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Regionalization and Marketing Mix Strategies of a company
Halmstad University, School of Teacher Education (LUT).
Halmstad University, School of Teacher Education (LUT).
2006 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för lärarutbildning (LUT) , 2006.
Keywords [en]
International, Marketing
Identifiers
URN: urn:nbn:se:hh:diva-738Local ID: 2082/1087OAI: oai:DiVA.org:hh-738DiVA, id: diva2:237956
Uppsok
Social and Behavioural Science, Law
Available from: 2007-06-13 Created: 2007-06-13 Last updated: 2007-06-13

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2349340b67c8e411b08f31f31953e8db2d618519c8eee5358b558474b844f939d9c9cd22bb41cde05ae65d5378d92f02e0ad1b5333d2a39462e62fbb35e9eca538bdb5c028bccd38469219e7a6f70713
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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