Developing a Comprehensive Model for Marketing Planning — Combining the Major Approaches

Mix marketing and relationships marketing are two major approaches that often form a basis for organizational marketing planning. The superiority of these approaches has been debated for long without any rational conclusion. Lately there have been studies indicating that both of the major approaches are many times used side by side in marketing planning. There have been also studies suggesting that even combining the mix marketing and relationship marketing approaches might be possible. The aim of this thesis is to provide knowledge about the usage of mix marketing and relationship marketing approaches in organizations and possibilities in combining the approaches. Also a settlement of strengths, weaknesses and risks of combining is intended to provide. The objectives were met through the literature and a case study research. In the case study, interviews were conducted in order to gain a deeper knowledge about marketing planning in various organizations. Based on this study, the combining of the major marketing approaches will be possible and even recommended when keeping in mind few aspects which might cause some troubles in the combining process.

Muotin suunnittelu- ja valmistusprossin parantaminen solumuoviteollisuudessa

Diplomityö tehtiin Pohjoismainen Solumuovi Oy:lle. Tutkimusongelmaksi määriteltiin hyvin selkeästi tiedon puute muottien suunnittelusta sekä valmistuksesta. Työn tavoite oli parantaa solumuovituotteiden valmistuksessa käytettävien muottien laatua. Työn rajaus asettuu uusien muottien suunnittelu- ja valmistusprosessin parantamiseen. Työssä käsiteltiin tämän prosessin lisäksi mm. mallisuunnittelua, sekä koneen ja prosessien ominaisuuksia niiden muoteille asettamien vaatimusten pohjalta. Muottien ominaisuuksien oikeaoppinen suunnittelu on erittäin tärkeässä roolissa tulevien tuotantokustannusten muodostumisessa. Oikeaoppisella suunnittelulla tarkoitetaan työssä muottien eri osa-alueiden toisiinsa kytkeytymisen ymmärtämistä, niin muotin toimivuuden, lopputuotteen laadun sekä muotin tehokkuuden kannalta. Muottien ominaisuudet määräävät ideaalitilanteessa pitkälti koneiden sykliaikoja käytettävän raaka-aineen ja kappaleen dimensioiden lisäksi. Tämän vuoksi tilanteessa, jossa itse kone toimii moitteettomasti vakuumin, materiaalinsyötön, jäähdytyksen ja höyrytyksen osalta, saadaan muotin oikeaoppisella suunnittelulla lyhennettyä sykliaikoja ja vähennettyä virhekappaleiden määrää. Solumuovimuotin suunnitteluperiaatteita on lähes yhtä monta kuin suunnittelijoita. Mitään yksittäistä periaatetta ei voida suoraan tuomita vääränä, koska näillä muoteilla pystytään valmistamaan laadun kriteerit täyttäviä tuotteita. Useimmat suunnitteluperiaatteet pohjautuvat kuitenkin vain tietyn osa-alueen hallintaan, jonka jälkeen loput osa-alueet suunnitellaan tämän ehdoilla. Työssä saatujen tulosten pohjalta voidaan sanoa, että muotin tuottavuus on erityisesti kiinni kokonaisuudesta, ei yksittäisestä osa-alueesta.

Pienen ICT-yrityksen kansainvälistymissuunnitelma

Pienen ICT-yrityksen kansainvälistymisoperaatioita suunnitellessa tulee huomioida käytössä olevat resurssit, kansainvälisten toimintojen aloittamiseen kuluva aika sekä sitoutumishalukkuus suhteutettuna riskeihin. Tämän diplomityön lähtökohtana oli määrittää kohdeyritykselle, ZapMeet Companylle, suunnitelma kansainvälistymisen aloittamiseksi. Tutkimuksessa selvitetään pk-yrityksille tyypillisiä kansainvälistymispolkuja, kansainvälistymisen operaatiomuotoja ja kohdemarkkinavalintoja sekä näihin vaikuttavia kriteerejä. Tutkimuksen ensimmäisessä vaiheessa analysoitiin ZapMeet Companyn nykytilanne ja selvitettiin kansainvälistymiseen vaadittavia toimenpiteitä. Tutkimuksen toisessa vaiheessa pureuduttiin kulttuurin ja operaatiomuotojen erityispiirteisiin valikoiduilla markkinoilla. Teoriakehys, markkinoiden erityispiirteet sekä asiantuntijoiden kommentit ja yrityksen resurssit huomioiden diplomityön perusteella muodostettiin suosituksia operaatiomuodon sekä ensimmäisen kohdemarkkinan valintaan. Lisäksi työssä otetaan kantaa vastuun jakoon, tuotteen sopeuttamiseen sekä yhteistyökumppanin valintaan.

