Customer Value Proposition for ABB Marine Electric Solutions
Törrönen, Antti (2020)
Törrönen, Antti
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005077806
https://urn.fi/URN:NBN:fi:amk-202005077806
Tiivistelmä
ABB Marine has so far utilized the Azipod propulsion system as their one inimitable anchor product, which has opened the doors for ever expanding electric solutions sales to the customers. Now many of the old customers are pushing the door shut. The shipyards are trying to limit the case company scope to a minimum, as they fail to see the benefits of the case company electric solution integration. The challenge now, is to justify the case company premium priced electric solutions to the customers with a new enhanced customer value proposition.
Based on design research method, five customers and four case company sales managers were interviewed as part of the qualitative research, to understand the current case company value offering fit to the customer expectations. The results were analyzed and compared to the main competitors’ offerings, with a unique conceptual framework derived from few of respected scholar frameworks of the field. The weaknesses uncovered by the current state analysis were further analyzed in a lead engineer work group. The draft solution proposal developed in the work group was further developed into the final CVP proposal after customer validation and feedback from the case company management.
It was evident already in the current state analysis interviews, that the currently adopted customer value proposition is focused solely on the vessel owners, who represent tier 2 customers of the case company. Therefore, a mere shift in marketing focus would not provide the competitive edge needed in the current market situation. The research development phase identified six formative actions needed to reshape the case company value offering to better match the customer expectations. Furthermore, six new customer benefits were derived from these new proposed actions. These new case company actions and customer benefits create the new reality where the case company has turned critical weaknesses into strengths and is in now in a position to offer the customer new values based on the CVP co-created with the customers.
Based on design research method, five customers and four case company sales managers were interviewed as part of the qualitative research, to understand the current case company value offering fit to the customer expectations. The results were analyzed and compared to the main competitors’ offerings, with a unique conceptual framework derived from few of respected scholar frameworks of the field. The weaknesses uncovered by the current state analysis were further analyzed in a lead engineer work group. The draft solution proposal developed in the work group was further developed into the final CVP proposal after customer validation and feedback from the case company management.
It was evident already in the current state analysis interviews, that the currently adopted customer value proposition is focused solely on the vessel owners, who represent tier 2 customers of the case company. Therefore, a mere shift in marketing focus would not provide the competitive edge needed in the current market situation. The research development phase identified six formative actions needed to reshape the case company value offering to better match the customer expectations. Furthermore, six new customer benefits were derived from these new proposed actions. These new case company actions and customer benefits create the new reality where the case company has turned critical weaknesses into strengths and is in now in a position to offer the customer new values based on the CVP co-created with the customers.