bachelors'thesis - factors for maintaining successful ...425172/fulltext01.pdf · factors for...
TRANSCRIPT
Factors for maintaining successful business partnerships A case study of the construction equipment industry
Authors: Albin Atzmüller, International Sales & Marketing Michael Sundblad, International Sales & Marketing Sylvia Kamande International Sales & Marketing
Tutor: Prof. Engelbert Weiss
Subject: Sales & Marketing
Level and semester: Bachelor's Thesis, Spring 2011
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Abstract
As organisations try to emerge from the recent economic downturn, they attempt to enter different markets to decrease their dependency on their core market. Due to high costs in R&D and the risk of failure, organisations try to sell the core components of their products to business partners who can incorporate these components into their own offering. Using a qualitative research method, we studied the case of TACHI as a player in the construction equipment industry. The purpose of the research was to find factors for maintaining successful business partnerships within this industry and also the role of co-branding in these business partnerships. After analysing the results of our study and reflecting on the theoretical framework, we concluded that operational compatibility, and commitment and trust were considered as the key factors that were most important in making business partnerships work successfully. Interestingly, players in the construction equipment industry do not consider co-branding as a strategy for entering new markets. However, we discovered a new phenomenon, which is informal branding, and we recommend this as a topic for future research. !
Key words: business partnership, industrial branding, co-branding,
ingredient branding, informal branding, construction equipment
industry, and component sales.
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The recent economic downturn of 2008 and 2009 dawned a new era of conducting
business. Customers cancelled orders and the demand for industrial machines
decreased rapidly. As a result, manufacturing organisations struggled to sell their
finished products to release tied-up capital ("'+%>/00G!F=JN9G!LIMM). Drastic measures
such as cutting costs in all possible areas were taken. Emphasis was laid on
maximising sales on the entire product portfolio as opposed to focussing on just core
products. Other areas like reducing research and development (R&D) costs as well as
dropping non-profitable product lines and ploughing the cash from selling them into
profitable products were left out. It became clear that manufacturers were highly
dependent on dealers and distributors, and as a result capital was tied-up in stock of
finished products.
As a result of the economic downturn manufacturers across the globe are proactively
re-strategising their business goals to stay competitive (Meyer, 2009). They
incorporate the latest technologies and focus on consumers’ demand for total-value
(Meyer, 2009). In the construction equipment industry alliances and other forms of
business partnerships have become a norm to help organisations capture larger market
shares as well as stay ahead in technology. Manufacturers are changing their
operations by looking outside their organisation for strategic business partnerships,
such as becoming suppliers of components to other manufacturers (Gibbs &
Humphries, 2011). This enables suppliers to penetrate newer markets, receive
contribution to cover R&D costs, and increase the turnover of their product lines.
Some researchers view that finding competent partners might be a solution to
reducing risk, shortening product development time, and enabling organisations to
focus on their core products. To make business partnerships work effectively, several
factors need to be in place (QA.!/%! #05G! LII^_. When using components from other
manufacturers, there is also the question if these components should be branded and
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how these brands should be communicated to the end customers (Bengtsson &
Servais, 2005).
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Owner ofproduct
application
buy manufacturer or partner
keep and develop high volume product
applications
co-operate with partner, create partnership
sell low volume product applications to partner
high
External
low
Internal
Potential volume to sell
?
