This thesis evaluates emerging electric vehicle technology and estimates what effect it might have on how an oil company decides on its gas station network. It is conducted using data from South Korea, a country poised for a fast adoption of electric vehicles. The study first reviews the literature to gather reasonable cases of electric vehicle penetration. Also, after researching technology-diffusion theories, the study selects a model that can well explain the literature review data. The scenarios induced by this function are utilized as the main uncertainties confronting an oil company’s network decision model. Based on a probabilistic simulation, the study finds that the effects of technology diffusion alter the priority order of an oil company’s network decision alternatives. Namely, after the overall uncertainty level rises, directly owning gas station, with its heavy initial investment, is not preferred for an oil company’s network strategy. From the result, the study also estimates the scale of the new technology’s effect. Such effect is found to be significant enough to alter a part of an oil company’s retail strategy. Nevertheless, such effect cannot be shown to be so great as to change the current retail oil market structures. / text

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<p><strong>Title:</strong> Volvo Trucks' Customer Value Proposition</p><p><strong>Authors:</strong> Ekaterina Storubleva, Gregor Milosch, Christian Neumann</p><p><strong>Tutor:</strong> Erik Hunter</p><p><strong>Date:</strong> May 2009</p><p><strong>Keywords:</strong></p><p><strong></strong>Volvo Truck Corporation, truck industry, customer value, value drivers, retail strategy, communication, relationship marketing</p><p><strong>Purpose:</strong></p><p><strong></strong>The purpose of this thesis is to evaluate the general composition of Volvo Trucks' customer value proposition in Europe and to examine possible ways of enhancing it using Volvo's retailing strategy as a tool.</p><p><strong>Background:</strong></p><p><strong></strong>The concept of customer value gains more and more importance in modern companies. Firms have to truly understand what their customers expect in order to provide the right products for them.Truck manufacturing is a very cyclical industry, which is why in times of crisis, when trade volumes go down, they need to excel even more in order to maintain good business relations with their customers. Volvo Trucks, one of the world's leading truck producers, has adopted a special retailing strategy, in which it owns strategically important dealerships, in order to improve customer understanding and consequently customer value. This paper discusses in how far they succeed at this.</p><p><strong>Method:</strong></p><p><strong></strong>The authors followed a triangular approach, combining quantitative and qualitative research. The quantitative part was covered by a communication chain study and a value driver study, both developed by the authors. In the qualitative part, each participant answered ten open questions, which were then used for internal consistency checks and contributed additional thoughts.</p><p><strong>Conclusion:</strong></p><p><strong></strong>The Volvo Truck Corporation (VTC), by adapting its retail strategy, realized the importance of establishing long-term customer relationships and generating adequate intelligence about customer needs. The company not only incorporated influential elements of relationship marketing but also strives for sustainable improvements in customer-perceived value. However, some conflicts between the stakeholder groups involved have been discovered. The corporation's core values were found to be in line with customer preferences.</p><p>In essence, it is crucial for Volvo Trucks to implement the ideas of relationship marketing, establish superior communication channels, and to promote a common understanding of customer value.</p>

Title: Volvo Trucks' Customer Value Proposition Authors: Ekaterina Storubleva, Gregor Milosch, Christian Neumann Tutor: Erik Hunter Date: May 2009 Keywords: Volvo Truck Corporation, truck industry, customer value, value drivers, retail strategy, communication, relationship marketing Purpose: The purpose of this thesis is to evaluate the general composition of Volvo Trucks' customer value proposition in Europe and to examine possible ways of enhancing it using Volvo's retailing strategy as a tool. Background: The concept of customer value gains more and more importance in modern companies. Firms have to truly understand what their customers expect in order to provide the right products for them.Truck manufacturing is a very cyclical industry, which is why in times of crisis, when trade volumes go down, they need to excel even more in order to maintain good business relations with their customers. Volvo Trucks, one of the world's leading truck producers, has adopted a special retailing strategy, in which it owns strategically important dealerships, in order to improve customer understanding and consequently customer value. This paper discusses in how far they succeed at this. Method: The authors followed a triangular approach, combining quantitative and qualitative research. The quantitative part was covered by a communication chain study and a value driver study, both developed by the authors. In the qualitative part, each participant answered ten open questions, which were then used for internal consistency checks and contributed additional thoughts. Conclusion: The Volvo Truck Corporation (VTC), by adapting its retail strategy, realized the importance of establishing long-term customer relationships and generating adequate intelligence about customer needs. The company not only incorporated influential elements of relationship marketing but also strives for sustainable improvements in customer-perceived value. However, some conflicts between the stakeholder groups involved have been discovered. The corporation's core values were found to be in line with customer preferences. In essence, it is crucial for Volvo Trucks to implement the ideas of relationship marketing, establish superior communication channels, and to promote a common understanding of customer value.

