Product strategy 2025

Abstract

This master’s thesis focuses on creating a product strategy for the case company Company X. The target is to create a completely new product strategy for the heavy anchoring product segment to develop the product range with the aim of improving the market position and sales growth.

Study uses both qualitative and quantitative research methods. Data analysis to evaluate the product sales between years 2019-2023. A tailored anchoring survey inside of the Company X group to obtain both qualitative and quantitative data. A competitive analysis on the products between the main European competitors.

The study revealed what strengths does Company X have in their heavy anchoring portfolio and how it correlates to the international market. The study revealed pressure points and topics which should developed further to grow the business. Study confirmed the current state of things and how the product strategy development should continue within the strategy framework.

Study resulted into a strategy framework which outlined the product vision and mission. Product strategy, position and roadmap defined which guide the further development. The scale of impact will affect group wide R&D, sales, production, and marketing functions. Outcome indicates that product segment development requires a strategy which guides the decisions and aims for coherent and approachable product range. Strategy will guide and support sales growth and extend the market position to reach the right customers and applications.