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S1 S2 S3 S4 S5 S6 S7 S8 S9
Medium sized organisation yes yes yes yes
Large organisations yes yes yes yes yes
Important factors
Ability to communicate,
working relationship
yes yes yes
Commitment & Trust yes yes
Interdependence yes yes yes
No dependence yes
Operational compatibility yes yes yes yes
Price yes yes
Quality yes yes yes yes yes
Strategic fit yes yes yes yes
Agreement time
None yes yes
Short term < 3y yes yes
Long term 3y + yes yes yes yes yes yes
Influence
Low yes
50% yes yes
Dominant yes yes yes
Selling support yes yes
Advantages
Brand
Market penetration yes yes yes yes
Regulations yes yes
ROI yes
Shared R&D yes
Value Chain yes yes
Culture yes
Branding yes yes no yes yes yes no no
Assurances for trust
Brand yes yes yes yes
Commitment & stability yes yes yes
Delivery
Distribution yes yes yes
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Medium sized
organisation
yes yes yes yes yes yes
Large organisations yes yes yes yes
Important factors
Ability to communicate,
working relationship
Commitment & Trust yes yes yes yes yes
Interdependence yes yes yes
No dependence
Operational compatibility yes yes yes yes yes yes yes
Price
Quality yes yes yes yes
Strategic fit yes yes yes
Agreement time
None yes
Short term < 3y yes yes yes yes yes
Long term 3y + yes yes yes yes
Influence
Low yes yes yes yes
50% yes yes yes
Dominant yes
Selling support yes yes yes yes yes
Advantages
Brand yes yes yes yes
Market penetration yes yes yes yes
Regulations
ROI
Shared R&D
Value Chain yes yes
Culture yes
Branding no yes yes no yes yes no no no
Assurances for trust
Brand yes yes
Commitment & stability yes yes yes
Delivery yes yes
Distribution yes
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V1 V2 V3 V4 V5 V6 B1 B2 B3 G1 G2 G3
Medium sized
organisation
yes yes yes
Large organisations yes yes yes yes yes yes yes yes yes
Important factors
Ability to communicate,
working relationship
yes yes yes yes yes yes
Commitment & Trust yes yes yes yes yes yes yes
Interdependence yes yes yes
No dependence yes
Operational
compatibility
yes yes yes yes yes yes yes yes yes
Price yes yes
Quality yes yes yes
Strategic fit yes yes yes
Agreement time
None
Short term < 3y yes yes yes
Long term 3y + yes yes yes yes yes yes yes yes yes
Influence
Low yes yes yes yes yes
50% yes yes yes yes yes
Dominant yes yes
Selling support yes yes no no yes no yes yes yes yes yes yes
Advantages
Brand yes yes yes yes yes
Market penetration yes yes yes yes yes
Regulations
ROI yes yes yes yes yes yes yes
Shared R&D yes yes yes yes
Value Chain yes yes yes yes
Culture yes
Branding yes no no yes yes yes yes no no no no
Assurances for trust
Brand yes yes yes
Commitment & stability yes yes yes yes yes yes yes yes yes yes
Delivery yes yes yes yes yes
Distribution yes
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Samoter exhibition in Italy TACHI and partners
Yes No Not listed Yes No Not listed
Medium sized organisation 10 9 3 9
Large organisations 9 10 9 3
Important factors Unanswered 2
Ability to communicate, working
relationship 3 16 6 6
Commitment & Trust 7 12 7 5
Interdependence 6 13 3 9
No dependence 1 18 1 11
Operational compatibility 11 8 9 3
Price 2 17 2 10
Quality 9 10 3 9
Strategic fit 7 12 3 9
Agreement time
Unanswered 4 1
None 3 16 12
Short term < 3y 7 12 3 9
Long term 3y + 10 9 9 3
Influence Unanswered 5 1
Low 5 14 5 7
50% 5 14 5 7
Dominant 4 15 2 10
Selling support 7 12 9 3
Advantages Unanswered 6 Brand 4 15 5 7
Market penetration 8 11 5 7
Regulations 2 17 12
ROI 1 18 7 5
Shared R&D 1 18 4 8
Value Chain 4 15 4 8
Culture 2 17 1 11
Branding 9 8 2 5 6 1
Assurances for trust Unanswered 7 Brand 6 13 3 9
Commitment & stability 6 13 10 2
Delivery 2 17 5 7
Distribution 4 15 1 11
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Company Country Position Question 1
1 Movax Finnland Marketing construction
2 Jean Lutz France DEA soil testing, soil treatment
3 VF Venieri Italy construction
4 Ripamonti Italy drilling machines
5 Bauer Germany Manager Sales construction
6 Sandvik Sweden Projects & systems manager construction, recycling, tunnel, quarying
7 MAIT Italy Area manager civil construction equipment
8 Comacchio Italy Sales drilling
9 Soilmec Italy Marketing director construction, drilling machines for foundations
10 Beretta Alfredo s.r.l. Italy drilling
11 Fraste Italy commercial department drilling
12 OMD Depalo Italy export, marketing aftermarket spareparts for hydraulic hammers
13 Massenza fu giuseppe Italy sales geological studies, water wells
14 IMT Italy Sales & export piling
15 Geax Italy Sales manager drilling, piling
