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The Automotive Industry Evolution: an Analysis of the Business Model of Today and Tomorrow

[IT] Dalla crisi del 2008, il settore dell’automobile ha subito una forte crisi. Tra Europa e America il 15% dei concessionari d’auto è stato costretto a chiudere o a cambiare attività e alcuni dei più grandi produttori d’auto al mondo, General Motors in primis, sono stati costretti a cedere alcuni brand dei loro gruppi. Molti produttori sono riusciti a sopravvivere espandendosi in nuovi mercati, caratterizzati da una forte crescita, come quello Cinese, ma la situazione nei mercati storicamente più forti non si è ancora risollevata. Oggi sembra che l’ammontare delle auto vendute al mondo sia ritornato ai livelli pre-crisi, ma ciò nonostante il business rimane insostenibile per molti degli attori presenti in passato. Ciò significa che le cause di queste difficoltà non sono dovute totalmente al tracollo finanziario dell’ultimo decennio.

Questo lavoro vuole andare ad analizzare l’andamento del mercato dal 2008 ad oggi, in modo da capire quali sono i problemi che affliggono il mercato. Verrà mostrato come i produttori debbano investire ed integrare all’interno dei propri processi la ricerca in modo da riuscire a proporre innovazioni capaci di attrarre nuovi clienti e rendere il processo produttivo più efficiente. Verrà successivamente studiato come i produttori e i venditori possano prendere spunto da altre compagnie digitali di successo in modo da riuscire ad implementare una “customer experience” funzionante e capace di aumentare la fedeltà dei clienti.

Verranno poi studiati 2 “business case” scelti in quanto meglio concretizzano gli argomenti analizzati ed infine proporrò un nuovo modo di vendere automobili capace di adattarsi alla rivoluzione di cui questo mercato è testimone.

La tesi è in lingua inglese

[Eng] Since the crisis in 2008, the car industry has undergone a deep crisis. In Europe and America, 15% of car dealers have been forced to close or change activities and some of the world's largest car makers, General Motors for example, had to sell some brand of their groups. Many producers have managed to survive expanding into new markets characterized by strong growth, such as China, but the situation in the historically strong markets has not risen yet.

Today, it seems that the amount of cars sold in the world has returned to pre-crisis levels, but despite this, the business remains not sustainable for many of the actors present in the past. This means that the causes of these difficulties are not entirely due to the financial collapse of the last decade.
This work aims to analyse the automotive industry trend from 2008 to today, in order to understand what are the problems that afflict the market. It will be shown how manufacturers should invest and integrate research into their own processes so that they can propose innovations that attract new customers and make the production process more efficient.

It will then be studied how manufacturers and sellers can take inspiration from other successful digital companies so that they can implement a working customer experience that can increase customer loyalty.
Two "business houses" will be selected as they will better shape the topics analysed and finally I will propose a new way to sell cars capable of adapting to the revolution that this market witnesses.

Mostra/Nascondi contenuto.
7 Introduction Since the crisis in 2008, the car industry has undergone a deep crisis. In Europe and America, 15% of car dealers have been forced to close or change activities and some of the world's largest car makers, General Motors for example, had to sell some brand of their groups. Many producers have managed to survive expanding into new markets characterized by strong growth, such as China, but the situation in the historically strong markets has not risen yet. Today, it seems that the amount of cars sold in the world has returned to pre-crisis levels, but despite this, the business remains not sustainable for many of the actors present in the past. This means that the causes of these difficulties are not entirely due to the financial collapse of the last decade. This work is aimed to analyse what are the factors that are negatively influencing the automotive business and propose possible solutions in order to make processes more efficient and thus make the industry more profitable. In order to do that, I will open the first chapter studying this market and its characteristics, first, on a global level, and then, focusing on the European situation, so as to understand what events are making the industry less sustainable. I will try to figure out in which technologies the biggest original equipment manufacturers (OEM) are investing. I will try to understand the structure of these companies, providing hypotheses on how to upgrade the business organization so as to make companies more flexible and thus able to adapt effectively to continuous changes in consumers’ needs. In the second chapter, I will study the market again, focusing on the point of view of the car manufacturers. I will first describe the new technologies that are being developed to make vehicles more efficient and environmentally sustainable. Next, I will be researching the

Tesi di Laurea Magistrale

Facoltà: Economia

Autore: Mattia Lenti Contatta »

Composta da 108 pagine.

 

Questa tesi ha raggiunto 32 click dal 13/06/2018.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.