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.
Inhaltsverzeichnis (Table of Contents)
- Description of the Organisation
- Problem Analysis and Management Issue
- Problem Analysis
- Management issue
- Main Research Objective and Sub-Objectives
- Main Research Questions and Sub-Questions
- Theoretical Framework
- Research Methodology
- Data collection
- Data collection methods
- Data Analysis
- Research Credibility
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The research aims to analyze the brand awareness of Siemens Mobility B.V. to find a solution that will optimize the brand awareness of the company. The research will focus on understanding the factors affecting consumer perception of the brand, the effectiveness of the current marketing services, and the impact of brand awareness and equity on customer satisfaction. Ultimately, the research seeks to explore ways to increase brand awareness among consumers and develop an optimal solution for improving brand awareness.
- Brand Awareness and its Impact on Market Share
- Consumer Perception and Brand Recognition
- Effectiveness of Marketing Strategies and Services
- Brand Equity and Customer Satisfaction
- Optimizing Brand Awareness through Effective Marketing Solutions
Zusammenfassung der Kapitel (Chapter Summaries)
- Description of the Organisation: This chapter introduces Siemens Mobility B.V. as a subsidiary of Siemens AG, outlining its business units, revenue figures, and key services. It also describes the company's presence in the Netherlands, specifically focusing on Siemens Mobility B.V. and its employees.
- Problem Analysis and Management Issue: This chapter delves into the challenges faced by Siemens Mobility B.V. in the Dutch market. The analysis highlights competitive pressures, disruptive technologies, and the company's relatively low brand awareness due to its recent inception. The chapter also discusses the implications of these issues on the company's market share and customer relationships.
- Main Research Objective and Sub-Objectives: This chapter outlines the primary objective of the research, which is to analyze the brand awareness of Siemens Mobility B.V. and develop a solution for its optimization. It also introduces three sub-objectives related to understanding consumer perception, evaluating the effectiveness of marketing services, and exploring the impact of brand awareness and equity on customer satisfaction.
Schlüsselwörter (Keywords)
The research focuses on key concepts related to brand awareness, market share acquisition, consumer perception, marketing strategies, brand equity, customer satisfaction, and the challenges posed by a competitive market and disruptive technologies. The research aims to provide a comprehensive understanding of these concepts and develop an optimal solution for increasing brand awareness and achieving greater market share for Siemens Mobility B.V.
- 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.grin.com/document/1306583
