Utveckling av en kundportföljanalys med avseende på lönsamhet: En fallstudie
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Customer relationships are a widely discussed subject in the competitive business environment of today. Strong customer relationships are important in order to secure business profitability. To create strong relationships, business resources need to be utilized correctly.Customer portfolio analysis (CPA) is a model used to segment the customers of a company into portfolios. This portfolio segmentation allows the company to gather the right information to develop strategies for each customer segment. Scarce resources can then be distributed efficiently in order to strengthen customer relationships. However, CPA does not identify which customer factors that contribute the most to the profitability of the business.This master thesis develops a model for customer portfolio analysis with a focus on profitability. This theoretically supported model identifies the concernment, manageability, attractiveness, relationship and the economic profitability of customers. The customers are profiled using these dimensions and together with environmental factors they create an image of what customers profit the company the most in its current state.
Place, publisher, year, edition, pages
2014. , 95 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Customer portfolio analysis, profitability, customer relationship, business attractiveness, customer profitability, CRM, kundportföljanalys, lönsamhet, key account management
IdentifiersURN: urn:nbn:se:ltu:diva-51414Local ID: 89cda9dc-22c4-4633-aecc-fd1c790a2600OAI: oai:DiVA.org:ltu-51414DiVA: diva2:1024775
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Validerat; 20140306 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved