Qualitative Case Study: Positioning Strategy for a Full Service App Agency

How to 'Click' with your clients
A Qualitative Case Study: Positioning Strategy for [company redacted]

Since the rise of smartphones, the relatively new market of mobile applications, hereafter ‘apps’, and its development has rapidly grown, leaving many questions regarding companies’ positioning on said market. This report strives to answer some of these questions with the following research question: “How can [company redacted] position itself as a FSAA on the app development market in the Netherlands with the highest chance of a high (non-)financial company performance?”. FSAA refers to the term ‘full-service app agency’, which is further elaborated in this report. The non-financial performance of a company refers to e.g. customers’ satisfaction, as well as a higher level of customer loyalty, and subsequently results in changes in the financial company performance.
The most valued overall factors by the interviewees in this qualitative case study include clarity of the communication of the value proposition, correct social media use, clear and relevant content, and lastly good references and cases on the company website. This resulted in some points of improvement regarding [company redacted]’s clarity but also defined [company redacted]’s core competencies as good service, high quality and customized products, and a high level of market knowledge.To achieve generalization of transferability, further (longitudinal) research must be carried out as the scale of this study is quite small. However, it is relatively big enough to be valid, as the Dutch app development market is still quite small. Especially the market in Rotterdam, which is where [company redacted] is located.
Three recommendations have been defined in this report, which are more clear communication of the value proposition, correct use of social media, and maintaining a coherent overall brand experience.