I Sverige råder det hög konkurrens och låg kundrörlighet på bankmarknaden samtidigt som många banker har dålig kunskap om vad de ska erbjuda för att locka till sig nya kunder. Ett specifikt segment som Swedbank är intresserade av att locka till sig är universitetsstudenter. I dagsläget erbjuder Sveriges stora banker enbart klassiskt finansiella mervärden till dessa studenter. Detta innebär att bankerna inte särskiljer sig, vilket i sin tur gör att studenterna inte lockas till att byta bank eftersom samma mervärden redan erbjuds hos deras nuvarande banker. Därmed finns det en möjlighet att utforska nya mervärden som en student kan tänka sig att byta bank för. Detta för oss in på följande problemformulering: - Vad för mervärde eller vilka mervärden ska en bank erbjuda universitetsstudenter (18-26 år) vid Umeå Universitet för att få dem att byta från sin nuvarande bank, samt varför är dessa mervärden av betydelse för studenterna och för banken? Vid skapandet av denna uppsats har vi berört teorierna ”Mervärde”, ”Brand Loyalty- & Illoyalty”, ”Lifestyle Branding & Marketing”, ”Pioneers” och ”Blue Ocean Strategy”. Vidare har vi arbetat både kvalitativt (fokusgrupp) och kvantitativt (enkätundersökningar). Fokusgruppen utfördes med fyra stycken fjärdeårselever vid Umeå universitet där vi undersökte vad för mervärden en bank bör erbjuda till universitetsstudenter. De erhållna mervärdena prövade vi sedan i enkätundersökningen. Enkäten fördelades ut till 121 stycken studenter vid alla de fyra olika fakulteten vid Umeå universitet med ett fokus på att ta reda på vilket eller vilka mervärden den generella studenten kunde tänka sig att byta bank för. När datainsamlingen var klar gjordes en analys av resultatet där vi tog reda på varför vissa mervärden är av betydelse för studenterna och Swedbank. I arbetets slutsats kom vi fram till följande: Det vi har kommit fram till är att det existerar två starka mervärden som kan göra att universitetsstudenter kan tänka sig att byta bank. Dessa mervärden är Rabatt på studentlitteratur och Rabatt på gymkort. Detta grundar sig att mervärdena både har en betydelse för Swedbank och universitetsstudenterna, vilket skapar vinster för båda parterna. Detta för att Swedbank kan få nya och lojala kunder samtidigt som studenterna kan erhålla mervärden som passar deras livsstil.

Since 1939, Taiwan industry has started from the components processing to research and development of all kind of equipment. From purely labor work stepped into design of sophisticated equipment. But, still, we were late from the beginning, it makes us far behind to European country, the United States and Japan. Besides that, the domestic market is too small to afford us some heavy industrial world-class brands. As to Taiwan's industrial development, our Government played a very crucial role. We can learn the fruitful results of government¡¦s efforts in Technology development and key industries supporting. Nevertheless, it pays few attentions to the specialized Electro-hydraulic system market, such as to defense industrial application and heavy industrial application, which is relatively small. The reality is, though it is small market, it contributes big to national power. This industry been forgotten, its segmentation differs greatly from the popular industry, its product is most differentiation. The industry itself, varies always , it supposes to be a ¡§Blue Sea¡¨, yet it competes horribly as bloody ¡§Red Sea¡¨. Being in this area for 15 years, S company has to re-check their position, fore-see the obstacles in front to be well-prepared for the future. This study follow the essence of Evidence-based Management, use the theory and practice of learning history and action research, to conduct interviews, summarized and analyzed. Interviews did not follow the planning at the design, and some amendment had been made to the research arrangement. But, contribute organization to discuss which did not want to discuss, dared not discuss and cannot subject for discussion. Have them try to face which factors supposed uncontrollable, cannot control the, and find executable solutions. Those stakeholders, potential competitors and customers, we expect this study can remind them to have Evidence-based Management attitude, find out the truths, wiped off the rooted myth. This study found the key successful factors of specialized Electro-hydraulic system classified to internal and external one. To organization, internal factors can be controlled, and treated by mid- and/or short-term means, external factors can¡¦t be controlled, can only treated by long-term means. This study submits three major proposition to the individual role for reference. Proposition 1, The more customized production enterprises, the more conflict between standardization and differentiation, or so-called flexibility, need to compromise. Proposition 2: Find out why make competition less, is the main reason for it, your limit or your advantage. Proposition 3: Set vendors an Eligibility standards subject to protect all stakeholders, only that it is not easy

