<p>Hospitality, tourism and leisure are industry sectors where different factors impinge together</p><p>to provide a unique marketing context. The importance of concept intangibles, their</p><p>significance to life-style and cultural preferences of customers in themselves represent a</p><p>major challenge. Such intangibles may be more vulnerable to changes in customer perception</p><p>than the physical aspects of product and service delivery. However, intangibles also</p><p>present an opportunity for individual entrepreneurs to create alternative and differentiated</p><p>concepts, based on their own view and intuition of what customers will find appealing.</p><p>Resort Västra Lägern was founded under the circumstances. It is one new, small resort firm</p><p>in the countryside of Sweden. The owner identified the niche market in this traditional industry.</p><p>The favorable natural and cultural resources create the business background while</p><p>the active entrepreneurship makes the possibilities. At the start-up of the firm, marketing</p><p>analysis is necessary for this SME to position itself properly on the markets and to target</p><p>the customers effectively.</p><p>Marketing is absolutely central to the entrepreneurial process. For a new venture to be viable,</p><p>customers have to desire what it is being offered, in sufficient numbers, and prepared</p><p>to pay an economical price. This is at the heart of the marketing concept. However, an entrepreneurial</p><p>approach implies taking advantage of market opportunities in a dynamic, proactive</p><p>way.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hj-1194 |
| Date | January 2007 |
| Creators | Xie, Xuying |
| Publisher | Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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