The Connected Future of Beekeeping Market Analysis and Strategic Development for Successful IoT Integration in Beekeeping
| dc.contributor.author | Rickard, Erica | |
| dc.contributor.author | Rönnefors, Amanda | |
| dc.contributor.department | Chalmers tekniska högskola / Institutionen för teknikens ekonomi och organisation | sv |
| dc.contributor.department | Chalmers University of Technology / Department of Technology Management and Economics | en |
| dc.contributor.examiner | Hulthén, Kajsa | |
| dc.contributor.supervisor | Alcantara, Luciana | |
| dc.date.accessioned | 2024-06-13T05:30:15Z | |
| dc.date.available | 2024-06-13T05:30:15Z | |
| dc.date.issued | 2024 | |
| dc.date.submitted | ||
| dc.description.abstract | 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. | |
| dc.identifier.coursecode | TEKX08 | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12380/307820 | |
| dc.language.iso | eng | |
| dc.setspec.uppsok | Technology | |
| dc.subject | Beekeeping | |
| dc.subject | Apiculture | |
| dc.subject | Ericsson | |
| dc.subject | IoT | |
| dc.subject | Market Analysis | |
| dc.subject | Market Strategy | |
| dc.subject | Business Model | |
| dc.title | The Connected Future of Beekeeping Market Analysis and Strategic Development for Successful IoT Integration in Beekeeping | |
| dc.type.degree | Examensarbete för masterexamen | sv |
| dc.type.degree | Master's Thesis | en |
| dc.type.uppsok | H | |
| local.programme | Quality and operations management (MPQOM), MSc |