Mémoire-projet

Abstract

This master thesis investigates whether Amoobi, a solution provider for retailers and Consumer Packaged Goods (CPG), should add a second product to its portfolio.

The thesis begins with an overview of Amoobi, followed by a contextual analysis of the retail sector and the challenges faced by startups. The theoretical section examines diversification strategies, the pros and cons of single versus multi-product offerings, strategic decision-making tools for product management, and the concepts of Minimum Viable Product (MVP) and Product Market Fit (PMF).

The research methodology involves two qualitative surveys. The first survey explores the decision-making processes of retailers regarding solution providers and the challenges they encounter. The second survey examines the product strategies of other solution providers.

Based on the findings, the recommendation is that Amoobi should not develop a second product. Instead, the focus should be on enhancing the current product to make it more actionable and to prevent data overload for retailers.