Engineering a Unique Value Proposition to the Market of Entrepreneurship Education in Latin-America

Abstract

This thesis aimed to create three competitive value propositions for company Z. Case Company Z is a Finland-based entrepreneurship education firm. Because of the opportunities and challenges presented by COVID-19, the need for developing a solid value proposition that could assist company Z in successfully entering the Latin American market, beginning with the Peruvian segment, was found to be critical. The most significant contribution of this thesis is the elucidation of a straightforward, step by step procedure for developing a competitive value proposition from scratch. Initially, quantitative and qualitative data were collected using a comprehensive self-administered questionnaire to determine the most crucial needs and trends of prospective young adult customers. The author then proposed four sequential steps to structure and synthesise the survey results into a value proposition canvas, followed by four criteria for the extraction of three competitive value propositions from the value proposition canvas. Using the aforementioned criteria, company Z's winning value proposition was identified. The thesis concluded with a list of recommendations for strengthening company Z's competitive advantage in the targeted market.