Market Introduction Analysis of Subscription-Based HR Support for Acons HR Solutions

Subscriptions have had an immense innovative impact on economic trends in the past decade. One area however, where subscription-based models do not yet seem to be used in Switzerland is for human resources consulting. This project’s aims are to determine whether there is a need for such an innovation and how it can be marketed.

Danho, Athena & Kalotay, Botond & Kovacevic, Marina & Peterhans, Zeraphin & Supper, Luca, 2019

Art der Arbeit Projektarbeit/Praxisprojekt
Auftraggebende Acons HR Solutions GmbH
Betreuende Dozierende Perrett, Pieter Jan
Keywords Acons HR Solutions, Subscription, SME's, Consulting, Outsourcing, FHNW
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In small and medium-sized companies in Switzerland, HR departments are not common and the issues regarding HR are handled by top level managers, which do not have the capacity to dedicate large amounts of time to these issues. This approach might often be seen as the best option by these individual SMEs however it is not efficient or sustainable, especially as human resources issues are becoming increasingly complicated and global. Noticing these issues and the need for innovation within this field, Acons HR solutions decided to launch this project, to provide SMEs with effective support with their HR tasks in a more efficient way.
The authors conducted extensive field research with questionnaires, which were distributed to over 2’000 SMEs in the region Zurich and Aargau. The results provided by these questionnaires were supported by seven expert interviews to gather further insights. All the data gathered was then carefully analyzed to determine the potential market for a subscription-based consultancy service.
This research resulted in three main findings. Firstly, the results helped to delimit the target group to certain industries and company sizes. Secondly, it indicated which structure and pricing strategy is most suitable for such a service and most appealing to customers. Lastly, the results indicated through which channels the new service could offer added value to regional SMEs and be marketed most efficiently. Supported by literature and best practice examples, the authors elaborated a marketing concept around these findings to help facilitate the launch of this new service in the current market.
Studiengang: Business Administration International Management (Bachelor)
Vertraulichkeit: vertraulich
Art der Arbeit
Projektarbeit/Praxisprojekt
Auftraggebende
Acons HR Solutions GmbH, Lenzburg
Autorinnen und Autoren
Danho, Athena & Kalotay, Botond & Kovacevic, Marina & Peterhans, Zeraphin & Supper, Luca
Betreuende Dozierende
Perrett, Pieter Jan
Publikationsjahr
2019
Sprache der Arbeit
Englisch
Vertraulichkeit
vertraulich
Studiengang
Business Administration International Management (Bachelor)
Standort Studiengang
Olten
Keywords
Acons HR Solutions, Subscription, SME's, Consulting, Outsourcing, FHNW