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Aditya, Katti (2009) Business Solutions for Realeyes. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The purpose of this report is to propose business solutions for a start-up firm called Realeyes that provides eye-tracking services in UK, Europe and United States. This report makes use of the research and interview findings from the group project that involved developing an international marketing plan for Realeyes to launch in Australia. However, the recommendations in this report have been made keeping in mind Realeyes’ global operations.

After having laid the foundation with the literature review, the section after that provides a detailed description of Realeyes’ present service model consisting of mainly four stages: designing an eye-tracking study, data collection, data analysis and lastly, delivering results to clients.

This is followed by the business solutions section. In the first half of this section, the report explains why increasingly firms are looking to become solution providers. It then explains how Realeyes can look to add value to the businesses of its clients by becoming solution providers. This section also provides recommendations for improving customer service processes and grooming the organisation for providing solutions.

The section on customisation comes after business solutions. It starts off by explaining the importance of mass customisation and its benefits. The report then discusses segment-based mass customisation. Subsequently, the shift from mass customisation to customerisation is discussed. After this, there is an in-depth analysis of the need for Realeyes to customerise its services. This is followed by recommendations for Realeyes to customerise its services by providing its clients a wide array of selection parameters to design their study.

The next section focuses on business integration. It not only explains the need for born global firms like Realeyes to look at business integration for sustained growth but also provides recommendations for Realeyes to integrate its business processes.

Lastly, the key findings and recommendations of the report are summarised in the conclusion.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	16 Nov 2009 15:59
Last Modified:	21 Mar 2022 16:05
URI:	https://eprints.nottingham.ac.uk/id/eprint/22865

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