The competitive and multifaceted setting of today's marketplace require that
new services should be well analysed and designed before they have a chance
to successfully break and enter into a new market. Unfortunately there are
numerous difficulties regarding both marketing as well as the linkage
between marketing and internal operations. This thesis focuses on this link
in the context of logistics services particularly centred at the German
metal processing industry. Three research questions were asked. (1) Seen
from a view concerning logistics services, what are appropriate variables
for segmenting a new market, in this case the German metal processing
industry? (2) How can evaluation of market segments be conducted recognising
a company's specific profile (in this case SKF Logistics Services)? (3) What
are order-winners and qualifiers criteria for the identified segments and
how can they be used in decisions regarding allocation of company resources
and market entry?
The objective of this thesis was to form a theoretic framework for assessing
a new market for logistics services. SKF Logistics Services commenced the
work and determined the scope. Yet a framework, which can be used on any
market in context of logistics services was developed. However, the
framework was tested recognizing the specific profile of SKF Logistics
Services.
Several research methods were combined to answer the research questions. A
literature review was conducted in order to lay ground for the theoretical
framework. Secondary data was purchased from the Verband der Vereine
Creditreform and segmentation was carried out with the aim of finding
companies, which SKF Logistics Services was particularly well suited to
serve. Further work in form of a survey questioning companies about their
logistics structure was then performed. The survey findings were followed up
with interviews intended at supporting the findings. The research methods
and data, which have been used, were part of a triangulation aimed at
increasing the trustworthiness of the work.
The analysis of the situation showed that a nested segmentation approach
first selecting sub-industries, followed by total revenue and geographic
scope (Germany) was well suited. When segments were evaluated it was asked
where SKF Logistics Services was most capable of optimally using resources
and as a result succeed. This has in this thesis mainly been done in two
ways. First, it has been assessed which criteria segments must fulfil in
order to be of interest for SKF Logistics Services. Secondly, segments
fulfilling these criteria have been selected.
Order-winners and qualifiers have then been sought so that the current and
future markets could be effectively served by SKF Logistics Services'
internal operations. With help from an importance...
