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Syns man inte, finns man inte: Fallstudie: Hur Maxi Ica Stormarknad Falun arbetar med sin relationsmarknadsföring under den förändrade situation och kris som uppstått i och med effekterna av covid-19
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
If you´re not visible, you´re not there : How Maxi Ica Stormarknad Falun works with their relationship marketing during the business crisis that has emerged with covid-19 (English)
Abstract [en]

The purpose of this study is to describe how a market leading actor in the food industry, Maxi Ica Stormarknad Falun, is working with and managing their relationship marketing to their customers during the business crisis that has emerged with covid-19. To establish this, a case study has been applied, with interviews of some selected people with different positions in the company. The new market situation has created a new competition in the food industry, whereon the relationship to the existing customers is an important competitive advantage. The competition has changed the ordinary way of working, because of the high pressure of the e-grocery. According to the results of the study, it’s given that the company trust in their good reputation and that their customers will continue to be loyal with the company despite a crisis situation. Further, the study shows that Maxi Ica Stormarknad doesn’t have a welldesigned crisis management plan which is important during a crisis. The company has no resources to work with the relationship to their customers through the e-grocery, which is essential in this sort of situation.

Abstract [sv]

Syftet med denna studie är att ta reda på hur en marknadsledande aktör i livsmedelsbranschen, Maxi Ica Stormarknad Falun, hanterar och arbetar med sin relationsmarknadsföring gentemot sin kundbas efter det företagsekonomiska krisläget som skapats genom covid-19. En fallstudie har gjort för att uppnå detta, intervjuer med utvalda personer på olika positioner inom företaget har gjorts. Det nya marknadsläget har skapat en ny konkurrenssituation i livsmedelsbranschen där relationen till kunderna är en viktig konkurrensfördel. Krissituationen har lett till att arbetssättet i företaget är förändrat då högt tryck har uppstått på e-handeln. Resultatet visar att företaget förlitar sig på att det goda ryktet om butiken leder till att den aktuella kundbas företaget besitter stannar lojala hos företaget trots rådande krissituation. Vidare visar studien att Maxi Ica Stormarknad Falun inte arbetar aktivt med en välutformad krishantering som kan behövas vid en förändrad marknadssituation och större resurser läggs inte heller på bearbetning kring deras relationsmarknadsföring gällande e-handeln som är av väsentlig betydelse i detta läge.

Place, publisher, year, edition, pages
2020.
Keywords [en]
Relationship marketing, crisis management, e-grocery
Keywords [sv]
Relationsmarknadsföring, krishantering, e-handel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-34393OAI: oai:DiVA.org:du-34393DiVA, id: diva2:1450444
Available from: 2020-07-01 Created: 2020-07-01

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • 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