1. Palveluyrityksen kasvun johtaminen:
Kilpailuareenoista liiketoimintamalleiksi
Dr. Heli Arantola
SVP Mill Business Unit and Business Development, Fazer Brands

2. • Markkinamäärittely kilpailuareenoiden avulla
• Uusien liiketoimintamallien muotoilu
2

3. Forecast
= foreseeable & manageable future = linear
The Songjiang hotel, China 2006
3
Fritz Lang1927
Durrat Al Bahrain - URBAN LIVING, ISLAND STYLE

4. The Hybrid Consumer
4

5. What are needs?
When asked, would we have
wanted…

6. ”Needs”– now and then…

7. • Markkinamäärittely kilpailuareenoiden avulla
• Uusien liiketoimintamallien muotoilu
7

8. What customers talk about
Everyday life!
Source: Arki. Eväitä uuteen asiakaslähtöisyyteen. Korkman & Arantola 2009, WSOYPro

9. Everyday life is a market
ORDINARY
ROUTINE
UNIVERSAL
TAKEN FOR GRANTED
Source: Arki. Eväitä uuteen asiakaslähtöisyyteen. Korkman & Arantola 2009, WSOYPro

10. 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

11. Fazer Group
Practices – what do consumers need?
Tools and toys
Skills and images
Practice
Him/herself
and other
people
Places and
spaces
Where can our company be of help?
Make better, add, remove?

12. • Markkinamäärittely kilpailuareenoiden avulla
• Uusien liiketoimintamallien muotoilu
12

13. Fazer Group

14. Fazer Group
What meanings are created locally?

15. We make the world taste good
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