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<div class="csl-entry">Eicken, S. (2018). <i>Competition analysis and development of marketing strategies within the automotive After-Sales</i> [Master Thesis, Technische Universität Wien]. reposiTUm. https://doi.org/10.34726/hss.2018.55191</div>
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dc.identifier.uri
https://doi.org/10.34726/hss.2018.55191
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dc.identifier.uri
http://hdl.handle.net/20.500.12708/7311
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dc.description
Arbeit an der Bibliothek noch nicht eingelangt - Daten nicht geprueft
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dc.description.abstract
The present Masters Thesis is putting the focus on the business field of automotive After-Sales. Taking into consideration the EU Block Exemption Regulations, the area of After-Sales is demarcated and its importance for the industry, especially in terms of profit contribution, is pointed out comprehensively. After a spatial, temporal and factual delimitation of the scope of investigation, a competition analysis for the assortment of wheel balancing weights is carried out. Using a strategic, methodical approach based on an external environmental and internal company analysis, a statement about the competitiveness of the investigated OEM is made possible. The analyzes are implemented using Porters structural (five forces) approach as well as a company-internal technical, assortment and potential investigation. The result which is summarized in a SWOT analysis shows that the overall market share of OEM parts is relatively low as substitutional products are available, market entry barriers are low and suppliers market power can be considered high in general. Strong competition and high share of external sourcing at the OEMs dealerships and service partners due to significantly lower purchasing prices offered by wholesalers reveal a strong potential for sales increase trough marketing and price adjustment measures. Based on the findings derived from the strategic analysis, concrete marketing measures along the four elements of the marketing mix (four Ps) and further recommendations for the future company focus are developed. The most important leverage points are assortment modifications in terms of handling convenience as well as price reductions and promotions for the investigated part segment and a decidedly end-customer marketing going along with an expansion of sales to independent workshops. The methodical approach that was developed in the course of this Masters Thesis can be applied to additional part assortments and other branches, thus helping to further improve the overall future strategic planning in After-Sales.
en
dc.language
English
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dc.language.iso
en
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dc.rights.uri
http://rightsstatements.org/vocab/InC/1.0/
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dc.subject
Automotive After-Sales
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dc.subject
Competition Analysis
de
dc.subject
Marketing Strategies
de
dc.subject
Marketing Mix
de
dc.subject
Structural Analysis according to Porter
de
dc.subject
Automotive After-Sales
en
dc.subject
Competition Analysis
en
dc.subject
Marketing Strategies
en
dc.subject
Marketing Mix
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dc.subject
Structural Analysis according to Porter
en
dc.title
Competition analysis and development of marketing strategies within the automotive After-Sales