Developing a customer value proposition for OEM products
Heinonen, Miika (2016)
Heinonen, Miika
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605137644
https://urn.fi/URN:NBN:fi:amk-201605137644
Tiivistelmä
The objective of this thesis is to develop a customer value proposition (CVP) for the case company’s OEM products. It uses one new product intended to be used in an automated laboratory liquid handling system as a case product to which the CVP is built for. With the differentiated CVP compared to the main competitors, the case company should be able to enter into the automation markets and challenge the competition.
This thesis is conducted using the qualitative case study research approach for two reasons. For one, the researcher is not part of the case company’s marketing organization and thus does not face the problem in his every day work. Secondly, this research is done with one product segment, a case product, in mind. The case product is part of the case company’s strategy and so it warrants a systematic research project to improve the CVP of the product segments.
The outcome of this thesis is the CVP for the new OEM product. The CVP is positioned in relation to the main competitors and it should contain elements not just for the physical product but also elements to satisfy customer needs in their value chain. The CVP is used for marketing purposes when the new product is ready for launch. In addition to the CVP, a Conceptual Framework on how to build CVP is provided. The case company can use the conceptual framework to build CVPs for other OEM products later on.
This thesis is conducted using the qualitative case study research approach for two reasons. For one, the researcher is not part of the case company’s marketing organization and thus does not face the problem in his every day work. Secondly, this research is done with one product segment, a case product, in mind. The case product is part of the case company’s strategy and so it warrants a systematic research project to improve the CVP of the product segments.
The outcome of this thesis is the CVP for the new OEM product. The CVP is positioned in relation to the main competitors and it should contain elements not just for the physical product but also elements to satisfy customer needs in their value chain. The CVP is used for marketing purposes when the new product is ready for launch. In addition to the CVP, a Conceptual Framework on how to build CVP is provided. The case company can use the conceptual framework to build CVPs for other OEM products later on.