Purpose The purpose of this thesis is to investigate to what extent Rolls Royce in Kristinehamn manages to fulfil their customer needings. By identifying gaps between offerings and needings, the authors will give recommendations on how Rolls Royce can increase their customers' satisfaction by providing them with what they need.   Method A qualitative research is used in the form of in-depth face-to-face- and telephone interviews. Eight such interviews have been conducted in this thesis; three interviews with representatives from Rolls Royce and five interviews with representatives from three of their customers.   Findings Many gaps have been found in the analysis of the empirical study. The most frequently discovered gaps are that; Rolls Royce should have better control over their sub-suppliers and Rolls Royce should agree on higher penalty fees for delay or poor quality. Further gaps have been found in which activities the customer wants to be relieved or enabled of.   Recommendations A figure of customer specific recommendations have been compiled through the findings. From this figure, general recommendations have been discovered that can, to some extent, represent all of Rolls Royce's customers.

This diploma thesis deals with a marketing strategy for the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. and new products -- cables PRAFlaGuard SPF -- pair, PRAFlaGuard SPF -- XN and PRAFlaDur SP. The thesis is divided into three main chapters. The first chapter describes the theory of B2B marketing and shows main differences between B2B and B2C market. The second chapter presents the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. -- history, structure, product portfolio and new cables. The third chapter deals with a marketing strategy and is divided into two subchapters -- Situation analysis and Marketing mix.

The main objective of this thesis is to develop marketing strategy for pollutant detector in the development. The first part of the thesis focuses on the environmental issues, pollutant measuring technologies and on bioluminescence bacteria which are used in the detector. The detector is designed for companies which get in touch with selected dangerous elements (mercury, cadmium, lead, BTEX and PCBs) within their business activities. That is why the next part is about B2B specifics as companies are targeted customers. Various marketing theories are applied to set marketing strategy. It starts with situation analysis which involves PEST analysis, Porter's five forces analysis and SWOT analysis. Based on analyzed information and responses given in online questionnaire the perspective markets are identified, positioning set up, and product, price, distribution and communication policy specified.

Background: To remain competitive in Industry 4.0, B2B suppliers must develop new and increasingly advanced digital services by incorporating AI. However, although being of interest to practitioners, academic research on successful AI implementation in B2B functional domains is lacking. Consequently, academics have stressed the importance of developing comprehensive frameworks within B2B marketing to accelerate the creation of strategic roadmaps for AI implementation. Purpose: The purpose of this study is to explore how AI can be utilized to enhance digital servitization, according to the perspectives of one supplier and several of its customers. The aim is to provide a framework that can assist practitioners in implementing value-adding AI services. Method: To fulfill the exploratory purpose of this study, a qualitative single-case research design was applied. The empirical data was collected through twelve in-depth semi-structured interviews.  Utilizing an inductive approach, the data has been analyzed and interpreted through a thematic analysis. Conclusion: Incorporating a complete S-D logic mindset by implementing the AI solution based on all five axioms was found to enhance digital servitization. A model displaying various servitization activities connected to these axioms arose, emphasizing their collective impact. Additionally, suppliers may enhance digital servitization through the implementation of AI by engaging in three transformational mechanisms, namely customization, automation, and agile co-development.

University research being adopted by, or transferred to, industry has enabled many of the things we now take for granted. The road from a breakthrough at a university to societal consequences is however a long and winding road full of dead ends and surprising turns. To guide researchers attempting to transfer their discoveries into industry applications there are many support systems, for example the Technology Transfer Offices (TTO) tied to each Swedish university. After patenting and contracting with a TTO, a first step often consists of finding a company which can utilize the new technology or, similarly, finding an application for the new technology which can benefit a collection of companies. At this stage there are frequently many ideas for applications but a lack of knowledge about how the technology will perform if implemented and how the relevant companies are evaluating investments into new technology. To solve this, market researchers often divide the intended market into segments and explore the properties of these segments as they relate to the new technology. While there is much research into how this market segmentation and segment exploration is to be done there are no clear and general guidelines. This problem is complex and the answer is contingent on the specifics of the relevant technology, prompting researchers to call for more case studies. This report reviews, comments on and adds to research on market segmentation methodology when trying to transfer new technology to complex Business to Business markets from the outside. It ends with a model suggestion derived from B2B market segmentation research as well as the start-up literature and field experience. This is done alongside a case study of a start-up based on the VIPS-technology, which is a protocol used in microprocessors. The report also provides a decision basis for VIPS on which to base a future marketing strategy. / The benefits, as well as the costs, of supporting technology transfer from universities to industry have been well studied and both have been found to be very high. One of the initial stages of many such transfers, B2B market segmentation, have seen much research but has not yet produced any comprehensive guidelines. The complexity of this problem has led some researchers to call for action or case based research. This report reviews, comments on and adds to research on market segmentation methodology for start-ups based on new technology in complex B2B markets through a case study in the microprocessor industry. It ends with a model suggestion derived from B2B market segmentation literature as well as the start-up literature and field experience. This is done alongside providing a decision basis and general advice for a start-up based on the VIPS-technology, which is a protocol created for use in microprocessors.  The main contributions of this report are considered to be: Suggestions on how a start-up based on new technology should discover, investigate and segment potential markets. Suggestions on how market segments should be evaluated, chosen and targeted. Segmentation of the VIPS market into segments that have similar drivers and would require a similar strategy of approach. Evaluation and disqualification of three of the markets that were envisioned by the inventors - HPCs using standardized CPUs, APUs and mobile. Identification of a key customer, as well as the formulation of a strategy for how to approach them. Identification of the potential for VIPS to simplify chip verification and that there is a market demand for such simplification. Highlighting the importance of developing VIPS as a product for needs specific to key markets.

