Resumen:
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[EN] Vossloh Locomotives has developed a new locomotive family that complies with all
existing and upcoming standards regarding emissions, safety, security, noise
reduction, fire protection, and software. In order to ...[+]
[EN] Vossloh Locomotives has developed a new locomotive family that complies with all
existing and upcoming standards regarding emissions, safety, security, noise
reduction, fire protection, and software. In order to launch this product a consulting
team from the University of Applied Sciences in Kiel, taking part in the European
Project Semester, was commissioned to create and propose a market and marketing
concept, which includes the identification of customer potentials, defining sales
activities, events and other tasks.
In order to approach every customer in the most efficient way, a customer potential
analysis was required. Filtering hundreds of customers from a database to analyse
sales potential was a challenge. With the aim of handling this high amount of data
efficiently and effectively, a new analysis tool is developed, based on several existing
analysis methods. Particularly, it considers more than one criterion, has an objective
scoring method and in addition, it enables to segment the customers in groups of A,
B, and C customers. Evaluating the customers via this tool guarantees that the result
is meaningful. Outcome is a list of A, B, and C customers.
Parallel to that, new marketing activities are developed. Therefore, a high amount of
new ideas arose in several brainstorming sessions. With the purpose of using only
the most effective and efficient ideas, the marketing activities are evaluated and the
best are selected in order to create a marketing concept for every group of
customers; i.e. A, B, C customers. As a result, a plan is developed to approach every
group of customers, depending on the importance to Vossloh. Furthermore, a
Roadmap is established that indicates the procedure of the launch of the new
locomotive family.
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