16 TesCar Italy sales drilling
17 Core group / everdigm Italy / Korea
reseller earth moving, crushing, drilling
18 Caterpillar hydraulics marketing consultant earth moving
19 Komatsu Italia Italy / Int. customer database & statistic specialist
earth moving, road construction
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Question 2 Question 2 a Question 3 Question 4
1 Vibrators, to install profiles & tubes in the ground
10 - 20 Mio. !, customer has excavator himself
Finnish manufacturers association
25% of total machine cost is the equipment, rest is excavator
2 testing equipment, software; no drills, equipment is mounted on other drills, therefore sold to drill manufacturers
60 employees equipment, hardware, software
3 manufacture whole product we are a good drop in the market wheel loaders, small excavators
4 reselling, manufacture small drills 100 own machines per year small drills
5 bauer spezialtiefbau: construction; bauer machinen: manufacturer of drilling rigs, etc.; bauer resources: gas, oil industry
stock market Verband deutscher Maschinenbauer
do as much as possible self or within the group
6 drilling rings, crushers, quary 1000 drilling rigs, 500 big ones VDM (germany)
7 foundation equipment 200 mio ! whole machine
8 small & medium sized best year 250, now 150; 150 machines running in sweden currently
whole machien
9 piling, foundation best: 700 machines; 350 Mio ! mechanical manufacturers
upper part, frame
10 small drilling machines ADC
11 water wells 15 - 16 Mio. ! Italian waterwells association
12 copy spare parts from original 30 employees, 5 Mio ! conf industrial
13 everything around drill, spare parts roughly 10 of the big machines
14 huge machines 200 in 2008, 70-75 2010, 100-120 2011
drilling rigs
15 drilling rigs 20 / year drilling rig
16 drilling, pile foundation, cranes, soil investigation, Small & medium machines
2006: 80, best year drills
17 300 employees in korea factory reseller in italy
18 building machinery 40 Bil. $ NYSE
19 building whole machine 1000 machines in italy, best: 4000
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Question 5 Question 5 a Question 5 b
1 hydraulics
2 own R&D
3 engine, tire, hydraulics; try to have multiple suppliers on small parts to have price war (min. 2-3)
4 engine, ,,,
5 do everything within the group, privacy
engines, hydraulics
6 CAT engines, buy engine based on geography (scandinavia: volvo, germany: deutz)
7 buy cat engine
8 one unique place, have control engine: deutz, john deere
9 30y ago everything inhouse engine, hydraulics, CAT cabin, crawler, will be more in the future
10 make design, produce deutz/perkins engines; 1/2 of machine bought
11 European & italian suppliers 35% bought; engine, hydraulics
12 parts are outsourced to be produced, max 50% finished in order to keep key competence
13 drill tube is bought mud pump self made atlas compressor, iveco truck, engines bought; truck according to customer wants
14 arm, rig base: cat, hitachi since 3 years, from now on own base
15 base hitachi
16 see little competition in small & medium machine market
hitachi base for big, bobcat base for small
17 sell just drill complete, rest of equipment without machine
18 want to have everything own branded
19 tires, buckets, hydraulics
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Question 6 Question 7
1 no exclusivity, non-binding, working relationship, win-win, r&d and technical support
2 outside systems to be included (GPS, ...) technical information in time to be able to adapt to that
3 try to differentiate, produce just design & frame, buy rest quality, price, reliability, life-time
4 relationship, deliver on time (due to order on short notice)
5 small components on time delivery, precision, quality, service, price, have win-win, recommend each other
6 some, not specified international partners, global network, good channels, quality, environmental friendly, shared R&D
7
8 no want quality, european components
9 will be just the brain in the long run; difficulty now with upper part of machine: technical reasons, they build cranes too
quality management, frequent quality checks, no r&d shared
10 quality, West European, suppliers, buy from local dealers because of low volume)
11 trust, quality
12 experience, reliability, exclusivity
13 might be interesting for AH; main future market: africa, south america quality, flexibility, warehouse to have short delivery times, well known, trust, technical knowledge, able to create a better offer to the specific customer
14 inhouse machine in the future, due to annual yearly forecast of demand spontanious, cat wants yearly plan
