Dr. Heli Arantola

SVP Mill Business Unit and Business Development, Fazer Brands

Palveluyrityksen kasvun johtaminen: Kilpailuareenoista liiketoimintamalleiksi

2

• Markkinamäärittely kilpailuareenoiden avulla

• Uusien liiketoimintamallien muotoilu

Forecast= foreseeable & manageable future = linear

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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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