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Kundsegmentering och dess inverkan på affärsplanen: En fallstudie på Sandvik Coromant
2012 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Globalization has led to fierce competition at the market, with increasing demands from customers as a result. Large companies are at the same time trying to satisfy different types of customers. Since few products can satisfy all customers in a market, different products needs to be targeted to different types of customers. By segmenting customers into groups with similar needs, this can be done in an efficient manner.The aim of this study is to create an understanding of how customer segmentation is used at companies in the present, and to see what connection there is between segmentation and the existing business plan. By seeing the role of customer segmentation in the business plan, the company can improve the process of customer segmentation, which also contributes to a better business plan.This study was done at Sandvik Coromant in Sandviken. To answer the stated research questions, a case study was conducted at the department of Business Development. The subject has been investigated through interviews with employees at the headquarter in Sandviken, and a number of market managers at subsidiaries around the world. The empirical data was then compared with theories regarding the subject to see what can be improved, and how customer segmentation can improve the business plan.The study has revealed a sprawling result, where the current situation can be improved by grouping the customers by parameters that distinguish the customers’ needs, to be able to develop an offer that attract these customers. By segmenting customers in a better way these offers can be developed, which in turn leads to long-term viability, if the products can be targeted to the customers who most likely will buy these. As for the business plan, decisions can be based in these customer segments, which is enabling that trends can be detected at an earlier stage and the company can work more proactive.

Place, publisher, year, edition, pages
2012. , 52 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Kundsegmentering
Identifiers
URN: urn:nbn:se:ltu:diva-51636Local ID: 8d6942bb-62fe-49c4-87ca-a280616cce93OAI: oai:DiVA.org:ltu-51636DiVA: diva2:1025000
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Supervisors
Note
Validerat; 20120118 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf