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Att anpassa affärsmodellen

Lundblad, Niklas and Risenfors, Johan (2013) MIO920
Production Management
Abstract
ABSTRACT
Already in 1960, the Harvard professor Theodore Levitt concluded that without the capabilities to adapt, companies risk missing imminent trends and changes in the market and could suddenly be outrun by competitors. The subject of business model adaption has since been heavily discussed and is, if possible, of even greater importance today. With this thesis, the authors aspires to cast light on some of the challenges and difficulties that companies can face when adapting their business model and how these challenges can be handled with the help of established theories and methods. The purpose of this thesis is to develop alternative actions and a final recommendation to how the company of interest, Mediahuset i Göteborg AB, can... (More)
ABSTRACT
Already in 1960, the Harvard professor Theodore Levitt concluded that without the capabilities to adapt, companies risk missing imminent trends and changes in the market and could suddenly be outrun by competitors. The subject of business model adaption has since been heavily discussed and is, if possible, of even greater importance today. With this thesis, the authors aspires to cast light on some of the challenges and difficulties that companies can face when adapting their business model and how these challenges can be handled with the help of established theories and methods. The purpose of this thesis is to develop alternative actions and a final recommendation to how the company of interest, Mediahuset i Göteborg AB, can adapt their business model to the current market trends.
Mediahuset i Göteborg AB is a privately owned publishing agency which for 25 years has been producing and marketing trade magazines within different medical speciality areas. The core business of the company consists of advertising sales in these magazines. In recent years the technological and social development has led to a dramatic decrease in the company’s main market - advertising sales in print media. At the same time, the company has been having difficulties in adapting to the new conditions and needs help with adapting the business model to their internal and external conditions.
To adapt the business model of Mediahuset the authors selected The Strategic Sweet Spot model as a basis. The model was chosen because of the holistic view it provides on the market position of a company in combination with its pedagogical structure. To practically carry out the research and to analyse the situation the authors have had to complement the sweet spot model with more in-depth theory about each part of it. The research is mainly based on interviews and literature studies that have been followed up by analysis and reflections.
After developing and evaluating different alternative actions, the authors recommend the company to go for a diversification strategy that implies developing new channels that satisfies new customer needs. Although the alternative may be difficult to implement, it has high potential and helps the company to avoid the risk of being obsolete. To successfully adapt the business model the company has to make use of their competitive advantage, i.e. their current customer relationships, and at the same time complement the existing organisation with new competences regarding strategies for digital advertising.
Since the analysis led to a suggestion of how to adapt the business model to current trends and market situation, the authors can conclude that the chosen method worked well. The final result of the action suggested remains to be analysed after a completed implementation but the opinion of the authors is that the model is applicable also in the general case. It is, however, important to realise that each project is unique, with its own conditions and needs, which means that in-depth methods needs to be adjusted from case to case. Which subparts that is more or less suitable for different type of projects and how these should be carried out is something that the authors recommend for further studies. (Less)
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author
Lundblad, Niklas and Risenfors, Johan
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Keywords: Business Model Adaption, The Strategic Sweet Spot, Market analysis, Diversification, Strategy
other publication id
13/5451
language
Swedish
id
4024452
date added to LUP
2013-09-13 15:36:28
date last changed
2013-09-13 15:36:28
@misc{4024452,
  abstract     = {ABSTRACT
Already in 1960, the Harvard professor Theodore Levitt concluded that without the capabilities to adapt, companies risk missing imminent trends and changes in the market and could suddenly be outrun by competitors. The subject of business model adaption has since been heavily discussed and is, if possible, of even greater importance today. With this thesis, the authors aspires to cast light on some of the challenges and difficulties that companies can face when adapting their business model and how these challenges can be handled with the help of established theories and methods. The purpose of this thesis is to develop alternative actions and a final recommendation to how the company of interest, Mediahuset i Göteborg AB, can adapt their business model to the current market trends.
Mediahuset i Göteborg AB is a privately owned publishing agency which for 25 years has been producing and marketing trade magazines within different medical speciality areas. The core business of the company consists of advertising sales in these magazines. In recent years the technological and social development has led to a dramatic decrease in the company’s main market - advertising sales in print media. At the same time, the company has been having difficulties in adapting to the new conditions and needs help with adapting the business model to their internal and external conditions.
To adapt the business model of Mediahuset the authors selected The Strategic Sweet Spot model as a basis. The model was chosen because of the holistic view it provides on the market position of a company in combination with its pedagogical structure. To practically carry out the research and to analyse the situation the authors have had to complement the sweet spot model with more in-depth theory about each part of it. The research is mainly based on interviews and literature studies that have been followed up by analysis and reflections.
After developing and evaluating different alternative actions, the authors recommend the company to go for a diversification strategy that implies developing new channels that satisfies new customer needs. Although the alternative may be difficult to implement, it has high potential and helps the company to avoid the risk of being obsolete. To successfully adapt the business model the company has to make use of their competitive advantage, i.e. their current customer relationships, and at the same time complement the existing organisation with new competences regarding strategies for digital advertising.
Since the analysis led to a suggestion of how to adapt the business model to current trends and market situation, the authors can conclude that the chosen method worked well. The final result of the action suggested remains to be analysed after a completed implementation but the opinion of the authors is that the model is applicable also in the general case. It is, however, important to realise that each project is unique, with its own conditions and needs, which means that in-depth methods needs to be adjusted from case to case. Which subparts that is more or less suitable for different type of projects and how these should be carried out is something that the authors recommend for further studies.},
  author       = {Lundblad, Niklas and Risenfors, Johan},
  keyword      = {Keywords: Business Model Adaption,The Strategic Sweet Spot,Market analysis,Diversification,Strategy},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att anpassa affärsmodellen},
  year         = {2013},
}