Car Sedan Segment Analysis A Customer-Centric Approach on Predicting the Future Sales Potential of the Car Sedan Segment

Abstract

The present thesis critically scrutinizes the currently implemented strategic planning approach within the Daimler AG. Against the background of a highly dynamic market environment and the emergence of disruptive innovations within the automotive industry, achieving the necessary quality in sales planning, as demanded by associated stakeholders, has become increasingly challenging. Conventional sales planning methods are queried, and actions fields identified. In the context of the Premium Car Sedan Segment in the Chinese, Japanese and South Korean passenger car market, customer-centricity is reinforced. Within a predefined scope, hypothesis are created in an attempt to support the theory, that the sales potential for certain body types of vehicles can be reliably forecasted against a number of relevant indicators strongly associated with the customer in the respective market. Enabled by the progress that has been made in terms of digitalization, identified factors need to be verified by their ability to be distinguished against two perspectives – market specificities on the one hand, and body type relevant characteristics on the other. The processing of data as well as the integration in accessible business intelligence solutions are key enablers for the conducted research. With regards to the benefits that emerge from such tools, this paper as well as the affiliated analysis serve as pilot project for the enhancements within the strategic sales planning of the Daimler AG.