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Mikrobryggerier, marknaden och märken: En studie om positionering, branding och storytelling på den svenska bryggerimarknaden
Södertörn University, School of Social Sciences, Business Studies.
2017 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest.

Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point of view. The study will focus on how the microbreweries have chosen to position themselves and identify how they communicate their brand.

Theory: The theoretical framework underlying this study consists of an examination of how companies can enter the market and how they can distinguish themselves from competitors.

Method: To fulfill the purpose of this study, a method triangulation has been applied. The empirical data were collected using two types of content analysis and through a multiple case study. The empirical data consisted of information from the communication channels used by the microbreweries as well as trend reports from the food industry.

Conclusion: The results of the study show that the most common strategy for a company to position themselves on the market is through focus. The result is based on the importance of the place where the brewery was located in terms of how they communicated their brand and how their beer was distributed. By expressing their brand and values in terms of actions and transparency, it is considered to have contributed to the success of the microbreweries in establishing themselves on the market

Place, publisher, year, edition, pages
2017. , p. 67
Keywords [en]
microbreweries, marketing, branding, brand management, storytelling
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35364OAI: oai:DiVA.org:sh-35364DiVA, id: diva2:1210532
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2018-05-29 Created: 2018-05-28 Last updated: 2018-05-29Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf