Positionering av industriella tjänster
This thesis aims to investigate the positioning concept of industrial services. We chose to identify the reasons why positioning is used as well as to describe the positioning process. The research strategy chosen for this thesis was a case study of a consultancy firm Benima AB. This firm was chosen due to the fact that a new positioning concept during the latest year hade been implemented and therefore seemed like a good choice for our study. Of the six available theoretical reasons for positioning, we found that Benima AB had two of them: namely change in target market or their needs and demands and renewed company identity/personality. We also found that the positioning process could be described as a six step process, including the steps: realize reality, identify target customers and their demands, investigate the competitor?s positions, choose position, test the position and implement the position. The last step is an everlasting step, because you always have to work on your position.