University of Twente Student Theses


Developing a product business in a Thai service company

Tigchelaar, R. (2011) Developing a product business in a Thai service company.

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Abstract:In this research the initial goal and wish from the company was to find solutions to find customers for a software suite. The company in question is a small service establishment in Thailand, aimed at mapping instrumentation networks. Customers are big companies, mainly oil and petrochemical giants in Thailand. The company owns a license to sell a software suite specifically aimed at this type of service. The company wishes to find customers for this product. A problem that arises is the fact that there is a major competitor on the market, and most companies that are serviced are already in possession of their software products. Another problem is the fact that SES is solely aimed at delivering service, and has zero experience with commercializing a product. Doing business happens in a close business network, in which the owner has a lot of contacts that are the source for service contracts. From the literature a framework is constructed with structured methods of finding and selecting customers. On each point present in this framework, the distinction is made between SES’ situation and the improvements that can be made. Concurrently market analysis is done to see what possibilities exist for entrance with the current perspective. The research question that is asked in this study is: How can Smart Engineering Services improve its marketing strategy for finding and soliciting potential customers for the software product ‘Instrumentation Design Office’ on the Thai market? To answer this question, the research is split up between operational and strategic solutions. From the research it is clear that the company should make the step towards productization. The marketing strategy should be adjusted due to the focus on offering a product. It is essential that the current business model is maintained, because this is the strength of the company. They operate in a niche market in which their experience and knowledge form the unique selling point that offers success. Elements should be incorporated in the relational approach that combine offering a software package with complete service orientation. Not only should customers be attracted with a search model, but also the approach should be to include the current service assets into the total package.
Item Type:Essay (Bachelor)
Smart Engineering Services, Bangkok, Thailand
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Industrial Engineering and Management BSc (56994)
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