Anpassningen av ett värdeerbjudande för att bemöta behoven från en ny kundgrupp: En fallstudie inom IT-tjänstebranschen
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
All prosperous businesses are already satisfying an existing customer need through a value proposition, which is also a necessity if they want to be considered viable. This does not automatically mean that the company has found the universal key to success. In the quest to achieve higher growth and profitability, it is often necessary to expand the customer base and start to serve a whole new group of customers. However, this requires that companies have the ability to answer the following: how the company's current value proposition is designed, which common needs the new customer group wants satisfied, and if the current value proposition has to be adapted to better meet the new customer group's needs. This adjustment can be problematic when different customer groups have different concerns and needs and values different factors within the value proposition. If the company fails to adapt the value proposition there is a great risk that potential customers instead choose a competitor with a more appropriate value proposition. This thesis therefore aims to contribute to a better understanding of how a company can customize a value proposition. Something which must be done in order to better respond to, and satisfy, the needs of a newly identified group of customers and thus counter the problems that companies face when working with value propositions. Through an in-depth literature survey, the theoretical link between a company's value proposition and the customer purchase process has been identified. It has been observed that customers use different selection factors to evaluate various value propositions. The factors considered most important to the customer could theoretically be described as order qualifiers and order winners. It is these factors that customers consider most valuable. To answer the research problem, a case study has been conducted in which a combination of quantitative and qualitative data was collected and analysed. The purpose was to create an understanding of what factors a specific group of customer’s value. The case company's current value proposition has been evaluated in terms of performance to allow the identification of potential areas for improvement that should be prioritized for adapting the current value offering. In regards to the new customer group, which was investigated, the study resulted in nine potential order winners and the identification of five order qualifiers. Of these, the current value proposition performed well enough at one order-winning factor and two order qualifiers so as to result in the identification of eight order winning factors and three order qualifying factors as areas for improvement in the the adjustment of the current value proposition. According to the study of the specific new customer group, the most important order winners are previous experience of supplier, price and credentials. The most important order qualifiers are quality, reliability and flexibility. It is in these areas where the company should focus on the adaptation of their current value proposition to better meet the needs of this new customer group.
Place, publisher, year, edition, pages
2013. , 73 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Värdeerbjudande, Value proposition, Affärsmodell, Business model, Värdeskapande, Value creation, Inköpsprocess, Buying process, Urvalskriterier, Selection criteria, Ordervinnare och orderkvalificerare, Order winners and order qualifiers, Värdeskapande faktorer, Value creating factors, Fuzzy logic, IT-tjänstebranschen, IT service industry
IdentifiersURN: urn:nbn:se:ltu:diva-55593Local ID: c706d50e-01bc-41f4-a09c-ba9a56951390OAI: oai:DiVA.org:ltu-55593DiVA: diva2:1028977
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Validerat; 20130906 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved