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Nå en ny målgrupp genom marknadsmix
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Reach a new target group through market mix (English)
Abstract [en]

This thesis holds how to reach a new target group through market mix. The

purpose of the thesis is to study how the organization can reach a new target

group which is new potential employees in the care of the elderly by working on

the market mix. The theory that was used are offensive quality development by

which continuous improvements can be achieved. Theory about communication

was used and the importance of rhetorical skills while presenting the information

to the target group. When it comes to transformation theory the digitized change,

employees are often determined that it is important to start marketing themselves

digitally and get the equipment needed. A major role played also the theory about

marketing mix which was a major part of this study. Examination methods used

were written interviews and the letter method. The written interviews was done by

contacting the municipalities in Sweden to know how they do the marketing to the

potential employees. On the other hand the letter method was done by contacting

the studied organizations employees to know their ideas about how to encounter

the new employees. The results of this study was that the organization’s employee

mentioned that marketing should be done by digital channels because the time we

are living in requires it. Lastly, the conclusions was that market mix can be a great

strategy to reach the new target group and to always improve the marketing by

doing a plan and then also realize the plan by doing the events and campaigns.

Abstract [sv]

Examensarbetet handlar om att nå en ny målgrupp genom marknadsmix. Syftet med examensarbetet

är att studera hur organisationen kan attrahera en ny grupp av medarbetare genom att arbeta med

marknadsmixen. Teorin som användes är offensiv kvalitetsutveckling genom vilken kontinuerliga

förbättringar kan uppnås. Därefter användes teori om kommunikation och betydelsen av retoriska

färdigheter samtidigt som informationen presenterades för målgruppen. Teorin om förändring tar

upp den digitala förändringen som avgörande då det är viktigt att börja marknadsföra sig digitalt

och få nödvändig utrustning. Teorin om marknadsmix var en viktig del av denna studie. De använda

undersökningsmetoderna var skriftliga intervjuer och brevmetoden. De skriftliga intervjuerna

gjordes genom att kontakta kommunerna i Sverige för att veta hur de marknads för sig mot de

potentiella medarbetarna. Brevmetoden gjordes genom att kontakta den studerade organisationen

för att samla in deras idéer om hur man skulle möta de nya medarbetarna. Resultaten av denna

studie var att organisationens anställda nämnde att marknadsföring bör ske genom digitala kanaler

på grund av att den tid vi lever i kräver det. Slutligen var slutsatserna att marknadsmixen kan vara

en bra strategi för att nå den nya målgruppen och att alltid förbättra marknadsföringen genom att

göra en plan och sedan genomföra planen genom att göra kampanjerna.

Place, publisher, year, edition, pages
2019. , p. 26
Series
TVE-LKF ; 19 058
Keywords [en]
digital channels, campaigns, communications, continuous improvement, market mix, target group, potential employees, strategy, elderly care
Keywords [sv]
digitala kanaler, kampanjer, kommunikation, kontinuerliga förbättringar, marknadsmix, målgrupp, potentiella medarbetare, strategi, äldreomsorg
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-393587OAI: oai:DiVA.org:uu-393587DiVA, id: diva2:1354295
External cooperation
Region Gotland
Educational program
Bachelor Programme in Leadership - Quality Management - Improvement
Supervisors
Examiners
Available from: 2019-09-25 Created: 2019-09-24 Last updated: 2019-09-25Bibliographically approved

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