The Connected Future of Beekeeping Market Analysis and Strategic Development for Successful IoT Integration in Beekeeping
Typ
Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Program
Quality and operations management (MPQOM), MSc
Publicerad
2024
Författare
Rickard, Erica
Rönnefors, Amanda
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
The world’s bee population has been declining for the last decades. This entails a major threat
to humans and nature worldwide since biodiversity depends on pollinators such as bees.
Therefore, Ericsson is developing a technological solution, connected beehives, to help
beekeepers determine their bee colonies’ status and health. This study aimed to analyze the
needs and challenges of beekeepers and how technological IoT solutions can promote
beekeeping. Also, based on the beekeeping market analysis, the study aimed to develop a
suitable market strategy for Ericsson to enable a successful IoT solution within the beekeeping
industry. An inductive approach was adopted, and data was collected through 22 interviews
with beekeepers, a Kano survey, and literature. The study’s findings indicated multiple major
needs and challenges for beekeepers. These regarded honey harvesting, inspections, heavy
lifting, planning, Varroa mites, viruses and diseases, unknown reasons for unhealthy bees, and
that beekeepers cannot determine the bee’s status without opening the beehive. The analysis
of the beekeeping market showed that beekeepers’ needs and challenges relate to multiple
factors within the beekeeping market. These factors were social, technological, economic, and
environmental. For instance, environmental factors such as climate change and the usage of
pesticides and chemicals affect beekeeping negatively as bees’ survival depends on their
environment. Currently, there are multiple technological solutions within the beekeeping
market, however, no solution has yet been completely successful. Therefore, these results
showed that Ericsson has the potential to gain large market shares. Also, Ericsson’s solution's
strengths and weaknesses were analyzed in relation to the market. Its main strength is its
superiority to other actor’s technological solutions. The interviewed beekeepers saw a potential
weakness regarding the solution’s costs due to the low-profit margins in the beekeeping
industry. Through the market analysis, a market strategy was developed including value
proposition, customer segments, revenue streams, channels, and key partnerships. Ericsson’s
solution creates value for beekeepers by enabling more effective and efficient operations,
reducing costs, and promoting the bee colonies’ status and health. The most important
customers at the beginning of the solution’s launch are technology-interested beekeepers. A
recommendation for Ericsson is to include the essential functions in the solution as a basic
offering, with the option to add additional functions if desired. The solution should be sold
through local beekeeping stores and well-known online sites to gain trustworthiness among
beekeepers. Finally, Ericsson should further examine the possibility of partnering with
governmental agencies, other beekeeping organizations, and competitors.
Beskrivning
Ämne/nyckelord
Beekeeping , Apiculture , Ericsson , IoT , Market Analysis , Market Strategy , Business Model