Cellphone Survey System
En studie om marknadsförhållanden och produktlansering för Tradewell Group AB
Product launchProduct developmentMethods for collecting dataStatistical surveysCustomer surveysProduktlanseringProduktutvecklingDatainsamlingsmetoderStatistiska undersökningarKundundersökningar
Today?s market for companies doing statistical surveys is a market consisting of mostly standardized methods where differentiating your company from the competitors is hard. Simultaneously both the society at large and technology in specific is under constant development and everything needs to be done at a faster pace with better precision. One of the companies on the market mentioned above is Tradewell Group AB. During 2008/2009 Tradewell has developed a new method for doing statistical surveys. The method named by Tradewell is called Cellphone Survey System, CSS and include using existing technology in a, for this market, unknown way. By doing so Tradewell offer their customers fast and price worthy surveys where the results can be viewed online where they are constantly being updated. At this very moment CSS is about to be launched och so the purpose of this master thesis is to identify and analyse those factors impacting the success of product development and product launching and also to do a mapping over the market at which Tradewell is an actor. The goal is then to combine the above mentioned analyse and mapping with results given from my own market survey to discuss Tradewell at large and CSS in more detail which then will lead to recommendations regarding how to move further, both as a company and with their launch of CSS. The master thesis consists of a literature study where product development and product launching has been researched. It also includes a mapping over those methods most frequently used and offered on today?s market. Finally I did my own market survey among 72 of Tradewell?s potential customers, all respondents chosen in collaboration with the management at Tradewell. The purpose of the survey was to gain knowledge about potential customers and to see if there is any interest for a service like CSS. Some of the most important factors when launching a product that were identified during the work of the thesis were pricing, timing, market orientation and market communication. The results from the survey showed, among other things, that most of the respondents already do customer surveys and also that there is an interest for a service like CSS. The conclusions drawn from the results of the survey together with the literature study lead to the final discussion. The discussion brings up how Tradewell are doing today, seen in the light of the different factors; what they do well and what needs improvement. Finally it is discussed what can be done to make these improvements and why they are necessary and I give recommendations for how to move along with the launch of CSS.