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Ett starkt varumärke: en otillbörlig konkurrensfördel vid privatisering?: En jämförande studie av Apoteket Shop och The Body Shop
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A strong brand: an undue competitive advantage at privatization? : A comparative study of Apoteket Shop and The Body Shop (English)
Abstract [sv]

Syfte:  Syftet är att analysera och utvärdera Apoteket Shop och The Body Shop som varumärke

Metod:  Denna studie har utgått ifrån ett holistiskt synsätt. Det valda teoretiska förhållningssättet är deduktion och en kvalitativ forskningsmetod i form av djupintervjuer samt kvantitativ forskningsmetod i form av en enkätundersökning.

Teorier:  Involvement Theory, Brand, Brand Strategy, Brand Equity, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication.

Empiri:  Totalt 6 st djupintervjuer med representanter på Apoteket Shop och The Body Shop. Enkätundersökning med 25 stycken kunder på vardera företag.

Resultat:  Resultatet visar att Apoteket Shop har ett långsiktigt tänkande men en bit kvar i implementeringsarbetet. The Body Shop har ett långsiktigt tänkande vilket även syns tydligt i deras arbete. 

Slutsats:  De otillbörliga konkurrensfördelar som Apoteket Shop har är att de redan tillhör ett starkt och väletablerat varumärke. Om Apoteket Shop inte arbetar så att organisationsutformningen är i samklang med den starka affärsidén/varumärket kommer de otillbörliga konkurrensfördelar endast att vara kortsiktiga då förutsättningarna för en långsiktighet inte finns inom organisationen.    

Abstract [en]

Purpose:  The purpose is to analyze and evaluate Apoteket Shop and The Body Shop as a brand.  

Method:  This essay will have a holistic approach. The chosen theoretical approach is deductive. Qualitative methods will be used in the form of deep interviews as well as quantitative methods in the form a questionnaire survey.  

Theories:  Involvement Theory, Brand, Brand Strategy, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication

Empiric:  A total of six deep interviews with representatives from Apoteket Shop and The Body Shop. Questionnaire survey with 25 customers from each company.

Result:  The result shows that Apoteket Shop has a long–term thinking in their work but needs to work more with taking these thoughts into action. The Body Shop has also a long–term thinking which clearly shows in the way they work.     

Conclusion:  The undue competitive advantages that Apoteket Shop has are the fact that they already belong to a strong and well established brand. If Apoteket Shop doesn’t work so that the structure of their organization is in tune with the strong business concept/brand, these undue advantages will only be short-term since the conditions for a long-term doesn´t exist in the organization.

Place, publisher, year, edition, pages
2009. , 75 p.
Series
Examensarbete
Keyword [en]
Relationship marketing, Brand, Apoteket Shop, The Body Shop
Keyword [sv]
Relationsmarknadsföring, Varumärke, Apoteket Shop, The Body Shop
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-3049OAI: oai:DiVA.org:sh-3049DiVA: diva2:288307
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-01-21 Created: 2010-01-20 Last updated: 2010-01-21Bibliographically approved

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Citation style
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