Affärsutveckling – från produkt till helhetslösning

Abstract

Problem definition: In recent years, Kalmar has received an increased number of requests and indications from the market concerning automated solutions in the industry. In the paper industry this is mainly caused by the increased costs in the customer's key processes that possibly could be reduced by fully automated solutions. However, there is currently no clear view of the market potential and therefore a need of further analysis. The problem situation is divided into two main areas: What are the needs and wishes of the customers? How should the offer, based on identified opportunities, be formulated to meet customer requirements and what requirements will this put on the organization?
Purpose: The purpose of this thesis is to create an understanding of Kalmar Industries’ market within the paper segment based on customer needs and then to propose the appropriate way for Kalmar Industries to meet the opportunities identified.
Methodology: The study is mainly based on primary data collected through interviews with semi-structured nature carried out at two different paper mills. The choice of survey approach is a case study where the interest lies in the deeper understanding and not in drawing statistical conclusions. Information has also been gathered from literature and other sources. Collected data is of qualitative nature.
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Conclusions: Development towards automated solutions in the paper industry has already begun and a strategy for this is therefore a necessity to defend the market position. The main reason for customers to implement automated material handling is that the costs would be reduced. The reduction of costs is a result of the elimination of human errors which results in elimination of salaries as well as increased quality, efficiency and productivity. In order to compete in the industry for automated material handling systems knowledge of both material handling equipment and automation is required. The supplier of an automated solution is also expected to be stable and preferably with an existing relationship with the customer since knowledge and understanding of customer processes are required. Automation of material handling is interesting for both handling of paper rolls and pallets, but plants with production and handling of paper rolls are especially interesting since it is where the highest expected return of investment is.
When the customers have new technical requirements concerning materials handling, the suppliers need new technology strategies. With changing technology strategies a direct consequence is new demands in business strategy and organizational design as the organization’s areas business strategy, organizational design and technology all affect each other.
Within the organization Kalmar Industries has the resources and skills needed to cope with the change in the market segment paper even though some of these resources have not previously been used for that market. Kalmar Industries has a global service organization and experience of the service strategy that is required for the new kind of automated
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solution. The biggest change is that technology that has not previously been used for products targeted to the paper industry will be part of the new solution. Kalmar Industries has the strategic and organizational characteristics required to manage the changes taking place within the market segment.

• author: Bojesson, Catarina
• supervisor: Ingela Elofsson
• organization: Production Management
• course: MIO920
• year: 2010
• type: M1 - University Diploma
• subject: Technology and Engineering
• keywords: Business development, Customer research, Strategy, Material handling
• other publication id: 10/5353
• language: Swedish
• id: 1976003
• date added to LUP: 2011-06-17 08:11:05
• date last changed: 2011-06-20 12:20:06