Fujitsu Services AB Should they change their product mix : MBA-thesis in marketing

Abstract: Aim: The aim of the study is to analyze what product mix Fujitsu Services AB should focus on in the future. That is if they should focus on service and consulting, or hardware products, or a mix of them both? The following sub-questions have been used to answer the research question.What is the optimal mix between consulting and services, and hardware and where does Fujitsu create the most value? Where is the potential for the future? Where can Fujitsu Services AB generate the most growth? How superior is the current foundation, that the company is building its strategies on and what do they need to add? What are their capabilities and how can they best be explored? Method: This study is a qualitative study with focus on Fujitsu Services AB where data has been collected through interviews with the leadership and management of the company with focus on how the company should carry on its business practices in the future. Result and conclusions: The result from the study is that Fujitsu Services AB should keep a mix between the services, consulting and hardware. I have also come to the conclusion that they can improve in other areas such as its internal communication. Suggestion for future research: Study of the change that the acquisition of Mandator will mean for Fujitsu Services AB Contribution of the thesis: Give an inside look at a high-technology company that is going through changes and is trying to establish its brand and grow in a local and international market