CRM SaaS Pricing Strategies for International Expansion
Kankkonen, Janne (2018)
Yrkeshögskolan Arcada
2018
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201805158247
http://urn.fi/URN:NBN:fi:amk-201805158247
Tiivistelmä
In this study, it is gathered relevant market information in order to facilitate Taimer’s ambitious plans to expand
their business beyond home markets. Furthermore, it is studied, how satisfied are the existing customers in
Finland with the software and the company itself. In addition, a clear picture of the most relevant competitors
in the Finnish, Nordic and global markets is provided.
Pricing strategies and IT-outsourcing theories has been analyzed in order to get an overview of the relevant
theories upon the subject. SaaS (Software as a Service) business models are considered in-depth with a
comprehensive analysis of the differences between the SaaS model and traditional on-premise models.
The empirical part of the study was executed by interviewing Taimer’s existing customers in order to gather
information about the customer satisfaction. A qualitative survey was used in this study, to explore the relevant
competitors of Taimer in order to identify the market potential and effective pricing strategy for Taimer’s
internationalization project.
Results revealed that Taimer does have very prominent potential beyond its home markets. Customers in
Finland in general are satisfied with the product and the support they get from the company. There are some
improvements to be made to gain even higher satisfaction. However, the competitor analysis presents that
Taimer does already have a very strong position, considering that a vast amount of the features has significantly
low prices. Therefore, it is suggested, that Taimer should be able to find success outside the Finnish market due
to its value for money value proposition.
The main development suggestion is to continue to work with the external interfaces of the accounting software
and to try to openly look at other software vendors features to judge if there is something missing from Taimer
or not. Also, one suggestion is to adopt longer-term approach, when it comes to execution of the strategic
objectives.
their business beyond home markets. Furthermore, it is studied, how satisfied are the existing customers in
Finland with the software and the company itself. In addition, a clear picture of the most relevant competitors
in the Finnish, Nordic and global markets is provided.
Pricing strategies and IT-outsourcing theories has been analyzed in order to get an overview of the relevant
theories upon the subject. SaaS (Software as a Service) business models are considered in-depth with a
comprehensive analysis of the differences between the SaaS model and traditional on-premise models.
The empirical part of the study was executed by interviewing Taimer’s existing customers in order to gather
information about the customer satisfaction. A qualitative survey was used in this study, to explore the relevant
competitors of Taimer in order to identify the market potential and effective pricing strategy for Taimer’s
internationalization project.
Results revealed that Taimer does have very prominent potential beyond its home markets. Customers in
Finland in general are satisfied with the product and the support they get from the company. There are some
improvements to be made to gain even higher satisfaction. However, the competitor analysis presents that
Taimer does already have a very strong position, considering that a vast amount of the features has significantly
low prices. Therefore, it is suggested, that Taimer should be able to find success outside the Finnish market due
to its value for money value proposition.
The main development suggestion is to continue to work with the external interfaces of the accounting software
and to try to openly look at other software vendors features to judge if there is something missing from Taimer
or not. Also, one suggestion is to adopt longer-term approach, when it comes to execution of the strategic
objectives.