Identifying Risks in Pipeline Management : a case study

Abstract

The study was commissioned by company X regarding their operations in the Swedish market and focuses on identifying risks within company X’s pipeline management for the Swedish market. The company had recently changed their distribution model from the traditional dealership model to an agency mode, selling cars directly to the consumer. With Sweden serving as the company’s global pilot market for this distribution model, a certain cautious approach was implemented regarding their pipeline. These restrictions seem to have been causing operational inefficiencies. A qualitative approach was used, and the data was collected by conducting nine semi-structured interviews with stakeholders from strategic and operational levels across the organization. The data was analysed thematically and structured according to risk management frameworks including ISO 31000, PACED principles, and the 4Ts model. Five risk categories were identified: strategic, operational, pipeline management, supply, and demand. The most critical risks were the ones linked to inefficient processes, flexibility, and visibility of the pipeline. Tools such as risk matrix and bow-tie analysis were used to assess likelihood, impact, and possible treatments. Based on the findings, risk treatments were proposed. The results provide company X with actionable insight to manage risks more effectively and support future decisions surrounding the pipeline.