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Erschienen in:
2012 | OriginalPaper | Buchkapitel
Supporting Strategic Product Portfolio Planning by Market Simulation
The Case of the Future Powertrain Portfolio in the Automotive Industry
verfasst von : Karsten Kieckhäfer, Thomas Volling, PhD, Thomas Stefan Spengler, PhD
Erschienen in: Quantitative Marketing and Marketing Management
Verlag: Gabler Verlag
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In this paper, the authors propose a decision support for the strategic planning of the future powertrain and vehicle portfolio in the automotive industry. They use a hybrid market simulation approach for a simultaneous consideration of aggregated system and individual consumer behavior. This non-traditional simulation model allows for estimating the development of market shares of various powertrains in different vehicle size classes subject to the vehicle portfolio offered and to assumptions about consumer behavior and market environment.