Model configuration for BMW importers
JOB
- Development of a methodology to determine customer preferences regarding car options and their willingness to pay.
- Methodology that can be quickly adapted to different models (1 Series, 3 Series, X5 etc.) and to international markets
- Determination of utility values for car options at different levels and their impact on the purchase decision
- Simulation of optimized car packages (exterior, interior and technology/services) regarding market share and revenue
METHOD
- Importer selects model and the most important car options in the respective market Â
- Development and programming of an online survey for interviewing potential or existing BMW customers
- Conception and realization of the conjoint analysis (ACBC variant)
- Calculation of the utility values of the individual levels of each car option
- Simulation of the optimal combination of options with regard to certain target values (e.g. market share)
RESULTS AND CONSEQUENCES
- Clarity about the preferences on car options of potential customers
- Optimized model design for specific target groups
- Comparison of the cost-benefit relationship of each analyzed car option and the possibility of evaluating the current price structureÂ
- Understanding of the potential market share by modifying the existing model range
