Developing the B2B Offering and Pricing Models for the Case Company
Samylin, Nikita (2024)
Samylin, Nikita
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052816990
https://urn.fi/URN:NBN:fi:amk-2024052816990
Tiivistelmä
The objective of this thesis is to develop the new B2B offering and pricing models for the case company. The new B2B offering in the scope of this work means developing new service packages with existing and potential added features. The main purpose of the new B2B offering and pricing models is to make the product of the case company more attractive for key customer groups and make the product profitable in the long run.
The thesis used applied action research as its research approach. It also utilized qualitative data collection methods, such as interviews, discussions, and document analysis. The process of creating the offering and integrating the new pricing models included several stages. It started with exploring the existing knowledge and best practices around the tools for analysing competitive environment, business modelling and pricing set-up, resource-based view (RBV), principles of value-based marketing, and pricing models including penetration pricing, competition-based pricing, value-based pricing, subscription pricing, tiered pricing, and pay-as-you-go pricing. In the current state analysis, the thesis focused on conducing competitor analysis, Gap analysis, and SWOT analysis of the current platform of the case company. It demonstrated that the platform has strong sides, such as a clear value proposition. The product addresses specific problems on the market, has clear target audiences, went through the proof-of-concept phase, and currently needs a strong competitive offering for the B2B customers to reinforce its overall business development efforts. This offering should become a part of the company’s business development strategy. The new B2B offering in the scope of this work implies developing clear service packages with existing and potential added features of the platform for presenting and offering it to the potential key clients. These packages needed to reflect the value of the platform and its services for the clients and customized towards certain customer groups with attractive and meaningful pricing models included.
The thesis used applied action research as its research approach. It also utilized qualitative data collection methods, such as interviews, discussions, and document analysis. The process of creating the offering and integrating the new pricing models included several stages. It started with exploring the existing knowledge and best practices around the tools for analysing competitive environment, business modelling and pricing set-up, resource-based view (RBV), principles of value-based marketing, and pricing models including penetration pricing, competition-based pricing, value-based pricing, subscription pricing, tiered pricing, and pay-as-you-go pricing. In the current state analysis, the thesis focused on conducing competitor analysis, Gap analysis, and SWOT analysis of the current platform of the case company. It demonstrated that the platform has strong sides, such as a clear value proposition. The product addresses specific problems on the market, has clear target audiences, went through the proof-of-concept phase, and currently needs a strong competitive offering for the B2B customers to reinforce its overall business development efforts. This offering should become a part of the company’s business development strategy. The new B2B offering in the scope of this work implies developing clear service packages with existing and potential added features of the platform for presenting and offering it to the potential key clients. These packages needed to reflect the value of the platform and its services for the clients and customized towards certain customer groups with attractive and meaningful pricing models included.