Production planning development in global manufacturing company

Larox Corporation is a provider of full service filtration in solid and liquid separation. Larox develops, designs, manufactures and supplies industrial filters. By Larox’s continuous development principle, a project for more efficient production was started. At the same time production planning was taken under review. Aim for this Master’s thesis was to find software designed for production planning purposes replacement for old Microsoft Excel based method. In this Master’s thesis current way of production planning was thoroughly analyzed and improvement targets were specified and also requirements for new software were assigned. Primary requirements for new software were possibility to production scheduling, planning, follow-up and also for long-time capacity planning and tracking. Also one demand was that new software should have data link to Larox’s current ERP-system. Result of this Master’s thesis was to start using Larox’s ERP-system also for production planning purposes. New mode of operation fulfils all requirements which were placed to new system. By using new method of production planning, production planners can get more easier and reliable data than from current system.

Outsourcing process in pharmaceutical product development

The aim of this study was to create an outsourcing process for pharmaceutical product development. This study focuses on two main questions. The first question is “What is the outsourcing process model?” In the second phase key success factors of the outsourcing process are identified. As a result of the literature reviews, a general outsourcing process was created. Transaction cost economics and resource based view were used to derived a theoretical framework to the process by combining the existing processes presented in the literature. The model of process is considered used to the outsourcing broadly. The general outsourcing process was then developed further with the key factors that affect the success of pharmaceutical product development and the interviews of pharmaceutical outsourcing experts. The result of the research was the process consists of seven phases with key activities and expected outputs for each of the phases. In addition, the strategic decision-making framework for outsourcing decision in pharmaceutical product development is giving as well as the tools for selecting supplier and preparing structured contract. This study also gives some recommendations for managing the outsourcing process.

Suunnittelukapasiteettien seurantamallin kehittäminen

The first main objective of this study was to develop a planning capacity management model for a chocolate and confectionary company in Finland. The second objective was to analyze how capacity updates would affect cost accounting practices. In addition, a creation of an update and maintenance process of planning capacities was determined as a sub-objective of developing the capacity management model. The thesis was started with analyzing the needs, requirements and constraints of the capacity management model and model’s connection with cost accounting. This was done by interviewing key officials like production planners, managers and controllers. A thorough literature review was also done at an early phase. Furthermore, internal systems and software architecture got to be acquainted with. The model was constructed as an Excel-based platform which will get its input data from Enterprise Resource Planning system and Production Performance Measurement system. The main purpose of the planning capacity management model is to make sure that the production planners can utilize more precise parameters but it also offers tools for the production managers to assess production performance and effectiveness at the product level. In addition to production planning, planning capacities are also tightly involved with cost accounting as many direct and indirect costs are allocated to the products utilizing planning capacities. For this reason, the linkage between product costing and capacity is also diversely examined in the thesis. Development suggestions conclude the report by giving some guidelines for more precise and consistent production planning and cost accounting between the factories.

Modulointia ohjaavien tekijöiden valinta asiakkaiden, tuotekehityksen ja valmistuksen vaatimusten perusteella

Modular drivers cover the entire product life cycle and when the most important modular drivers are known, it is possible to focus on the most essential areas in modularization. Modular drivers are helpful while planning modularization, selecting modules to manufacture and evaluating the success of the modularization. When the modules are formed based on the modular drivers it is also possible to develop production processes according to the requirements of a certain module. The objective of the Master’s Thesis was to organize the modular drivers based on the weightings in order to make the modularization process easier. The phases to find the most important module drivers were formed based on the existing literature and background material from the company. During the Master’s Thesis project the weights of the modular drivers were determined according to the requirements of customers, product development and manufacturing. The requirements were established by a questionnaire and the weights for the requirements were selected in an interview using the Analytic Hierarchy Process. The modular drivers were compared pairwise by the view point of the requirements of certain group. When the results of the three groups were integrated, the weights of the modular drivers were found and it was possible to select the most important drivers.

