Customer Segmentation in Industrial Markets - CASE: Labelstock Company

The aim of this thesis is to study segmentation in industrial markets and develop a segmenting method proposal and criteria case study for a labelstock manufacturing company. An industrial company is facing many different customers with varying needs. Market segmentation is a process for dividing a market into smaller groups in which customers have the same or similar needs. Segmentation gives tools to the marketer to better match the product or service more closely to the needs of the target market. In this thesis a segmentation tool proposal and segmenting criteria is case studied for labelstock company’s Europe, Middle East and Africa business area customers and market. In the developed matrix tool different customers are planned to be evaluated based on customer characteristic variables. The criteria for the evaluating matrix are based on the customer’s buying organizations characteristics and buying behaviour. There are altogether 13 variables in the evaluating matrix. As an example of variables there are loyalty, size of the customer, estimated growth of the customer purchases and customer’s decision-making and buying behaviour. These characteristic variables will help to identify market segments to target and the customers belonging to those segments.

Segmentation model for small and medium size business sector: Case Oy Compaq Computer Ab

Markkinasegmentointi nousi esiin ensi kerran jo 50-luvulla ja se on ollut siitä lähtien yksi markkinoinnin peruskäsitteistä. Suuri osa segmentointia käsittelevästä tutkimuksesta on kuitenkin keskittynyt kuluttajamarkkinoiden segmentointiin yritys- ja teollisuusmarkkinoiden segmentoinnin jäädessä vähemmälle huomiolle. Tämän tutkimuksen tavoitteena on luoda segmentointimalli teollismarkkinoille tietotekniikan tuotteiden ja palveluiden tarjoajan näkökulmasta. Tarkoituksena on selvittää mahdollistavatko case-yrityksen nykyiset asiakastietokannat tehokkaan segmentoinnin, selvittää sopivat segmentointikriteerit sekä arvioida tulisiko tietokantoja kehittää ja kuinka niitä tulisi kehittää tehokkaamman segmentoinnin mahdollistamiseksi. Tarkoitus on luoda yksi malli eri liiketoimintayksiköille yhteisesti. Näin ollen eri yksiköiden tavoitteet tulee ottaa huomioon eturistiriitojen välttämiseksi. Tutkimusmetodologia on tapaustutkimus. Lähteinä tutkimuksessa käytettiin sekundäärisiä lähteitä sekä primäärejä lähteitä kuten case-yrityksen omia tietokantoja sekä haastatteluita. Tutkimuksen lähtökohtana oli tutkimusongelma: Voiko tietokantoihin perustuvaa segmentointia käyttää kannattavaan asiakassuhdejohtamiseen PK-yritys sektorilla? Tavoitteena on luoda segmentointimalli, joka hyödyntää tietokannoissa olevia tietoja tinkimättä kuitenkaan tehokkaan ja kannattavan segmentoinnin ehdoista. Teoriaosa tutkii segmentointia yleensä painottuen kuitenkin teolliseen markkinasegmentointiin. Tarkoituksena on luoda selkeä kuva erilaisista lähestymistavoista aiheeseen ja syventää näkemystä tärkeimpien teorioiden osalta. Tietokantojen analysointi osoitti selviä puutteita asiakastiedoissa. Peruskontaktitiedot löytyvät mutta segmentointia varten tietoa on erittäin rajoitetusti. Tietojen saantia jälleenmyyjiltä ja tukkureilta tulisi parantaa loppuasiakastietojen saannin takia. Segmentointi nykyisten tietojen varassa perustuu lähinnä sekundäärisiin tietoihin kuten toimialaan ja yrityskokoon. Näitäkään tietoja ei ole saatavilla kaikkien tietokannassa olevien yritysten kohdalta.

Industrial Structure, Trade and Regional Economics : Market Segmentation

We consider a general equilibrium model a la Bhaskar (Review of Economic Studies 2002): there are complementarities across sectors, each of which comprise (many) heterogenous monopolistically competitive firms. Bhaskar's model is extended in two directions: production requires capital, and labour markets are segmented. Labour market segmentation models the difficulties of labour migrating across international barriers (in a trade context) or from a poor region to a richer one (in a regional context), whilst the assumption of a single capital market means that capital flows freely between countries or regions. The model is solved analytically and a closed form solution is provided. Adding labour market segmentation to Bhaskar's two-tier industrial structure allows us to study, inter alia, the impact of competition regulations on wages and - financial flows both in the regional and international context, and the output, welfare and financial implications of relaxing immigration laws. The analytical approach adopted allows us, not only to sign the effect of policies, but also to quantify their effects. Introducing capital as a factor of production improves the realism of the model and refi nes its empirically testable implications.

