Project Details
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Project: Connectivity market-entry strategy

Company Profile

Leading manufacturer of braking systems for rail and commercial vehicles

Project Information
  • Project Area: Growth Strategy, Strategy

  • Project team size: 3-5

  • Learning Outcomes: Sales & Business Development, Strategy, Market Research, Growth Strategy

Project description, objectives:

Knorr-Bremse Commercial Vehicle Systems is looking for a way to enter the connectivity business and securing a strong position by offering business value to both our main customers, the Original Equipment Manufacturers, as well as carriers and fleets who are the end-users of connectivity solutions.

Vehicle connectivity solutions are vehicle-based systems that incorporate data logging, satellite positioning and data communications to a back-office application with the purpose of maximizing cost-effectiveness in the transport industry trough data-driven decision making. The global market is currently evaluated with ~20 bn USD (https://www.marketsandmarkets.com/Market-Reports/fleet-management-systems-market-1020.html). Sub-categories include:

  • Asset/Vehicle Management
  • Driver management
  • Operations management

Knorr-Bremse anticipates future business opportunities by integrating predictive diagnostic and maintenance functions associated with our products within a connectivity ecosystem. Knorr-Bremse also anticipates that accessing data pertaining to our products will provide us with an advantage when designing and developing future generations of our products. A theory which is undermined by the fact that truck manufacturers are offering factory installed telematics devices on their vehicles as well as fleet management solutions which help fleets to become more efficient.

Deliverables:

A first market overview including available solutions and player activities will be provided by Knorr-Bremse. We are then looking for a detailed analysis of market characteristics from OEM (Original Equipment Manufacturer) and end-user perspective. After elaborating the market view, we are expecting proposals for a market entry strategy which shall include business models and product strategies.

In terms of deliverables we are looking for the following:

  1. Market analysis scrutiny
  2. Business model(s)
  3. Strategic positioning of Knorr-Bremse within the connectivity ecosystem
  4. Market entry options
  5. Rationale and decision paper for top management

Additional comment:

Knorr-Bremse has already made first assumptions for strategic considerations within this technology field. Therefore, we are willing to share our expertise in order to pick up speed quickly within a consulting project. Afterwards we expect significant help in driving our strategy by a third party of highly skilled students. The topic has highest management interest, therefore an exchange with senior management team is guaranteed.