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Estrategia
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Jacob Thärnå Director de Preventa y Marketing Comunicación
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Necesidades de nuestros clientes Global engine platform:
E5 SCR & E5 EGR.
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Necesidades de nuestros clientes
Truck
7
Overall opinion of the truck
Mean Values
3,0
3,2
3,4
3,6
3,8
4,0
4,2
4,4
2010 2011 2012 2013
DAF Iveco MAN Mercedes Renault Trucks Scania Volvo
Lanzamiento
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Prospección y gestión de ventas
Qué podemos hacer para crecer en nuestro mercado?
10
Entrar en nuevos mercados New market with high volumes potential or existing markets there
a “new product” will have high volume potential
Aumentar cuota de mercado Customer segments their Scania is present but underperform
Entrar en nuevos segmentos Enter new applications and industries where Scania has close
to zero market share.
Crecer con el mercado total The right products to keep market share and margins
X Rental
Trailers
Large transport companies Prospecting
Demo vehicles/Road show Euro 6
Feet on the street
Customer loyalty
Gas vehicles Waste-handling
Rescue-vehicles
Airport vehicles
19 June 2013 Info class Internal Business Plan 2014+ Kickoff
10
Info class Internal Business Plan 2014+ Kickoff
Pedro Déniz Director Comercial Camiones
Image vs. Consideration
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Considerar & Comprar
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Compra
Euro 6: ¡Tomemos ventaja!
Leadership
Planning Real Time Visual Standards
Rig
ht f
rom
m
e
Normal situation – Profitable customer
Continuous improvement
Cu
sto
me
r
va
lue
dri
ve
n
ou
tpu
t
Customer first Respect for the individual Elimination of waste
Modularisation
Priorities:
1. Safety/Health/Environment
2. Quality
3. Delivery
4. Cost
Considerar & Comprar
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Manufacturer Solution provider
Where to go?
Adapt to lower
volumes Invest to grow
Today’s
approach
17
Manufacturer Solution provider
Way ahead
Adapt to lower
volumes Invest to grow
Today’s approach
doesn’t work
• Increase sales per
vehicle
• Grow with total
market
• Increase Scania
market share
• Enter new customer
segments
• Enter new markets
18
No historical market share growth in Europe
Scania market share trucks, Europe
Percent
9
11
13
15
04 03 02 2000 05 06 07 08 09 10 11 2012 01
2
3
4
5
6
2007 2008 2009 2010 2011 2012 Source: Sales & Services - Parts & Services incl DRUISS, 10 year population
kEUR Service sales / vehicle park
1
9
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
Soluciones
+ Customer revenues Uptime
Flexibility
Emissions
Noise
- Customer costs
Driver
salary
Fuel
Admin
Vehicle
Tyres R/M
= Customer EBIT
+ Scania revenues Hardware
R/M
Driver training
Financing
Rental
- Scania costs Hardware
Production of Services
= Scania EBIT
3rd life 2nd life
1st life Services revenue
34
2013
10%p.a.
2020
21
Info class Internal Business Plan 2014+ Kickoff
22
Info class Internal Business Plan 2014+ Kickoff
SPAIN - Road Trasport Indices
GDP / Road Freight / Truck Registration
GDP
Road Freight
Truck Registration
Road Freight
2013 vs. 2007
-40%
Truck Registration
2013 vs. 2007
-73%
259.000 million tonnes
35.725 registrations
155.000 million
tonnes
9.500 registrations
24
Total Market test: Example ES
BE AT
DK
NO
IRL NL FR DE
UK
SF SE
CH IT
CZ EE
LT
BY
LV SK
PT HU
RU
PL
UA RO
RO
ES
1,000
800
600
400
200
0
10,000 20,000 30,000 40,000 50,000 60,000 70,000
GDP USD
/Capita
New truck sales
per million inhabitants
2005 640units
2007 800 units
2011 280 units
2012 330 units
2013 225 units?
2017 450 units?
ES
Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013
¡VAMOS A HACER MUCHO!
Muchas Gracias