15 yes, flexible delivery time
16 base machine fit, technology, reliability
17 availability, short delivery (esp. with curshers, 2 weeks)
18 NOTHING quality, flexibility, strong reliable partner, sell OEM solutions in the department within the group
19
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Question 8 Question 9 Question 9 a
1 open for possibilities understanding, discussing yes, definitely
2 no contract, work together with agents no influence, it’s fine that way - small player, just extra equipment
yes, especially to enter new markets
3 long term relations, but no contract signing have influence, try to have 2-3 suppliers on small parts to have price war
4 yes, if it helps not much, payment is a big problem in italy - it takes time to get money from customers
5 depends, but open matter of volume, future value important
6 long we are a big company
7
8 long, costs of changing
9 continuity control in the partnership
10 monthly orders, no formal contracts
11 small, not possible with big suppliers partly, yes
12 not yet, go that way in the future to get new markets seem to have lots of influence key partnership important, only way to sell more
13 flexiblity offer together, work together be there for customers
14 independence, identity lost
15 plan how many to buy/year; can easily change supplier
none, small & comfortable yes, increase partner’s portfolio
16 if price/quantity fits, yes; not exclusive not much as small customer
17 yearly contracts, have exclusivity with everdigm
18 top influence
19 5y contracts between komatsu and komatsu italia discussion possible get that from HQ
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Question 10 Question 11 Question 12
1 presence in target country, support, knowledgeable
yes, definitely
2 new markets, time saving, ROI is important reputation, presence in market, reliability yes, already done; good to use pull as well
3 not possible alone out in the market quality, price, reliability, life-time no
4 makes growth possible finance options yes, if it helps, done before
5 regulations (china, brazil, ...), geography, be near to customer, globalisation
contract, credibility, fit, make investments, financial health
not doing that; just if it enhances the value to sell more
6 globalisation, bigger market, shared R&D good distribution network, quality yes, happily
7
8 quality, not price is imporrtant no
9 strong brand, quality, able to have more or less production capacity (difficult to fire people in italy)
quality no, own brand strong enough; fit is important
10
11 no
12 grow, start to be known more; new markets
quality, exclusivity yes, be known, advertise for each other
13 brand, presence, support, offer what customer wants
communication, strong logistics do co-brand, like it
14 quality, makes sales easier spontanity, availability when order comes in not branded to keep identity; cat helped to ensure quality, but they have quality themselves too
15 no must to produce self, well known, easy to sell, they provide service worldwide, strong brand
quality yes, happy with that
16 price, continuity, same quality for customer
do it, partly, customer gets confused
17 test 3 months (crushers) no, just everdigm
18 stable source, capture bigger markets more cooperation with R&D no co-branding
19 get into more markets no
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Question 1 Question 1 a
Esbjörn long-term, win-win, top management commitment, structured relationship, strategic fit; max 30% of value bought from 1 supplier
Tony trust, personal relationships (brings trust), good understanding of the partner’s business, open book policy, competent, quality product
operational compatibility 1, trust 1, strategic fit 3, ability to communicate 2, interdependence 2, commitment 1
Arne buyer’s business model and concept trust 1, strategic fit 5, operational compatibility 4, commitment 1, interdependence 3, ability to communicate 2
Malcolm highly relevant: specification, price competitiveness strategic fit 2; operational compatibility 2, commitment & trust 2, ability to communicate 2, interdependence is part of strategic fit
Jonas brand will be obvious, image should not be diluted; win-win-win, should be complement to regular operations, both add value to the partner
commitment & trust: 1, strategic fit 3, long-term (partnerships last even longer than strategies), operational compatibility 5
Fredrik TACHI should be commited to their partnerships and be consistent with the business activity. Throughout good times and bad.
Strategic fit 1, commitment 2, communicate 4, trust 4, operational compatibility 3, interdependence 5.
