Siemens Mobility is a separately managed subsidiary of Siemens AG. The company was formed following the corporate restructure of Siemens AG with its global headquarters in Munich, Germany. Siemens Mobility has four core business units; Mobility management which is focused on intelligent traffic and rail technology systems, Rolling Stock, Railway Electrification, and finally Customer Services.
The according to the company’s Annual Report for 2018, the company recorded revenues of €8.8 billion in the 2018 financial year (FY). The parent organization (Siemens AG) has over 34,000 employees for the period. The main services offered by Siemens Mobility include Mobile Apps, data analytics, mobility as a service (MaaS) and maintenance (Siemens Nederland, 2019). The organization operates in several industries such as transportation, control systems, digital services as well as railways.
In the Netherlands, the company operates as Siemens Mobility B.V.; which is going to be the focus of the research. The company has 238 employees and recorded revenues of US $105.17 million in the 2019 financial year; as noted in the Siemens Nederland annual report for 2019, the number of employees of the parent Dutch company reduced from 1,139 to 935 from 2018 to 2019 due to the sale of the Mobility and Mechanical Drives businesses during 2018.
As stated earlier in the report, Siemens Mobility is part of Siemens AG; with the focus on the organization being in the provision of environmentally friendly and reliable transportation systems. The company offers expertise in the delivery of excellent customer service, and pleasant experiences for transportation customers. The portfolio of products includes vehicles, light metros, infrastructure, as well as regional high-speed trains.
The author is acting as research at Siemens Mobility BV’s Marketing Department located in Zoetermeer, Nederland. The scope of the problem explored in the research is relevant to the marketing department, but the effects of the problem are crosscutting across the whole of Siemens Mobility B.V.
Table of Contents
1. Description of the Organisation
2. Problem Analysis and Management Issue
2.1. Problem Analysis
2.2. Management issue
3. Main Research Objective and Sub-Objectives
4. Main Research Questions and Sub-Questions
5. Theoretical Framework
6. Research Methodology
6.1. Data collection
6.2. Data collection methods
6.3. Data Analysis
6.4. Research Credibility
Research Objectives and Key Themes
The primary research objective is to analyze the brand awareness of Siemens Mobility B.V. and to develop an optimal solution to improve it, thereby addressing issues of customer satisfaction and market share. The research specifically focuses on the following themes:
- Factors influencing consumer perception and impression of the brand.
- Evaluation of current marketing and transactional service efficiency.
- The correlation between brand awareness, brand equity, and customer satisfaction.
- Strategic approaches for increasing brand awareness among targeted consumers.
Excerpt from the Book
2.1. Problem Analysis
The market for the products of the company, the services and solutions is highly competitive and the company faces significant and strong competition in the Dutch market; which has the potential to change the relative market position of Siemens Mobility AG; or even lead to unexpected price erosion (Siemens Nederland, 2019). To address the above problem, the company has engaged in measures such as benchmarking with the competitors of the firm, various strategic initiatives, initiatives aimed at pushing the sales as well as the execution of target cost projects and productivity measures as well as the optimisation of the organisation’s portfolio (Siemens Nederland, 2019). The company has been involved in the continuous monitoring of the competitive environment and market information to be able to effectively anticipate any potential unfavourable changes. The other problem which has been experienced by the organisation is the disruptive technologies, especially in the field of digitisation which poses problems in terms of the reduction of the market share of the firm especially the lower brand awareness due to late-to-market strategies as the competitors with the innovative solutions can introduce their products and services to the market faster than the speed of Siemens Mobility B.V. The increased competitive pressure on the organisation thus leading to lower brand awareness and by extension the lower market shares for the firm.
Summary of Chapters
1. Description of the Organisation: Provides an overview of Siemens Mobility B.V., including its core business units, financial performance, and its role as a subsidiary of Siemens AG.
2. Problem Analysis and Management Issue: Identifies the core challenges facing the company, specifically low brand awareness, its causes in a competitive digital market, and the resulting business consequences.
3. Main Research Objective and Sub-Objectives: Outlines the purpose of the study to find an optimal solution for enhancing brand awareness through four specific operational sub-objectives.
4. Main Research Questions and Sub-Questions: Defines the core research question regarding optimal ways to improve brand awareness and the supporting sub-questions that guide the literature and practical exploration.
5. Theoretical Framework: Reviews existing academic literature regarding brand awareness, brand loyalty, brand image, and their collective impact on consumer purchase behavior and satisfaction.
6. Research Methodology: Details the mixed-methods research approach, including data collection strategies through interviews and surveys, data analysis techniques, and considerations for research credibility.
Keywords
Brand Awareness, Siemens Mobility, Market Share, Customer Satisfaction, Brand Equity, Consumer Behavior, Marketing Strategy, Digitalization, Branding, Brand Loyalty, Competitive Market, Transactional Services, Qualitative Research, Quantitative Analysis, Case Study.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on analyzing the limited brand awareness of Siemens Mobility B.V. and identifying optimal strategies to enhance this awareness to improve market share and customer satisfaction.
What are the primary areas of study?
The central themes include consumer perception, the impact of brand equity on customer satisfaction, the effectiveness of internal marketing transactional services, and strategies for brand improvement.
What is the main research objective?
The primary goal is to find an optimal solution to improve the brand awareness of Siemens Mobility B.V. in the Dutch market.
What research methodology is applied?
The paper employs a mixed-methods approach based on pragmatism, using both qualitative data from interviews with management and quantitative data from customer surveys.
What content is included in the main part of the document?
The main part covers the organizational background, a detailed problem analysis, a theoretical framework derived from marketing literature, and a comprehensive research methodology section.
Which keywords best characterize this work?
Key terms include brand awareness, customer satisfaction, brand equity, digital marketing strategies, and market competition at Siemens Mobility B.V.
Why is brand awareness a specific concern for Siemens Mobility B.V.?
Following the divestment/sale by Siemens Nederland B.V., the company began operating as a 'new' entity that faced challenges in establishing its own brand recognition and relationships with customers.
How does the research assess brand equity?
Research uses a modification of Hseih's (2004) measurement instruments, employing a 5-point Likert scale to evaluate brand equity among customers.
- Quote paper
- Anonym (Author), 2022, Optimal Solution for the Creation of Brand Awareness for Greater Market Share Acquisition of Siemens Mobility B.V., Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1306583
