Utveckling av en kundportföljanalys med avseende på lönsamhet : En fallstudie

Customer relationships are a widely discussed subject in the competitive business environment of today. Strong customer relationships are important in order to secure business profitability. To create strong relationships, business resources need to be utilized correctly.Customer portfolio analysis (CPA) is a model used to segment the customers of a company into portfolios. This portfolio segmentation allows the company to gather the right information to develop strategies for each customer segment. Scarce resources can then be distributed efficiently in order to strengthen customer relationships. However, CPA does not identify which customer factors that contribute the most to the profitability of the business.This master thesis develops a model for customer portfolio analysis with a focus on profitability. This theoretically supported model identifies the concernment, manageability, attractiveness, relationship and the economic profitability of customers. The customers are profiled using these dimensions and together with environmental factors they create an image of what customers profit the company the most in its current state.Validerat; 20140306 (global_studentproject_submitter