Offering planning process development: Bridging the Offering Gaps and Consolidating Top Priority Needs in Product Offering

The aim of this Thesis is to study how to manage the front-end of the offering planning process. This includes actual process development and methods to gather and analyze information to achieve the best outcome in customer oriented product offering. Study is carried out in two parts: theoretical part and company related part. Theoretical framework is created introducing different types of approaches to manage product planning processes. Products are seen as platforms and they are broken down to subsystems to show different parts of the development. With the help of the matrix-based approaches product platform related information is gathered and analyzed. In this kind of analysis business/market drivers and cus-tomer/competitor information are connected with product subsystems. This gives possibilities to study product gaps/needs and possible future ideas/scenarios in different customer segments. Company related part consists of offering planning process development in real company environment. Process formation includes documents and tools that guide planning from the information gathering to the prioritization and decision making.

Low-ARPU mobile offering in the selected markets of Russia and Eurasia

Tutkimuksen tavoitteena on analysoida alhaisen tuloluokan segmentille kohdennettavaa mobiilituotetarjoomaa lähtien kohdesegmenttien määrittelystä aina suositeltavien tuoteominaisuuksien rajaamiseen. Taustatutkimuksen avulla selvitetään mobiilimarkkinoiden kehitykseen vaikuttavia tekijöitä asiakaspotentiaalin ja tulevaisuudennäkymien arvioimiseksi. Haastattelututkimuksen avulla on selvitetty kohdesegmentin mobiilipalvelujen tarvetta ja kyseisten markkinoiden tarjoamia mahdollisuuksia, jotta tähän tarpeeseen voidaan kannattavasti vastata. Mobiilipalveluiden saattamiseksi myös alhaisten tuloluokkien ulottuville, on loppuasiakkaalle mobiililiittymän hankkimisesta aiheutuva kokonaiskustannus saatava laskettua huomattavasti nykyistä alhaisemmalle tasolle. Tämä edellyttää, että operaattorin on voitava karsia omia kustannuksiaan jokaisella osa-alueella, ja kehitettävä uusia liiketoimintamalleja kannattavuuden säilyttämiseksi. Pohjimmiltaan tämä tarkoittaa sujuvaa yhteistyötä verkkojen ja mobiilipuhelinten valmistajien kanssa, huolellista markkinoiden segmentointia sekä tuotetarjooman kohdentamista.

Teollisten palveluiden kehittäminen asiakaslähtöisesti

Teollisuuden palvelut tuottavat tulevaisuudessa yhä suuremman osan yritysten liikevaihdosta ja tämän vuoksi niiden systemaattinen kehittäminen yrityksessä on erityisen tärkeää. Tutkimuksen tavoitteena on luoda teorian pohjalta malli, jonka avulla mekatroniikkaklusterin yritykset voivat analysoida tarjottavia palveluitaan asiakkaan näkökulmasta. Tutkimuksessa pyritään myös selvittämään empiirisesti mallin soveltuvuus palvelutarjonnan kehittämiseen tutkimuksessa mukana oleville erikokoisille yrityksille. Tutkimuksen teoreettisessa osassa luodaan katsaus yrityksen kasvustrategioihin. Palveluiden innovaatio- sekä kehitysprosessit käydään lyhyesti läpi, sekä esitetään lähtökohtia, miten yritykset voivat siirtyä tuotetarjoajasta palveluntarjoajaksi. Teoriaosassa käydään läpi QFD -malli, jota voidaan käyttää hyödyksi kun analysoidaan asiakkaan palvelutarpeita ja priorisoidaan yrityksen resursseja. QFD -mallin lisäksi esitellään myös muita laatutyökaluja sekä asiakkaan tarpeiden selvitysmenetelmiä, joita yritys voi käyttää hyödykseen QFD -mallin kanssa. Synteesiosassa esitellään ensin MS Excel -pohjainen QFD -malli. Mallin käyttö-kokeilu toteutetaan työpaja tyylisessä kokouksessa, ja tutkimustulokset kerätään havainnoimalla, teemahaastattelulla sekä kyselyn avulla.

