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Leverera Mera: En fallstudie på Volvo Trucks
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Titel:                                      

Leverera mera – En fallstudie på Volvo Trucks

 

Författare:                                             

Erik Bylund & Johan Kristensson

 

Handledare:                                            

Ulf Aagerup

 

Nivå:                                      

Kandidatuppsats, Internationell Marknadsföring (15hp), VT 2014.

 

Nyckelord:                                              

Sponsring, Leveraging och Ambush Marketing

 

Problemformuleringar:       

- Hur använder Volvo Trucks leveraging i samband med deras sponsorskap?

- Hur motverkar Volvo Trucks Ambush Marketing i samband med deras sponsorskap?

                                           

Syfte:                                     

Syftet med uppsatsen är att undersöka och beskriva hur ett aktivt sponsrande multinationellt företag på B2B-marknaden använder sig av leveraging i samband med deras sponsorskap för att öka nyttan av deras investering. Vi vill även undersöka undersöka och beskriva hur de motverkar Ambush Marketing i samband med deras sponsorskap för att skydda deras investering.

                     

Teoretisk referensram:        

Kapitlet inleds med grundläggande teorier kring sponsorskap för att sedan gå vidare till beskrivning av termerna leveraging och Ambush Marketing.

 

Metod:                                   

Fallstudien har genomförts med en kvalitativ undersökningsmetod och en induktiv ansatts. Personliga intervjuer med högt uppsatt och kompetent personal inom Volvo Trucks legat till grund för insamlingen av våra data.

 

Empiri:                                  

Empirin presenterar de kvalitativa intervjuer som gjorts med respondenter inom Volvo Trucks.

 

Analys:                                  

Analysen jämför den insamlade empirin gentemot den teoretiska referensramen.

 

Slutsats:                                 

Volvo Trucks använder sig av en omfattande leveragingstrategi där de genom sin 360-approach försöker vara närvarande på samtliga plan och kanaler. Det finns ett klart fokus på aktiverande leveraging med avsikt att bygga och stärka kundrelationer. Deras övergripande, långsiktiga sponsringsstrategi att äga event och vara titelsponsor ger dem stort inflytande och gör att de kan vara dominanta i sin exponering. Även om Volvo Trucks själva hävdar att deras primära strategi mot Ambush Marketing är att skriva noggranna kontrakt menar vi att deras övergripande strategier (omfattande leveraging och långvariga titelsponsorskap) också utgör ett viktigt skydd.

Abstract [en]

Title:                                                                              

Leverera mera – En fallstudie på Volvo Trucks

 

Authors:                                                 

Erik Bylund & Johan Kristensson

 

Advisor:                                                  

Ulf Aagerup

 

Level:                                     

Bachelor thesis, International Marketing (15 ECTS), Spring 2014

 

Keywords:                                              

Sponsoring, Leveraging, Ambush Marketing

 

Problem:                               

- How do Volvo Trucks make use of leveraging in conjunction with their sponsorships? - How do Volvo Trucks counteract Ambush Marketing in conjunction with their sponsorships?

 

Purpose:                                

The purpose of this paper is to explore and describe how an active multinational sponsor in the B2B market make use of leveraging in conjunction with their sponsorship to increase the benefits of their investment. We also want to investigate and describe how they combat Ambush Marketing in conjunction with their sponsorship to protect their investment.

 

Method:                                 

The study has a qualitative research method with an inductively approach. Interviews with senior and knowledgeable employees within Volvo Trucks have been conducted to provide answers to the problem.

 

Frame of reference:             

The chapter begins with basic theories about sponsorship and then proceed to the description of the terms and leveraging Ambush Marketing.

 

Empiric:                                

The empirical data presents the qualitative interviews conducted with respondents at Volvo Trucks.

 

Analysis:                                

The analysis compares the collected empirical data in relation to the theories studied in sponsorship, leveraging and ambush marketing.

 

Conclusion:                           

Volvo Trucks uses a comprehensive leveraging strategy which through their 360 approach tries to be present at all levels and channels. There is a clear focus on activational leveraging with the intent to build and strengthen customer relationships. Their overall long-term sponsorship strategy to own events and titles sponsorship gives them great influence and enables them to be dominant in their exposure. Although Volvo Trucks themselves claim that their primary strategy against Ambush Marketing is to write detailed contracts, we propose that their overall strategies (including leveraging and longstanding title sponsorship) also provides an important protection.

Place, publisher, year, edition, pages
2014. , 91 p.
Keyword [sv]
Sponsring, Leveraging, Ambush Marketing, Marknadsföring, Fallstudie
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-27409OAI: oai:DiVA.org:hh-27409DiVA: diva2:776017
Subject / course
International Marketing
Supervisors
Examiners
Available from: 2015-01-07 Created: 2015-01-06 Last updated: 2015-01-07Bibliographically approved

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