|Title||Digital Imaging Solution : DeltaPix expansion in Sweden|
|Author||El-safadi, Wail (Copenhagen University College of Engineering, IHK)
|Institution||Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark|
|Thesis level||Bachelor thesis|
|Education||Bachelor of Engineering|
|Abstract||The aim of this project was to study how DeltaPix could enter the Swedish market with developed digital imaging solutions and investigate which benefits DeltaPix could receive and which benefits the customers would receive. The project was based upon a feasibility study which combines three main areas; marketing, engineering and economics.
The digital imaging solution is a technology used in many industries in order to discover the microstructure of the material. The digital imaging solution comprehends of hardware and a software part. The hardware part includes a customised macrostand with a digital camera, motorised stages and all necessary adapters. The software part guarantees the functionality of the hardware.
The market analysis showed an increasing Swedish steel industry together with increasing automotive and microelectronics industries. It was decided to focus on the steel industry due to the greater market size. Besides, the competitor analysis showed high competition and discovered the need for DeltaPix to develop the necessary software features which are needed in material analysis and measurement. In addition, the industry analysis proved low threat from new entrants and substitute products. However, the bargaining power of customers and suppliers was discovered to be high or low due to e.g. low product differentiation and limited customer knowledge of digital imaging technology.
The development of DeltaPix digital imaging solution took place in the software part which will have the capability to capture a micro- and macroscopic images with details down to two microns which the steel industry can benefit from. DeltaPix differentiates on its digital imaging solution by its capability to scan material surfaces with larger field of view, and handling reflected material surfaces with different focus levels.
The internal and external factors proved that DeltaPix has strengths of know-how, high quality, user-friendly software, competitive prices and a good image. However, the reason why these strengths have not been utilised optimally is that DeltaPix has limited manpower and financial resources.
The digital imaging solution is calculated to cost €11,115 without the customised software features. The expected sales are 10 solutions in 2012 which create €19,525 in profit. A customer buys a new solution at least after five years. The next five years DeltaPix is estimated to sell 70 solutions which will result in €210,366 in profit. This will cover approx. 8% of the 500 active customers.
|External partner||Ledere og medarbejdere i private virksomheder|
|Admin||Creation date: 2011-05-17 Update date: 2013-07-10 Source: ihk ID: ihk-9795286 Original MXD|