Customer Value Proposition for Pre-clinical Dental Simulation System
Nissinen, Niko (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133476
https://urn.fi/URN:NBN:fi:amk-2023120133476
Tiivistelmä
This study aims to explore possibilities for improving competitive positioning and increasing sales in the dental education technology business, utilizing a compelling Customer Value Proposition. The niche dental education technology market is marked by intense competition, and the objective of this study is to assist the case company in confronting this challenge by crafting a robust value proposition that effectively communicates the benefits of the offered product and addresses the most crucial needs of customers.
Given a practical business problem where existing theory is applied to create a novel customer value proposition, this study employed a design research method. It was conducted as a qualitative study, involving interviews with the case company's internal staff and relevant individuals from outside the company. In addition to the interviews, competitor marketing materials were scrutinized and analyzed to gain insights into their marketing strategies and competencies. The initial CVP proposal was formulated during a group workshop meeting and subsequently validated by key stakeholders of the company who work closely with the targeted customer segment.
This research not only enhanced our understanding of customer needs within this segment but, more importantly, revealed what customers truly value. The study also identified areas where the case company's offerings could be further developed to either maintain or enhance its competitive position against rivals.
The culmination of this work is a tailored CVP aimed at a specific customer segment, with a focus on effectively communicating the benefits of the case company's products. The developed CVP also serves as a foundation for further development, which is crucial as products evolve and customer requirements change over time.
Given a practical business problem where existing theory is applied to create a novel customer value proposition, this study employed a design research method. It was conducted as a qualitative study, involving interviews with the case company's internal staff and relevant individuals from outside the company. In addition to the interviews, competitor marketing materials were scrutinized and analyzed to gain insights into their marketing strategies and competencies. The initial CVP proposal was formulated during a group workshop meeting and subsequently validated by key stakeholders of the company who work closely with the targeted customer segment.
This research not only enhanced our understanding of customer needs within this segment but, more importantly, revealed what customers truly value. The study also identified areas where the case company's offerings could be further developed to either maintain or enhance its competitive position against rivals.
The culmination of this work is a tailored CVP aimed at a specific customer segment, with a focus on effectively communicating the benefits of the case company's products. The developed CVP also serves as a foundation for further development, which is crucial as products evolve and customer requirements change over time.