Connecting the Machine-building Industry: Stimulating the adoption of Industrial Adhesives and tapes

Connecting the Machine-building Industry: Stimulating the adoption of Industrial Adhesives and tapes

Doedijns, S.

Hultink, H.J. (mentor)
Tanghe, J.G. (mentor)
Ammerlaan, F. (mentor)

Industrial Design Engineering

Product Innovation Management (PIM)

Strategic Product Design (SPD)

2016-03-10

This graduation assignment comprises the challenge of development of a market growth strategy for the Industrial Adhesives and TapeDivision (‘IATD’) of 3M Benelux to gain corporate growth in the B2B market segment of the Dutch Machine-building Industry. 3M IATD is one of the five key players in the Business to Business (B2B) Industry for industrial adhesivesin the Netherlands. The Machine-building Industry is a segment of the general manufacturing industry that includes fabrication of all machinery for both final customers and production processes and accounts for an estimated total sales potential of 39,1 million Euro’s annually. Untill now, 3M IATD misses market knowledge that is needed to realize sales growth in market segments within this industry. To increase sales worth, a transition from existing usage of IAT for side functionalities towards usage for structural machinery components such as metal plates and frames is initiated. A five-phased adoption strategy stimulates product acceptance: By first informing potential clients about possible applications and net benefits in usage of IAT and adding services, then leveraging industrial subsegments to widen the application and adoption to a large, early majority of clients and last harvesting in other segments and technically optimalizing its’ core products, 3M’s IAT products can ultimately become the preferred mode of bonding as a competing alternative to mechanical means (fasteners and welding) for bonding of structural machinery components.

adhesives
marketing plan
Business-to-Business (B2B)
roadmap
business strategy
product adoption
marketing management
product innovation
product service system

http://resolver.tudelft.nl/uuid:399f337c-2ba9-48f5-8640-e01809e96a3d

Campus only

Student theses

master thesis

(c) 2016 Doedijns, S.