Launch of an innovative technology into an existing market through a strategic and marketing analysis

Abstract

The industrial sector is in permanent evolution worldwide. Being able to be innovative and to change its vision is essential to manage successfully its business. The companies have to adapt their strategies to stay competitive. The diversification of their activities may be a solution for the firms, which see their business changing. Indeed, as the world is evolving, the needs are changing and some markets are depreciating. The survival of some organizations depends on the means they implement to develop their new activity. The automotive sector is changing faster than forecasted by JTEKT Torsen in order to follow the tendency of the electrical vehicles. As its sales started to decrease, the company begon considering the sale of skiving tools as a secondary activity. JTEKT Torsen is well-known for its mastery in the usage of innovative techniques. The company employs engineers, qualified operators, and technicians, but does not have a marketing department. Previously, it was not a problem as the company was already set up in the business. Nevertheless, the need to implement a concrete strategy has growing up as the market is new and the company has only one opportunity to position itself. This work is divided into 3 partims. The first section contains the presentation of the company and the methodology followed to solve the problematic. The second part of the work consists in returning the results of the quantitative and qualitative analyses. Finally, the third and last section exposes the strategy and the business model canvas appropriated to the launch of the sale of skiving tools. All the results obtained through this work have been analysed and recommendations are formulated at the end of the thesis.