Understanding the van tire market in a fast changing environment: Who’s driving the volumes?!
|dc.contributor.author||Teixeira Bemba, Magalie Tema|
|dc.description.abstract||The project was triggered by the fact that over the past two years Continental Belux has a growing market share, which even outperformed their market share on the car tyre market, within the van tyre segment. Although this is a relatively small market compared to the entire tyre market, the question came how this came to be and how to remain with this high market share. The objectives of this project were: 1. develop a deep understanding of all internal and external parameters influencing our current sales performance in VAN tyres 2. analyse the results of your field survey among our B2B customer base in order to build insights in their way to market VAN tyres. 3. create a roadmap including recommendations on how to further develop and reinforce our VAN tyre sales position in future 4. define a list of KPI's relevant for future sales performance in VAN tyres for each of the distribution channels In order to be able to respond to this question the internal sales data, as well as pool sales information were studied. Furthermore, interviews with both various types of tyre replacement centers (27 in total) and fleets (2 interviews) were conducted. Moreover a trend analysis with regards to parcel delivery (as large fleets of vans are used for this end) and general trends with regards to automotive and van in specific has been done. To define a clear strategy, which is customer intimacy, we used the framework designed by Treacy and Wiersema. In order to put this into concrete actions for Continental Belux the Balanced Scorecard method was used. In order to remain and ultimately increase their market share, several recommendations are proposed and can be summarized as following. Continental Belux should become even more customer intimate as currently is the case by conducting surveys and gathering data on preferences and needs of their customers. Continental Belux should strive to get the desired consistent quality from Continental AG to be able to provide a consistent quality. Moreover, further innovation regarding the EU label and fuel efficiency will help cater for the needs of bigger customers. As a result of the analysis of the above mentioned studied data and trends, the following KPI's have been developed: Customer intimacy Existing customers 1. Low number of complaints in terms of sales 2. Number of surveys conducted with customers regarding needs and quality perception a. 100% of customers every 6 months 3. Provision of monthly updates on back orders 4. Follow up within week on further process regarding a complaint 5. At least one visit per month by a person of Continental Belux to customer's location 6. 20% of customers (within each channel) has a tailor-made profile through an automated system Lost customers 1. Follow-up within a month after not buying according to historical behavior Customers acquisition 1. Monthly update of potential new customers Marketing 1. Yearly update on OE booklet and "Umbereifung" 2. Yearly update on van registrations 3. Yearly forecasting meetings based on OE booklet, Umbereifung and vans registration to allow for better anticipation of future tyres demand Products 1. Provide quarterly updates on range coverage by Continental|
|dc.title||Understanding the van tire market in a fast changing environment: Who’s driving the volumes?!|
|vlerick.knowledgedomain||Accounting & Finance|
|vlerick.companysupervisor||De Cock, Vincent|
|vlerick.programme||MGM Leuven - MIE|