Segmentation of Industrial Customers – Case: Finnish Mechanical Engineering Companies

Segmentointi on perinteisesti ollut erityisesti kuluttajamarkkinoinnin työkalu, mutta siirtymä tuotteista palveluihin on lisännyt segmentointitarvetta myös teollisilla markkinoilla. Tämän tutkimuksen tavoite on löytää selkeästi toisistaan erottuvia asiakasryhmiä suomalaisen liikkeenjohdon konsultointiyritys Synocus Groupin tarjoaman case-materiaalin pohjalta. K-means-klusteroinnin avulla löydetään kolme potentiaalista markkinasegmenttiä perustuen siihen, mitkä tarjoamaelementit 105 valikoitua suomalaisen kone- ja metallituoteteollisuuden asiakasta ovat maininneet tärkeimmiksi. Ensimmäinen klusteri on hintatietoiset asiakkaat, jotka laskevat yksikkökohtaisia hintoja. Toinen klusteri koostuu huolto-orientoituneista asiakkaista, jotka laskevat tuntikustannuksia ja maksimoivat konekannan käyttötunteja. Tälle kohderyhmälle kannattaisi ehkä markkinoida teknisiä palveluja ja huoltosopimuksia. Kolmas klusteri on tuottavuussuuntautuneet asiakkaat, jotka ovat kiinnostuneita suorituskyvyn kehittämisestä ja laskevat tonnikohtaisia kustannuksia. He tavoittelevat alempia kokonaiskustannuksia lisääntyneen suorituskyvyn, pidemmän käyttöiän ja alempien huoltokustannusten kautta.

Product Launch in Industrial Markets – Financial Risks in New AMD Elevator Door Launch

Tuotekehitys ja uusien tuotteiden lanseeraus on teollisen yrityksen menestyksekkään liiketoiminnan elinehtoja tämän päivän kilpailussa. Teollisuusyrityksen tuotteiden innovaatioaikakausia on ollut lukuisia, samoin kuin uuden tuotteen lanseerauksen lähtökohtia. Aikakausista, jolloin tuotteita kehitettiin yrityksen omista lähtökohdista, kuten valmistuksellisista eduista, on edetty tilanteeseen, jossa markkinoiden tarpeita tulee ottaa yhä enemmän huomioon. Kuitenkin, teollisuudessa esitellään tuotteita yhä puhtaasti tuotantolähtöisesti, ja tutkimuksen tavoitteena on selvittää taloudellisia riskejä, joita liittyy puhtaasti teknologiavetoiseen tuotteiden kehitystyöhön, valmistukseen ja lanseeraukseen. Normatiivisena tutkimuksena työ pyrkii asiakastarpeita ja teollisuusyrityksen loppuasiakkaiden näkökulmia huomioon ottaen osoittamaan markkinoinnin keinojen merkityksen tuotantolähtöisen tuotelanseerauksen taloudellisten riskien minimoimiseksi. Uuden teollisen tuotteen asiakastarpeita on selvitetty kyselymuotoisen markkinointitutkimuksen menetelmiä hyväksikäyttäen. Tuotteen tärkeimpien ominaisuuksien, kuten turvallisuuden, kestävyyden ja hinnan merkitystä voidaan hyödyntää ennen tuotteen kaupallista esittelyä potentiaalisten asiakassegmenttien kartoitukseen ja menestyksellisen lanseerauksen edesauttamiseksi.

Achieving market segmentation from B2B sectorisation

Purpose – The creation of a target market strategy is integral to developing an effective business strategy. The concept of market segmentation is often cited as pivotal to establishing a target market strategy, yet all too often business-to-business marketers utilise little more than trade sectors or product groups as the basis for their groupings of customers, rather than customers' characteristics and buying behaviour. The purpose of this paper is to offer a solution for managers, focusing on customer purchasing behaviour, which evolves from the organisation's existing criteria used for grouping its customers. Design/methodology/approach – One of the underlying reasons managers fail to embrace best practice market segmentation is their inability to manage the transition from how target markets in an organisation are currently described to how they might look when based on customer characteristics, needs, purchasing behaviour and decision-making. Any attempt to develop market segments should reflect the inability of organisations to ignore their existing customer group classification schemes and associated customer-facing operational practices, such as distribution channels and sales force allocations. Findings – A straightforward process has been derived and applied, enabling organisations to practice market segmentation in an evolutionary manner, facilitating the transition to customer-led target market segments. This process also ensures commitment from the managers responsible for implementing the eventual segmentation scheme. This paper outlines the six stages of this process and presents an illustrative example from the agrichemicals sector, supported by other cases. Research implications – The process presented in this paper for embarking on market segmentation focuses on customer purchasing behaviour rather than business sectors or product group classifications - which is true to the concept of market segmentation - but in a manner that participating managers find non-threatening. The resulting market segments have their basis in the organisation's existing customer classification schemes and are an iteration to which most managers readily buy-in. Originality/value – Despite the size of the market segmentation literature, very few papers offer step-by-step guidance for developing customer-focused market segments in business-to-business marketing. The analytical tool for assessing customer purchasing deployed in this paper originally was created to assist in marketing planning programmes, but has since proved its worth as the foundation for creating segmentation schemes in business marketing, as described in this paper.

