Abstract
Thesis target is to illustrate the internship project run in SKF Group in Massa plant (Italy). Aim of the project was
to understand the potential business opportunities of a special high added value product to be used as a
foundation for strategic decisions in business developments activities. The candidate was, initially, introduced to SKF reality, specifically within the Business
Development Department, and he studied the product more accurately in terms of production process, features and applications. One of the targets of the project was to
outline the potential market of the product at a global level in terms of customer mapping, market size, market share, main competitors and traditional solutions used in
the specific application of the item. Subsequently a market strategic analysis has been carried out to highlight business opportunities and to select the most suitable customers to offer the SKF solution. Due to the
fact that the innovative solution has a different price positioning compared to the traditional used solution available in the market place, an added value analysis
has been necessary to demonstrate the convenience in
using this solution rather than traditional one on the long term. The last step was to create the most appropriate marketing material to promote the solution among SKF’s
network sales. The results of this study will continue to be used in the next months to plan activities aimed at gaining market share and at achieving attractive goals.
