Value Adding Services to Leverage Product Sales
Teliö, Antti (2014)
Metropolia Ammattikorkeakoulu
2014
Creative Commons Attribution-NonCommercial 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060612092
https://urn.fi/URN:NBN:fi:amk-2014060612092
Tiivistelmä
This study was conducted in order to propose new services that would decrease the customers’ barrier for acquiring the core product of the case company. The core product of the case company has been developed for brain research but lately the company has changed its focus towards targeting mainly clinical customers. Although the information provided by the core product undeniably improves the quality of patient care, the case company has not been able to increase its product sales significantly.
The study was conducted as a qualitative case study and started by analysing the current state of the case company and its offering, the service offerings of rivalling companies, and the customers. The current state analysis indicated that the clinicians find the core product and the system around it too expensive and complicated to operate. Therefore the study proposes services that would help the clinical customers to overcome these main challenges.
In order to propose services that could meet the requirements of the target customers, a thorough study of service offerings in medical devices and similar niche industries was conducted. Based on that study, a preliminary proposal was built which contains five services that were described by utilising a conceptual framework comprised of four service elements. The preliminary offering was then presented to four customer organisations. Based on the customer feedback, the preliminary proposal was modified into the final proposal that consists of seven services.
The final proposal was then presented to the management of the case company. Based on their feedback, the case company is going to further investigate the possibilities for adding some of the proposed services to the existing offering of the case company, or to collaborate with a 3rd party service provider.
The study was conducted as a qualitative case study and started by analysing the current state of the case company and its offering, the service offerings of rivalling companies, and the customers. The current state analysis indicated that the clinicians find the core product and the system around it too expensive and complicated to operate. Therefore the study proposes services that would help the clinical customers to overcome these main challenges.
In order to propose services that could meet the requirements of the target customers, a thorough study of service offerings in medical devices and similar niche industries was conducted. Based on that study, a preliminary proposal was built which contains five services that were described by utilising a conceptual framework comprised of four service elements. The preliminary offering was then presented to four customer organisations. Based on the customer feedback, the preliminary proposal was modified into the final proposal that consists of seven services.
The final proposal was then presented to the management of the case company. Based on their feedback, the case company is going to further investigate the possibilities for adding some of the proposed services to the existing offering of the case company, or to collaborate with a 3rd party service provider.