Market Segmentation for Oy Telpak Ab
Perta, Petri (2019)
Perta, Petri
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019100919745
https://urn.fi/URN:NBN:fi:amk-2019100919745
Tiivistelmä
The objective of this Master´s thesis was to create market segmentation for Oy Telpak Ab, which was acquired by Optigroup in the beginning of 2018. The goal of the market segmentation was to help the company to gain a better understanding of the served markets and customer groups, as well as find growth opportunities. Market segmentation was intended to work as base for many other future development steps.
The research approach was both qualitative and quantitative. Gathering necessary background information was based on analyzing company data, interviews, buying relevant information about served customers and literature review. The actual market segmentation was done in three phases: data collection, analysis and adjustments followed by conclusions. Based on the previously mentioned steps, a market segmentation model and some initial analysis try-outs were created. It became obvious that handling the vast amount of information in different Excel files leaves a room for error.
The model created in the thesis focused on presenting examples of the analysis that can be conducted as the segmentation will be implemented. As Telpak has thousands of customers that need to be segmented, the actual final analysis will be much easier and reliable to do, when the created model will be implemented to the current IT-systems. The company needs a good data handling system to be able to have reliable analysis going on. The generated data will most likely affect the strategy work, operational planning and, in the end, the service that the customer will receive.
Market segmentation gives a good basis for overall business development, especially marketing. Without understanding the market segments the company is serving, it is very difficult to promote the products and communicate efficiently to the customers. Telpak has analyzed the past sales events, but the market segmentation turns the sight more to the future. Better customer insight helps in decision making and leads to more calculated decisions.
As a result of this study, it is easier for Telpak to create a solid business plan to support the next sales and marketing development steps and to tie found opportunities as part of the future strategy. The work has just started and closer look to customer behavior and analysis will be done later. For example, positioning and targeting will be done as the next steps towards better customer service.
The research approach was both qualitative and quantitative. Gathering necessary background information was based on analyzing company data, interviews, buying relevant information about served customers and literature review. The actual market segmentation was done in three phases: data collection, analysis and adjustments followed by conclusions. Based on the previously mentioned steps, a market segmentation model and some initial analysis try-outs were created. It became obvious that handling the vast amount of information in different Excel files leaves a room for error.
The model created in the thesis focused on presenting examples of the analysis that can be conducted as the segmentation will be implemented. As Telpak has thousands of customers that need to be segmented, the actual final analysis will be much easier and reliable to do, when the created model will be implemented to the current IT-systems. The company needs a good data handling system to be able to have reliable analysis going on. The generated data will most likely affect the strategy work, operational planning and, in the end, the service that the customer will receive.
Market segmentation gives a good basis for overall business development, especially marketing. Without understanding the market segments the company is serving, it is very difficult to promote the products and communicate efficiently to the customers. Telpak has analyzed the past sales events, but the market segmentation turns the sight more to the future. Better customer insight helps in decision making and leads to more calculated decisions.
As a result of this study, it is easier for Telpak to create a solid business plan to support the next sales and marketing development steps and to tie found opportunities as part of the future strategy. The work has just started and closer look to customer behavior and analysis will be done later. For example, positioning and targeting will be done as the next steps towards better customer service.