Master thesis in product positioning strategy between LED lighting and IoT industries

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Company description

LED iBond (LIB) develops, produces and sells LED light solutions based on unique and international patented technology. 

The technology ensures outstanding cooling of LEDs, which results in a longer and stable durability of the products. The products can be flexibly designed and designed in relation to the market needs. 

Further, the products are prepared for integration with external IT systems (management, control and data communication), why LIB has a targeted strategy that LED-light in the future will be an important part of a better and healthier indoor climate.

Project description

There is a substantially growing demand for integrating lighting fixtures with IT applications such as IoT. LIB is in the forefront and leading this trend. In fact, we are setting up mass production facility for producing a new and internationally nominated product named Tracy ® IoT. 

However many lighting engineers still think and react in a conservative way to this development. The main challenge of the LIBs is to understand where the adoption of IoT, IT technologies in buildings would be the fastest and develop positioning strategy accordingly e.g. Universities, Hospitals, etc. 

To assess possible partnerships and unique positioning in a market, LIB requests to conduct analysis in the following steps: 

  • European market of LED light industry: define market landscape by competitor analysis and map competitors by their IoT applications. It is important to understand directly and indirectly competing products, their unique positions as well as consider growth potential of market segment; 
  • Customer analysis: investigate and forecast potential needs of current clients and analyse customer behaviour using data; 
  • Current positioning: analyse Tracy product based on customers perspective and market potential. Asses current position ( value-added, perception) 
  • Partnerships and spillovers: investigate possible cross-sections between LED lighting industry and IT world to find potential partners for faster growth or to fill customer need. 
  • Positioning strategy development: merge all analysis assessed above and prepare a strategic report. 

The deliverable of this research is a positioning strategy based on the Europe market including partnership suggestions for the LED iBond Company. 

To define a strategy, LIB has a knowledge base regarding markets trends, customer behaviour, patent situation, real life quotations and running business including international partnerships. 

Our expected outcome to the project is to develop a strategy, which would answer how to position our product Tracy IoT in a market. Analysis should result in a strategic report and presentation to the CEO and CTO.

Student description

For this project, we are looking for a group of Master students pursuing an education in Business strategy, development or Innovation management. Project includes IT concepts, so a great understanding about IoT applications, lighting products and data communication (WiFi, Bluetooth, LANs) is necessary. 

We expect a group of students to be proactive and have a strong analytical mindset. Your recommendations will serve as a backbone in improving a positioning of Tracy IoT product in a market. 

Each application is being screened and interviewed on an on-going basis and case will be closed regardless of a case deadline once the right match is found.

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Elektro & Telekommunikation
Teknik & Teknologi
IT - Software

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