Improving Value Proposition Using the SoloVisa System. Case company: Russian Tours Oy Ltd
Kamenskaia, Ekaterina (2017)
Kamenskaia, Ekaterina
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705127888
https://urn.fi/URN:NBN:fi:amk-201705127888
Tiivistelmä
Value proposition is one of the key concepts in marketing, and thus every company should be concerned about creating or defining it clearly. The case company, Russian Tours Oy Ltd, elaborated its own online visa purchasing system SoloVisa, which presented the basics of the company value proposition. However, existing value proposition needed to be improved so the company could stay competitive and distinguish itself from its rivals.
The objective of this thesis was to create a set of practical materials for the case company regarding the SoloVisa system. It was not supposed to cover such topics as creating and identifying the core value proposition since the company had already defined it. Instead, it was decided to focus on how to improve the current company value proposition using the SoloVisa system.
The thesis covers such areas as the main concepts of value proposition, company value proposition, and criteria of its effectiveness. Several toolkits and methods were described and subsequently used for evaluation of the existing value proposition of Russian Tours Oy Ltd. Value proposition of the case company was analyzed with the help of the Value Proposition Canvas, and areas in need of improvement were revealed.
As a result, a set of practical materials that could be used by the company in its everyday operations was created. These materials were a manual for the SoloVisa managers, a set of video tutorials for the customers and a PowerPoint presentation to be used at meetings with potential corporate customers. The final products were created based on own experience, observations, interviews and value proposition frameworks.
The work on the empirical part of the thesis began during my internship in Russian Tours Oy Ltd that took place from the beginning of September 2015 until the end of January 2016. During that time, the planning process of the first product that was the manual for the SoloVisa managers was conducted. After finishing my internship, I continued to work on the manual, and the product was finalized by the end of March 2016. The planning and implementation of the other products, the set of video tutorials for the customers and the PowerPoint presentation, started in spring 2016 after I had finished the manual. The final version of the presentation was completed by the end of December 2016, and the set of video tutorials was finalized by February 2017.
The products were recommended for the case company in order to improve company value proposition and strengthen the company’s competitiveness in the challenging travel industry.
The objective of this thesis was to create a set of practical materials for the case company regarding the SoloVisa system. It was not supposed to cover such topics as creating and identifying the core value proposition since the company had already defined it. Instead, it was decided to focus on how to improve the current company value proposition using the SoloVisa system.
The thesis covers such areas as the main concepts of value proposition, company value proposition, and criteria of its effectiveness. Several toolkits and methods were described and subsequently used for evaluation of the existing value proposition of Russian Tours Oy Ltd. Value proposition of the case company was analyzed with the help of the Value Proposition Canvas, and areas in need of improvement were revealed.
As a result, a set of practical materials that could be used by the company in its everyday operations was created. These materials were a manual for the SoloVisa managers, a set of video tutorials for the customers and a PowerPoint presentation to be used at meetings with potential corporate customers. The final products were created based on own experience, observations, interviews and value proposition frameworks.
The work on the empirical part of the thesis began during my internship in Russian Tours Oy Ltd that took place from the beginning of September 2015 until the end of January 2016. During that time, the planning process of the first product that was the manual for the SoloVisa managers was conducted. After finishing my internship, I continued to work on the manual, and the product was finalized by the end of March 2016. The planning and implementation of the other products, the set of video tutorials for the customers and the PowerPoint presentation, started in spring 2016 after I had finished the manual. The final version of the presentation was completed by the end of December 2016, and the set of video tutorials was finalized by February 2017.
The products were recommended for the case company in order to improve company value proposition and strengthen the company’s competitiveness in the challenging travel industry.