In a market that nowadays is based on the customers expectations there will always be new demands placed on distributors. Based on requests regarding how compliant and adaptive they can be found in aspects of good customer knowledge. In being able to accommodate those requests a requirement in management of large quantities of customer data and large and small scale decisions is needed. The problem this study investigates is the seen lack of visualization tools in market share analysis (MSA) ability to lower the risk of loss of relevant data. Scientific literature confirms an existing knowledge gap based upon visualization and its ability to solve problems given that research focused on presenting the problem and what constitutes it but not on what can be used to manage it. However this study seeks to investigate How visualization of market share analysis can be used in connection to decision making?. The study applies a quantitative research strategy and uses surveys with the grading method likert scale in the choice of selected data collection method. The result of the study shows the respondent groups high valuations of visualization but how the prioritization differentiates in respective MSA-phase. In regards to the mentioned information the study ́s four suggestions mainly aims to show how visualization of MSA can be used to present and clarify for each decision options and known ways forward, lowering the risk of loss of relevant data and clarification of relations. For future research demands of expanding research through geographic extent and an expansion of areas within marketing and business development are presented as suggested areas to look closer into.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-525373 |
| Date | January 2024 |
| Creators | Glennow, Agnes, Öberg, Jonathan |
| Publisher | Uppsala universitet, Informationssystem |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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