Hospitality, tourism and leisure are industry sectors where different factors impinge together

to provide a unique marketing context. The importance of concept intangibles, their

significance to life-style and cultural preferences of customers in themselves represent a

major challenge. Such intangibles may be more vulnerable to changes in customer perception

than the physical aspects of product and service delivery. However, intangibles also

present an opportunity for individual entrepreneurs to create alternative and differentiated

concepts, based on their own view and intuition of what customers will find appealing.

Resort Västra Lägern was founded under the circumstances. It is one new, small resort firm

in the countryside of Sweden. The owner identified the niche market in this traditional industry.

The favorable natural and cultural resources create the business background while

the active entrepreneurship makes the possibilities. At the start-up of the firm, marketing

analysis is necessary for this SME to position itself properly on the markets and to target

the customers effectively.

Marketing is absolutely central to the entrepreneurial process. For a new venture to be viable,

customers have to desire what it is being offered, in sufficient numbers, and prepared

to pay an economical price. This is at the heart of the marketing concept. However, an entrepreneurial

approach implies taking advantage of market opportunities in a dynamic, proactive

way.