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Har personrelaterad marknadsföring någon framtid i Sverige? - som samarbetsform och utveckling under 2000-talet
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Traditional marketing, which is based on the product, has dominated on the market for a long period of time. Though these last years there has been a change on the market and the relationship to the customer has become more important. So-called “Relationship marketing” has grown and with time also grown forks of other types of marketing, such as Multi Level Marketing (MLM). MLM is marketing products and services directly to the customer, which is done by the customer and a representative meeting in person at, i.e. the customer’s house. The main idea is that everyone can buy these products as close to the actual company as possible and not needing several middlemen. The method that is used is called the “mouth-to-ear”-method and through the ramified network the information and marketing of the product is distributed to the customers. The basic principles, which separate MLM from traditional activities for selling products and services, are that the salesmen do not need to build a large administration and sales organisation with employees. Instead the distributors are inspired to work independently and create their own ramified network and later be compensated for the total amount sold in each fork or network. Even though the word and business MLM has existed for several years it is still unknown among a large part of the public and is often met with a lot of scepticism. Our purpose in this assignment is to see if there is a future for this method of business within the Swedish market, through explaining the conception MLM and its significance and problems. The purpose was answered when we made a qualitative research. Our data has been collected from study literature, the Internet, newspapers, articles, and the code of law and personal interviews with representatives from organisations which use this form of marketing, Tupperware and ACN. We have analysed the result of our investigations by using a S.W.O.T analysis (strengths, weaknesses, opportunities and threats). We have concluded that MLM’s strengths are, among others, that it is cost efficient and easy for the customer. Its weaknesses are that the concept MLM is relatively unknown. It is vulnerable when representatives act unethically or erroneous and it effects the whole organisation. The opportunities are that the customers are under more and more pressure today and have very little time over, and this kind of concept will make it easier and more efficient for the customers when it comes to shopping. We can also see that MLM can be an efficient way of distributing and marketing a company’s products, and they does have the whole future ahead of them since the concept is relatively new on the Swedish market. Though, there are threats of comparison and confusion when it comes to the ramified network, such as it being negatively associated with illegal activities nearly all the time.

Place, publisher, year, edition, pages
2004. , 54 p.
Identifiers
URN: urn:nbn:se:kau:diva-51361Local ID: FEK C-110OAI: oai:DiVA.org:kau-51361DiVA: diva2:1099853
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf