Market Analysis of Competitor Performance, Business Models and Offerings in AGVs and AMRs : Recommendations for Marketing AGVs and AMRs in the Intra-logistics Market

Abstract

The objective of this thesis was to develop a report and recommendations for marketing AGVs and AMRs in the intra-logistics market. The company faces challenges to break through the mature intra-logistics market due to low visibility and limited customer awareness about the solutions. This created a need to strengthen its market readiness, clarify its position and improve its ability to communicate value to customers and partners with sustainable growth opportunities.

The study was done using the applied action research, integrating internal data, document analysis, and expert interviews to ensure understanding of the company’s challenges. The study consisted of current state, followed by the construction of a conceptual framework based on literature review and best industrial practices, and creation of report and recommendations based on feedback from the stakeholders.

The thesis combines both theoretical and practical dimensions. The theoretical part draws from the literature on product differentiation, business intelligence for marketing analysis, competitor analysis, and business models and offerings. Established frameworks such as Porter’s five forces for competitor analysis, Kotler and Keller’s marketing management for market orientation and Teece’s dynamic capability framework for organizational adaptability were used to form the conceptual framework and the base for the report. These models were complemented by data analysis, expert’s opinion about the organizational business approach and the stakeholder’s feedback for developing the report.

The outcome of the study is a report and recommendations that should help the company to move from technology-driven organization to a market-oriented organization and improve visibility, scalability, and brand awareness. The measurable KPIs are proposed to measure sales, inbound leads, and visibility. The report and recommendations should help to improve the visibility, commercialization and marketing effectiveness of a robotics company specializing in turnkey automation solutions for the logistics industry.