Product costing model for laser welded hollow core steel panels

The aim of the study was to create an easily upgradable product costing model for laser welded hollow core steel panels to help in pricing decisions. The theory section includes a literature review to identify traditional and modern cost accounting methodologies, which are used by manufacturing companies. The theory section also presents the basics of steel panel structures and their manufacturing methods and manufacturing costs based on previous research. Activity-Based costing turned out to be the most appropriate methodology for the costing model because of wide product variations. Activity analysis and the determination of cost drivers based on observations and interviews were the key steps in the creation of the model. The created model was used to test how panel parameters affect the costs caused by the main manufacturing stages and materials. By comparing cost structures, it was possible to find the panel types that are the most economic and uneconomic to manufacture. A sensitivity analysis proved that the model gives sufficiently reliable cost information to support pricing decisions. More reliable cost information could be achieved by determining the cost drivers more accurately. Alternative methods for manufacturing the cores were compared with the model. The comparison proved that roll forming can be more advantageous and flexible than press brake bending. However, more extensive research showed that roll forming is possible only when the cores are designed to be manufactured by roll forming. Due to that fact, when new panels are designed consideration should be given to the possibility of using roll forming.

Examining the Role of Rebranding in Perceived Image of a Product Line

The main objective for this study was to explore certain organization’s product line rebranding process and its impact on product line’s perceived image. The case company is a global paper, packaging and forest products company, business segment paper board. The audience explored is one of the company’s major customers, merchant in Germany. The research was performed as a descriptive case study with a purpose to provide longitudinal insight into the product line image and its eventual alteration as a result of the case company’s rebranding process. Mainly qualitative methods were used for conducting the research. The data for the empirical part was collected with a web-based survey at two different points of time; before the rebranded products entered the market and after they had been available approximately six months. The results of this study reveal that the case company has performed well in its attempt to improve product line’s brand image through rebranding. It was found that between the two brand image measurements the product brand image seems to have improved in all of the areas which according to theoretical framework of this study contribute to formation of brand image; brand associations, marketing communications and interpersonal relationships, not forgetting the original platform that initiated the change; technical quality modifications. In other words it may be concluded that as technical quality was brought to a new level, also assessments about the brand image improved respectively.

IDEAS for Strategic Technology Management: Design of an electronically mediated scenario method

The age-old adage goes that nothing in this world lasts but change, and this generation has indeed seen changes that are unprecedented. Business managers do not have the luxury of going with the flow: they have to plan ahead, to think strategies that will meet the changing conditions, however stormy the weather seems to be. This demand raises the question of whether there is something a manager or planner can do to circumvent the eye of the storm in the future? Intuitively, one can either run on the risk of something happening without preparing, or one can try to prepare oneself. Preparing by planning for each eventuality and contingency would be impractical and prohibitively expensive, so one needs to develop foreknowledge, or foresight past the horizon of the present and the immediate future. The research mission in this study is to support strategic technology management by designing an effective and efficient scenario method to induce foresight to practicing managers. The design science framework guides this study in developing and evaluating the IDEAS method. The IDEAS method is an electronically mediated scenario method that is specifically designed to be an effective and accessible. The design is based on the state-of-the-art in scenario planning, and the product is a technology-based artifact to solve the foresight problem. This study demonstrates the utility, quality and efficacy of the artifact through a multi-method empirical evaluation study, first by experimental testing and secondly through two case studies. The construction of the artifact is rigorously documented as justification knowledge as well as the principles of form and function on the general level, and later through the description and evaluation of instantiations. This design contributes both to practice and foundation of the design. The IDEAS method contributes to the state-of-the-art in scenario planning by offering a light-weight and intuitive scenario method for resource constrained applications. Additionally, the study contributes to the foundations and methods of design by forging a clear design science framework which is followed rigorously. To summarize, the IDEAS method is offered for strategic technology management, with a confident belief that it will enable gaining foresight and aid the users to choose trajectories past the gales of creative destruction and off to a brighter future.

On the development of object functions and restrictions for shapes made with a turret punch press

This study presents the information required to describe the machine and device resources in the turret punch press environment which are needed for the development of the analysing method for automated production. The description of product and device resources and their interconnectedness is the starting point for method comparison the development of expenses, production planning and the performance of optimisation. The manufacturing method cannot be optimized unless the variables and their interdependence are known. Sheet metal parts in particular may then become remarkably complex, and their automatic manufacture may be difficult or, with some automatic equipment, even impossible if not know manufacturing properties. This thesis consists of three main elements, which constitute the triangulation. In the first phase of triangulation, the manufacture occuring on a turret punch press is examined in order to find the factors that affect the efficiency of production. In the second phase of triangulation, the manufacturability of products on turret punch presses is examined through a set of laboratory tests. The third phase oftriangulation involves an examination of five industry parts. The main key findings of this study are: all possible efficiency in high automation level machining cannot be achieved unless the raw materials used in production and the dependencies of the machine and tools are well known. Machine-specific manufacturability factors for turret punch presses were not taken into account in the industrial case samples. On the grounds of the performed tests and industrial case samples, the designer of a sheet metal product can directly influence the machining time, material loss, energy consumption and the number of tools required on a turret punch press by making decisions in the way presented in the hypothesis of thisstudy. The sheet metal parts to be produced can be optimised to bemanufactured on a turret punch press when the material to be used and the kinds of machine and tool options available are known. This provides in-depth knowledge of the machine and tool properties machine and tool-specifically. None of the optimisation starting points described here is a separate entity; instead, they are all connected to each other.

