2013 09-01 imp-teaching case

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Teaching case.
Mobile payment in retail.
Presented at IMP 2013, Atlanta, USA

Published in: Business, Economy & Finance
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2013 09-01 imp-teaching case

  1. 1. Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 1 Tatjana Apanasevic and Jan I. Markendahl Wireless@KTH, KTH Royal Institute of Technology Stockholm Sweden The 29th Annual IMP Conference, September 1, 2013, Atlanta The MOBILE PAYMENT in the RETAIL The CASE
  2. 2. Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 2 AGENDA GUIDELINES on TEACHING PRESENTATION of the CASE PRESENTATION of the ASSIGNMENT GUIDELINES on ANSWERS
  3. 3. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 3 TEACHING The OBJECTIVES of the CASE To gain practical skills in decision making in strategic marketing Practical application of different analysis frameworks and theories
  4. 4. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 4 The AUDIENCE of the CASE Master level students Business, commerce, and technical areas With some background in strategic marketing and management TEACHING
  5. 5. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 5 TEACHING The TEACHING APPROACH Group work in the class 20–30 min to introduce the situation and assignment 1.5–2 hours group work over several selected assignment questions 30 min for each group to present results with following discussion
  6. 6. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 6 TEACHING The TEACHING APPROACH Group work in the class Team homework 20–30 min to introduce the situation and assignment 1.5–2 hours group work over several selected assignment questions 30 min for each group to present results with following discussion Student groups get the case and full assignment Assignment completion time – one week
  7. 7. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 7 The MAIN IDEA of the CASE A range of mobile payment solutions introduced in Sweden Application of the mobile payment in the retail sector TEACHING
  8. 8. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 8 Benefit for Retailers A direct communication channel with consumers A range of mobile payment solutions introduced in Sweden Application of the mobile payment in the retail sector The MAIN IDEA of the CASE TEACHING
  9. 9. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 9 Benefit for Retailers Benefit for Consumers A direct communication channel with consumers Additional services: loyalty and fidelity programs, coupons, event, personalized offers, and so on A range of mobile payment solutions introduced in Sweden Application of the mobile payment in the retail sector TEACHING The MAIN IDEA of the CASE
  10. 10. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 10 CASE The main RETAILERS in the MARKET 50% Others 14% Lidl, Netto, Vi, and Bergendahls 15% 21%
  11. 11. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 11 The BACKGROUND of ICA The largest Nordic retailer operating in Scandinavia and Baltic states Main focus of the strategy: strengthening of the brand position development of new customer offering CASE
  12. 12. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 12 CASE The BACKGROUND of COOP The second largest Swedish retailer, a market leader in the sales of ecological brands Focus of the strategy: sustainability in assortment, stores, and suppliers
  13. 13. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 13 The BACKGROUND of AXFOOD The third largest Swedish retailer, a market leader in an offered range of private labels Main focus of the strategy: innovative thinking meeting consumer needs development of new customer offerings improvement of shopping experience CASE
  14. 14. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 14 CASE MOBILE PAYMENT SERVICES available in the MARKET provided by provided by 4T Sweden provided by provided by
  15. 15. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 15 The BACKGROUND of SEQR CASE Solution: not linked to any bank account or card QR-code based Requirements: registration of a credit account at a financial service company Collector Billing: monthly bills issued to consumers by Collector
  16. 16. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 16 The BACKGROUND of BART Solution: linked to consumer’s bank account acts as a bank card QR-code based Requirements: to have a bank account Billing: retailers issue bills to consumers via the mobile payment app CASE
  17. 17. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 17 The BACKGROUND of PAYAIR Solution: linked to the user’s bank account or credit card QR-code based Requirements: to have a bank account Billing: retailers issue bills to consumers via the mobile payment app CASE
  18. 18. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 18 The BACKGROUND of WYWALLET Solution: linked to the user’s bank account NFC tags can be used Requirements: registeration of user service account Billing: a partner – PayEx – performs payment transfers CASE
  19. 19. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 19 ASSSIGNMENT The IDEA of the ASSIGNMENT A student team performs a role of managers of one of the retailers They get information that one of their competitors starts deployment of one or several mobile payment solutions However, there is no information about actions of the remaining third retail chain
  20. 20. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 20 ASSSIGNMENT GROUP representing ICA In October 2012, Axfood partnered with Seamless and introduced SEQR in its retail chains. By December 2012, about 2400 point of sale terminals were installed at 380 Axfood’s stores. In addition, from November 2012, Axfood started a pilot project trying the Bart payment service in three shops in Stockholm. It is planned to roll out the service in 400 Axfood’s stores. There is no available information about Coop’s intentions regarding introduction of mobile payment solution in their chains.
  21. 21. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 21 The QUESTIONS of the ASSIGNMENT 1. What are the main driving forces in the retailing market? 2. How provided information will affect the strategy of your retail company and its position in the market in 2013? 3. What actions you as company’s managers will take in response in order to gain a sustainable advantage? 4. What is the future of mobile payment solutions in retail? ASSSIGNMENT
  22. 22. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 22 1. What are the main driving forces in the retailing market? ANSWERS The GUIDELINES on ANSWERS Frameworks for analysis of market macro-forces: PEST (Political, Economic, Social and Technical) STEEP (Social, Technological, Economic, Environmental, and Political) Industry analysis using five Porter’s forces (Threat of new entrants, bargaining power of suppliers, threat of substitute products, bargaining power of buyers, and rivalry among existing competitors)
  23. 23. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 23 2. How provided information will affect the strategy of your company and its position in the market in 2013? ANSWERS The GUIDELINES on ANSWERS Answer to this question and suggested strategy could be based on SWOT analysis
  24. 24. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 24 3. What actions you as company’s managers will take in response in order to gain a sustainable advantage? ANSWERS The GUIDELINES on ANSWERS Answer based on the evaluation of core competences of a retailer (e.g. VRIS (Valuable, Rare, Inimitable, non-Substitutable) framework) Main points to include: Decision about a launch of mobile payment solution How will it affect or change existing business model What kind of services to offer to consumers How can it be used in the future
  25. 25. CASETEACHING ASSIGNMENT ANSWERS Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 25 4. What is the future of mobile payment solutions in retail? ANSWERS The GUIDELINES on ANSWERS Discussion of benefits of mobile payment for retailers (e.g. easier management of consumer database, new marketing channel, personalized targeted marketing, lock-ins, different loyalty and fidelity programs, and coupons) Discussion of benefits the for consumers (e.g. creation of a single unified mobile payment platform simplifying management of payment and multiple user accounts for different mobile services) Comparison of the mobile payment against credit cards
  26. 26. Tatjana Apanasevic and Jan I. Markendahl, The 29th Annual IMP Conference, September 1, 2013, Atlanta 26 THANK YOU The CASE Jan I. Markendahl janmar@kth.se Tatjana Apanasevic tatjanaa@kth.se

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