Building a Business Model for a New Market Segment : Engineering Services for the Finnish Food Industry
Lilja, Jarmo (2016)
Lilja, Jarmo
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605178262
https://urn.fi/URN:NBN:fi:amk-201605178262
Tiivistelmä
The case company in this Master’s Thesis provides different types of engineering services to its customers. The current business model of the case company does not meet the needs of the customers in the new market segment, the Finnish food industry. Therefore, the objective of this study is to determine the customer needs in the new market segment in order to propose a new business model for making a successful market entry into new market segment.
The best practices of business modelling are studied to build a Conceptual Framework for the new business model and to find ways to identify the customer needs. The current business model and the gap between the customer needs are studied in the Current State Analysis. Based on the business model framework and the analysis of the current state, an initial business model proposal is built. Finally the initial proposal is presented to the key stakeholders for feedback. Based on this feedback the final business model proposal is built.
This study utilizes the case study approach and uses qualitative methods in analysing the current business model and the customer needs. The main data sources included key stakeholders, including company internal interviews and workshops and external customer interviews. The findings from the Current State Analysis were used to build an initial business model proposal.
The outcome of this study is a business model proposal and recommendations for making a successful entry into Finnish food industry market segment.
The best practices of business modelling are studied to build a Conceptual Framework for the new business model and to find ways to identify the customer needs. The current business model and the gap between the customer needs are studied in the Current State Analysis. Based on the business model framework and the analysis of the current state, an initial business model proposal is built. Finally the initial proposal is presented to the key stakeholders for feedback. Based on this feedback the final business model proposal is built.
This study utilizes the case study approach and uses qualitative methods in analysing the current business model and the customer needs. The main data sources included key stakeholders, including company internal interviews and workshops and external customer interviews. The findings from the Current State Analysis were used to build an initial business model proposal.
The outcome of this study is a business model proposal and recommendations for making a successful entry into Finnish food industry market segment.