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Vikten av intern marknadsföring: Beskrivning av Maxi ICA Stormarknad Erikslunds interna marknadsföring
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Frågeställning: ”Hur arbetar Maxi ICA Stormarknad Erikslund med intern marknadsföring?”Syfte: Syftet med denna uppsats var att beskriva hur en livsmedelsbutik använder sig av intern marknadsföring.Metod: För att besvara frågeställningen genomfördes en litteraturstudie samt intervjuer med Maxi-handlaren och anställda på ICA Maxi Stormarknad Erikslund.Slutsats: Slutsatserna som har dragits i uppsatsen visar hur ICA-butiken hanterar de olika faktorer som påverkar intern marknadsföring. Det framkommer till exempel attICA-butiken klarar sig okej med sin befintliga utbildning. Teorierna säger att kontinuerlig utbildning är bra och detta kan ICA-butiken utveckla för att nå ännu bättre resultat. De anställda som jobbar i ICA-butiken motiveras på olika sätt och ICA-butiken hanterar detta på ett bra sätt, genom att ha individuella samtal. Avslutningsvis så indikerar slutsatserna att ICA-butiken hanterar sin interna marknadsföring på ett bra sätt.

Abstract [en]

Research question: “How does Maxi ICA Stormarknad Erikslund work with internal marketing?”Purpose: The purpose of this paper is to describe how a firm in the grocery industry uses internal marketing.Method: To answer the research question, the authors first began with a literature study, and then proceeded with interviews with the owner of ICA Maxi and employees.Conclusion: The conclusions that have been brought up in this thesis, shows how the ICA-store deals with the different factors that influence the internal marketing. For example something that comes to light is that the education within the ICA-store is okay. But the theories think that a continuous education is good and that the ICA-store can develop this to get even better results. Something that also comes to light is that the employees that work at ICA-store are motivated in different ways and that ICA-store handles that in a god way, by having individual talks with the employees. In conclusion, all of the conclusions indicate that the ICA-store is handling their internal marketing quite good.

Place, publisher, year, edition, pages
2013. , p. 36
Keyword [sv]
Internal marketing, communication, organization, education, employer branding, employer empowerment, policy, motivation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-20036OAI: oai:DiVA.org:mdh-20036DiVA, id: diva2:633926
External cooperation
Maxi ICA Erikslund Stormarknad
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2013-07-01 Created: 2013-06-27 Last updated: 2013-07-01Bibliographically approved

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