Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
Strategier för positionering av kontorslokaler
KTH, School of Architecture and the Built Environment (ABE), Real Estate and Construction Management.
KTH, School of Architecture and the Built Environment (ABE), Real Estate and Construction Management.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Positioning strategies of office space (English)
Abstract [en]

The report aims to examine how property owners position themselves to reach their target

market, and which strategies they use when positioning their product. The investigation has been

carried out mainly in the form of a case study in which a number of interviews with Stockholm

real estate companies has been conducted, focusing on commercial property market segment.

The interviews have resulted in identification of common and specific strategies among the

companies. These strategies have been analyzed in the light of the theory by Philip Kotler and

Kevin Lane Keller, focusing on how an offer should be designed to reach a competitive position.

It can be concluded that positioning is a key activity for successfully addressing the target

market. Successful positioning mandates three key requirements to be met; determining the

category to which the offer belongs, identifying similarities and differences compared to the

competitors and developing a brand mantra. The result of the case study concludes that the

property companies work similar in many ways. Furthermore a key prerequisite is to work with

environment and sustainability as well as to focus on delivering on strategy execution of keeping

a close relationship with the tenants. The results also show that main ways of working do not

differ extensively between studied companies, except focusing on different target groups. Some

companies have also indicated lack of clarity in defining their target group

Abstract [sv]

Syftet med rapporten är att utreda hur fastighetsägare använder sig av positionering för att nå ut

till sin målgrupp samt vilka strategier som används för att positionera sitt erbjudande jämfört

med konkurrenternas. För att kunna utreda detta har en fallstudie genomförts där ett antal

fastighetsföretag verksamma på Stockholms kontorsmarknad har intervjuats. Från intervjuerna

har gemensamma och särskilda strategier identifierats. Dessa strategier har analyserats mot

bakgrund av marknadsföringsteorin om positionering och segmentering. Denna teori av Philip

Kotler och Kevin Lane Keller förklarar hur ett erbjudande utformas för att positioneras i

jämförelse med konkurrenternas. Positionering är alltså en aktivitet för att nå målgruppen. För

att lyckas med positioneringen bör tre krav uppfyllas; bestämmande av kategori som erbjudandet

tillhör, identifiering av likheter och skillnader i jämförelse till konkurrenterna och utvecklandet

av ett motto eller ledord. Resultatet från fallstudien visar att fastighetsbolagen arbetar lika på

många sätt; att arbeta med miljö- och hållbarhet är en nödvändig strategi precis som att ha en

nära relation med sina hyresgäster. Resultatet visar också på att trots att bolagen arbetar

likvärdigt, har de ibland skilda målgrupper, eller ingen påtaglig målgrupp alls.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Positioning, positioning strategies, office, market, office, target market
Keyword [sv]
kontorsmarknad, kontorslokal, målgrupp
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:kth:diva-170559Archive number: 277OAI: oai:DiVA.org:kth-170559DiVA: diva2:838923
Supervisors
Examiners
Available from: 2015-07-01 Created: 2015-07-01 Last updated: 2015-07-01Bibliographically approved

Open Access in DiVA

fulltext(611 kB)183 downloads
File information
File name FULLTEXT01.pdfFile size 611 kBChecksum SHA-512
f787c8240fb901026d9c665d3a072a0ec8e2b04c606336353a4137ac7dc0d200b832bc8f87122e5180a92e876635753fc865fd21e0d03e30ce666d2067b6c25d
Type fulltextMimetype application/pdf

By organisation
Real Estate and Construction Management
Engineering and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 183 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 302 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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