ABSTRACT Date: 2021-06-03 Level: Bachelor Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Aryan Singh Omar Eyad Shaheen Mohammad Title: How Market Intelligence Helps With Pricing Tutor: Ali Farashah Keywords: Digitalization, Business Intelligence (BI), Market Intelligence (MI), Competitive Intelligence (CI), Pricing, Decision Making, Dynamic Pricing Model, Price Authority Research Question: How does MI help in pricing decisions of the European market in Systemair Purpose: The purpose of this research is to investigate if Market Intelligence (MI) has any effect on pricing decisions within the European market in Systemair Group. Since the field of MI in pricing decisions is explorative, this study will conduct thorough interviews with the goal of getting a deep understanding of how MI can help with pricing decisions. This study also aims to contribute to the research in this subject. Method: This study has been conducted in a qualitative manner on the case company Systemair Group. Primary data was collected through academic articles found via the library of Mälardalen University and scientific databases. The research was based on 5 semi-structured interviews conducted online with employees of Systemair. Conclusion: MI plays an important role in pricing. It gathers real time market data that is objective to feelings from the sales team or other employees. Factory capacity will be optimized with the evolution of MI, profit margin will be set higher than before and so this will result in a push in the overall price level of Systemair products. Value-Based Selling points and Resources are an integral part of the dynamic pricing model, specifically in Strategic Input and Data Input respectively.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-54436 |
| Date | January 2021 |
| Creators | Singh, Aryan, Eyad, Omar, Mohammad, Shaheen |
| Publisher | Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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