Eftermarknadens möjligheter
En studie av Swecon AB
ProblemThe manufacturing industry is a mature industry where the profit margins are small and the competition is hard. This makes it hard for both manufacturers and resellers to gain market shares and reach reasonable profit margins only by selling products. Therefore Swecon who is reseller for Volvo Construction Equipment tries to find alternative methods and ways to increase their profit. An alternative source of income could be to develop the range of services that are connected to the ground products.PurposeThe purpose of the thesis is to examine how Swecon in southern Sweden can improve their offers of existing services connected to the ground product and investigate the demand of new such services.MethodThis study is based on a qualitative study of five of Swecons local offices and five of Swecons customers. The empirical framework is mostly based on personal interviews but in some cases information was retrieved by using phone interviews. All interviews were recorded and put into writing.ResultsFor Swecon to become better in their offerings of services the development and change must come from within the organization. If the employees are not motivated and convinced about the advantages of the services neither is the customer. Not until a clear and correct internal marketing has been implemented an external marketing can be successful. The motivation of the salespeople is best done by changing the rewarding system for machines and contracts and by making clear routines for communication, offerings and customer registration. In the interactive and external marketing towards the customer and drivers Swecon should use the field mechanics more and also present the customers to Swecons employees at the time of purchase of a new machine. In addition to this we see a need for Swecon to become more competitive in their current services, especially financing and insurance. We also see an opportunity to offer the customer services like education and training of drivers. We also see a customers need for renting and leasing machines when the work load is heavy.