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Business plan: Deltaformer as an improvement product
2008 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The global pulp and paper process supplier, Metso Paper Sundsvall AB is a part of the Metso group. The subsidiary company is currently facing challenges on a changing market for their products. The strategy to adapt for this change is an ongoing focus on rebuilds businesses and services. This study is a part of the new strategy to sell upgrade products for existing machinery. This master’s thesis handles the business planning process preceding the launch of a new product. The product is applicable in the washing process of chemical pulp and a similar component is applied on all new washers sold by Metso Paper. The reason that this upgrade product was developed, is that Metso paper suspects that customers could gain severeal benefits on upgrading their production lines and this provides a business opportunity. The purpose of the study is to investigate what strategy Metso Paper should undertake to successfully launch this product, and also to reveal the potential sales value and customer value. To systematically perform the analysis, a model that defines the components of a business opportunity is chosen, ”the opportunity model”. My empirical investigation have resulted in a description of the current market situation and a review of the product features. From this I have been able to segment the market, identify the most attractive customer group, and also estimated the customer value of the product. The value for Metso Paper is estimated in a sales forecast and the consequential costs are gathered. Further on I have developed concepts and strategies for an optimal launch of this product.

Place, publisher, year, edition, pages
Keyword [en]
Technology, paper, pulp, business plan
Keyword [sv]
URN: urn:nbn:se:ltu:diva-47970ISRN: LTU-EX--08/098--SELocal ID: 575affaa-def2-4e54-99e5-9cc309186f1fOAI: diva2:1021307
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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