Improvement on the sales forecast accuracy for a fast growing company by the best combination of historical data usage and clients segmentation

Industrial companies in developing countries are facing rapid growths, and this requires having in place the best organizational processes to cope with the market demand. Sales forecasting, as a tool aligned with the general strategy of the company, needs to be as much accurate as possible, in order to achieve the sales targets by making available the right information for purchasing, planning and control of production areas, and finally attending in time and form the demand generated. The present dissertation uses a single case study from the subsidiary of an international explosives company based in Brazil, Maxam, experiencing high growth in sales, and therefore facing the challenge to adequate its structure and processes properly for the rapid growth expected. Diverse sales forecast techniques have been analyzed to compare the actual monthly sales forecast, based on the sales force representatives’ market knowledge, with forecasts based on the analysis of historical sales data. The dissertation findings show how the combination of both qualitative and quantitative forecasts, by the creation of a combined forecast that considers both client´s demand knowledge from the sales workforce with time series analysis, leads to the improvement on the accuracy of the company´s sales forecast.

Road environment modeling using robust perspective analysis and recursive Bayesian segmentation

Recently, vision-based advanced driver-assistance systems (ADAS) have received a new increased interest to enhance driving safety. In particular, due to its high performance–cost ratio, mono-camera systems are arising as the main focus of this field of work. In this paper we present a novel on-board road modeling and vehicle detection system, which is a part of the result of the European I-WAY project. The system relies on a robust estimation of the perspective of the scene, which adapts to the dynamics of the vehicle and generates a stabilized rectified image of the road plane. This rectified plane is used by a recursive Bayesian classi- fier, which classifies pixels as belonging to different classes corresponding to the elements of interest of the scenario. This stage works as an intermediate layer that isolates subsequent modules since it absorbs the inherent variability of the scene. The system has been tested on-road, in different scenarios, including varied illumination and adverse weather conditions, and the results have been proved to be remarkable even for such complex scenarios.

Probabilistic Atlas Based Segmentation Using Affine Moment Descriptors and Graph-Cuts

We show a procedure for constructing a probabilistic atlas based on affine moment descriptors. It uses a normalization procedure over the labeled atlas. The proposed linear registration is defined by closed-form expressions involving only geometric moments. This procedure applies both to atlas construction as atlas-based segmentation. We model the likelihood term for each voxel and each label using parametric or nonparametric distributions and the prior term is determined by applying the vote-rule. The probabilistic atlas is built with the variability of our linear registration. We have two segmentation strategy: a) it applies the proposed affine registration to bring the target image into the coordinate frame of the atlas or b) the probabilistic atlas is non-rigidly aligning with the target image, where the probabilistic atlas is previously aligned to the target image with our affine registration. Finally, we adopt a graph cut - Bayesian framework for implementing the atlas-based segmentation.

Level Set Segmentation with Shape and Appearance Models Using Affine Moment Descriptors

We propose a level set based variational approach that incorporates shape priors into edge-based and region-based models. The evolution of the active contour depends on local and global information. It has been implemented using an efficient narrow band technique. For each boundary pixel we calculate its dynamic according to its gray level, the neighborhood and geometric properties established by training shapes. We also propose a criterion for shape aligning based on affine transformation using an image normalization procedure. Finally, we illustrate the benefits of the our approach on the liver segmentation from CT images.

Image Segmentation Using Ant System-based Clustering Algorithm

Industrial applications of computer vision sometimes require detection of atypical objects that occur as small groups of pixels in digital images. These objects are difficult to single out because they are small and randomly distributed. In this work we propose an image segmentation method using the novel Ant System-based Clustering Algorithm (ASCA). ASCA models the foraging behaviour of ants, which move through the data space searching for high data-density regions, and leave pheromone trails on their path. The pheromone map is used to identify the exact number of clusters, and assign the pixels to these clusters using the pheromone gradient. We applied ASCA to detection of microcalcifications in digital mammograms and compared its performance with state-of-the-art clustering algorithms such as 1D Self-Organizing Map, k-Means, Fuzzy c-Means and Possibilistic Fuzzy c-Means. The main advantage of ASCA is that the number of clusters needs not to be known a priori. The experimental results show that ASCA is more efficient than the other algorithms in detecting small clusters of atypical data.