Cost efficient supply processes for the Compact Slim Elevator Door

The aim of this thesis was to observe possibilities to enhance the development of manufacturing costs savings and competitiveness related to the compact KONE Renova Slim elevator door. Compact slim doors are especially designed for EMEA markets. EMEA market area is characterized by highly competitive pricing and lead times which are manifested as pressures to decrease manufacturing costs and lead times of the compact elevator door. The new elevator safety code EN81-20 coming live during the spring 2016 will also have a negative impact on the cost and competitiveness development making the situation more acute. As a sheet metal product the KONE Renova slim is highly variable. Manufacturing methods utilized in the production are common and robust methods. Due to the low volumes, high variability and tight lead times the manufacturing of the doors is facing difficulties. Manufacturing of the doors is outsourced to two individual suppliers Stera and Wittur. This thesis was implemented in collaboration with Stera. KONE and Stera pursue a long term and close partnership where the benefits reached by the collaboration are shared equally. Despite the aims, the collaboration between companies is not totally visible and various barriers are hampering the development towards more efficient ways of working. Based on the empirical studies related to this thesis, an efficient standardized (A+) process was developed for the main variations of the compact elevator door. Using the standardized process KONE is able to order the most important AMDS door variations from Stera with increased quality, lower manufacturing costs and manufacturing lead time compared to the current situation. In addition to all the benefits, the standardized (A+) process also includes risks in practice. KONE and the door supplier need to consider these practical risks together before decisions are made.

Offering Analysis in New Product Launch and Sales Planning

This Master's Thesis has been written for Stora Enso Flexible Packaging Papers business unit. In the North-American mills, the business unit has developed a range of new flexible packaging paper grades. The Master's Thesis researches opportunities for sales of these new flexible packaging papers in selected Western-European markets. This study consists of theoretical and empirical part. Theoretical part presents supply chain of flexible packaging, discovering of customer requirements, concept of an offering, general market analysis, customer analysis and basis for sales planning. Empirical part includes preliminary market analysis based on secondary sources, results of lead user interviews and conclusions and recommendations. Potential customers' technical and commercial requirements were found and these were compared to current Stora Enso Flexible Packaging Papers offering. Also a list of potential new customers was made and sales action suggestions were presented in order to gain new accounts.

Industrial solution business – transition from product to solution offering

The business logic in the manufacturing industry has changed in the 21st century. In the current industrial market, manufacturers are driven to provide more comprehensive offerings that go beyond the traditional product-orientation by providing capacity and availability for their customers. From incidental merchandise, services have become the core of manufacturers’ offerings with long-lasting service agreements over the life-cycles of their products. This change is driven both by the need of providers to grow and gain competitive advantage and by increased customer demand caused by customers’ outsourcing trends. The three key drivers for manufacturers’ service strategies are outsourcing trends, saturation of the installed base, and commoditization in product markets. Thus, manufacturers focus on providing industrial solutions which are delivered through relational processes with customers by using solution-driven business models. In the management of marketing activities, this can be regarded as closer customer relationships, service-dominant business logic, and collaboration in solving customers’ problems. However, there are few studies on comprehensive conceptualizations of a solution offering that include different elements and their roles, especially in the context of capital goods industry. Also the transition process needs further studies in a real life context. This study explores the transition process of an industrial company from product to solution business and, as an aid to managing the solution business, explicates the structure and management of an industrial solution offering. There are two themes, the industrial transition process and industrial solution offering. Regarding the industrial transition process, the aim is to understand the supplier view on the process and its execution and to determine the challenges related to the transition process. The industrial solution offering is discussed by its elements and characteristics, as well as management. Furthermore, a special type of build-own-operate-transfer business model is presented and its suitability in the industrial context analyzed. The study includes findings achieved by qualitative methods and from four case companies. Based on the results, it is tentatively suggested that in the industrial solution business, the transition from product to solution business is not a linear project but an evolving process that varies according to customer needs, which suggests that companies need to possess an ability to develop new business models for different customer needs. The industrial solution offering is dynamic as it evolves in collaboration according to the prevailing and latent customer needs, which suggest restructuring of the organization from a product-centric to a customer-centric one. Furthermore, based on the findings, the concept of industrial solutions is defined as an ongoing relational process to satisfy a customer’s particular business or operational requirements, and the concept of industrial solution offering as an entity comprising the customized goods, services, collaboration, and finance needed to fulfill the industrial solution. Finally, the study offers several managerial implications for industrial managers involved in the transition and management of the solution business and its offering.

