Analysis of the current after sales market for Volkswagen Commercial Vehicles and future trends in Finland
Merwitz, Ole Christian (2020)
Merwitz, Ole Christian
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The objective of this study was to gather information about the finnish after sales market of Volkswagen Commercial Vehicles and future trends in the after sales business for the automotive importer K-Auto. Particular focus should be placed on fleet customers. Therefore, the parties involved in the after sales process in Finland were first presented. Then the basics of the after sales process with reference to the automotive industry were introduced. Afterwards, the theoretical basis for the subsequent analyses of the finnish market is presented. Subsequently, the analyses carried out within the framework of this project are described. One of them is a SWOT analysis of the Volkswagen Commercial Vehicles dealer network based on the results of the market and customer analysis. The other one is a benchmark analysis of the turnovers gained with fleet customers of the individual authorised dealers and workshops in the network. The analyses have shown that the after sales market in Finland is a polypol and that competition for customers is therefore fierce. Future trends will also intensify this competition. But the Volkswagen Commercial Vehicles dealer network has a good starting position which must be exploited. In order to further leverage the potential, the benchmark analysis requires further research to explain the reasons for the differences in the individual turnover developments.