Superstores Marknadsföringsstrategier

Sammanfattning: Background: The increasing number of actors on the market has led to a more intense competition among superstores. With this, marketing has gotten an even more essential meaning. The marketing activities superstores perform are adapted to the context in which the store is located. Purpose: The purpose of this thesis is to, from different theoretical dimensions, compare superstores’ application of marketing strategies in Tokyo with the marketing strategies used by superstores in Stockholm. By such a comparison we also intend to describe possible variations and reasons behind the differences if such should be evident. Research Method: The study is based on an approach similar to that of a case study. We have interviewed two Japanese companies with superstores in Tokyo and one Swedish company with a superstore located in Stockholm. The findings were then analyzed and the results compared in order to illuminate the contextual factors the marketing strategies of superstores correlates with. Findings: The major differences between marketing of superstores in the chosen contexts are due to many factors but mainly the mobility of the population and all that comes with that, for example traffic conditions and infrastructure. What the working population looks like in terms of demographics and psychographics, what the living and storage spaces look like and of course the size of the city, the larger the city is, the more companies and alternatives are available. All this also affects the population’s mobility and hence also other marketing actions.