Complexity Optimization in Product Development with Modularization

A company’s competence to manage its product portfolio complexity is becoming critically important in the rapidly changing business environment. The continuous evolvement of customer needs, the competitive market environment and internal product development lead to increasing complexity in product portfolios. The companies that manage the complexity in product development are more profitable in the long run. The complexity derives from product development and management processes where the new product variant development is not managed efficiently. Complexity is managed with modularization which is a method that divides the product structure into modules. In modularization, it is essential to take into account the trade-off between the perceived customer value and the module or component commonality across the products. Another goal is to enable the product configuration to be more flexible. The benefits are achieved through optimizing complexity in module offering and deriving the new product variants more flexibly and accurately. The developed modularization process includes the process steps for preparation, mapping the current situation, the creation of a modular strategy and implementing the strategy. Also the organization and support systems have to be adapted to follow-up targets and to execute modularization in practice.

The Role of Tactical Marketing Decisions on New Product Performance: The Moderating Effect of Entry Timing

This study focuses on observing how Finnish companies execute their new product launch processes. The main objective was to find out how entry timing moderates the relationship between launch tactics (namely product innovativeness, price and emotional advertising) and new product performance (namely sales volume and customer profitability). The empirical analysis was based on data collected in Lappeenranta University of Technology. The sample consisted of Finnish companies representing different industries and innovation activities. Altogether 272 usable responses were received representing a response rate of 37.67%. The measures were first assessed by using exploratory factor analysis (EFA) in PASW Statistics 18 and then further verified with confirmatory factor analysis (CFA) in LISREL 8.80. To test the hypotheses of the moderating effects of entry timing, hierarchical regression analysis was used in PASW Statistics 18. The results of the study revealed that the effect of product innovativeness on new product sales volume is dependent on entry timing. This implies that companies should carefully consider what would be the best time for entering the market when launching highly innovative new products. The results also depict a positive relationship between emotional advertising and new product sales volume. In addition, partial support was found for a positive relationship between pricing and new product customer profitability.

Researching Manufacturing Planning and Control system and Master Scheduling in a manufacturing firm.

The objective of this thesis is to research Manufacturing Planning and Control (MPC) system and Master Scheduling (MS) in a manufacturing firm. The study is conducted at Ensto Finland Corporation, which operates on a field of electrical systems and supplies. The paper consists of theoretical and empirical parts. The empirical part is based on weekly operating at Ensto and includes inter-firm material analysis, learning and meetings. Master Scheduling is an important module of an MPC system, since it is beneficial on transforming strategic production plans based on demand forecasting into operational schedules. Furthermore, capacity planning tools can remarkably contribute to production planning: by Rough-Cut Capacity Planning (RCCP) tool, a MS plan can be critically analyzed in terms of available key resources in real manufacturing environment. Currently, there are remarkable inefficiencies when it comes to Ensto’s practices: the system is not able to take into consideration seasonal demand and react on market changes on time; This can cause significant lost sales. However, these inefficiencies could be eliminated through the appropriate utilization of MS and RCCP tools. To utilize MS and RCCP tools in Ensto’s production environment, further testing in real production environment is required. Moreover, data accuracy, appropriate commitment to adapting and learning the new tools, and continuous developing of functions closely related to MS, such as sales forecasting, need to be ensured.

Integrating environmental aspects into product development process

Various regulations and customer requirements have made it necessary for Vacon Oyj to pay more attention to the environmental aspects in its processes. The main purpose of this master’s thesis project is to define how environmental aspects could be integrated into Vacon’s product development process. The aim is to find out the most important environmental aspects for the company to address, to examine how these could be taken into account during the development process and to map the critical factors that need consideration in order to ensure the successful integration of environmental aspects into the design process. Based on the customer requirements and evolving regulations the most important aspects for Vacon include minimizing the amount of harmful substances, improving the recyclability and energy efficiency of the product and moreover providing meaningful information related to these aspects. To tackle these issues, a new DfE process was developed, tasks in each phase were described and responsibilities were indicated. To ensure the success of the DfE process, management commitment, support of other processes and significant improvements in ways the information is managed are required. The developers should be provided with training and support. Environmental expertise and knowledge in-house should be developed and establishing meaningful environmental indicators is suggested.