Thesis (MScEng (Industrial Engineering))--University of Stellenbosch, 2011. / ENGLISH ABSTRACT: The Bottom of the Pyramid (BoP) population are those individuals who live under the poverty line. They often do not have easy access to products and services, because the infrastructure to serve them is not in place and most organisations consider the challenges of the BoP overwhelming and unconquerable. The primary objective of this research is to develop a framework that guides an organisation through the design of a business model, which will allow them to expand into the BoP population Organisations face constant pressure to increase their market share and profits, and improve their performance in the current aggressive environment. To retain their competitiveness they have to look at unconventional and alternative markets. By recognising the BoP as a potential emerging market, organisations can increase their market share or enter new markets, thereby creating benefits for organisations and the BoP alike. The reasons why organisations fail when targeting the BoP market are also identified in this research. These reasons include aspects like organisations making assumptions about the BoP, not understanding the BoP, not knowing how to approach the BoP market and being ignorant in designing a business model tailored for the BoP market. This research addresses the difficulties organisations face when they want to target the BoP by developing a framework that allows an organisation to successfully target the BoP population. This framework also fulfils the secondary objective of this research, which is to adhere to the three goals of Sustainable Development: • Fair treatment of all people: Giving all people, regardless of their level in the economic pyramid, equal access to products and services. This is the foundation for social equity. Including the BoP in economic activity by overcoming the constraints the BoP face; • To not degrade the environment through sustainable design; • Economic growth and development to ensure the organisation makes a profit. Four primary research fields – Sustainable Development, Bottom of the Pyramid literature, Business Models and Blue Ocean Strategy – were investigated and then aspects of these fields were merged to form the Business Model Development Strategy. This framework offers a systematic approach for organisations to first analyse and understand all aspects of the BoP and their environment, and then develop a business model that fulfils the core requirements of the BoP. It was found that if organisations want to successfully target the BoP, they have to fulfil the 4 A’s – Acceptability, Awareness, Availability and Affordability – which are the core needs and requirements of the BoP. Using the Business Model Development Strategy as guideline, organisations can design a business model that minimises the risk of failure when they target the BoP, while maintaining the principles of Sustainable Development. / AFRIKAANSE OPSOMMING: Die term Bottom of the Pyramid (BoP) verwys na diegene in die bevolking wie ‘n bestaan voer onder die armoedelyn. Vanweë die feitdat die nodige infrastruktuur nie aan hul behoeftes voldoen nie, en ook dat meeste organisasies hul uitdagings as oorweldigend en selfs onoorkombaar beskou, het die BoP bevolkingdikwelsnietoegang tot sekeredienste en produktenie, Die primêre doel van hierdie navorsingstuk is om ‘n raamwerkte skep wat organisasies deur ‘n unieke ontwerp van ‘n besigheids model sal lei. Hierdie model sal organisasies in staat stel om hul dienste uit te brei en sodoende ook die BoP bevolking te bereik. Organisasies ervaar gedurig druk om hul markaan deel en wins tevergroot en omtefloreer in onstuimigeekonomieseklimaat. Om hul mededingendheid te verseker, moet organisasies hul blik werp na ongewone en alternatiewe markte. Deur die BoP as ‘n potensiële ontluikende mark teerken, kan organisasies hul markaandeel vergroot, of selfs nuwe market betree en in die proses voordele skep vir organisasies sowel as die BoP. Hierdie navorsingstuk sal ook die redes ondersoek waarom organisasieson suksesvol is wanneer hulle die BoP mark betree; hierdie redes sluit in, ondermeer, dat organisasies aannames maak oor die BoP, hierdie mark glad nie verstaan nie, onbekwaam is wanneer hulle die BoP mark betree en nie weet hoe om ‘n besigheidsmodel te ontwerp spesifiek vir die BoP mark nie. Die navorsing vervat in hierdie tesis oorbrug die struikel bloke wat organisasies in die gesig staar wanneer hulle die BoP mark wil betree, deur die ontwerp van ‘n raamwerk wat sulke organisasies in staat stel om die BoP bevolking suksesvol te betree. Hierdie raamwerk voldoen ook aan die sekondêre doel van hierdie navorsingstuk, om die drie uitgangs punte van Volhoubare Ontwikkeling te ondersteun: • Die regverdige behandeling van alle mense: om aan alle mense, ongeag hul posisie binne die ekonomiese piramide, gelyke toegang te gee tot produkte en dienste. Hierdie is die beginsel van sosiale billikheid. Om verder die BoP in te sluit in ekonomiese aktiwiteite deur aan hul behoeftes te voorsien; • Om, deurmiddel van volhoubare ontwerp, geen skade aan die natuurlike omgewing aan te bring nie; • Om ekonomiese groei en ontwikkeling aan te moedig om te verseker dat die organisasie telkens ‘n wins maak Vier primêre navorsings gebiede – Volhoubare Ontwikkeling, ‘Bottom of the Pyramid’ literatuur, Besigheids modelle en ‘Blue Ocean’ Strategie – was ondersoek en bymekaar gebring om die Business Model Development Strategie te ontwikkel. Hierdie raamwerk bied ‘n sistematiese benadering aan organisasies om, eerstens, alle aspekte van die BoP en hul omgewing te analiseer en te verstaan, en omvervolgens ‘n besigheidsmodel te ontwikkel wat aan die kern vereistes van die BoP sal voldoen. Daar is bevind dat, indien organisasies suksesvol die BoP wil betree, hulle aan vier kern vereistes moet voldoen – Aanvaarbaarheid, Bewustheid, Beskikbaarheid en Bekostigbaarheid. Hierdie aspekte vorm die kern benodigdhede en vereistes van die BoP. Deur die Business Model Development Strategie as riglyn te gebruik, kan organisasies ‘n besigheidsmodel ontwerp wat die risiko van mislukking sal minimaliseer wanneer hulle die BoP mark betree, terwyl dit die beginsels van Volhoubare Ontwikkeling ten volle ondersteun.

