Brand Awareness among Customers : A case study of ICA-Kvantum

This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.

Obstacles and Opportunities Foreign Graduates Meet In Dalarna Labour Market, Sweden

Foreign graduates have been part of the success stories of many developed countries. This is as a result of their immeasurable deposit of ideas, knowledge, and innovation in the host country. Though the process of these foreign graduates penetrating and integrating into the labour market of the host country could be slow and rough as they encounter some obstacles on the way; they still strive to break through and be part of the country’s workforce because they foresee some opportunities therein. This research study is about the obstacles and opportunities foreign graduates meet in Dalarna labour market. The study investigated and identified the obstacles and opportunities foreign graduates meet in Dalarna labour market. For a thorough execution of this research, we collected primary data by handing questionnaires to 65 foreign graduates searching for jobs in Dalarna region and interviewed eight people, among which seven were foreign graduates and one of them was a staff at Arbestförmedlingen (Employment Agency) to give us a general view of the Dalarna labour market. We read previous research works and related articles to understand the topic in order to get an overview of the terminologies and concept to apply. This study concluded that language is a major obstacle foreign graduates meet in the Dalarna labour market. Other possible obstacles include culture, poor integration policies, lack of a placement bureau, lack of trust, limited opportunities, favoritism, lack of jobs, lack of references and experience. On the other hand factors like job availability, outgoing labour force and unskilled labour are possible opportunities foreign graduates meet in the Dalarna labour market. Furthermore flexible work time, good working atmosphere, experience, social security/welfare, good standard of living, family friendly region, higher wages, job security and cheap cost of living are also possible benefits that foreign graduates get in Dalarna.

Konceptet mobilitet som tjänst : Viktiga kompetenser och möjliga utmaningar vid vidareutvecklingen av MaaS i Sverige.

Transport and travel is necessary for our society to function. Today, the privately owned car stands for more than half of all personal trips in Sweden. In the last couple of years researchers have highlighted the idea that personal transport is facing a paradigm shift, which means a reduction in the use and dependent of the privately owned car and an increased focus on individuals buying their Mobility as a Service (MaaS). MaaS is described as an integrated mix of different mobility services which are arranged in the form of customized mobility packages to the customer. These mobility packages can be compared to a mobile phone subscription, which includes various mobility services, such as train, bus, subway, taxi, carpool, etc. in various amounts depending on the individual's changing needs. The individual can take care of their own travel planning, booking and payment via an app in their smartphone. What distinguish MaaS from other mobility services is that the customer can travel from door-to-door instead of a predefine station to another. There have been various Maas projects around the world in order to increase understanding of the concept of MaaS, there is still a lot of unanswered questions and researchers would like to see more studies in the field, in order to find factors that are important and vital to the concept MaaS. The aim of the thesis is to: Discuss some competences that may be significant for the further development of the concept Maas in Sweden and discuss potential challenges that may arise at further development of the concept MaaS in Sweden. This study is based on previous research and experiences and thoughts on the concept MaaS from various stakeholders with knowledge and experience of the concept. This study has an abductive approach. Primary data were obtained through qualitative semistructured interviews with eight people who have knowledge and experience of the Maas. The main conclusions in this study is that the competences that are most important in the development of MaaS is collaborative skills and competences required to create an attractive mobility package based on customer needs. One challenge identified in this study is the challenge of creating individualized mobility package in which different types of mobility services are integrated. Another challenge can arise when public and private organizations collaborate and when new organizations enter the transport network and try to cooperate with the established organizations

A machine learning approach for recognising woody plants on railway trackbeds

The purpose of this work in progress study was to test the concept of recognising plants using images acquired by image sensors in a controlled noise-free environment. The presence of vegetation on railway trackbeds and embankments presents potential problems. Woody plants (e.g. Scots pine, Norway spruce and birch) often establish themselves on railway trackbeds. This may cause problems because legal herbicides are not effective in controlling them; this is particularly the case for conifers. Thus, if maintenance administrators knew the spatial position of plants along the railway system, it may be feasible to mechanically harvest them. Primary data were collected outdoors comprising around 700 leaves and conifer seedlings from 11 species. These were then photographed in a laboratory environment. In order to classify the species in the acquired image set, a machine learning approach known as Bag-of-Features (BoF) was chosen. Irrespective of the chosen type of feature extraction and classifier, the ability to classify a previously unseen plant correctly was greater than 85%. The maintenance planning of vegetation control could be improved if plants were recognised and localised. It may be feasible to mechanically harvest them (in particular, woody plants). In addition, listed endangered species growing on the trackbeds can be avoided. Both cases are likely to reduce the amount of herbicides, which often is in the interest of public opinion. Bearing in mind that natural objects like plants are often more heterogeneous within their own class rather than outside it, the results do indeed present a stable classification performance, which is a sound prerequisite in order to later take the next step to include a natural background. Where relevant, species can also be listed under the Endangered Species Act.