Christopher,
purchasing
good communication, technology, understand the other’s language (technical, understanding each other
Commitment, trust, operational compatibility, interdependence, strategic fit
Gunnar, MD product fit, cooperation on technical level, price level - high technical & quality,
Magnus,
Technician
product, reliability, knowledge & knowhow operational compatibility 1, strategic fit 3, ability to communicate 5, interdependence 2, commitment & trust 4
Roger, MD not possible for small companies due to finace; avoid expensive development, get product with higher quality
trust & commitment
Mari, sales trust, call and say how things are at the moment (delays, etc), ability to communicate
trust 1, ability to communicate 2, commitment & interdependence 3, strategic fit 4, operational compatibility 5
Sven-Erik,
purchasing
commitment, trust, communication trust, commitment, ability to communicate 1, rest low
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Question 2 Question 3 Question 3 a
Esbjörn 3y+; long-term; reason: big volume & revenue; investing in interfaces and adaption
little flexibility possible, willing to adapt, maybe 50/50 possible; terms & conditions are given and strict
yes, would even require it if they are unhappy; offer sales tools and material
Tony long term (3-5y), means more commitment from both parties
strive for 50/50 - partner is specialist, seller needs to rely on the market, field & product of partner
yes, help promote, maybe in a different channel
Arne long term, first agreements; short term: orders
depends on contract, not too much as it creates business risks
just info on how to sell product benefits
Malcolm long term (2-3y), customer might look for flexibility --> long term relationship
customers are experts in their markets, so input just if seller could add value
not in OEM, not really
Jonas long term agreements, contracts sometimes for each machine
want to have lot of control, big influence on end result as customer base is very related to existing
support with own channel, increase global footprint, aftermarket is important
Fredrik Start with short-term (one order to one year) and than long-term (3 and up). Do not go LT to quick.
The influence should be high and the partnership must be profitable.
No, TACHI can help with network connection globally, but not help with sales support.
Christopher,
purchasing
long term some control, aftermarket and spare parts are vital
yes, technical information, help how to sell the technology
Gunnar, MD long term (because of sharing info), contract, confidential
high, mutual, 50/50, yes, network, help to sell the technical aspect of ingredient
Magnus,
Technician
short term (1-2 y), currently nothing 50/50, yes, network
Roger, MD long term, 3-5y; nothing at the moment, but will come soon
just buy standard product, little to no influence on how it looks like, but easy to adapt to that, just warranty has to be minded, so that it is not lost
yes, network abroad, use already the same dealers in sweden
Mari, sales short term (1-2 y), no idea of current would love more, but TACHI is big --> difficult to get more
yes, discussion
Sven-Erik,
purchasing
long term, but not too long - and rather no limits on how many units need to be bought, currently for individual projects
compatibility & quality are important, small player with standardised product - no influence
yes, use network
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Question 4 Question 5
Esbjörn allows for investments in people, machines, technology; makes planning and developing possible; income stream makes investments feasible; no need to fight for every order; win-win will enhance the brand value; increase support in product development
framework agreement, business plan, forecasted volume, keeping promises & fulfilling targets, top management should frequently meet (yearly) and be committed to the partnership and agree on common plans
Tony reduction of cost, free up resources quality, delivery, cost (QDC);
Arne business development in any way; increase turnover on product line, proper business concept, planned usage of part, is part suitable for the application
Malcolm market & segment extension, incremental revenue, new segments & business opportunities the seller would not get into themselves; risk reduction due to knowledge & expertise of partner
reasonableness in requests, understanding each other, give and take; time to build up trust, mutual respect
Jonas increase competitiveness, keep competitors out, focus on core competencies and abilities, be able to offer wider product range to the same customer base with short time to market, develop markets by using external resources
legal constraints (due diligence), feel comfortable, healthy business, considered as premium provider in their market
Fredrik Increase sales volumes. Not just transactional elling but long term relationship.
Leverage, ability to pay bills. And that they can cover the aftermarket.
