Master thesis 2018
Volvo Car Corporation(Prd) / Marknadsföringsjobb / Göteborg
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hela Sverige Are you truly business minded with a passion for customers and cars? Do you want to reach the corporate targets and your personal goals together with other people? Then Product Strategy & Vehicle Line Management is the place for you to prosper. Here, you will be a key contributor to the next generation of premium cars from Volvo. You are part of a global team with the business responsibility for all new and current car matters - from early strategic work, throughout the lifecycle to end of life of the cars. This includes challenging areas such as product planning, product definition and vehicle program management including special products.
Thesis - Purchaser profile and persona analysis (x2)
Around the world, the automotive sector is growing in size and sophistication, with new technologies, business models and emerging social and political trends presenting opportunities for sellers and customers alike.
Within the Volvo Car business model we find "Fleet" and "Used cars". Both playing a key role in the growth plans for the company in the coming years.
Within automotive we can define two simple customer types: private and business. The business or fleet segment, is made up of organisations acquiring cars for use by employees. These can be private businesses or public organisations such as government departments. Within Volvo Cars globally, fleet sales are circa 40% of the total (571,000 total sales in 2017), with sales to private business, public organisations and rental car companies. Another player in this sales channel is leasing companies, as the funders and third party fleet managers. In some markets they account for funding and managing 70% of all fleet sales.
Used cars are a very important part of the model too for a number of reasons. Firstly the relationship with fleet cars. Fleets often run their cars for 3-4 years, so todays' business cars are tomorrows used cars. And their residual value is very important to lifecycle profitability management. Secondly, with over 100,000 used cars on a "Selekt" programme to be resold in this manner in 2018, it's important to the dealer network as a sales channel. Finally, Volvo Cars recently launched a subscription model called "Care by Volvo" and the management of the return cars or possible re-leasing , also has to be managed.
Thesis Summary/Scope: Personas - the fleet driver (1) and the used car driver (2)
Background
Most of the market intelligence focusses on the private buyer of new cars and therefore drives the actions of the internal activities such as marketing campaign messaging. With circa 1.5 billion cars in use currently, and still growing, we need to be considering all customer types and channels.
The fleet car driver is an invisible person to a sales company and its CRM system. The car is registered to the company or the leasing provider. They have many needs the same as the private buyer, eg will my family fit in the car? What will my neighbours think of me and my car? But they also have business pressures such as taxation, fuel costs and needs to fit business requirements. This invisibility means they rarely feature on the survey data.
We are seeing a huge variance in the development stage of fleet. For example, Europe is a highly developed fleet market, with company car practices in UK dating back to the late 1970s. But China and Latin America are at a very different development stage with fleet, still emerging and with many different cultural impacts too.
The used car driver is often perceived as being on a journey to a new car, ie start with a cheaper car and gradually increase the value. With the rise of personal leasing, we are seeing a purchasing shift and often the used car buyer makes that decision consciously to have a nearly new car. But again we rarely see them in the survey data and we do not know if any regional differences on influence.
Project Steps
* To develop a fleet driver persona (1) and used car persona (2) for each of the 3 regions with Volvo Cars- EMEA, APAC and Americas
* To work with Market intelligence to identify what data may already be available in the three regions from independent and official bodies
* To identify what actions need to be developed in a plan to collate such data on a limited level for this project
Requirements
- Currently studying for a masters / bachelor programme business or marketing related fields
- English - written and spoken
The proposed thesis work period
- Estimated date 2018-09-01 to 2018-12-31
- 30 ECTS (Academic Credits/"Högskolepoäng") for each student
- Project is suitable for 2 students
Contact Information
For questions please contact with Kay Saunders at
kay.saunders@volvocars.com For questions about the recruitment process please contact Mattias Fribert
Mattias.fribert@volvocars.com Contact & Apply
Please apply with CV and cover letter. The applications will be reviewed continuously, so please apply as soon as possible but before May 31st, 2018.
We will not accept applications via e-mail!
#LI-MF1
About Volvo Car Group
The future belongs to those who are empowered by a great idea and have the ability to carry it out. At Volvo Car Group, our vision is clear: "To be the world's most progressive and desired premium car brand" by simplifying people's lives. We have bold targets when it comes to innovation, sales and customer satisfaction and to make this happen, we need talented people onboard. People with passion, energy, business sense and the drive to innovate. People that want to create the next generation Volvo cars in a global, dynamic and respectful environment. We will support you to reach your full potential. Join us on this exciting journey into the future.
Varaktighet, arbetstid
FULLTIME INTERN
Publiceringsdatum2018-03-26ErsättningSALARY
Så ansöker duSista dag att ansöka är 2018-05-31
Ange följande referens när du ansöker: 14799
Klicka på denna länk för att göra din ansökanKontaktMattias Fribert
FöretagVolvo Car Corporation(Prd)
AdressVolvo Car Corporation(Prd)
VAK building, Assar Gabrielssons väg
41724 Go
KontorsadressVAK building, Assar Gabrielssons väg
Jobbnummer 4045801
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