Den svenska resemarknaden : En jämförelse av konkurrensstrategier på en mogen marknad

by Barrefelt, Liselott; Andréasson, Marie; Lindberg, Ann-Louise

Abstract (Summary)
This paper discusses the Swedish travel market and if the application of competitive strategies can create success and help companies in the travel industry to survive on a mature travel market. It is based on a comparison between three companies in the travel industry, to survey and analyze the impact of different competitive strategies on the Swedish travel market.Three companies with different business profiles are compared. They are KILROY travels Sweden AB, Ticket Travel Group AB and MyTravel Sweden. The survey is based on a qualitative method through personal interviews with each company.A comparison is made between the companies as competitors to each other in the analysis section. The results of the interviews are also compared to the chosen theories. A combination of competitive strategies is used to investigate who the buyers and suppliers are, and if there are any threats from potential new establishers and substitutes. The companies’ goals, strategies, conceptions of the industry and development opportunities are also investigated. Their market positions motivate their choice of strategies and how aggressive they should be in their marketing investments. The marketing mix demonstrates what the companies need to develop and improve.The three companies have all been successful, as they have existed for a long time on the Swedish market, are well established and have well known trademarks. They mainly employ three distribution channels to be accessible to customers, namely through stores, Internet and phones.Competitive strategies do have an impact on the Swedish travel market, as the competitive situation creates a need for analysis and planning, allowing the companies to assess the competitors correctly. An analysis of the competition is easily made with the tools presented in this paper. The companies in the Swedish travel industry can create success and survive through application of these competitive strategies. The companies must implement continuous analysis of the travel industry and their competitors.
Bibliographical Information:


School:Södertörns högskola

School Location:Sweden

Source Type:Master's Thesis

Keywords:marketing tourism competition strategy travel agency tour operator


Date of Publication:01/27/2006

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