini MPV called Toyota WISH. First, it is very important to understand the definition of Mini MPVs in the auto market. Secondly, there 7 major Mini MPVs in the Taiwan auto market, including Toyota WISH, Mazda5, Nissan Grand Livina, Mitsubishi Savrin, Ford i-Max, Kia Euro Carens, and Hyundai Santa Fe. Thirdly, Toyota has become the most leading automaker in terms of its market shares in total and Toyota WISH is also one of the most popular Mini MPVs in Taiwan auto market based on its sales volumes. Lastly, this research study will examine the primary purchasing reasons from some Toyota WISH owners. After conducting this research study, it is clearly to see that Toyota WISH has its own target customers who are mostly mature male adults between ages at early 40s to late 50s and they are usually married with children. Nevertheless, while collecting all the statistical numbers, the precise and accurate automobile sales figures are the most difficult parts to obtain in Taiwan auto market.

This Master thesis was written in collaboration with the Kalmar-based consulting company Sederkvist Kommunikation. The purpose was to explore the market potential for Sederkvist Kommunikations new software Bellman Marketing. Based on these results a launch plan was created and advoice were given to Sederkvist Kommunikation as to how their new administrative tool could be introduced on the market. Data were collected through semi-structured telephone interviews. The population was Swedish so called Gazelle-companies (growth-companies listed yearly by the business newspaper Dagens Industri) and totally 27 units were examined. Analysis indicated that there was a relatively large market potential for Bellman Marketing among Swedish fast-growing companies. The market does however not perceive a need for the software at this point, thus this need has to be pointed out first by Sederkvist Kommunikation. By effective market segmentation and with messages suited for target customers, the launch of Bellman Marketing can be successful.

<p>This Master thesis was written in collaboration with the Kalmar-based consulting company Sederkvist Kommunikation. The purpose was to explore the market potential for Sederkvist Kommunikations new software Bellman Marketing. Based on these results a launch plan was created and advoice were given to Sederkvist Kommunikation as to how their new administrative tool could be introduced on the market. Data were collected through semi-structured telephone interviews. The population was Swedish so called Gazelle-companies (growth-companies listed yearly by the business newspaper Dagens Industri) and totally 27 units were examined. Analysis indicated that there was a relatively large market potential for Bellman Marketing among Swedish fast-growing companies. The market does however not perceive a need for the software at this point, thus this need has to be pointed out first by Sederkvist Kommunikation. By effective market segmentation and with messages suited for target customers, the launch of Bellman Marketing can be successful.</p>

Frågeställning: Hur kan DMOs arbeta för att förstå turisternas förväntningar inför en destinationsupplevelse? Syfte: Syftet med undersökningen är att skapa en förståelse för turisternas förväntningar, både hur de skapas och hur de kan påverka turistens uppfattade destinationsupplevelse. Vi vill även kunna förklara hur turister kan delas in i olika målgrupper baserat utifrån vad de efterfrågar av en destinationsupplevelse. Slutligen syftar undersökningen till att kunna förklara för DMOs hur de kan arbeta med hänsyn till turisternas förväntningar i framtida destinationsutveckling. Metod: Uppsatsen har haft en deduktiv ansats med både ett sambandsbaserat och beskrivande syfte. Undersökningen innefattar både kvantitativa och kvalitativa metoder. Datainsamlingen genomfördes via fokusgrupp, enkät och dagböcker. Resultat: För att förstå hur turistens förväntningar bildas bör en DMO dela in turisterna i målgrupper baserade på vilken destinationsupplevelse de söker. Olika segment bildar sina förväntningar på olika sätt vilket gör det viktigt att differentiera sin kommunikation till turisten för att kunna påverka förväntningarna. Begränsningar: Undersökningen av DMOs är på regional nivå, vilket begränsar undersökningen till att inte uttala sig om DMOs på nationell eller lokal nivå. Turisterna vi har undersökt är fritidsturister som är bosatta i Sverige, vilket gör att undersökningen inte är gällande för affärsresenärer eller turister som är bosatta utanför Sverige. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget består av att vi har kunnat konstatera att Parasuramans et al. (1985) gapmodell är applicerbar på en destination, med vissa anpassningar till turismlitteraturen. I slutsatsen presenteras den teoretiska modell som illustrerar gapen för en destination. Det praktiska bidraget består av rekommendationer som en DMO kan följa för att steg för steg överbygga gapen. / Research question: How may a DMO be organized to enable an understanding of tourist expectations before the destination experience? Purpose: The purpose with this study is to create an understanding of tourist expectations, including how they are conducted and how the expectations may influence the perceived experience of the destination. The aim of this study is also to explain how tourists may be diverted into segments by what a tourist demands of a destination experience. This thesis will end in recommendations according to how a DMO could be organized to gain a greater knowledge of tourism expectations that will be useful for future innovation at the destination. Methods: The research approach of this thesis is deductive, with both quantitative and qualitative research methods. The data collection consisted of a focus group, a survey and personal notebooks. Results: To be able to understand how a tourist creates expectations of a destination a DMO must segment their tourists into different segments, depending on what kind of experience they are looking to find at the destination. Expectations are created in different ways by different segments. This increases the importance for DMOs to differentiate their marketing communications to the tourist and thereby influence their expectations. Limitations: The thesis is not applicable for national or local DMOs, since the data is collected from regional DMOs. It is neither applicable for business travellers nor tourists that live outside of Sweden, seeing that the population and sample of tourists lives in Sweden and are leisure travellers. Theoretical and practical contribution: The conclusion of this thesis makes us confident that Parasuraman et al. (1985) gap model may be applied at the complexity of a destination, with certain adjustments from the tourism literature. The conclusion made us able to create a theoretical model. The practical contribution of this thesis is the recommendations that will enable a DMO to step-by-step overcome the complexity of a destination.

Det blir allt enklare att starta ett företag i Sverige, mycket tack vare de många startupplattformar som finns. Samtidigt överlever knappt hälften av alla startup längre än fem år. En viktig aspekt för att inte misslyckas som nystartat företag är att förstå sina kunder och sina användare och lansera produkten till rätt kundsegment, samtidigt som det kan vara kostsamma undersökningar som också förlänger den kritiska tiden innan företaget börjar generera inkomster. För att det ska bli lönsamt krävs det också att företagen förstår hur informationen som insamlas ska användas för att förbättra produkten. Det här arbetet undersöker hur och när startups väljer att involvera sina användare i produktutvecklingsprocessen. För att besvara arbetets frågeställningar har en litteraturstudie utförts, där bakgrunden till problematiseringen kartlagts. Därefter genomfördes en intervjustudie med fyra olika startups där syftet var att förstå hur arbetet med användarinvolveringen utfördes i praktiken. Samtliga företag som intervjuades hade genomgått ett program på, eller finansierats av någon startupplattform. Studien visade att startups ofta inte följer en linjär produktutvecklingsprocess, utan måste anpassa den efter de finansiella och strukturella förutsättningar som företaget har. Därför lämpar sig ofta andra iterativa metoder för företagen, där insatsen för varje förändring blir mindre. Det gäller också för användarinvolvering, där företagen dock strävar efter att involvera användaren så mycket som möjligt då det upplevs som en minskad osäkerhet. En kontinuerlig involvering av användare är dock sällan genomförbart för nystartade företag. Dessutom gör bristen på erfarenhet det svårt för företagen att strukturerat fastställa de viktigaste kraven och behoven från användarna. Sammanfattningsvis pekar studiens resultat på att en utmaning för startups är att applicera en linjär produktutvecklingsprocessen på grund av bristande struktur och startupfas. De strävar efter att förstå sina kunder och användare då konsensus råder om att detta leder till en lyckad lansering då osäkerheten minskar och produkterna förbättras. / Starting a business in Sweden is becoming easier, thanks in large part to the numerous startup platforms available. However, barely half of all startups survive beyond the first five years. A crucial aspect of avoiding failure as a new company is understanding one's customers and users and launching the product to the right customer segments. Yet, conducting costly surveys can also prolong the critical period before the company starts generating income. To make it profitable, companies also need to understand how the collected information should be used to improve the product. This study investigates how and when startups choose to involve their users in the product development process. To address the research questions, a literature review was conducted mapping out the background of the problem. Then an interview study was carried out with four different startups, aiming to understand how user involvement was implemented in practice. All interviewed companies had gone through a program on or were funded by a startup platform. The study revealed that startups often do not follow a conventional product development process but have to adapt it based on the company's financial and structural conditions. Insted, other iterative methods are often suitable for new companies, where the cost for each change is less significant. This also applies to user involvement, although companies strive to involve users as much as possible because it is perceived as reducing uncertainty. However, continuous user involvement is rarely possible for startups with limited budgets and time constraints. Moreover, the lack of experience makes it challenging for companies to systematically determine the most critical requirements and needs from users. In summary, the study's findings indicate that a challenge for startups is to apply a linear product development process due to a lack of structure and the startup phase. They strive to understand their customers and users, as there is a consensus that this leads to a successful launch by reducing uncertainty and improving products.