Gaussian Multiscale Aggregation Applied to Segmentation in Hand Biometrics

This paper presents an image segmentation algorithm based on Gaussian multiscale aggregation oriented to hand biometric applications. The method is able to isolate the hand from a wide variety of background textures such as carpets, fabric, glass, grass, soil or stones. The evaluation was carried out by using a publicly available synthetic database with 408,000 hand images in different backgrounds, comparing the performance in terms of accuracy and computational cost to two competitive segmentation methods existing in literature, namely Lossy Data Compression (LDC) and Normalized Cuts (NCuts). The results highlight that the proposed method outperforms current competitive segmentation methods with regard to computational cost, time performance, accuracy and memory usage.

Microstructural segmentation of 3D images of alsphalt specimen using Matlab engine

En este proyecto se ha desarrollado un código de MATLAB para el procesamiento de imágenes tomográficas 3D, de muestras de asfalto de carreteras en Polonia. Estas imágenes en 3D han sido tomadas por un equipo de investigación de la Universidad Tecnológica de Lodz (LUT). El objetivo de este proyecto es crear una herramienta que se pueda utilizar para estudiar las diferentes muestras de asfalto 3D y pueda servir para estudiar las pruebas de estrés que experimentan las muestras en el laboratorio. Con el objetivo final de encontrar soluciones a la degradación sufrida en las carreteras de Polonia, debido a diferentes causas, como son las condiciones meteorológicas. La degradación de las carreteras es un tema que se ha investigado desde hace muchos años, debido a la fuerte degradación causada por diferentes factores como son climáticos, la falta de mantenimiento o el tráfico excesivo en algunos casos. Es en Polonia, donde estos tres factores hacen que la composición de muchas carreteras se degrade rápidamente, sobre todo debido a las condiciones meteorológicas sufridas a lo largo del año, con temperaturas que van desde 30° C en verano a -20° C en invierno. Esto hace que la composición de las carreteras sufra mucho y el asfalto se levante, lo que aumenta los costos de mantenimiento y los accidentes de carretera. Este proyecto parte de la base de investigación que se lleva a cabo en la LUT, tratando de mejorar el análisis de las muestras de asfalto, por lo que se realizarán las pruebas de estrés y encontrar soluciones para mejorar el asfalto en las carreteras polacas. Esto disminuiría notablemente el costo de mantenimiento. A pesar de no entrar en aspectos muy técnicos sobre el asfalto y su composición, se ha necesitado realizar un estudio profundo sobre todas sus características, para crear un código capaz de obtener los mejores resultados. Por estas razones, se ha desarrollado en Matlab, los algoritmos que permiten el estudio de los especímenes 3D de asfalto. Se ha utilizado este software, ya que Matlab es una poderosa herramienta matemática que permite operar con matrices para realización de operaciones rápidamente, permitiendo desarrollar un código específico para el tratamiento y procesamiento de imágenes en 3D. Gracias a esta herramienta, estos algoritmos realizan procesos tales como, la segmentación de la imagen 3D, pre y post procesamiento de la imagen, filtrado o todo tipo de análisis microestructural de las muestras de asfalto que se están estudiando. El código presentado para la segmentación de las muestras de asfalto 3D es menos complejo en su diseño y desarrollo, debido a las herramientas de procesamiento de imágenes que incluye Matlab, que facilitan significativamente la tarea de programación, así como el método de segmentación utilizado. Respecto al código, este ha sido diseñado teniendo en cuenta el objetivo de facilitar el trabajo de análisis y estudio de las imágenes en 3D de las muestras de asfalto. Por lo tanto, el principal objetivo es el de crear una herramienta para el estudio de este código, por ello fue desarrollado para que pueda ser integrado en un entorno visual, de manera que sea más fácil y simple su utilización. Ese es el motivo por el cual todos estos algoritmos y funciones, que ha sido desarrolladas, se integrarán en una herramienta visual que se ha desarrollado con el GUIDE de Matlab. Esta herramienta ha sido creada en colaboración con Jorge Vega, y fue desarrollada en su proyecto final de carrera, cuyo título es: Segmentación microestructural de Imágenes en 3D de la muestra de asfalto utilizando Matlab. En esta herramienta se ha utilizado todo las funciones programadas en este proyecto, y tiene el objetivo de desarrollar una herramienta que permita crear un entorno gráfico intuitivo y de fácil uso para el estudio de las muestras de 3D de asfalto. Este proyecto se ha dividido en 4 capítulos, en un primer lugar estará la introducción, donde se presentarán los aspectos más importante que se va a componer el proyecto. En el segundo capítulo se presentarán todos los datos técnicos que se han tenido que estudiar para desarrollar la herramienta, entre los que cabe los tres temas más importantes que se han estudiado en este proyecto: materiales asfálticos, los principios de la tomografías 3D y el procesamiento de imágenes. Esta será la base para el tercer capítulo, que expondrá la metodología utilizada en la elaboración del código, con la explicación del entorno de trabajo utilizado en Matlab y todas las funciones de procesamiento de imágenes utilizadas. Además, se muestra todo el código desarrollado, así como una descripción teórica de los métodos utilizados para el pre-procesamiento y segmentación de las imagenes en 3D. En el capítulo 4, se mostrarán los resultados obtenidos en el estudio de una de las muestras de asfalto, y, finalmente, el último capítulo se basa en las conclusiones sobre el desarrollo de este proyecto. En este proyecto se ha llevado han realizado todos los puntos que se establecieron como punto de partida en el anteproyecto para crear la herramienta, a pesar de que se ha dejado para futuros proyectos nuevas posibilidades de este codigo, como por ejemplo, la detección automática de las diferentes regiones de una muestra de asfalto debido a su composición. Como se muestra en este proyecto, las técnicas de procesamiento de imágenes se utilizan cada vez más en multitud áreas, como pueden ser industriales o médicas. En consecuencia, este tipo de proyecto tiene multitud de posibilidades, y pudiendo ser la base para muchas nuevas aplicaciones que se puedan desarrollar en un futuro. Por último, se concluye que este proyecto ha contribuido a fortalecer las habilidades de programación, ampliando el conocimiento de Matlab y de la teoría de procesamiento de imágenes. Del mismo modo, este trabajo proporciona una base para el desarrollo de un proyecto más amplio cuyo alcance será una herramienta que puedas ser utilizada por el equipo de investigación de la Universidad Tecnológica de Lodz y en futuros proyectos. ABSTRACT In this project has been developed one code in MATLAB to process X-ray tomographic 3D images of asphalt specimens. These images 3D has been taken by a research team of the Lodz University of Technology (LUT). The aim of this project is to create a tool that can be used to study differents asphalt specimen and can be used to study them after stress tests undergoing the samples. With the final goal to find solutions to the degradation suffered roads in Poland due to differents causes, like weather conditions. The degradation of the roads is an issue that has been investigated many years ago, due to strong degradation suffered caused by various factors such as climate, poor maintenance or excessive traffic in some cases. It is in Poland where these three factors make the composition of many roads degrade rapidly, especially due to the weather conditions suffered along the year, with temperatures ranging from 30 o C in summer to -20 ° C in winter. This causes the roads suffers a lot and asphalt rises shortly after putting, increasing maintenance costs and road accident. This project part of the base that research is taking place at the LUT, in order to better analyze the asphalt specimens, they are tested for stress and find solutions to improve the asphalt on Polish roads. This would decrease remarkable maintenance cost. Although this project will not go into the technical aspect as asphalt and composition, but it has been required a deep study about all of its features, to create a code able to obtain the best results. For these reasons, there have been developed in Matlab, algorithms that allow the study of 3D specimens of asphalt. Matlab is a powerful mathematical tool, which allows arrays operate fastly, allowing to develop specific code for the treatment and processing of 3D images. Thus, these algorithms perform processes such as the multidimensional matrix sgementation, pre and post processing with the same filtering algorithms or microstructural analysis of asphalt specimen which being studied. All these algorithms and function that has been developed to be integrated into a visual tool which it be developed with the GUIDE of Matlab. This tool has been created in the project of Jorge Vega which name is: Microstructural segmentation of 3D images of asphalt specimen using Matlab engine. In this tool it has been used all the functions programmed in this project, and it has the aim to develop an easy and intuitive graphical environment for the study of 3D samples of asphalt. This project has been divided into 4 chapters plus the introduction, the second chapter introduces the state-of-the-art of the three of the most important topics that have been studied in this project: asphalt materials, principle of X-ray tomography and image processing. This will be the base for the third chapter, which will outline the methodology used in developing the code, explaining the working environment of Matlab and all the functions of processing images used. In addition, it will be shown all the developed code created, as well as a theoretical description of the methods used for preprocessing and 3D image segmentation. In Chapter 4 is shown the results obtained from the study of one of the specimens of asphalt, and finally the last chapter draws the conclusions regarding the development of this project.