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Prestudy of potential business case for a new transmission regulation device aimed for the USA market
Högskolan i Gävle, Institutionen för ekonomi.
2006 (engelsk)Independent thesis Advanced level (degree of Magister), 10 poäng / 15 hpOppgave
Abstract [en]

This thesis is performed as a pre-study to find some marketing guidelines for Saturnus TRD, with concentration on the potential business case for a new product on the USA market. The USA market for TRD´s is currently not growing organically in matter of new power lines, though an increase of TRD delivery to USA can be predicted the coming years due to replacement of Transformers equipped with old TRD´s. For Sat-urnus to be more competitive on the USA market it is almost a necessity to improve their product portfolio to better match with the regional requirements, mainly in re-gards of product rating and maintenance aspects. Such product aspects have been evaluated in this study along with potential order increase for Saturnus TRD if such a new product is realized.

In this study I have mainly gained information by interacting with people within the Saturnus organization who have direct access to important customer preferences for Transformers as well as TRD´s i.e. Front End Sales persons and technical experts. To get valuable information of general character such as marketing principles, organiza-tional aspects and competitor insights a lot of colleagues within the Saturnus organi-zation have contributed with their knowledge, such knowledge combined with excel-lent marketing literature and industry documentation have all together built the infor-mation foundation of this report.

This study shows that there are good possibilities for potential increase of business in USA if Saturnus TRD develop a new product, better suited to existing market re-quirements. Such product is found to be designed as an on-tank type of TRD, operat-ing with vacuum technology at a current rating of 1000A. The cost for development of the suggested TRD would be in the range of 30% above the cost for developing the existing TRD. Estimated annual increase in order-intake with a new TRD is evaluated to be approximately 250 units. With estimated sales volumes, development cost will be covered after 1,5 years and the profit scenario is good due to the fact that the mar-gins will be better for the vacuum TRD compared to the existing technology.

In addition to improved product technology, the study points out significant im-provements to be made in matter of marketing strategies. Specifically customer seg-mentation is assumed to be a key factor for improved market orientation by focusing on customers organizational size and choice criteria.

sted, utgiver, år, opplag, sider
2006. , s. 62
Emneord [en]
segmentation
HSV kategori
Identifikatorer
URN: urn:nbn:se:hig:diva-64Arkivnummer: E3BA 108/06 (08-06 DKK)OAI: oai:DiVA.org:hig-64DiVA, id: diva2:120219
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Tilgjengelig fra: 2006-12-04 Laget: 2006-12-04

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