Affärsplanering i små företag
en studie om segmentering och
positionering
Lots of choices are to be made by a company who enters a new market with a new businessidea. Common questions that show up when a company is making it´s businessplan are how to target the market and how to use marketing as a tool to reach a specific customer or segment. It is difficult to know wether to target the market in different ways and what processes that can be used in the choice how to select the most potential and profitable customer. Another important question is how a company can positioning themself in a way so the customer will get a positive understanding of the company and what different positive abilities to mention in a possible businessproposal. This study is made on a small company in Sweden called AYEN Technology. Ayens market consists of companies in the industry of satellitecommunication. Theese companies produce systems for different forms on communications using satellite and they are known on the market as systemintegrators. The special about Ayen is that they are not only a company on an international market but also they started their business with an international businessplan in mind from the beginning. Theese types of companies are also knows as ?born-global?-companies. This study will show results on what choices a small born-global-company in the satellite industry may have regarding businessplanning. The chosen areas was segmentation, positioning and the use of promotion. The study was carried out with interviews with Ayen, systemintegrators and another born-global-company from a complete different industry that through the years have succeeded very well with their own businessidea. Finally the study indicated that there are more than one way how to use segmentation. Also, segmentation was found to be more about finding out that there are some segments that does not have a need for the product more then seeing patterns that some segments are more profitable then others. The study also indicated that positioning by productadventages, price and quality and trust turned out to be very positive. Promotion turned out to be useful in many forms and the personal degree of the message and knowledge of the customer turned out to be important factors.