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- W2948333797 abstract "Several years ago, Volvo Penta experienced an expansion from serving one marketwith standardized products, towards a presence in two markets. This meant thatthe product variety increased and the customer needs became more complex. Thestandardized market allowed for one single set of supply chain services offered toall customers, in order to gain from economies of scale. However, due to theincreased complexity of customer needs, Volvo Penta sees the possibility to developa differentiated supply chain strategy in order to fulfill the customer needs anddeviate from the current one-size-fits-all strategy. Therefore, this thesis aimed topropose a customer segmentation structure for Volvo Penta, in order to matchdifferent customer needs with supply chain services. Additionally, the study alsoaimed to examine how the customer segmentation could be made applicable toVolvo Penta.The proposed segmentation structure was accomplished by analyzing bothsegmentation processes and customer characteristics. Through analysis ofsegmentation processes, important knowledge of the impact from a segmentationfor Volvo Penta was gained. Additionally, by analyzing different customercharacteristics, an understanding of how to distinguish different customer needswas achieved. The analysis was based on findings from interviews, an internalquestionnaire, and secondary data.During the study, three segmentation attributes were identified to have an impacton the customer need for supply chain services; product variation, business value,and purchasing pattern. By identifying two different levels for each attribute asegmentation structure was achieved. For each suggested customer segment, a setof services was proposed in order to fulfill the customer needs. The eight differentsegments were also branded in order to increase the applicability. With thesegmentation, customers with different needs can be met with appropriate andbeneficial supply chain services. Thereby, customer satisfaction and resource usagecan be optimized. Additionally, from the proposed segmentation, Volvo Penta hasnow the opportunity to develop a differentiated supply chain strategy that bothunderstands and manages different customer needs." @default.
- W2948333797 created "2019-06-14" @default.
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- W2948333797 date "2019-01-01" @default.
- W2948333797 modified "2023-09-26" @default.
- W2948333797 title "Customer Segmentation from a Supply Chain Service Perspective A Case Study at Volvo Penta" @default.
- W2948333797 hasPublicationYear "2019" @default.
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