Nystartade mjukvaruföretag som står i begrepp att lansera en B2B-mjukvara på internet har speciella förutsättningar då företagets främsta tillgång – mjukvarukonceptet – lätt kan återskapas av andra aktörer och därmed begränsa möjligheterna till värdeskapande. Konkurrensövertaget är lättförgängligt, vilket kräver ett grundligt strategiskt förarbete. Syftet med examensarbetet är att utreda hur Blue Ocean Strategy (BOS) då kan användas för att hitta ny lönsam målgrupp och alternativ strategisk ansats. Bakgrundsmaterial samlades in från strategimöten hos intressenten och dess affärskontakter. Utgående från intressentens programvara togs en Blue Ocean Strategy fram och presenterades först för styrelsen och därefter för presumtiva kunder. Utgången av detta blev att en kund är intresserad av att testa tjänsten och kunden ser även möjligheten att sprida tjänsten vidare i den europeiska koncernen. Slutsatsen blev att BOS – i kontexten – kan användas för att hitta en ny strategisk ansats. / Startup companies about to release B2B-software on the Internet have special circumstances. The company's main asset – the software concept – can easily be replicated by other companies and thus limit the possibilities of value creation. The competitive advantage is volatile and maintaining it requires profound strategic preparatory work. The purpose of this study is to examine how a Blue Ocean Strategy can be used in this context to find an additional set of profitable target customers and an alternative strategic approach. Background material was collected by attending strategy meetings at a startup company and its business contacts. Based on the company’s existing software, a Blue Ocean Strategy was developed and presented, first to the board and then to potential customers. As a result, one customer is now interested in testing the service, seeing opportunities to extend its use in its operations across Europe. In conclusion, a Blue Ocean Strategy can be used to find alternative strategic approaches in this context.