Christopher,
purchasing
More profitable and shorter way to go in bushiness A contract or similar and a good feeling
Gunnar, MD stronger product, unique, advantages of partner, confidental contract, competitive, exclusivity, conflict of interest
Magnus, Technician Swedish, good to do business with own culture delivery times
Roger, MD not possible alone as a small company, Brand value, brand awareness, aftermarket sales support is good
the good brand is already good sign of trust, good to have a contract
Mari, sales bigger markets, knowledge of partner keep promises, provide information on changes
Sven-Erik, purchasing get continuously developed component, good quality, brand name product development, good communication, lead-time
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Question 6
Esbjörn yes, if: benefit is seen, good product --> spin-off; not competing with other products and relationships; No: ethically questionable (military), political issues, distribution or what is allowed according existing agreements; would like to see “powered by TACHI” more often
Tony first priority: own branded: promotes own brand, ; depends on industry, drilling does not need branding, partner’s brand might be more beneficial; whichever supports the market best
Arne matter of product liability, lawyers sue the biggest company who is incorporated in the machine; business risk
Malcolm depending on customer and application (how buyer transfers the brand; would the brand benefit, what is the risk for the brand); TACHI inside would be good
Jonas powered by TACHI: for DALIA, when it helps in advertising; co-branding in general: Not in TACHI, sensitive due to brand-ownership; maybe using some local brands, owned by TACHI
Fredrik yes, powerd by TACHI
Christopher, purchasing no comment
Gunnar, MD yes, depending on market, be a stronger team together,
Magnus, Technician no, TACHI doesn’t want to
Roger, MD no, this supports the own products and avoids confusing the customer. design makes it anyway easy to recognise
Mari, sales no, but everybody knows anyway by design
Sven-Erik, purchasing no, well off alone
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S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10
strategic fit Win-Win Win-win, service
environmental friendly
buy locally
Operational
compatibility
life-time, quality, price
deliver on time quality, price, time
quality quality quality management
quality
Ability to
communicate
working relationship
technical information in time
relationship
Inter-
dependence
R&D, technical support
recommend each other
shared R&D, network
no shared R&D
Commitment
& trust
non-binding, no exclusivity
reliability European component
European supplier
) S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
strategic fit well known, create better offer together
fit
Operational
compatibility
quality experience quality, times, flexibility, knowledge
spontaneous, no yearly plan
delivery time technology availability, time flexibility, quality
Ability to
communicate
Inter-
dependence
Commitment &
trust
trust reliability, exclusivity
trust reliability reliable
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V 1 V 2 V 3 V 4 V 5 V 6
strategic fit win-win, long-term, strategic fit
business model and concept
win-win-win, add value to partner, brand image, dilution
Operational
compatibility
quality, competent price competitiveness, specification
complement to regular operations
consistent with business activity
Ability to
communicate
structured relationship openness, personal relationship, understand partner’s business
Inter-dependence max. 30% from 1 supplier
Commitment & trust top management commitment
committed
) S 1 S 2 S 3 G 1 G 2 G 3
strategic fit
Operational
compatibility
technology cooperation, high quality - high price, product fit
knowledge & know-how higher quality
Ability to
communicate
good communication, understanding each other's language
call when delays, communicate
communication
Inter-dependence not possible alone, avoid R&D
Commitment & trust reliability commitment, trust
!@-##4#$,(,&4#(
S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10
open open for possibilities yes, if it helps depends, but open continuity
none no contract, use with agents long term relation, no contract
short-term
long-term long long, costs of changing
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S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
open not exclusive, price fit
none monthly orders, no formal contracts
flexibility
short-term 1y forecast switch supplier yearly contracts, exclusivity
long-term yes, market entry
V 1 V 2 V 3 V 4 V 5 V 6 S 1 S 2 S 3 G 1 G 2 G 3
open
none
short-term (2-3y) flexibility
short term (1-2 y)
short term (1-2 y)
long-term 3y+; volume & revenue; investing in interfaces & adaption
3-5y, commitment from both parties
long term, first short term agreement
long term Start with short-term (1y) and than 3+
long term long term: contract, confidential
3-5y long term, rather no limits and forecasts
(
+$>8A#$?#(
S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10
High influence, 2-3 suppliers volume big company control
Low no influence not much
50 / 50 understanding, discussing
S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
High seem to have high top influence
Low small, not possible independence, identity lost none not much
50 / 50 offer together, work together
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V 1 V 2 V 3 V 4 V 5 V 6 S 1 S 2 S 3 G 1 G 2 G 3
High lot of control, big influence
high influence, profitable
Low not too much
input just if it adds value
no influence
difficult to get
no influence
50 / 50 50/50, strict terms & conditions
