Improved Customer Value Proposition for an Integration Service Provider
Wiik, Miki (2015)
Metropolia Ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505148158
https://urn.fi/URN:NBN:fi:amk-201505148158
Tiivistelmä
This study explores strategic marketing in service by focusing on improving the customer value proposition (CVP) for a new customer segment of the systems integrations service offered by the case company. By addressing the most important needs of the specific customer, the focus is to be able to cater to a larger customer segment. Furthermore, the conceptual CVP created in the process will facilitate scalable marketing and competitive differentiation of the integration service for all customer segments.
The action research methodology is selected as the research approach due to its iterative and systematic approach for finding solutions or improvements to practical problems. The research design contains five steps, where best practice on customer value proposition design and unique competitive positioning is combined with findings from the customer organization and case company.
The outcome of this study is an improved CVP for a specific customer designed, built to cater to the most important needs of the customer. The CVP is positioned in relation to the most relevant competing offering by focusing on the most important needs of the customer. In addition, the unique aspects of the offering are used to achieve a unique positioning. A part of the CVP is an analysis of the core competences of the case company and a crystallization of the current offering. An action plan to implement the CVP in the case company is provided. In addition to which, recommendations for additional actions on areas of related improvement discovered during the research process are presented.
The action research methodology is selected as the research approach due to its iterative and systematic approach for finding solutions or improvements to practical problems. The research design contains five steps, where best practice on customer value proposition design and unique competitive positioning is combined with findings from the customer organization and case company.
The outcome of this study is an improved CVP for a specific customer designed, built to cater to the most important needs of the customer. The CVP is positioned in relation to the most relevant competing offering by focusing on the most important needs of the customer. In addition, the unique aspects of the offering are used to achieve a unique positioning. A part of the CVP is an analysis of the core competences of the case company and a crystallization of the current offering. An action plan to implement the CVP in the case company is provided. In addition to which, recommendations for additional actions on areas of related improvement discovered during the research process are presented.