As new markets continuously emerge, increasing academic attention has been devoted to identifying what factors predominantly foster this process. Notably, scholars have coupled market creation with value-creating innovations; new markets emerge due to generation of novel customer value. Blue Ocean Strategy is a prominent approach to such market creation incentives, centring around the implementation of value innovation. However, exploration of this approach has been relatively overlooked in previous research. Extant literature has, instead, primarily acknowledged marketing incentives as the major facilitating factor of new markets, referring to how solutions need to be aptly communicated to gain stakeholders. In addition, technology development is considered by scholars to have a great impact on the creation of new markets, on accounts of breakthrough inventions having disrupted and dismantled preceding industries. The purpose of this study is thus to fill the apparent research gap by investigating how value innovation enables entrepreneurs to create new markets. Although startups are pertinent to the notion of innovative solutions that lead to new markets, entrepreneurs’ approach to market creation has not been extensively investigated. Hence, becoming an applicable context for the research purpose. In order to collect empirical data, a qualitative research approach was undertaken, where seven interviews were conducted with respondents from different Swedish startup companies. Participating companies originate from a variety of industries and shared experiences from their respective innovation processes, which subsequently facilitated insightful data, applicable to the purpose. Findings revealed that value innovation enables entrepreneurs to create new markets as its implementation removes the challenge of competing with incumbents, allowing the startup to go beyond the boundaries of the traditional industry. Ultimately, the collected data could not support the notion of value innovation as an exclusive approach to market creation. Nevertheless, the role of value innovation as a significant factor in the process cannot be entirely undermined as findings indicated that its implementation prominently alleviates market creation.

This master's thesis is focused on evaluation of product innovation of Johnson & Johnson company. Main objective of this thesis is to analyse new product launch campaign of COMPEED brand. Furthermore, based on outputs from own marketing research and analyses of data provided, evaluate suitability of chosen marketing strategy, find reasons why innovation was not successful and propose recommendations to achieve set goals.

<p>The Swedish boat industry is considered quite conservative and subject to only limited development. The purpose of the study is to explain the structure of the boat industry, to analyze and evaluate ways of competing and provide recommendations for developing a competitive strategy. The aim of this thesis is to explain how to be competitive in the Swedish boat industry. To be able to do so three areas are used to deepen as well as broaden the understanding. The three areas within competitiveness we have chosen to highlight are differentiation, individualization and distribution. Different theories on branding, differentiation strategies and generation Y are studied. Qualitative interviews within the boat industry were used to collect empirical data. The result of theories and empirical data combined is that customer satisfaction is a major factor for success. To be able to serve the customer the right product to the right price is crucial. To do so firms can either choose to deliver an additional value through interactive or physical ways. The environmental issues will also have an impact on the boat industry and therefore actions within this area can be considered as success factors.</p>

The Swedish boat industry is considered quite conservative and subject to only limited development. The purpose of the study is to explain the structure of the boat industry, to analyze and evaluate ways of competing and provide recommendations for developing a competitive strategy. The aim of this thesis is to explain how to be competitive in the Swedish boat industry. To be able to do so three areas are used to deepen as well as broaden the understanding. The three areas within competitiveness we have chosen to highlight are differentiation, individualization and distribution. Different theories on branding, differentiation strategies and generation Y are studied. Qualitative interviews within the boat industry were used to collect empirical data. The result of theories and empirical data combined is that customer satisfaction is a major factor for success. To be able to serve the customer the right product to the right price is crucial. To do so firms can either choose to deliver an additional value through interactive or physical ways. The environmental issues will also have an impact on the boat industry and therefore actions within this area can be considered as success factors.

