Determining customer’s needs concerning sustainability and their impact on klarx’s value proposition

01/08/2022

Sommersemester 2022 / klarx

EXECUTIVE SUMMARY

The objective of this project is to aid klarx, a digital solution for renting construction machinery, by offering deeper insights into the sustainability requirements of their customers. Hereby, the focus lies on determining these requirements and evaluating possible value proposition adaptions to better align with them.

Goal

The main goal of the project was to determine requirements customers in the German construction industry have concerning sustainability and assessing how these can best be integrated into the value proposition of klarx. The sub-objectives of the project included: looking at sustainability developments in the construction industry, determining the customer needs, and analyzing political and social movements in the industry.

Methodology

To reach the set goals, secondary sources posed as the starting point for the project teams research, providing first insights into the topic. With a PESTEL analysis, the political, legal, social, economic, and environmental factors influencing the overall industry were be comprehended. Also, an analysis of klarx’s competitors offered insights into the sustainability measures they take and how they deal with the trends emerging in the macro-economic environment. Moving on from there, interviews helped to understand the requirements customers have concerning sustainability. As a last step the value proposition canvas framework was employed to find gaps between the customer requirements and klarx’s value proposition, thereby identifying the missing elements that need to be added to the value promises given by klarx.

Results

The secondary analysis of the construction industry showed that sustainability is not yet too present, but the demand in pressure for more environmentally friendly activities is expected to grow in the future. The trend towards more sustainability is also recognized by competitors that have already to a large extent implemented more viable business practices. To align with these current and upcoming trend klarx should integrate sustainability into their value proposition. When adapting the value proposition, it is important to keep the four identified most relevant customer requirements in mind. These include transparency, reliability, price, and regulations. This way klarx can optimally align themselves with the needs of the German construction industry.

Cooperation Partner

Contact Person

  • Stefan Riß - s.riss@klarx.com
     

Student Team

  • Sandra Kieffer

  • Carolina Korntner

  • Milos Drljaca

  • Maximilian Müller

Project Manager

  • Mag. Benjamin Monsorno, MA

  • Dr. Jakob Pohlisch