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Developing a Customer Value Proposition to Increase the Market Penetration for a Distinct Specialty Optical Fiber Segment
Paul, Jijo (2017)
Paul, Jijo
Metropolia Ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705178614
https://urn.fi/URN:NBN:fi:amk-201705178614
Tiivistelmä
This study explores the possibilities to enhance the service business in Specialty Optical Fiber manufacturing business through a well-defined Customer Value Proposition (CVP). The case company is faced with the challenge of low market share in a distinct specialty optical fiber segment. Accordingly, this study is intended in aiding the case company in meeting the challenge through the development of a superior value proposition by addressing the most important needs of the specified customers.
This study followed the Action Research methodology as a research approach as it utilizes an iterative approach in a systematic way to find the solutions and improvements for the problems. This study also utilizes the data from various sources such as face to face interviews with the key stakeholders of the case company, customer interviews, group discussions, workshops and document analysis. Accordingly, data collection from different sources not only enabled to have sufficient stakeholder perspectives but also aided in the triangulation of the study.
The conceptual framework of this study is constructed based on the existing knowledge of the building blocks of a customer value proposition. Accordingly, the conceptual framework describes the importance of the CVP type in shaping a business strategy. The conceptual framework then establishes the significance of core offering based on core competencies in building a value proposition that delivers superior value to the customers. Furthermore, the conceptual framework also highlights the prominence of the positioning of a differentiated value proposition for a targeted customer segment in order to gain a competitive edge for the company in the market.
The outcome of this study is a proposal of a well-positioned resonating focus CVP for the distinct specialty optical fiber segment, specifying the crystallized value offerings of the case company for meeting the most important customer requirements. CVP proposal also includes the core competencies of the case company for improving the value offerings, competitive positioning against the market leader offerings and the recommendations for the future business development.
This study followed the Action Research methodology as a research approach as it utilizes an iterative approach in a systematic way to find the solutions and improvements for the problems. This study also utilizes the data from various sources such as face to face interviews with the key stakeholders of the case company, customer interviews, group discussions, workshops and document analysis. Accordingly, data collection from different sources not only enabled to have sufficient stakeholder perspectives but also aided in the triangulation of the study.
The conceptual framework of this study is constructed based on the existing knowledge of the building blocks of a customer value proposition. Accordingly, the conceptual framework describes the importance of the CVP type in shaping a business strategy. The conceptual framework then establishes the significance of core offering based on core competencies in building a value proposition that delivers superior value to the customers. Furthermore, the conceptual framework also highlights the prominence of the positioning of a differentiated value proposition for a targeted customer segment in order to gain a competitive edge for the company in the market.
The outcome of this study is a proposal of a well-positioned resonating focus CVP for the distinct specialty optical fiber segment, specifying the crystallized value offerings of the case company for meeting the most important customer requirements. CVP proposal also includes the core competencies of the case company for improving the value offerings, competitive positioning against the market leader offerings and the recommendations for the future business development.