Rapportens namn: Vilka är egentligen våra kunder?- en kvalitativ studie om segmentering i B2B företag Frågeställning: Hur utarbetas och genomförs segmentering av företag verksamma på B2B marknaden? Syfte: Syftet med arbetet är att undersöka hur företag utarbetar och genomför segmentering på B2B marknaden. Vidare undersöka vilka faktorer som är viktiga att ta i beaktning för företag vid utförandet av segmentering på B2B marknaden.Vi ämnar även att presentera både teoretiska och praktiska förslag på hur B2B företag bör arbeta med segmenteringsstrategier. Metod: Uppsatsen är en kvalitativ fallstudie som antagit en abduktiv forskningsansats. Datainsamlingen har skett vi semistrukturerade djupintervjuer med sju olika B2B företag. Resultat och slutsatser: Resultatet visar hur företag idag utarbetar och genomför segmentering. Vidare vilka kunskaper och vilken förståelse de besitter utifrån de segmenteringsvariabler som framkommit i studiens teoretiska referensram. Slutsatser kunde dras kring att företag i dagsläget inte i många fall arbetar aktivt och iterativt med att segmentera sin marknad och har inte följt en specifik och tydlig process vid utförandet. De besitter kunskaper som hade kommit till användning vid en vidare utveckling av de segment de arbetar utifrån idag. Teoretiskt och praktiskt bidrag: Uppsatsen presenterar en reviderad segmenteringsmodell utifrån den teoretiska referensramen i kombination med den insamlade empirin. Behov och potential framkommer som kompletterande faktorer att ta i beaktning. Det praktiska bidraget ger förslag på hur företag bör utarbeta och genomföra segmentering. Vidare presenteras förslag till segmenteringsstrategi till uppsatsens uppdragsgivare. / Name of report: - a qualitative study of segmenting the B2B market Research question: Who are actually our customers?- a qualitative study concerning segmentation in B2B companies Purpose: The purpose of this thesis is to examine how companies active in the B2B market prepare and implement segmentation. Furthermore to examine which different factors to take into consideration when segmenting the B2B market. We also intend to provide theoretical as well as practical implications of how B2B companies should work with segmentation. Method: This thesis is of qualitative character and follows an abductive research approach. The empirical data of this study have been gathered through semi-structured interviews with seven different B2B companies. Results and conclusions: The results shows how companies work with segmentation today, furthermore which knowledge they possess concerning the presented segmentation variables from the study’s theoretical framework. Conlusions have been made that in many cases companies do not actively and ongoing work with segmenting their market. Furthermore they have not followed an specific and clear process when segmenting. Companies do however possess knowledge which can come to use in order to develop the segment for which they work with today. Theoretical and practical contribution: The thesis presents a revised segmentation model based on the theoretical framework in combination with the collected empirical results. Customers needs and potential emerged as complementary factors to take into account. The practical contribution provides suggestions on how companies should develop and implement segmentation. Furthermore, proposals for segmentation strategy are presented to the principal of this thesis.

