Positionering av industriella tjänster

Sammanfattning

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.