Development of a Business Plan for an automotive supplier with focus on Market Analysis and Competitor Analysis

An automotive supplier has been developing its products in China for over 30 years, which has enabled them to establish business relationships with several large companies in the automotive industry. The company develop and build machines to produce motor components. LangSys GmbH received a mandate for the acquisition of European Original Equipment Manufacturers (OEMs).

Indiran, Ajanthan & Sommer, Kevin, 2019

Art der Arbeit Bachelor Thesis
Auftraggebende LangSys
Betreuende Dozierende Jeive, Michael
Keywords automotive supplier, motor components, client acquisition, Business Plan, Market Analysis, Competitor Analysis.
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The Chinese automotive supplier is in the current state of expanding its client portfolio with the acquisition of European Original Equipment Manufacturers (OEMs). To proceed with the company’s stated intention, this Bachelor Thesis creates a Business Plan, complemented by a conducted Market Analysis and Competitor Analysis, that should serve as guidelines. Following questions will be answered with this Bachelor Thesis: What is the given initial situation of the company as an automotive supplier in the motor market and what are the possible courses of action that can be derived from it? What is the Unique Selling Proposition (USP) of the company? How can the company achieve a competitive advantage over its competitors? The Chinese automotive supplier is in the current state of expanding its client portfolio with the acquisition of European Original Equipment Manufacturers (OEMs). To proceed with the company’s stated intention, this Bachelor Thesis creates a Business Plan, complemented by a conducted Market Analysis and Competitor Analysis, that should serve as guidelines. Following questions will be answered with this Bachelor Thesis: What is the given initial situation of the company as an automotive supplier in the motor market and what are the possible courses of action that can be derived from it? What is the Unique Selling Proposition (USP) of the company? How can the company achieve a competitive advantage over its competitors?
The data collection is primarily collected through secondary sources. Company specific information and facts are gathered from company's presentations, its webpage and through personal communication with the client. The authors gather primary data by conducting interviews with the previously defined competitors of the company and consider the resulting findings for the evaluation of the Competitor Analysis. Desk research is used to collect secondary data as basis for the Literature Review and preliminary work for the Market Analysis. Particularly, reports, journal articles and book sections are used to address the different parts of Michael Porter’s Five Forces model in a further step. 
On the basis of a Market Analysis the company’s bargaining position is evaluated. The different variations of possible reactions to the market interactions were reasonably illustrated to maximize its power in long lasting partnerships with OEMs. Secondary, the Competitor Analysis provides an evaluation of the company's ranking in several different criteria, assessing various departments and competencies of the company, in reference to its competitors. Accordingly, the company’s current deficits are pointed out and the Unique Selling Proposition (USP) is further elaborated. The findings indicate that the company pursues no clear strategy and currently has a Stuck in the Middle associated position in the automotive supplier market. To gain competitive advantage, the company will have to clearly distinct itself by using its proximity to the Chinese market and the resulting low-cost production possibilities.
Studiengang: Business Administration International Management (Bachelor)
Vertraulichkeit: vertraulich
Art der Arbeit
Bachelor Thesis
Auftraggebende
LangSys, Olten
Autorinnen und Autoren
Indiran, Ajanthan & Sommer, Kevin
Betreuende Dozierende
Jeive, Michael
Publikationsjahr
2019
Sprache der Arbeit
Englisch
Vertraulichkeit
vertraulich
Studiengang
Business Administration International Management (Bachelor)
Standort Studiengang
Olten
Keywords
automotive supplier, motor components, client acquisition, Business Plan, Market Analysis, Competitor Analysis.