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Dr. Heli Arantola
SVP Mill Business Unit and Business Development, Fazer Brands
Palveluyrityksen kasvun johtaminen: Kilpailuareenoista liiketoimintamalleiksi
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• Markkinamäärittely kilpailuareenoiden avulla
• Uusien liiketoimintamallien muotoilu
Forecast= foreseeable & manageable future = linear
3
Fritz Lang1927 Durrat Al Bahrain - URBAN LIVING, ISLAND STYLE
The Songjiang hotel, China 2006
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The Hybrid Consumer
What are needs?When asked, would we have wanted…
”Needs”– now and then…
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• Markkinamäärittely kilpailuareenoiden avulla
• Uusien liiketoimintamallien muotoilu
What customers talk about
Everyday life!
Source: Arki. Eväitä uuteen asiakaslähtöisyyteen. Korkman & Arantola 2009, WSOYPro
Everyday life is a market
ORDINARY
ROUTINE
UNIVERSAL
TAKEN FOR GRANTED
Source: Arki. Eväitä uuteen asiakaslähtöisyyteen. Korkman & Arantola 2009, WSOYPro
Practices
• Doing, verbs
• Shared by different groups
… by attitude
… by socio-economics
… by psychographics
• Can be seen in everyday life
Eating snacks
Studying for a test
Taking a break
Planning a party
Arranging for lunch
Munching
Giving a gift
Searching for a summer job
Running
Renovating
Fazer Group
Practice
Practices – what do consumers need?
Tools and toys Skills and images
Places and spaces
Him/herself and other
people
Where can our company be of help?Make better, add, remove?
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• Markkinamäärittely kilpailuareenoiden avulla
• Uusien liiketoimintamallien muotoilu
Fazer Group
Fazer Group
What meanings are created locally?
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We make the world taste good
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