Utilization of the life cycle analysis in the product marketing: Case Kero hirsirakennus Oy
Kontturi, Anna-Maija (2016)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016092614561
https://urn.fi/URN:NBN:fi:amk-2016092614561
Tiivistelmä
The purpose of this thesis is to find out if life cycle analysis (LCA) can be utilized in product marketing. The research problem was addressed with a case study methodology focusing on the product marketing in Kero hirsirakennus Oy. The subject was vast and required a multidisciplinary approach. The theoretical section consists of literature reviews on marketing, life cycle analysis and utilization of environmental knowledge in companies, as well as describing the operational environment for the case study company. The case study is based on the interview with the CEO of Kero hirsirakennus Oy, conducted in spring 2015.
In this thesis different ways to utilize LCA in product marketing were studied and the characteristics that influence on the utilization were described. The research problem was appointed by answering why it would be beneficial for Kero hirsirakennus Oy to conduct the LCA, and how the LCA results can be utilized in Kero thermal log marketing. Kero thermal log is positioned in a niche in the field of log buildings and is up against tough competition. The research will be utilized in developing the product marketing, building the brand and possibly give a competitive edge over the other log building manufacturers in the future.
Life cycle analysis can be utilized in the product marketing, and the only limiting factors are company goals and marketing ambitions. Additions to the typical usage of LCA, environmental knowledge should be incorporated in all company actions in order to gain a competitive advantage. Kero hirsirakennus Oy would benefit from conducting an LCA study in product marketing. Primary applications should be in building credibility and image, by the means of producing environmental product declaration and taking part to the Nordic Ecolabelling scheme. Because of the increased volume of production, Kero hirsirakennus Oy should consider adopting environmental knowledge as a part of all company actions in the future, in order to build and manage its environmental reputation and image. Utilizing LCA in product marketing would concretize product values and benefits, and therefore help in developing the market offering.
In this thesis different ways to utilize LCA in product marketing were studied and the characteristics that influence on the utilization were described. The research problem was appointed by answering why it would be beneficial for Kero hirsirakennus Oy to conduct the LCA, and how the LCA results can be utilized in Kero thermal log marketing. Kero thermal log is positioned in a niche in the field of log buildings and is up against tough competition. The research will be utilized in developing the product marketing, building the brand and possibly give a competitive edge over the other log building manufacturers in the future.
Life cycle analysis can be utilized in the product marketing, and the only limiting factors are company goals and marketing ambitions. Additions to the typical usage of LCA, environmental knowledge should be incorporated in all company actions in order to gain a competitive advantage. Kero hirsirakennus Oy would benefit from conducting an LCA study in product marketing. Primary applications should be in building credibility and image, by the means of producing environmental product declaration and taking part to the Nordic Ecolabelling scheme. Because of the increased volume of production, Kero hirsirakennus Oy should consider adopting environmental knowledge as a part of all company actions in the future, in order to build and manage its environmental reputation and image. Utilizing LCA in product marketing would concretize product values and benefits, and therefore help in developing the market offering.