Can metrology be value-based? : A case study of SKF's metrology service Mätcentrum

Metrology is a concept that is not known by many, it is the science of measurement. For such an unknown concept it has significant importance to both the manufacturing companies and the customers as they both need to be sure that the final products are correct and of high quality. Therefore many companies have a quality system within their company to measure and calibrate their instruments. To ensure that the measuring instruments used are correct they need to be calibrated towards national and international standards. If you cannot do that at the company the service needs to be purchased externally. SKF, Svenska Kullagerfabriken AB, has a metrology service that they use for their own manufacturing that they have sold externally before and want to start selling again. The purpose of this study was to investigate what the main value drivers are in the metrology market and based on those values create a service offer. To investigate the purpose a case study of SKF’s metrology service was made and interviews were performed on nine manufacturing companies within the western region of Sweden, with focus on Gothenburg. The theoretical framework is based on the market positioning strategy by Lovelock & Wirtz (2011). The market positioning strategy includes a market section, an internal section and a competitor section. These parts can be seen all through the thesis as it guided the authors through the process. The empirical findings show the interview answers, the value drivers and the competitor response profile. In the empirical chapter it was discovered that accreditation and accuracy are the two value drivers that the customers find most important in metrology. Those value drivers does both Mätcentrum and most of the competitors have. The empirical also show that the suppliers have a strong position in the market and can offer similar or more value than Mätcentrum. The conclusion is that it would be difficult for Mätcentrum to start selling their service externally again. This is due to the competition, mainly from existing competitors and suppliers in combination with the lack of differentiating elements in their offer. However there is still an opportunity for profitability if the communication of the values is adjusted after each customer’s need and received successfully