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Oscar Jacobson: Ett värdefullt företag för slutkund och återförsäljare?
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
Oscar Jacobson : A valuable company for both retailers and end customers (English)
Abstract [en]

Oscar Jacobson was founded in 1903 in Sweden, which at the time was a leading country in the textile industry. During the 1960s more competitors arose as the fashion industry grew stronger and the globalization became a fact. Today there is an abundance of brands and products in the fashion- and textile industry. This has given the customers a greater range of products to choose from. We can see tendencies of customer not being as brand loyal as they used to. To attract and keep the customers loyal the fashion companies need to develop a unique proposition that differentiates them for their competition. It is easy to establish that satisfied customers are the foundation of a profitable company. It is however harder to define how a company creates satisfied customers. During our work with this paper we have discovered that the customer value proposition is a subjective factor. A value proposition is the description of the customer’s problem, the solution of the customer’s problem and the value of this solution from the customer’s perspective. Despite a company's attempts to create value in an objective way with good quality and service something is missing. So the question is; how will a company create a relevant customer value proposition? The purpose with our study has been to investigate, describe and analyses how a Swedish textile company preferably should work to create customer value. We have chosen to apply our newfound knowledge on our investigation company Oscar Jacobson. This will increase our understanding for factors affecting the customer value. We have used scholarly thesis and qualitative interviews with both Oscar Jacobson’s end customers and retailers. We have also conducted an interview with Henrik Schneider, Chief Marketing Officer, at Oscar Jacobson. We have realized that the value creating process is complex. All parts within a company need to be pervaded with a clear and consistent message. After our empirical investigation of Oscar II Jacobson’s end customer and retailers we can declare that safetyness is a very important factor for Oscar Jacobson’s end customers and retailers. safetyness is however nothing that Oscar Jacobson themselves pointed out as an important factor. We can also see that the attitude towards Oscar Jacobson is different depending on the end customer’s age. The brand awareness of Oscar Jacobson is lower in the younger parts of the target group, which is something Oscar Jacobson needs to take into consideration.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2009.
Series
Kandidatuppsats
Keywords [en]
marketing communication, customer value, availability, interactivity
Keywords [sv]
oscar jacobsson
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19612Local ID: 2320/5572OAI: oai:DiVA.org:hb-19612DiVA, id: diva2:1311546
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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Language
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  • Other locale
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Output format
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