Oscar Jacobson : Ett värdefullt företag för slutkund och återförsäljare?

Sammanfattning: Oscar Jacobson was founded in 1903 in Sweden, which at the timewas a leading country in the textile industry. During the 1960s morecompetitors arose as the fashion industry grew stronger and theglobalization became a fact. Today there is an abundance of brandsand products in the fashion- and textile industry. This has given thecustomers a greater range of products to choose from. We can seetendencies of customer not being as brand loyal as they used to. Toattract and keep the customers loyal the fashion companies need todevelop a unique proposition that differentiates them for theircompetition.It is easy to establish that satisfied customers are the foundation of aprofitable company. It is however harder to define how a companycreates satisfied customers. During our work with this paper wehave discovered that the customer value proposition is a subjectivefactor. A value proposition is the description of the customer’sproblem, the solution of the customer’s problem and the value ofthis solution from the customer’s perspective. Despite a company'sattempts to create value in an objective way with good quality andservice something is missing. So the question is; how will acompany create a relevant customer value proposition?The purpose with our study has been to investigate, describe andanalyses how a Swedish textile company preferably should work tocreate customer value. We have chosen to apply our newfoundknowledge on our investigation company Oscar Jacobson. This willincrease our understanding for factors affecting the customer value.We have used scholarly thesis and qualitative interviews with bothOscar Jacobson’s end customers and retailers. We have alsoconducted an interview with Henrik Schneider, Chief MarketingOfficer, at Oscar Jacobson.We have realized that the value creating process is complex. Allparts within a company need to be pervaded with a clear andconsistent message. After our empirical investigation of OscarIIJacobson’s end customer and retailers we can declare thatsafetyness is a very important factor for Oscar Jacobson’s endcustomers and retailers. safetyness is however nothing that OscarJacobson themselves pointed out as an important factor. We canalso see that the attitude towards Oscar Jacobson is differentdepending on the end customer’s age. The brand awareness ofOscar Jacobson is lower in the younger parts of the target group,which is something Oscar Jacobson needs to take intoconsideration.