This study focuses on the telecommunication industry, specifically the mobile phone market at the base of the pyramid (BOP). A supply vs. demand stance is taken whereby demographic data offer insight into the demand while the location of telecommunication retail stores constitutes supply. The study furthermore makes extensive use of a GIS (geographical information system) which offers deeper insight into data and different applications thereof. Given the extensive nature of the data used in assessing the national market, a dashboard was developed as part of this research to ease data interpretation. The online map (GIS) and dashboard form an integral part of this report. Literature supports the targeting of the BOP as a viable market given the high volume of people in this market segment. Unconventional methods are, however, required to sustainably cater to this market. The development of multiple channels to target potential consumers has resulted in a dilution of the market in the retail environment. The retail channel however remains important in any company’s strategy to target the BOP. Telecommunication companies can not only benefit from the BOP but also offer benefits to the BOP. The World Bank has reported figures that show a 0.8% increase in GDP for every 10% increase in mobile penetration. Different sources identify the BOP by different income ranges. It became evident, however, that internationally the average applied to identify the BOP is households earning less than USD 3,000 (ZAR 31,440 at an exchange rate of R10.48 / USD) per annum. Although somewhat higher than the international average, the available data dictated that South Africa’s BOP be identified as households earning less than R38,200 per annum for the purposes of this research. Data indicate that 89% of households in South Africa have a mobile phone. By comparing the ownership of existing household goods this research found that of the 11% of households not owning a mobile phone, 6% would be willing to adopt a mobile phone. A tiered approach is followed in assessing the telecommunication opportunity for mobile phones in the BOP. The first tier assesses the entire market (all households in South Africa) at a municipal level. By including the total market, the opportunity in the BOP is put into perspective. The result was that the total BOP market offers a potential market of R563 million per month through 13.7 simcards. At the other end of the economic pyramid, the ROP offers a market of R2416 million per month through 14.6 million simcards. Thus, even though the BOP offers 48% of the total volume in the market, the value is only 19% of the total market. From a coverage perspective, 42% of BOP households are not covered by a telecom retailer whilst only 27% of the ROP households are not covered. A market of R247 million (through 5.8 million simcards) has been estimated in the BOP opposed to a R379 million market (through 5.8 million simcards) in the ROP. The second tier makes use of a case study to determine the viability of targeting the BOP. Moruleng Mall’s catchment area was analysed within the Moses Kotane municipality that offered a high opportunity as determined in the first tier of analysis. This case study made use of gravity modelling and found that Rustenburg’s retail offering would have limited influence and as such telecom retailers would have to revisit their strategy for the area. A number of shopping centre developments in rural areas were highlighted. Effectively while these developments are taking retail closer to the BOP or rual population, the market is diluted. From a retailer perspective, this makes it difficult to target an entire area through presence in one specific retail node or town. The ultimate finding of this this research suggests that it is in fact possible to target the BOP – however, that it is the ROP located between the BOP households that makes this a viable market. This suggests that it is rather not a question of the viability in targeting the BOP specifically but targeting the more dense rural areas that offer opportunity. / MBA, North-West University, Potchefstroom Campus, 2014

This study focuses on the telecommunication industry, specifically the mobile phone market at the base of the pyramid (BOP). A supply vs. demand stance is taken whereby demographic data offer insight into the demand while the location of telecommunication retail stores constitutes supply. The study furthermore makes extensive use of a GIS (geographical information system) which offers deeper insight into data and different applications thereof. Given the extensive nature of the data used in assessing the national market, a dashboard was developed as part of this research to ease data interpretation. The online map (GIS) and dashboard form an integral part of this report. Literature supports the targeting of the BOP as a viable market given the high volume of people in this market segment. Unconventional methods are, however, required to sustainably cater to this market. The development of multiple channels to target potential consumers has resulted in a dilution of the market in the retail environment. The retail channel however remains important in any company’s strategy to target the BOP. Telecommunication companies can not only benefit from the BOP but also offer benefits to the BOP. The World Bank has reported figures that show a 0.8% increase in GDP for every 10% increase in mobile penetration. Different sources identify the BOP by different income ranges. It became evident, however, that internationally the average applied to identify the BOP is households earning less than USD 3,000 (ZAR 31,440 at an exchange rate of R10.48 / USD) per annum. Although somewhat higher than the international average, the available data dictated that South Africa’s BOP be identified as households earning less than R38,200 per annum for the purposes of this research. Data indicate that 89% of households in South Africa have a mobile phone. By comparing the ownership of existing household goods this research found that of the 11% of households not owning a mobile phone, 6% would be willing to adopt a mobile phone. A tiered approach is followed in assessing the telecommunication opportunity for mobile phones in the BOP. The first tier assesses the entire market (all households in South Africa) at a municipal level. By including the total market, the opportunity in the BOP is put into perspective. The result was that the total BOP market offers a potential market of R563 million per month through 13.7 simcards. At the other end of the economic pyramid, the ROP offers a market of R2416 million per month through 14.6 million simcards. Thus, even though the BOP offers 48% of the total volume in the market, the value is only 19% of the total market. From a coverage perspective, 42% of BOP households are not covered by a telecom retailer whilst only 27% of the ROP households are not covered. A market of R247 million (through 5.8 million simcards) has been estimated in the BOP opposed to a R379 million market (through 5.8 million simcards) in the ROP. The second tier makes use of a case study to determine the viability of targeting the BOP. Moruleng Mall’s catchment area was analysed within the Moses Kotane municipality that offered a high opportunity as determined in the first tier of analysis. This case study made use of gravity modelling and found that Rustenburg’s retail offering would have limited influence and as such telecom retailers would have to revisit their strategy for the area. A number of shopping centre developments in rural areas were highlighted. Effectively while these developments are taking retail closer to the BOP or rual population, the market is diluted. From a retailer perspective, this makes it difficult to target an entire area through presence in one specific retail node or town. The ultimate finding of this this research suggests that it is in fact possible to target the BOP – however, that it is the ROP located between the BOP households that makes this a viable market. This suggests that it is rather not a question of the viability in targeting the BOP specifically but targeting the more dense rural areas that offer opportunity. / MBA, North-West University, Potchefstroom Campus, 2014

This thesis explores the role of curation in the design and development of brand experience in the luxury retail environment. Three research objectives seek firstly, to gain an understanding of the meaning of curation in luxury retailing and identify the role, purpose and value to luxury retailers; secondly, to explore the different ways in which curation manifests itself in the luxury retail environment by examining sole brand and multi brand luxury retailers, and lastly, to identify how curation is brought to life through the curatorial roles within luxury retailers. In light of increasing global competitive pressures and fast-paced technology advances associated with mobile devices, the rise of omnichannel retailing has led luxury brands to be ubiquitous, with the resulting challenge for luxury retailers to develop seamless and experiential omnichannel brand experiences in order to continue to differentiate and grow. However, there is a paucity of literature regarding the design and development of luxury brand experiences, suggesting a gap in the literature. In addition, ‘curation’, a term traditionally associated with museology, is being increasingly used in the business environment in terms of creating differentiated experiences or collection of products both online and in-store. Little attention has been paid to curation in the literature, with the result of limited understanding of the role of curation in the design and development of brand experience, suggesting a second gap to be addressed in the research. The research was an investigative, qualitative and thematic analysis-based study. The data collection focused on face-to-face semi-structured interviews with 17 senior professionals from the luxury retail and cultural environments in the UK. Braun and Clarke’s (2006) Six Stages of Thematic Analysis and NVivo software were utilised to analyse the data, resulting in 9 key themes. My original contribution to the literature is this research is one of the first empirical studies to explore the role of curation in the design and development of brand experience in the luxury retail environment, resulting in three key contributions. Firstly, the role of curation is an influential one in the design and development of brand experience in the luxury retail environment and is manifested in four forms of curation across sole brand and multi brand luxury retailers. Secondly, curation in luxury retail has evolved from the traditional art-historian discipline of curation and is emerging as a new discipline and modus operandi in its own right, creating strategic, organisational, financial and experiential value. Thirdly, a strategic curation management toolkit consisting of three strategic frameworks was developed that contributes to both the brand literature and management practice. The toolkit provides managers with a common vernacular to develop their curatorial capabilities and identify strategic opportunities where they can harness curation as a strategy to design and develop omnichannel luxury brand experiences as a route to competitive advantage and build a platform for future growth.