Offering planning with support of roadmapping in project business

Tämän tutkielman tavoitteena on tutkia kuinka roadmapping-tekniikkaa voidaan käyttää tarjonnan suunnittelun tukena uusien tuotteiden valmistamisen yhteydessä. Työ koostuu teoreettisesta ja käytännönläheisestä osasta. Teoreettinen runko on luotu selventämään kuinka tämän hetkisen tutkimus- ja kehitys projektit lopulta muodostavat tulevaisuuden tarjoaman. Menestyksekkään tuotetarjoaman luominen vaatii, sekä uusien teknologioiden kehittämistä, että markkinoilla olevien asiakkaiden tarpeiden ymmärtämistä. Asiakassuuntaisten tuotteiden kehittäminen vaatii toimintaympäristöstä ja asiakasrajapinnasta tulevien signaalien tunnistamista ja niiden ohjaamista tuote- ja teknologia platformeille. Strategia luodaan tukemaan päätöksentekoa prosessin eri vaiheissa. Yrityskohtainen osio koostuu analyysistä, joka on tehty teetetyn kyselyn ja haas-tattelujen pohjalta. Osana analyysia ovat Major project-yksikön tämänhetkinen tarjonnansuunnitteluprosessi, strategian soveltaminen, informaation kerääminen ja priorisointi, portfolionhallinta ja roadmap-tekniikan käyttö. Ratkaisussa on esitet-ty tarjonnan suunnitteluprosessi ja siihen liittyvät kriittiset komponentit. Roadmapping-tekniikkaaon luotu yhdistämään toimintaympäristö, tuotteet ja teknologia toisiinsa. Toimintaympäristö ja tuotteet on yhdistetty myös linked-grids-tekniikan avulla.

Harmonising the Modular Product Range

Työn tavoitteena on analysoida KONEen hissien ovituoteperheitä ja harmonisoida modulaarista ovituotevalikoimaa niin, että tulos olisi mahdollisimman suotuisa KONEelle sekä sen sidosryhmille. Harmonisointi toteutetaan, koska KONEen tuotevalikoima on erittäin laaja ja monimutkainen ja siitä syystä erittäin kallis ja vaikea hallita ja ylläpitää. Tavoitteena on selvittää myös termejä modulaarisuus ja tuotealusta olennaisen kirjallisuuden pohjalta. Nykyään yritysten täytyy kehittää tuotevalikoimaa jatkuvasti. Yrityksen koko tuotevalikoiman varioituvuus tulisi kuitenkin pitää järkevissä rajoissa. Moduuleita ja tuotealustoja pitäisi käyttää jakamaan tuotteiden avainelementtejä ja lisäämään varioituvuutta helposti hallittavalla tavalla. Kannattamattomat ja matalavolyymiset tuotteet kuluttavat yrityksen niukkoja resursseja. Tällaiset tuotteet tulisi poistaa tuotevalikoimasta, mutta ei ilman harkintaa. Kannattama-tonkin tuote voi olla erittäin arvokas asiakkaalle ja tällaisen tuotteen hylkääminen voi olla yritykselle pitkällä tähtäimellä erittäin kohtalokasta. Työn tuloksena oli harmonisointiehdotus KONEen AMD-oville ja selvitys harmonisoinnin vaikutuksista. Harmonisointi KONEella päätettiin toteuttaa siten, että matalavolyymiset tuotteet siirrettiin erikoistuotteiden valikoimaan. Myös kustannusanalyysi tukee harmonisointipäätöstä laskentajärjestelmän puutteista huolimatta.

Developing service offering of an air freight carrier

The thesis examined service offering development of an air freight carrier from the customers' point of view. The study was limited to the biggest business clients of the carrier. Service offering development can be divided into service concept, process and system. The thesis was based on these three themes and quality. Compared to product development, systematic and well-structured service development has been studied little, especially in business market. However, service development is a current issue. Due to growing competition companies should carefully listen to their clients' needs and respond to them by offering right services. Methodology of the thesis is qualitative and representatives of three forwarding companies were interviewed. It was found out that the forwarding companies consider themselves as partners of the airline. In addition to general reliability, the customers value the most fluent terminal processes and electronic communication.

