ENHANCING BRAVILOR BONAMAT’S CUSTOMER VALUE PROPOSITION THROUGH REFURBISHMENT

This thesis investigates how integrating refurbished coffee machines into Bravilor Bonamat’s business model can enhance its customer value proposition. As sustainability increasingly influences consumer preferences and regulatory frameworks, the adoption of circular economy practices, such as refurbishment, presents an opportunity for Bravilor to align with environmental goals, cater to emerging market demands, and strengthen its competitive position. To address this, the study employed a strategic analysis using frameworks like the Business Model Canvas, PESTLE, and SWOT, complemented by qualitative insights from semi-structured interviews with employees and customers. The strategic analysis evaluated the company’s internal capabilities and external market influences, while the interviews provided perspectives on customer motivations, operational challenges, and business model preferences. The findings reveal that refurbishment offers significant potential to enhance Bravilor’s customer value proposition by combining affordability, quality, and sustainability. Refurbished machines meet customer demand for cost-effective alternatives, particularly among price-sensitive and eco-conscious segments, while aligning with circular economy principles by reducing waste and extending product lifecycles. Additionally, refurbishment reinforces Bravilor’s reputation for quality and innovation, differentiating it from competitors and appealing to a broader customer base. The service-based model emerged as the most suitable approach, balancing operational efficiency with customer engagement while minimizing risks like cannibalization of new machine sales. In conclusion, integrating refurbishment allows Bravilor Bonamat to address modern market demands, enhance its sustainability efforts, and strengthen its premium brand image. By adopting a strategic approach to refurbishment, the company can expand its market reach and position itself as a leader in sustainable manufacturing practices. This study contributes to the academic understanding of circular business models in the coffee machine industry and offers practical recommendations for medium-sized manufacturers seeking to implement sustainable initiatives.