Bedömning av kunders uppfattningar och konsekvenser för strategisk utveckling

Sammanfattning: This project has been created with the assistance of Fredells. Fredells is a Stockholm based company with a focus on the retail of building products. Fredells also produces prefab- or prefabricated products which are either completely or partially ready for assembly the moment they arrive to the building site. These prefab-products are primarily delivered to customers within the Stockholm region. The building industry is a conservative market where the incentive to changes has been relatively low compared to other industries. The market for prefab-products combined with possibilities within logistics allows the customers to receive varying offers. The aim of this project is to explore the view of the customers of Fredells regarding the use of prefab-products and how the current acts of Fredells will influence the relationship to their clients in the future. The opinions of the construction-customers have been collected through nine qualitative interviews with people of chosen positions within the different companies. Three companies in total took part of the analysis. Based on this project it can be concluded that the use of prefab-products is regarded as a positive development however not risk free. Cooperation on a deeper level requires greater confidence which at present is not the case between Fredells and their clients. It is primarily an uneven quality of the product and a lacking delivery guarantee which have caused a low level of trust. Fredells current offer is rather simple and the result of the analysis shows that the extent of the offer will be increasingly important when determining the competitiveness of the supplier. The focus of the market seems to be increasingly improving the services rather than the product. In order to develop services and technology, Fredells need to find a way to quickly resolve the low level of trust from their clients and create extensive and durable relations with them.