Master Thesis : "How can the value proposition of Topa's e-commerce platform be defined to align with the company's mission while effectively addressing the needs and preferences of the online customer ?"

Abstract

This thesis investigates how Topa’s e-commerce platform can define a value proposition that aligns with the company’s mission and meets the needs of online customers. Using a qualitative single-case study of Topa Packaging, the research analyzes product offerings, customers, and the competitive landscape through internal data, interviews, and web analytics. Results show that online customers, mainly small and medium-sized enterprises, prioritize reliability, product range, and delivery speed over price. The study finds that price promotions have limited impact on loyalty or conversion. Based on these findings, a new value proposition – emphasizing less hassle and less worry – is proposed for the web shop.