Recommendations for the case company to compete in the biomass handling service business
Hattunen, Juha-Matti (2022)
Hattunen, Juha-Matti
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205097893
https://urn.fi/URN:NBN:fi:amk-202205097893
Tiivistelmä
The objective of the study is to generate recommendations for the case company to compete in the biomass handling service business. The case company supplies technologies for biomass handling, but the service business is reactive and small-scaled. The company sees growth potential in this service business sector, but the ways how to compete are unknown.
The research approach of the study is design research, and the study includes four stages. The first stage is a literature review of the existing knowledge and best practices of how to compete compiled into the conceptual framework. The second stage analyses the current state based on customer needs, competitor offerings, company capabilities, and company competitive position today. The third stage is a co-creation effort to suggest a competition strategy and build four alternative service offerings by utilising the outcomes from previous stages. The fourth and last stage is validating the selected service offering to generate final recommendations as a form of an action plan based on the feedback from case company decision-makers.
Alternative service offerings are built based on customer needs, fitted with company capabilities, and taking competitor strengths and weaknesses into account. The proposed service offering is selected based on the suggested competitive strategy. The final recommendations, the action plan, contain five steps for the case company to proceed with the business. Steps are assessing potential business volume, creating of road map together with boiler service, winning team, winning offerings, and cost competitiveness.
The outcome of this study, the final recommendations, provide a comprehensive action plan for the case company to compete. The action plan is essential for the case company to grow the biomass handling service business. By implementing the action plan case company gets the opportunity to compete by differentiating in the market. Ultimately, customers get better and more competitive offers and deliveries, and the case company benefits and succeed.
The research approach of the study is design research, and the study includes four stages. The first stage is a literature review of the existing knowledge and best practices of how to compete compiled into the conceptual framework. The second stage analyses the current state based on customer needs, competitor offerings, company capabilities, and company competitive position today. The third stage is a co-creation effort to suggest a competition strategy and build four alternative service offerings by utilising the outcomes from previous stages. The fourth and last stage is validating the selected service offering to generate final recommendations as a form of an action plan based on the feedback from case company decision-makers.
Alternative service offerings are built based on customer needs, fitted with company capabilities, and taking competitor strengths and weaknesses into account. The proposed service offering is selected based on the suggested competitive strategy. The final recommendations, the action plan, contain five steps for the case company to proceed with the business. Steps are assessing potential business volume, creating of road map together with boiler service, winning team, winning offerings, and cost competitiveness.
The outcome of this study, the final recommendations, provide a comprehensive action plan for the case company to compete. The action plan is essential for the case company to grow the biomass handling service business. By implementing the action plan case company gets the opportunity to compete by differentiating in the market. Ultimately, customers get better and more competitive offers and deliveries, and the case company benefits and succeed.