Change search
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
"Vi säljer upplevelser": En studie om hur motorcykelbranschen kan stärka sitt erbjudande över hela året genom en omnikanalstrategi
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“We sell experiences” : A study on how the motorcycle industry can strengthen its offering throughout the year through an omnichannel strategy (English)
Abstract [sv]

Titel

”Vi säljer upplevelser” - En studie om hur motorcykelbranschen kan stärka sitt erbjudande över hela året genom en omnikanalstrategi

 

Nyckelord   

Omnikanalstrategi, säsongsförsäljning, upplevelseekonomi, motorcykelbransch, touchpoints, CEM, CRM

 

Forskningsfråga

På vilka sätt kan motorcykelbranschen med säsongsbetonad försäljning använda sig av en omnikanalstrategi för att stärka sitt varumärke och skapa erbjudanden genom hela året?

 

Syfte

Syftet med studien är att öka kunskapen om hur MC-branschen kan använda en omnikanalstrategi som hjälper motorcykelåterförsäljare att stärka sitt varumärke och öka försäljningen och sina erbjudanden under hela året oberoende av säsong.

 

Metod

Studien har använt en kvalitativ forskningsstrategi med ett abduktivt angreppssätt. Studien bygger på relevant teori som skapat frågor till sju semistrukturerade intervjuer med representanter av ett kvoturval.

 

Slutsats

För att motorcykel återförsäljare ska stärka sitt varumärke och skapa relevanta erbjudanden genom hela året bör en omnikanalstrategi implementeras. Inom denna strategi bör företaget prioritera kundbemötande och skapa upplevelser samt långsiktiga och lojala kundrelationer.  Synkronisera alla kanaler för en sömlös upplevelse, skapa en varrumärkesupplevelse och engagemang genom hela året med kreativa erbjudanden. Utforma servicelandskap både traditionellt och virtuellt som bidrar till varimärkesupplevelse, värdeskapande och gemenskap.

Abstract [en]

Abstract

 

Title

“We sell experiences” - A study on how the motorcycle industry can strengthen its offering throughout the year through an omnichannel strategy

 

Keyword

Omni-Channel Strategy, Seasonal Sales, Experience Economi, Motorcycle Industry, Touchpoints, CEM, CRM

 

Research Question

In what ways can the motorcycle industry with seasonal sales use an omnichannel strategy to strengthen its brand and create offers throughout the year?

 

Purpose

The purpose of the study is to increase knowledge of how the MC industry can use an omnichannel strategy that helps motorcycle dealers strengthen their brand and increase sales and offers throughout the year regardless of season.

 

Method

The study has used a qualitative research strategy with an abductive approach. The study is based on relevant theory that created questions for seven semi-structured interviews with representatives of a quota selection.

 

Conclusion

In order for motorcycle dealers to strengthen their brand and create relevant offers throughout the year, an omnichannel strategy should be implemented. In this strategy, the company should prioritize customer service and create experiences as well as long-term and loyal customer relationships. Synchronize all channels for a seamless experience, create a brand experience and commitment throughout the year with creative offerings. Design service landscapes both traditional and virtual that contribute to brand experience, value creation and community.

Place, publisher, year, edition, pages
2019. , p. 59
Keywords [sv]
Omnikanalstrategi, säsongsförsäljning, upplevelseekonomi, motorcykelbransch, touchpoints, CEM, CRM
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-88149OAI: oai:DiVA.org:lnu-88149DiVA, id: diva2:1344447
External cooperation
Subject / course
Business Administration - Other
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2019-09-17 Created: 2019-08-21 Last updated: 2019-09-17Bibliographically approved

Open Access in DiVA

fulltext(745 kB)2 downloads
File information
File name FULLTEXT02.pdfFile size 745 kBChecksum SHA-512
a280d2875f81e5720de98d16fb3ed957774b76f81f670d8a7284158f7d5b222ad01ddc1f4a916c97ff644d0e2ef189b7146fcc57ae4726d4a9eed62e3a5c5020
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Henrik, StrandÖstlund, Oskar
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 14 hits
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