50/50 some control, distribution
mutual, 50/50
50/50
3#88&$@(1A""5-,(
S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10 S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
Yes yes yes yes only way to sell more
be there for customers
yes
No
network
technical
information
selling
strategies
discussions
pressured
support
V 1 V 2 V 3 V 4 V 5 V 6 S 1 S 2 S 3 G 1 G 2 G 3
Yes yes yes just product info support yes yes yes yes yes yes
No not in OEM No
network different channel
channel network network network network network
technical
information
material technical info
technical aspect
selling
strategies
sales tools promote how to sell product how to sell product
discussions discussion
pressured
support
require even if they are unhappy
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!%.0$,0@#1(5>(1,-0,#@&?("0-,$#-16&"1(
S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10
Market penetration new markets not possible makes growth possible globalisation, regulations
bigger market, globalisation
ROI ROI
Value chain be near to customer additional production capacity
shared R&D time saving shared R&D
brand quality quality, strong brand
culture
S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
Market penetration new market bigger market
ROI
Value chain provide service worldwide
shared R&D offer what customers want
brand market awareness brand, presence, support quality, makes sales easier
well known strong brand quality, continuity, price stable source
culture
V 1 V 2 V 3 V 4 V 5 V 6
Market penetration market extension, new business opportunities, risk reduction
wider product range
ROI reduction of cost, free up resources
incremental revenue increase sales
Value chain planning & developing
shared R&D support in R&D business development competitiveness, create barriers, time to market
brand win-win will enhance brand value
long-term relationship
culture
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S 1 S 2 S 3 G 1 G 2 G 3
Market penetration shorter way to go in business not possible alone bigger markets
ROI more profitable
Value chain stronger product aftermarket sales support
shared R&D unique, advantages of partner
knowledge of partner
continuously developed components
brand brand value, awareness good quality, brand name
culture do business with own culture
!11A-0$?#1(>5-(,-A1,(
S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10
Commitment &
stability
support, knowledgeable
reliability life-time, reliability, price
finance options financial health, contract, fit, make investments
brand reputation quality quality quality
delivery
distribution presence presence distribution network
S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
Commitment & stability exclusivity communication test equipment cooperation with R&D
brand quality quality
delivery availabilityspontaneity
distribution strong logistics
V 1 V 2 V 3 V 4 V 5 V 6
Commitment &
stability
agreement, business plan, frequent meetings, keep promises & fulfill targets, common plans, forecasts
cost business concept, usage of part
understanding each other, mutual respect
feel comfortable, legal constraints, healthy business
pay bills, leverage
brand premium provider
delivery delivery reasonableness in requests (ordering)
distribution cover aftermarket
S 1 S 2 S 3 G 1 G 2 G 3
Commitment & stability good feeling, contract exclusivity, conflict of interest, contract contract keep promises communication, product development
brand brand
delivery delivery times lead time
distribution
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S 1 S 2 S 3 S 4 S 5 S 6 S 7 S 8 S 9 S 10
Yes yes yes yes just if it enhances value yes
No no no no
stronger together
confusing for customer own brand strong enough
better to support own products
design is enough
powered by
sensitive due to brand ownership
business / brand risk
S 11 S 12 S 13 S 14 S 15 S 16 S 17 S 18 S 19
Yes yes do co-brand yes yes
No no not no no co-branding
stronger together advertise for each other
confusing for customer keep identity confusing customers
better to support own products
design is enough
powered by
sensitive due to brand ownership
business / brand risk
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V 1 V 2 V 3 V 4 V 5 V 6 S 1 S 2 S 3 G 1 G 2 G 3
Yes yes depends on market
depending yes yes
No product liability
no no no no no
stronger
together
benefit, not competing products
be stronger together
confusing for
customer
confusing customer
better to support
own products
supports own product if not done
design is enough design makes it easy to recognize
everybody knows design
powered by powered by TACHI inside
powered by powered by
sensitive due to
brand ownership
not allowed due to existing agreements
sensitive due to brand ownership
business / brand
risk
business risk, product liability
risk for brand
Linnaeus University – a firm focus on quality and competence On 1 January 2010 Växjö University and the University of Kalmar merged to form Linnaeus University. This new university is the product of a will to improve the quality, enhance the appeal and boost the development potential of teaching and research, at the same time as it plays a prominent role in working closely together with local society. Linnaeus University offers an attractive knowledge environment characterised by high quality and a competitive portfolio of skills. Linnaeus University is a modern, international university with the emphasis on the desire for knowledge, creative thinking and practical innovations. For us, the focus is on proximity to our students, but also on the world around us and the future ahead. Linnæus University SE-391 82 Kalmar/SE-351 95 Växjö Telephone +46 772-28 80 00