Repositioning in the US Consumer Electronics Market : A Case Study
Sobolevs, Viktors (2018)
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024050810141
https://urn.fi/URN:NBN:fi:amk-2024050810141
Tiivistelmä
Commissioner of this Bachelor’s thesis is Company X. Company X is a European sports and fitness company which has the majority of its business in wearable consumer electronics industry. Company X operates in many markets worldwide, including the US market, where it has its own US subsidiary (henceforth Subsidiary) The purpose of the thesis is to support Subsidiary’s repositioning process in the US market through creation of an alternative research and proposition of the alternative repositioning steps, as it already did own research and started repositioning process’ execution based on these findings.
The main objective of this thesis was to discover a proper framework for company repositioning steps and apply it to the case company. In order to make the framework be as practical as possible, data from both qualitative and quantitative research is used. For qualitative research, two 45-minute interviews were organized with Subsidiary and Subsidiary’s external agency representatives, while for quantitative research, a mass online survey was conducted with 247 respondents from the USA.
A ‘company repositioning steps’ framework with total of six repositioning steps, starting from identification and analysis of major Subsidiary’s competitors in the market and finishing with creation of repositioning statement, was used as a basis for proposing repositioning steps for Subsidiary based on the external sources, qualitative interviews, quantitative mass online survey, and thesis author’s own knowledge about the industry.
The main findings of the thesis were that such features and specifications of wearables devices as price, battery life, accuracy, and durability are valued the most by consumers. Also, according to the interview with the Subsidiary representative, US consumers have more trust in products that are worn by professional athletes than in the ones that are not. Moreover, the mass online survey results showed that nearly half of the respondents’ consumer electronics purchasing decision is influenced by advertisements in social media, especially on Facebook. Additionally, it was found that reviews play a major role for consumers when they choose products from consumer electronics group for purchase.
As the outcome of the repositioning process, it was determined that Subsidiary should focus more on a sport-oriented market than life-oriented one. The following repositioning statement was formulated based on the findings from the research: ‘Built for champions, our products bring you industry leading data accuracy for maximising your training efforts and raising your workouts to an absolutely new level.
The main objective of this thesis was to discover a proper framework for company repositioning steps and apply it to the case company. In order to make the framework be as practical as possible, data from both qualitative and quantitative research is used. For qualitative research, two 45-minute interviews were organized with Subsidiary and Subsidiary’s external agency representatives, while for quantitative research, a mass online survey was conducted with 247 respondents from the USA.
A ‘company repositioning steps’ framework with total of six repositioning steps, starting from identification and analysis of major Subsidiary’s competitors in the market and finishing with creation of repositioning statement, was used as a basis for proposing repositioning steps for Subsidiary based on the external sources, qualitative interviews, quantitative mass online survey, and thesis author’s own knowledge about the industry.
The main findings of the thesis were that such features and specifications of wearables devices as price, battery life, accuracy, and durability are valued the most by consumers. Also, according to the interview with the Subsidiary representative, US consumers have more trust in products that are worn by professional athletes than in the ones that are not. Moreover, the mass online survey results showed that nearly half of the respondents’ consumer electronics purchasing decision is influenced by advertisements in social media, especially on Facebook. Additionally, it was found that reviews play a major role for consumers when they choose products from consumer electronics group for purchase.
As the outcome of the repositioning process, it was determined that Subsidiary should focus more on a sport-oriented market than life-oriented one. The following repositioning statement was formulated based on the findings from the research: ‘Built for champions, our products bring you industry leading data accuracy for maximising your training efforts and raising your workouts to an absolutely new level.