”Vilka faktorer kan påverka försäljningsmålet inom kartong- och pappersindustrin” : – En fallstudie på Korsnäs AB

Sammanfattning:

Abstract

Companies in the Swedish process industry has for a long time spent a lot of capital in high-tech development, which have given them increased ability to compete with high quality and excellent technical knowledge, which has given them greater opportunities to grow on the market. But it’s not enough to achieve success with new products and service; it must also be consistent what market wants and preferably something exceptional.

The purpose of this study was to determine the factors that are predominantly success factors and how they may affect the sales target of a new product, in this case Frövi White. Another objective of the study was to examine how Korsnäs Frövi communicates and transforms information as requests and demands from customers into refined material. To obtain relevant information to the study several interviews with respondents from most of the value chain in Korsnäs Frövi has been carry out. The theoretical basis was created by a literature study, where the material was gathered from books and articles in areas that were relevant to the study's progress. The product Frövi White and its service concept is partly unique, but most of it is similar to other offerings on the market, and then quite easy to plagiarize. Selected timing for the launch of Frövi White was partly right when demand was quite high, but wrong when the product had not achieved all the objectives. A methodical deployment strategy may increase the possibility to do it better.  Success factor is to maintain a high-tech innovation in the enterprise, with the help of knowledge generation and technological expertise to transform desire and demands for products and services. It requires a balanced approach and a simultaneous link between the marketing, development and production department. It’s missing a link between production and marketing department in Korsnäs Frövi and most therefore been strengthened. Korsnäs has enhanced certain features which made the company better understanding of what end consumers wants. By strengthening the interaction between R & D and marketing department can it be easier to transfer the scientific theory into the products. Korsnäs can use the "customer retention" to measure the profitability of the product and its "outer halo".