Developing a competitor analysis concept for case company customers
Mononen, Ville (2021)
Mononen, Ville
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105046836
https://urn.fi/URN:NBN:fi:amk-202105046836
Tiivistelmä
The objective of the thesis was to establish a competitor analysis concept to guide the case company’s customers in conducting competitor analysis and in linking analysis findings with their service strategy. The case company has noticed in customer assignments that competitor analysis has a significant role in business and service management.
The thesis and the concept were done by utilizing existing literature, a questionnaire for the case company’s stakeholders, and interviews with the case company’s personnel and stakeholders. The literature offered best practices of conducting competitor analysis and two useful tools, SWOT analysis and Porter’s five forces.
The current state analysis revealed the challenges that service providers are struggling with when conducting competitor analysis. The competitor analysis concept was developed based on the challenges the service providers revealed in the questionnaire.
The outcome of the thesis is a competitor analysis concept that is two-staged, and the concept offers two templates. In addition, the connection between competitor analysis and service strategy is described.
The thesis and the concept were done by utilizing existing literature, a questionnaire for the case company’s stakeholders, and interviews with the case company’s personnel and stakeholders. The literature offered best practices of conducting competitor analysis and two useful tools, SWOT analysis and Porter’s five forces.
The current state analysis revealed the challenges that service providers are struggling with when conducting competitor analysis. The competitor analysis concept was developed based on the challenges the service providers revealed in the questionnaire.
The outcome of the thesis is a competitor analysis concept that is two-staged, and the concept offers two templates. In addition, the connection between competitor analysis and service strategy is described.