Retailers are turning to loyalty marketing to attempt to sustain profitability by encouraging consumer loyalty. This study aimed to explore the factors that influence consumer loyalty towards Edgars, the largest clothing retailer in South Africa. The study found that the strongest influence of consumer loyalty towards Edgars was price, followed by service and then merchandise selection. The effect of method of payment on loyalty was also measured and it was concluded that the more closely consumers are contractually tied to a retailer, the less of an influence price has on their loyalty towards the retailer. The results can guide retail organisations in determining the focus areas of their marketing efforts for consumers that favour different payment methods. / Business Management / M. Com. (Business Management)

Made available in DSpace on 2010-04-20T20:48:45Z (GMT). No. of bitstreams: 3 61728.pdf.jpg: 13824 bytes, checksum: a8056fefb2442188ad66b376a433a704 (MD5) 61728.pdf: 2328161 bytes, checksum: b6ceb6a8c656bf07632bad6af4918757 (MD5) 61728.pdf.txt: 461355 bytes, checksum: 0d34dfb5490d953ae1de28c154dc8d89 (MD5) Previous issue date: 2006-06-22T00:00:00Z / Upon a decade of business Internet in Brazil is celebrated, specialists are unanimous to state that it did not only come for good but it has chiefly led many businesses to adopt new channels, industries to rethink their focuses, having introduced them to new ways of assisting their customers, besides having prompted changes in management, operations, and development of their strategies. Such a context serves as basis to outline this study’s main purpose, which is to investigate the integration phenomenon in the multichannel retail trade of Brazilian companies focused on the bookstore business. Multichannel retail means the companies’ know-how of making available to their customers more than one channel for them to shop, with physical stores and business sites in Web environment being prominent. This research's particular purpose is to understand the studied companies’ goals when adopting the multichannel retail technique if compared to the expansion strategy, how the already existing competitive advantages were leveraged with the integration of virtual stores, which is the degree of activities integration in both physical and virtual environments as regards management, operations, and measurement, as well as concerning variables of “The Six P’s of the Retail Mix” endeavoring to ascertain how they are found in the different stages of integration. For such purpose, the theoretical reference tried to add to the Multichannel Retail concept the elements of the already established concepts of Growth Strategy, Strategic Business Unit (SBUs), and Synergy. This qualitative research was carried out with three bookstore chains with strong nationwide presence. The results found show that the surveyed companies managed to expand their businesses and leverage their competitive advantages, integrating distinctively the management, operations, and measurement, as well as the variables of their retail-trade compound, placing them in different stages of integration of both their physical and virtual channels. / Quando se comemora uma década da Internet comercial no Brasil, é consenso entre os estudiosos que ela não apenas chegou para ficar, mas principalmente, levou muitos negócios a adotarem novos canais, setores a repensarem seus enfoques e indicou novas formas de atender a seus clientes, além de ter provocado mudanças na gestão, operações e formulação de suas estratégias. Neste contexto delineia-se o principal objetivo deste estudo que é investigar o fenômeno da integração no varejo multicanal em empresas brasileiras do setor varejista direcionadas à comercialização de livros. Entende-se por varejo multicanal a disponibilização por parte das empresas de mais de um canal para que seus clientes possam realizar suas compras, com a predominância de lojas físicas e sites comerciais em ambiente Web. O estudo tem por objetivos específicos entender os propósitos das empresas estudadas na adoção do varejo multicanal em relação à estratégia de expansão, como as vantagens competitivas já existentes foram alavancadas com a integração da loja virtual, qual o grau de integração das atividades nos ambientes físico e virtual em relação à gestão, operações e mensuração e no que se refere às variáveis do composto varejista, procurando levantar como estão situadas nos diferentes estágios de integração. Para tanto o referencial teórico procurou adicionar ao conceito de Varejo Multicanal, os elementos dos conceitos consagrados de Estratégia de Crescimento, Unidade Estratégica de Negócios (UENs) e Sinergia. A pesquisa de caráter exploratório foi conduzida em três redes de livrarias com forte presença nacional. Os resultados encontrados mostram que as empresas estudadas conseguiram expandir seus negócios e alavancar suas vantagens competitivas, integrando de forma distinta a gestão, operações e mensuração, bem como as variáveis de seu composto varejista, situando-as em diferentes estágios de integração de seus canais físico e virtual.

Retailers are turning to loyalty marketing to attempt to sustain profitability by encouraging consumer loyalty. This study aimed to explore the factors that influence consumer loyalty towards Edgars, the largest clothing retailer in South Africa. The study found that the strongest influence of consumer loyalty towards Edgars was price, followed by service and then merchandise selection. The effect of method of payment on loyalty was also measured and it was concluded that the more closely consumers are contractually tied to a retailer, the less of an influence price has on their loyalty towards the retailer. The results can guide retail organisations in determining the focus areas of their marketing efforts for consumers that favour different payment methods. / Business Management / M. Com. (Business Management)