This thesis with the topic is about Geomarketing theory and its approach in the automotive industry, more specifically surveyed on one explicit example of Porsche.
The automotive industry is experiencing a development from a sellers' market to a buyers' market, as evident in the marginal increase of registration figures in recent years and in the additional price pressure on the car market. Equivalently, the increasing degree of individualization in society and thus the differentiation of demand, is leading to a breakdown of markets into smaller market segments to which the car manufacturers have to deal with. This prevailing pressure also affects the management level and causes the need to make the right decisions and avoid failures.
Analogue to these developments two trends in marketing have gained significance in recent decades. On the one hand, the increasing data and information sets, which allow improved screening of the market, have gained importance. On the other hand, there is the technological development that enables assimilating large amounts of internal and external data on the basis of spatial structures. As a result of this development, the instrument Geomarketing has been established.
This thesis deals with the elaborate assessment of the application of Geomarketing within location as well as branch network planning and practice. More specifically, this thesis handles the approach of the car manufacturer Porsche AG. The overall aim of the paper is to explain the role of Geomarketing for strategic planning processes in an automotive company with special focus on location and branch network decisions. The aim also is to find out how far Geomarketing causes benefits.
Table of Contents
1. Introduction
1.1. Problem description
1.2. Ambition and boundaries
1.3. Structure
2. Theoretical overview of Geomarketing
2.1. Alignment of Marketing and origin of Geomarketing
2.2. Geomarketing as a strategic instrument
2.2.1. Main principles and functions
2.2.2. 4-Pillar-Model
2.2.3. Micro-geographic data and market segmentation
2.3. Law situation in Germany
3. Utilization of Geomarketing - Location and Branch Network
3.1. Application of Geomarketing in companies
3.2. Geographic Information System (GIS)
3.3. Geomarketing industry
3.3.1. Introduction into Geomarketing business
3.3.2. Advantages and disadvantages
3.4. Location selection
3.4.1. Location and market analysis
3.4.2. Reasons for internationalization
3.5. Setting up a branch network
4. Applicability of Geomarketing on the example Porsche
4.1. General data and history
4.2. Porsche Characteristics
4.2.1. Internationalization of Porsche
4.2.2. Geographical structure of plants and store network
4.3. Geomarketing Implementation
4.4. SWOT of Porsche´s Geomarketing approach
4.5. Comparison with benchmarks
4.6. Room for improvement
5. Conclusion
5.1. Achievement of Goals
5.2. Outlook
Research Objectives and Themes
This thesis examines the role of Geomarketing as a strategic instrument for location and branch network planning, specifically focusing on the automotive manufacturer Porsche AG. The research aims to evaluate whether the integration of internal corporate data with external spatial information through Geographic Information Systems (GIS) provides a sustainable competitive advantage and effectively supports complex management decision-making processes.
- Theoretical foundations of Geomarketing and its integration into strategic management.
- Methodological application of GIS and micro-geographic segmentation in the automotive industry.
- Strategic location and branch network planning under the constraints of German data privacy laws.
- Critical SWOT analysis of Porsche's current implementation and utilization of Geomarketing.
Excerpt from the Book
1.1. Problem description
This thesis with the topic ”The use of geo marketing for the location and store network planning on the example Porsche – A critical examination of the applicability of the current state of research” is about Geomarketing theory and its approach in automotive industry, more specifically surveyed on one explicit example.
The automotive industry is experiencing a development from a sellers' market to a buyers' market, as evident in the marginal increase of registration figures in recent years and in the additional price pressure on the car market. Equivalently, the increasing degree of individualization in society and thus the differentiation of demand, is leading to a breakdown of markets into smaller market segments which the car manufacturers have to deal with. This prevailing pressure also affects the management level and causes the need to make the right decisions and avoid failures. Analogue to these developments two trends in marketing have gained significance in recent decades. On the one hand, the increasing data and information sets, which allow improved screening of the market, have gained importance. On the other hand, there is the technological development that enables assimilating large amounts of internal and external data on the basis of spatial structures. As a result of this development, the instrument Geomarketing has been established.
Summary of Chapters
1. Introduction: This chapter introduces the research topic and problem, defining the scope regarding Geomarketing in the automotive sector and setting out the thesis structure.
2. Theoretical overview of Geomarketing: This section clarifies the definition, history, and key principles of Geomarketing, including the 4-Pillar-Model and the legal framework in Germany.
3. Utilization of Geomarketing - Location and Branch Network: This chapter analyzes how companies apply Geomarketing, the functionality of GIS, and the strategic processes involved in location selection and international market entry.
4. Applicability of Geomarketing on the example Porsche: This part investigates Porsche's specific organizational structure, their implementation of Geomarketing, and conducts a SWOT analysis compared to industry benchmarks.
5. Conclusion: This final chapter synthesizes the research findings, evaluates the achievement of the study's objectives, and provides an outlook on future potential for Geomarketing within Porsche.
Keywords
Geomarketing, GIS, Porsche AG, Automotive Industry, Location Planning, Branch Network, Market Segmentation, Strategic Management, Micro-geographic Data, Spatial Analysis, SWOT Analysis, Customer Relationship Management, Data Privacy, Market Entry Strategy, Business Mapping.
Frequently Asked Questions
What is the core focus of this research paper?
The research primarily investigates the application of Geomarketing theory and tools, specifically GIS, within the automotive industry to optimize location and branch network planning, using Porsche AG as a practical case study.
What are the central thematic fields discussed?
The core themes include the strategic implementation of Geomarketing, the technical and methodological role of GIS, the impact of market segmentation on competitive advantage, and the legal constraints imposed by German data protection laws.
What is the primary objective of this thesis?
The goal is to determine if Geomarketing functions as an effective, full-service instrument for strategic decision-making in location planning and whether Porsche AG effectively leverages its potential to maintain its competitive position.
Which scientific methods are employed?
The study utilizes a theoretical literature review combined with an applied SWOT analysis of Porsche's current strategy and a comparative analysis against industry benchmarks identified in existing empirical studies.
What topics are covered in the main body of the work?
The main body spans the theoretical framework of Geomarketing, the practical utility of GIS in corporate environments, the challenges of location selection and internationalization, and a detailed assessment of Porsche's specific approach and potential for improvement.
Which keywords characterize this study?
Key terms include Geomarketing, GIS, Porsche AG, location planning, branch network, spatial analysis, market segmentation, and strategic management.
How does German law specifically impact Geomarketing applications?
The German Federal Data Protection Act (BDSG) acts as a boundary by restricting the analysis of individual-level personal data, necessitating the use of aggregated data and anonymous statistical sources for micro-geographic segmentation.
What is the significance of the "Made in Germany" brand for Porsche's strategy?
The "Made in Germany" motto is central to Porsche's brand identity, influencing its decision to maintain the majority of its manufacturing operations domestically, despite higher labor costs, to ensure quality and brand prestige.
What potential does the author see for Porsche in the future regarding Geomarketing?
The author suggests that although Porsche's current integration is incomplete, further investment in Geomarketing—especially for expanding into markets like China—could significantly improve cost efficiency, optimize dealer networks, and provide better market insights.
- Arbeit zitieren
- Lars Steilmann (Autor:in), 2015, The Use of Geomarketing for the Location and Branch Network Planning on the Example Porsche. A Critical Examination of the Applicability of the Current State of Research, München, GRIN Verlag, https://www.grin.com/document/378165