Developing the service offering of an industrial company

The purpose of this thesis was to determine, what kind of service offering the case company should provide to its customers in the Australian market. For this, a model for analysing the competitive environment was developed. In the model, three players were considered: customers, competitors and the case company. Benchmarking was used in identifying competitors’ offerings currently available in the market. Experts inside the case company were consulted for determining the customer need. The competitors’ offerings were analysed on the basis of Pekkarinen et al.’s (2009) framework, dividing the offerings to services supporting the supplier’s product (SSP), supporting the client (SSC), supporting the client’s network (SSN), supporting mutual actions (SSM) and benefit and risk sharing elements. After this, they were compared to the competitive environment in order to identify areas where the case company can differentiate itself from its competitors in the Australian market. On the basis of the company’s key success factors, and the Finnish service concept currently in use, some additional offerings were suggested for the case company in order to further outperform its competitors in the market. Finally, on the basis of the suggested offerings and competitors’ offerings, a service concept was suggested for the case company to introduce in the Australian market.

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.

Making Sense of Software Product Requirements

One of the most crucial tasks for a company offering a software product is to decide what new features should be implemented in the product’s forthcoming versions. Yet, existing studies show that this is also a task with which many companies are struggling. This problem has been claimed to be ambiguous and changing. There are better or worse solutions to the problem, but no optimal one. Furthermore, the criteria determining the success of the solution keeps changing due to continuously changing competition, technologies and market needs. This thesis seeks to gain a deeper understanding of the challenges that companies have reportedly faced in determining the requirements for their forthcoming product versions. To this end, product management related activities are explored in seven companies. Following grounded theory approach, the thesis conducts four iterations of data analysis, where each of the iterations goes beyond the previous one. The thesis results in a theory proposal intended to 1) describe the essential characteristics of organizations’ product management challenges, 2) explain the origins of the perceived challenges and 3) suggest strategies to alleviate the perceived challenges. The thesis concludes that current product management approaches are becoming inadequate to deal with challenges that have multiple and conflicting interpretations, different value orientations, unclear goals, contradictions and paradoxes. This inadequacy continues to increase until current beliefs and assumptions about the product management challenges are questioned and a new paradigm for dealing with the challenges is adopted.

Service Productization and Product Servitization in The Contract Manufacturing Company

The role of contract manufacturing and subcontracting has been seen in black and white in product and service point of view. It used to be seen either as a product or a service. In the thesis product-service system, offering combining products and services, was discussed. Theory was created from two perspectives; Service productization via Business Model generation and product servitization via New Service Development process. Target for the case study was to point out new ways of service thinking and ways for changing business environment in contract manufacturing, especially in customer satisfaction and profitability point of view. The case study is following the New Service Development process phases. First ideas were collected from literature and via sales management interviews. Service offering and tool for service requirement evaluation was created. Last financial results of example service scenarios were calculated. It is recommended to take service offering into internal use and further develop it into modular service model. It is also recommended to take created customer service requirement evaluation tool into use for capturing customer service needs but also for communicating those internally.

Katepillarista kauppakassiin : product placement suomalaisessa tv-ohjelmatuotannossa

Product placement has become more and more common in Finnish television programmes lately. Product placement, as with the whole of the television industry, is strictly regulated and monitored by law. Surreptitious advertising, sponsorship, cooperative partnerships and product placement are often confused with each other. Partially these activities are interpenetrative. Present legislation doesn't recognise product placement, therefore it doesn't have any specific position in law, thus causing problems. Product placement in domestic tv-programmes is still relatively modest. More extensive activity is perceivable at the movies where the restrictions are considerably more liberal. In the United States, product placement is a part of a production's budget. Pressure to increase financing has grouwn in both Finland and Europe. There has been considerable preparation in advance of a new television directive in the European Union which would allow more liberal advertising and product placement as a part of financing tv-programmes. The proposal for a new directive is currently only on its first round so product placement probably won't become better defined in law in the near future. Finnish television producers were interviewed as part of the research for this thesis, in order to clarify product placement position and usage in domestic televion programmes. Surreptitious advertising, sponsorship, different kinds of cooperative partnerships and the need for guidance were also discussed in the course of the themed interviews. Even though product placement does not currently play a significant part in the financing of a production, there are certainly pressures in that direktion. In the field of television, the legal boundaries of product placement are presently being explored in order to assess its position as a part of budgeting and covering expenses.

Long-term impacts of forest harvesting related soil disturbance on log product yields and economic potential in a New Zealand forest

Abstract