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A Customer Aimed Market Analysis for an Innovative Lifting Equipment
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2014 (English)Student thesisAlternative title
En Kundorienterad Marknads Analys för en Innovativ Lyftutrustning (Swedish)
Abstract [en]

This report focuses on three parts which are market research, marketing- and sales strategies, and product development for a start-up company in Italy called ARS Meccanica Dolomiti and their new product, Quikky. The main objective was to find a strategy which the company could use to attract customers. In the market research both potential customers and competitors were identified. Similar products that could be a threat for the product were also investigated. Most of the information came through own research via Internet. However, a visit to the CeMAT fair in Hannover was also helpful since potential customers, competitors and other partners were gathered at the same place. The main results from this research are that there are a lot of potential customers for the product. The reason for this is that it was discovered that the product could be used in different application areas, resulting in a broader market for the product. However, there are many competitors since the product is mostly directed towards the lifting industry which is already an attractive market. As for the product development it was early recognised that the product could be designed in many different ways. Both mini Quikky and symmetric Quikky, which are two new versions of the original Quikky, could be new products that the company could sell. By having several versions of the product, the company can more easily attract customers.

Abstract [sv]

Rapporten fokuserar på tre områden som är att utföra en marknadsundersökning, marknadsförings- och försäljnings- strategi samt produktutveckling för ett nystartat företag i Italien, ARS Meccanica Dolomiti och deras nya produkt, Quikky. Målet med arbetet var att komma fram till en strategi som företaget kan använda för att locka till sig kunder. I marknadsundersökningen identifierades både potentiella kunder samt konkurrenter. Liknande produkter som kan utgöra ett hot undersöktes också. Det mesta av informationen kom genom egna undersökningar via Internet. Ett besök till CeMAT mässan i Hannover var även mycket hjälpsam, då en hel del potentiella kunder, konkurrenter och andra samarbetspartner var samlade på ett och samma ställe. Resultatet visar på att det finns en hel del potentalla kunder för produkten. Anledningen till detta är att produkten kan användas i olika tillämpningsområden vilket medför att en större marknad blir möjlig. Nackdelen är att det redan finns många konkurrenter då produkten främst är riktad mot lyftindustrin som är en attraktiv marknad. När det gäller produktutveckling blev det snabbt tydligt att produkten kan utformas på flera andra sätt. Både mini Quikky samt symmetriska Quikky, är två nya versioner av den ursprungliga designen. Dessa två kan vara produker som ARS Meccanica kan sälja. Genom att ha flera versioner av produkten, kan företaget dessutom attrahera till sig fler kunder.

Place, publisher, year, edition, pages
2014. , 126 p.
Keyword [en]
Innovation, lifting industry, product development
National Category
Other Mechanical Engineering
Identifiers
URN: urn:nbn:se:bth-2126Local ID: oai:bth.se:arkivexAF9F4A5EEA41B790C1257D88006CCE8BOAI: oai:DiVA.org:bth-2126DiVA: diva2:829392
Educational program
IEACI Master of Science in Industrial Management and Engineering
Uppsok
Technology
Supervisors
Available from: 2015-04-22 Created: 2014-11-06 Last updated: 2015-12-07Bibliographically approved

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Citation style
  • apa
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