Hur kommunicerar etablerade företag med sina befintliga kunder?

Abstract Titel: How do established companies communicate with their existing customers? Level: C-level in the Business Administration Author: Jessica Axelsson and Trang Nguyen Thi Thu Supervisor: Per-Arne Wikström Date: 2012-05 Aim: Our aim with this essay is to describe how an established company communicates with its existing customers. We want to explore which communication strategy the company applies to reach their customers. We also want to see what kind of communication the company applies to get to market more effectively and remain on the market longer. Method: The study is a qualitative case study where we have conducted a personal interview with the company president. Result and conclusions: Hamrånge Inrednings AB is a small company that manages to communicate with their customers by using methods like word of mouth and Google-search, in a manner that is efficient and reaches out to the customers. The company is also managing relationship marketing, which involves meeting with clients properly and put them first, trying to understand and finding out what the customer wants to buy from the company. This is a strategy that is going to benefit Hamrånge Inrednings AB in the future, because the strategy that HI uses fulfills the new market demands. Suggestions for future research: It would be interesting to examine and compare the differences between the approaches of the old marketing theories Kotler, Wrong, Saunders and Amstrong (1994) writes in their book "Principles of Marketing". To the new theories that emerged in the marketing approach that is written by Kotler, Jain and Maesincee (2002) in the book "Marketing Moves." Another interesting area is to find out what kind of company that uses the new marketing and how they succeeded. Contribution of the thesis: We hope that our study may help increase the understanding of how important it is for companies with communication and customer relationships to remain on the market today. 4 Key words: Communication strategy, Customer relationships, Relationship marketing, word of mouth