An analysis of the North American market for wood scanners
Innovativ Vision AB develops and delivers quality and production control systems for the woodworking industry. North America is emerging as one of the most important markets for Innovativ Vision AB and their scanner WoodEye. Since 2001 Innovativ Vision AB has an office in the USA for customer servic...
| Autor principal: | |
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| Formato: | Otro |
| Lenguaje: | sueco Inglés |
| Publicado: |
2008
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| Acceso en línea: | https://stud.epsilon.slu.se/12193/ |
| _version_ | 1855572018110398464 |
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| author | Johansson, Niklas |
| author_browse | Johansson, Niklas |
| author_facet | Johansson, Niklas |
| author_sort | Johansson, Niklas |
| collection | Epsilon Archive for Student Projects |
| description | Innovativ Vision AB develops and delivers quality and production control systems for the woodworking industry. North America is emerging as one of the most important markets for Innovativ Vision AB and their scanner WoodEye. Since 2001 Innovativ Vision AB has an office in the USA for customer service and support. In 2004 they also established a local sales and distributions office in USA. Innovativ Vision AB is in the process of developing WoodEye's new software Edger, Planer and NHLA. A market analysis is necessary in order to establish suitable plans of actions for further launching of the new software in the North American sawmill industry market.
The objects of this thesis are: 1/ To establish which segment areas are potential markets for Innovativ Vision AB. 2/ Investigate which aspects of what is being offered to the customer from scanner optimizing manufacturers are most valued by the customers and how these aspects affect the feeling of trust and commitment between the manufacturer and their customers. The chosen associations for visits were restricted to the east coast, while associations in other parts of North America were contacted by telephone and mail.
The outcome of this thesis provides an overview of, and an introduction to, the North American market for Innovativ Vision AB. Nine semi structured qualitative interviews were performed in North America, five with associations and four with sawmills. Other than these, an additional interview was performed with a Swedish sawmill prior to the trip, providing a total of ten interviews as a basis for this market analysis.
The main conclusions drawn are that there are no investments being made by sawmills due to the current downturn in the housing sector. However, there is a huge demand for an optimizer that grades southern yellow pine accurately. A few competitors in Canada represent a large proportion of market share and that bad service can be disastrous for an optimizer manufacturer's reputation. When asking the associations about optimizers fitting the description of Innovativ Vision AB's new software, Edger, Planer and NHLA, the most common reaction from the respondents was that they were not experts on that area and could not give a detailed answer. A natural continuation would be to make a more thorough analysis of competitors and potential customers in a restricted geographic area. |
| format | Otro |
| id | RepoSLU12193 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2008 |
| publishDateSort | 2008 |
| record_format | eprints |
| spelling | RepoSLU121932017-11-06T08:24:37Z https://stud.epsilon.slu.se/12193/ An analysis of the North American market for wood scanners Johansson, Niklas Forestry production Innovativ Vision AB develops and delivers quality and production control systems for the woodworking industry. North America is emerging as one of the most important markets for Innovativ Vision AB and their scanner WoodEye. Since 2001 Innovativ Vision AB has an office in the USA for customer service and support. In 2004 they also established a local sales and distributions office in USA. Innovativ Vision AB is in the process of developing WoodEye's new software Edger, Planer and NHLA. A market analysis is necessary in order to establish suitable plans of actions for further launching of the new software in the North American sawmill industry market. The objects of this thesis are: 1/ To establish which segment areas are potential markets for Innovativ Vision AB. 2/ Investigate which aspects of what is being offered to the customer from scanner optimizing manufacturers are most valued by the customers and how these aspects affect the feeling of trust and commitment between the manufacturer and their customers. The chosen associations for visits were restricted to the east coast, while associations in other parts of North America were contacted by telephone and mail. The outcome of this