Mobilapplikationer har på bara några år kommit att bli en naturlig del i marknadsföringsmixen för många företag som vänder sig till slutkonsumenter. Nu spås företagsapplikationer, mobilapplikationer skapade för företagsanvändare, stå inför sitt stora genombrott. Det verkar bland forskare och praktiker finns en allmänt utbredd åsikt om att mobilapplikationer har stor potential att bli en kraftfull B2B-marknadsföringskanal. Trots detta har mobilapplikationer ännu inte fått något omfattande genomslag inom B2B- sektorn och det råder stor osäkerhet kring hur de möjligheterna som mobilapplikationer har potential för ska tas tillvara. Syftet med den här uppsatsen är att försöka räta ut några av dessa frågetecken genom att utreda hur en mobilapplikation används som marknadsföringskanal av ett svensk B2B- företag, och utifrån detta undersöka mobilapplikationers potential som marknadsföringskanal utifrån två för B2B-marknadsföringsområdet centrala teoretiska perspektiv: relationsmarknadsföring och värdeskapande. För att kunna göra detta har vi genomfört en fallstudie av hur ett svenskt B2B- företag, ABB använder sig av mobilapplikationer i marknadsföringssyfte. Studien bygger på både kvantitativ och kvalitativ data i form av en telefonsurvey med 50 respondenter i mobilapplikationens primära målgrupp, samt 7 djupintervjuer varav 2 intervjuer med intressenter från undersökningsföretaget och 5 intervjuer med kunder till företaget som använder mobilapplikationen. Baserat på resultatet av undersökningarna har vi kunnat konstatera att den undersökta mobilapplikationen i ABB:s fall har påverkat både relationen mellan företaget och dess kunder, och det värde som kunderna upplever i transaktioner med företaget, positivt. Vidare har vi kunnat konstatera att en majoritet av respondenterna i våra undersökningar har en positiv inställning till mobilapplikationer som marknadsföringskanal. Våra djupintervjuer har också visat att kunderna anser att mobilapplikationer har många fördelar gentemot andra marknadsföringskanaler. Vi har utifrån detta kunnat dra slutsatsen att mobilapplikationer kan utgöra en lämplig marknadsföringskanal för B2B-företag. / Mobile applications are often claimed to be a suitable marketing tool for B2B companies and the world market for B2B mobile applications is expected to outgrow the mobile app market for consumer products within a few years. The idea of using mobile applications as a B2B marketing tools has been discussed by theorists in the field for years but there is still an evident lack of studies focusing on the use of mobile application in a B2B context. Many practitioners seem convinced that mobile apps have the potential to become a powerful B2B marketing tool. Yet B2B mobile applications are still fairly uncommon and great insecurity seem to prevail in regards to how companies can use mobile apps successfully as vehicles for B2B marketing. The purpose of this study is to investigate how mobile applications can be used as marketing tools in a B2B context and to investigate if mobile applications have any impact on customer relations and experienced customer value. To do so, we have conducted a case study of a B2B company using a mobile application in their marketing programme. A quantitative telephone survey was conducted to estimate awareness and usage of the app among customers within the target group. Qualitative data has been compiled through a number of in-depth interviews with involved stakeholders of the investigated company as well as a number of customers using the app. The empirical findings have been analyzed using a theoretical framework based on theories of relationship marketing and value creation, encompassing Morgan & Hunt’s (1994) Key Mediating Variable Model and Amit & Zott’s (2001) Value Creation Model. The findings of the study indicate that mobile applications can have a positive impact on customer relations and the value that customers experience when engaging in transactions with a company. Furthermore, a majority of the respondents participating in the study have a positive attitude towards mobile applications and believe that mobile apps have a number of advantages in relations to other marketing channels. Based on these finding the authors have come to the conclusion that mobile apps can be an appropriate marketing tool for B2B-companies seeking to deepen customers relations and enhance customer value.

Diploma thesis is dedicated to utilization of marketing tools to increase conversion and customer satisfaction in the company Branding Manual s.r.o., which deals with graphic design and information technology. Through the analytical approach are evaluated advantages and weaknesses of the company. On the basis of these facts were proposed and calculated the improvements.

The diploma thesis focuses on the issue of an introduction of a concrete company on the new market in the field of industrial markets (B2B). The theoretical part of the thesis analyses the issue of marketing plan creation and defines the relations, the process of creation and applicable methods. In the analytical part of the thesis the theoretical results are applied on the company MCAE Systems Ltd, which wants to offer their product on the casting market. The proposal part of the thesis proposes a possible process of penetration to the casting market.

The diploma thesis deals with the proposal of marketing strategy for foreign markets. As a particular company the author have chosen company Hakr Trade, Ltd., which was renamed to KRETZ, Ltd. on the beginning of 2014. The thesis analyses problems of marketing and marketing planning. The goal is, besides processing literature review on the issue, apply theoretical knowledge in the field of marketing on marketing processes in the foreign trade at company KRETZ, evaluate the current state of marketing activities with regard to the principles of B2B and propose relevant recommendations to communicate the change of company name, increase awareness of customers about products and increase abroad sales. An essential part of the recommendation is costing of the proposed changes.