Using Strategic Management to Increase Revenue and Solidify a Market Position: a Case Study of Pioneer Robotics AS

Abstract

The goal is to explore how a resource, which could be a product, a service, or a system, can, by better understanding it, be used as a competitive advantage and how the latter can be sustained to create a more robust market position. This thesis explicitly targets SMEs with low-volume and one-off production. In addition, the author believes setting the correct price and keeping the right customers is essential in increasing revenue and solidifying a market position. Thus, the thesis will explain today's most used pricing technique and showcase another method that could create a considerably more desirable price. Furthermore, the thesis will present techniques to analyze revenue from each customer individually so that the right choices can be made as to which partnerships to continue.

In addition to the above, and to give the best support possible for SMEs, the theories of the thesis will be applied to a real-life scenario. The latter will be done through a case study of Pioneer Robotics AS. By conducting interviews and requesting information about the company and its products; the author aims to gather a data set that aims to explore how their main product line, the COBOT welding system, could be used as a source for competitive advantage and how it is positioned compared to the rest of the competition. In addition, the company's pricing strategy will be discussed. However, the thesis will not present a real-life example of how the right customers can be chosen, as the author failed to gather sufficient data to carry out the latter.