Market-Driven Next Generation Product Portfolio : Analysing the Market Demand for ABB IEC LV Motors

In the context of market analysis, the research question emerged: which product segments should a conceptual product portfolio of ABB IEC LV Motors consist of to meet the strategic objectives of the division? By emphasising the value perceived by customers, companies can distinguish themselves from competitors in markets where the dominant promotion strategy revolves around product push. A research gap was identified at the intersection of the marketing concept and product portfolio management, specifically in the German IEC LV motor market. This thesis contributes to the body of knowledge on customer-centric product portfolio decision-making and its communication to the market through a sales strategy. Literature review was conducted by presenting relevant findings on the keywords marketing concept, market-driven, product portfolio, and sales strategy, in the context of the German IEC LV motor market. The theoretical framework was further used for structuring the empirical research and applying researched data to the benefit of the case company. Descriptive design science methodology was selected for the methodology of this conceptual case study. Quantitative word frequency analysis was used for revealing common insights in a survey for salespeople, and the data from the surveys, company secondary sources, and observation were interpreted qualitatively. The IEC LV motor market demand in Germany was studied by analysing the word frequencies in open-ended survey questions responded to by the salespeople that know the customers in the market by their practical and personal experience. The questions were formulated to support providing honest customer feedback from humane standpoint instead of technology focus. The next generation product portfolio was drafted by presenting possible harmonisations between safe area and Ex motors, and as an outcome of the harmonisation, two modular product platforms called “High efficiency SynRM” and “Flexible process performance” were suggested. These platforms were reflected to ...