Marketing mix design based on customer value analysis
Medvedev, Sergei (2018)
Medvedev, Sergei
Saimaan ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120720498
https://urn.fi/URN:NBN:fi:amk-2018120720498
Tiivistelmä
The aim of the study was to determine the Case company product’s perceived value, to identify potential value drivers and make recommendations on how to create, improve and deliver customer value.
The theoretical part of the master’s thesis focused on value essence, carrying out assessment, determination of value drivers, development of customer value propositions and communicating it with the market. The empirical part included both qualitative and quantitative approaches. There were in-depth interviews used to determine value attributes as a basis for competitive comparison, uncover customer attitude and expectations in line with getting insights from customers based on their experience and market expertise to utilize received knowledge in the marketing plan. Customer surveys were employed to measure the attributes’ relative importance and performance to build customer value map showing the current status of customer perceived value.
Findings, received in the empirical part, were then used to design a relevant marketing mix complex, to improve customer perception and deliver customer value to the targeted audiences. The results of the study could be applied further by the Case company on how to use this framework for other segments and products which were out of the scope in this research.
The theoretical part of the master’s thesis focused on value essence, carrying out assessment, determination of value drivers, development of customer value propositions and communicating it with the market. The empirical part included both qualitative and quantitative approaches. There were in-depth interviews used to determine value attributes as a basis for competitive comparison, uncover customer attitude and expectations in line with getting insights from customers based on their experience and market expertise to utilize received knowledge in the marketing plan. Customer surveys were employed to measure the attributes’ relative importance and performance to build customer value map showing the current status of customer perceived value.
Findings, received in the empirical part, were then used to design a relevant marketing mix complex, to improve customer perception and deliver customer value to the targeted audiences. The results of the study could be applied further by the Case company on how to use this framework for other segments and products which were out of the scope in this research.