Bakgrund och problem: Konsultbranschen kännetecknas av en hög omsättning av aktörer. En anledning till att det ständigt alstras nya mindre aktörer till branschen är att den kan vara lukrativ med låga inträdesbarriärer. Men varför försvinner många aktörer lika fort som de kommer upp? Är det en brist på strategi och styrverktyg som ligger till grund för problemet? Kan det bero på svårigheten för småföretag att skapa sig en solid varumärkeslegitimitet, och finns det en möjligt att med hjälp av styrverktyg stärka företagets varumärkeslegitimitet? Fallföretaget som använts i den här studien är ett litet konsultföretag som vill stärka varumärkeslegitimiteten med hjälp av differentieringsstrategi på marknaden. Syfte: Syftet med den här studien är att med hjälp av en egenarbetad utvärderingsmodell utvärdera olika långsiktiga styrverktyg inriktade mot små konsult- och tjänsteföretags. Genom att utvärdera för- och nackdelar för tre utvalda styrverktyg och sedan applicera de på ett litet konsultföretag är förhoppningen att studien kan leda fram till rekommendationer gällande styrverktygens nytta och möjlighet till anpassning. Metod: I metodavsnittet förklaras vilka metodiska val som har använts i studien. En presentation av vilken forskningsansats som författarna har utgått efter förklaras också. Vidare så tydliggörs kritiken mot de källor som har använts i studien samt urvalet av data. Slutsats: Efter att styrverktygen utvärderats med hjälp av en egenarbetad utvärderingsmodell konstaterades det att det inte fanns ett optimalt styrverktyg men att alla innehöll värdefulla funktioner. Emellertid visade analysen att det styrverktyg som var mest användbart utifrån fallföretagets förutsättningar var det balanserade styrkortet på grund av dess multipla användbara funktioner och möjlighet till styrning enligt utvald strategi och mål. / Background and Problem: The consulting branch can be recognized by having a high turnover of operators. One reason for this is that the market can be lucrative with its low entry barriers. But why do many operators disappear as soon as they enter the market? Is it because of a lack of strategy and management tools? Could it be due to the difficulty for small businesses to create solid brand legitimacy, and is there a possibility to strengthen it by using management tools? The company used in this study is a small consulting company that desires to strengthen their brand legitimacy with the aid of differentiation strategy in the market. Purpose: With the help of a self-made evaluation model, the purpose of this study is to evaluate different long-term management tools geared towards small consulting and service companies. By evaluating the pros and cons of the three selected management tools and then apply those at a small consulting company, an expectation is that the study could lead to recommendations regarding the management tools benefits and possibilities for adaption. Method: In the methodology section the methodological choices of the study are explained. There is also a presentation of the research approach that has been used. Furthermore, the selection of data and the criticism of the sources used in the study are discussed. Results and conclusion: After that the management tools had been evaluated using the evaluation tool, it was found that there was no optimal management tool but that they all contained valuable features. However, the analysis showed that the management tool that was most advantageous based on the company’s prospects was the balanced scorecard because of its multiple useful features and its ability to control according to the company’s strategy and goal.

Thesis (MEng)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: Numerous problems with product quality and time-to-market launches can be traced back to the management of the product lifecycle. This research assignment provides insight into how an integrated value proposition design framework can address these issues by shifting the focus of product lifecycle management from being product-centric to being customer-centric. This framework combines tools, methods and processes from a variety of disciplines such as Systems Engineering, Marketing, Project Management, and Financial Management. The application of the framework during the product lifecycle management process is that of a planning and communication tool to ensure integration between multifunctional teams to increase customer value proposition quality and decrease product time to market. This research assignment was implemented in a new product development case study within a leading Telecommunications company in South Africa. / AFRIKAANSE OPSOMMING: Die bestuur van ‘n produk se lewensiklus veroorsaak verskeie probleme wat gepaard gaan met die kwaliteit van produkte en die verlengde tydperk wat dit neem om produkte aan die mark bekend te stel. Hierdie navorsingswerk verduidelik hoe die geïntegreerde waarde-stelling raamwerk die probleme met betrekking tot die bestuur van produkte se lewensiklusse aanspreek. Die raamwerk verskuif die fokus van die bestuur van ‘n produk se lewensiklus, wat produk-gesentreerd is, na ‘n kliënt-gesentreerde fokus. Die raamwerk maak gebruik van tegnieke, metodes en prosesse verkry uit die dissiplines van Sisteem Ingenieurswese, Bemarking, Projek bestuur en Finansiële bestuur. Die toepassing van die raamwerk verbeter die bestuur van ‘n produk se lewensiklus deur beplanning en kommunikasie te fassiliteer tussen multi-funksionele spanne. Genoemde raamwerk bevorder die samewerking tussen multi-funksionele spanne, verbeter die waarde-stellings aan kliënte, verhoog die kwaliteit van produkte en verkort die tydperk van produk bekendstelling aan die mark. Bogenoemde navorsingswerk is geïmplementeer in ‘n vooraanstaande Telekommunikasie maatskapy in Suid-Afrika, op ‘n nuwe produkontwikkeling gevallestudie.