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Conducting a Dynamic Competitor Analysis : A Proposal for Robust CA Toolkit

Ruotsalainen, Marko (2016)

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Masters_Thesis_Marko_Ruotsalainen-2016.pdf (2.180Mt)
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Ruotsalainen, Marko
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605188575
Tiivistelmä
This focus of this study is to propose a robust Toolkit for a Dynamic Competitor Analysis (CA) for the case organization. The case organization’s High Voltage business unit is in fierce completion with multinational stakeholders in Finland. The overall market situation continues to be challenging, and three major global players dominate the high voltage equipment market. Due to the pessimistic macroeconomic expectations, the growth potential of the electric industry is expected to continue relatively low worldwide until 2020. Thus, stakeholders continuously compete to guarantee their mid-term and long-term success.

The approach that this Thesis suggests is to move away from its current reactive utilization of existing competitor analysis. So far, the responsibility of CA related activities and its analysis have been at the headquarters, while the case organization has supported these activities by collecting basic competitor and market data.

The results of the study show that the competitor analysis can be conducted robustly and dynamically if systematically utilized. The word “dynamic” means that the competitor analysis is conducted whenever needed and, more importantly, timely. In this study the word “robust” means the suitable tools and methods used for CA, and, importantly, CA that is conducted legally and ethically. The proposal suggests a range of such tools but stresses that it is the business issue(s) that should determine which CA methods and tools should be used. Presently, the case organization has broader level BI system in use that focuses is on competitive positioning. One of the key tasks of the CA Toolkit should be to support the BI needs.

The case organization can benefit from the results of the study in multiple ways. First, the CA analysis increases the understanding of industry structure. Second, active utilization of CA Toolkit increases the quality of BI data. Third, the competitor analysis can minimize the risks of decision-making. If successful, the CA Toolkit proposal can be leveraged in other BU’s.
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