Värdeanalysens påverkan på både val och hantering av informationssäkerhetsbolags kunder : En studie av Basalt AB och deras potentiella kunder

Sammanfattning: The attraction of the cybersecurity market is increasing with the fast market growth as well as the potential that comes with the digitalisation of todays society. A supplier of information security products that wants to expand, needs to be able to identify new customers and segments as well as understand the customers needs. The purpose of this study is hence to map how suppliers of information security strategically should think and act when expanding to new segments and customers.  A customers willingness to invest has been identified as the main factor to impact a supplier of cyber security. Another identified factor is how a value proposition is received, which means that the supplier needs to take strategic decisions regarding the choice of marketing strategy. This have resulted in a final analysis model that includes four factors stemming from specific market segments and three factors stemming from specific customers, which all impact both the willingness to invest and the choice of marketing strategy. Furthermore, the choice of marketing strategy is also impacted by the competitors value propositions as well as the available attributes connected to the supplier. The model has grown iteratively throughout the report by first building a theoretical framework, which included price sensitivity, laws and regulations, level of knowledge as well as litterature connected to the value proposition of competitors and attributes in a value proposition. This study has been conducted together with Basalt AB as a case company. Empirical data was collected by both meetings and interviews with supervisor Michael Buczek at Basalt, as well as interviews with 12 people from six different socially important segments. Therefore, the theoretical framework could be expanded with the empirical data to the final analysis model.  In conclusion the thesis builds a base for suppliers of information security, regaring how to think and act when planning a market expansion. The study contribute both to the case company Basalt with a value analysis of the market, where the company with the guidelines and frameworks have gotten a basis for the identification of customers and which marketings strategies to use. The studie also contribute to current research by presenting a value analysis and linkage between the cybersecurity market segment and fitting marketing strategies. The expectations of the study is also for it to be used as a basis for future research, that can further improve the frameworks by investigating more segments of vital societal functions. Furthermore, the study could be expanded to take other countries in account, in order to create a framework for international expansion. The implementation of the thesis value analysis could also be a base for the analysis of other market segments than cybersecurity.