thesis provides an overview of, and an introduction to, the North American market for Innovativ Vision AB. Nine semi structured qualitative interviews were performed in North America, five with associations and four with sawmills. Other than these, an additional interview was performed with a Swedish sawmill prior to the trip, providing a total of ten interviews as a basis for this market analysis. The main conclusions drawn are that there are no investments being made by sawmills due to the current downturn in the housing sector. However, there is a huge demand for an optimizer that grades southern yellow pine accurately. A few competitors in Canada represent a large proportion of market share and that bad service can be disastrous for an optimizer manufacturer's reputation. When asking the associations about optimizers fitting the description of Innovativ Vision AB's new software, Edger, Planer and NHLA, the most common reaction from the respondents was that they were not experts on that area and could not give a detailed answer. A natural continuation would be to make a more thorough analysis of competitors and potential customers in a restricted geographic area. Innovativ Vision AB utvecklar och levererar system för kvalitets- och produktions kontroll till träindustrin. Nordamerika är på väg att bli en av de viktigaste marknaderna för Innovativ Vision AB och deras scanner WoodEye. Sedan 2001 har Innovativ Vision AB ett kontor i USA för kundservice och support och år 2004 etablerade de dessutom ett lokalt kontor för försäljning och distribution. För närvarande håller Innovativ Vision AB på att utveckla de tre nya mjukvarorna Edger, Planer och NHLA, som appliceras till scannern WoodEye. En marknadsanalys är nödvändig för att fastställa hur man bäst bör lansera de nya mjukvarorna på den Nordamerikanska sågverksmarknaden. Denna uppsats har som syfte att; 1/ Fastställa vilka sågverkssegment som är potentiella kunder till Innovativ Vision AB och deras nya mjukvaror Edger, Planer och NHLA. 2/ Undersöka vilka aspekter i erbjudandet till kunden från skannerproducenter som uppskattas mest av kunderna och hur dessa aspekter påverkar känslan av förtroende mellan säljaren och kunden. Dessa syften uppnåddes genom intervjuer med virkesmätnings organisationer inom olika regioner av Nordamerika. Intervjuerna begränsades till östra Nordamerika. Åsikter från övriga virkesmätningsorganisationer i Nordamerika skulle samlas in genom telefonsamtal och e-mail. Nio kvalitativa intervjuer utfördes i Nordamerika, fem med graderingsorganisationer och fyra med sågverk. Dessutom utfördes en intervju med ett sågverk i Sverige innan avresan till Nordamerika. Denna uppsats baseras alltså på totalt tio intervjuer, samt på sekundär information. Resultatet av denna uppsats erbjuder en överblick och en introduktion till den Nordamerikanska sågverksmarknaden. De viktigaste slutsatserna utifrån denna uppsats är att sågverken inte gör några investeringar så länge marknaden för husbyggande är svag. Det finns dock ett stort behov för optimeringsscanners som kan gradera den amerikanska syd tallen (Southern Yellow Pine) på ett korrekt sätt. Ett litet antal konkurrenter representerar en stor andel av scanner marknaden i Kanada och att dålig service kan få förödande konsekvenser för en scanner producents varumärke. När de intervjuade tillfrågades om åsikter angående optimeringsscanners som passade in på beskrivningen av Edger, Planer och NHLA, så var den mest vanliga responsen att de ej var tillräckligt insatta för att kunna ge ett svar. Resultatet av detta arbete har därför blivit bredare än vad som ursprungligen var syftet. En rekommenderad fortsättning vore att intervjua ett större antal sågverk inom en begränsad geografisk yta för att bättre kunna beskriva olika kundsegment och deras behov. 2008-08-29 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/12193/1/johansson_n_171106.pdf Johansson, Niklas, 2008. An analysis of the North American market for wood scanners. UNSPECIFIED, Uppsala. Uppsala: (S) > Dept. of Forest Products <https://stud.epsilon.slu.se/view/divisions/OID-231.html> urn:nbn:se:slu:epsilon-s-8575 eng |
| spellingShingle | Forestry production Johansson, Niklas An analysis of the North American market for wood scanners |
| title | An analysis of the North American market for wood scanners |
| title_full | An analysis of the North American market for wood scanners |
| title_fullStr | An analysis of the North American market for wood scanners |
| title_full_unstemmed | An analysis of the North American market for wood scanners |
| title_short | An analysis of the North American market for wood scanners |
| title_sort | analysis of the north american market for wood scanners |
| topic | Forestry production |
| url | https://stud.epsilon.slu.se/12193/ https://stud.epsilon.slu.se/12193/ |