Estrategia - Scania Iberica · 2015. 9. 22. · FR NL IRL DE UK600 SF SE IT CH CZ EE LT BY LV SK HU...

Estrategia

Reunión Gerentes Concesionarios Scania Ibérica –25-26 Junio 2013

../alta/ONE LOVE alta.mov

Jacob Thärnå Director de Preventa y Marketing Comunicación


Necesidades de nuestros clientes Global engine platform:

E5 SCR & E5 EGR.


Necesidades de nuestros clientes

Truck

7

Overall opinion of the truck

Mean Values

3,0

3,2

3,4

3,6

3,8

4,0

4,2

4,4

2010 2011 2012 2013

DAF Iveco MAN Mercedes Renault Trucks Scania Volvo

Lanzamiento


Prospección y gestión de ventas

Qué podemos hacer para crecer en nuestro mercado?

10

Entrar en nuevos mercados New market with high volumes potential or existing markets there

a “new product” will have high volume potential

Aumentar cuota de mercado Customer segments their Scania is present but underperform

Entrar en nuevos segmentos Enter new applications and industries where Scania has close

to zero market share.

Crecer con el mercado total The right products to keep market share and margins

X Rental

Trailers

Large transport companies Prospecting

Demo vehicles/Road show Euro 6

Feet on the street

Customer loyalty

Gas vehicles Waste-handling

Rescue-vehicles

Airport vehicles

19 June 2013 Info class Internal Business Plan 2014+ Kickoff

10

Info class Internal Business Plan 2014+ Kickoff

Pedro Déniz Director Comercial Camiones

Image vs. Consideration


Considerar & Comprar


Compra

Euro 6: ¡Tomemos ventaja!

Leadership

Planning Real Time Visual Standards

Rig

ht f

rom

m

e

Normal situation – Profitable customer

Continuous improvement

Cu

sto

me

r

va

lue

dri

ve

n

ou

tpu

t

Customer first Respect for the individual Elimination of waste

Modularisation

Priorities:

1. Safety/Health/Environment

2. Quality

3. Delivery

4. Cost

Considerar & Comprar

Manufacturer Solution provider

Where to go?

Adapt to lower

volumes Invest to grow

Today’s

approach

17

Manufacturer Solution provider

Way ahead

Adapt to lower

volumes Invest to grow

Today’s approach

doesn’t work

• Increase sales per

vehicle

• Grow with total

market

• Increase Scania

market share

• Enter new customer

segments

• Enter new markets

18

No historical market share growth in Europe

Scania market share trucks, Europe

Percent

9

11

13

15

04 03 02 2000 05 06 07 08 09 10 11 2012 01

2

3

4

5

6

2007 2008 2009 2010 2011 2012 Source: Sales & Services - Parts & Services incl DRUISS, 10 year population

kEUR Service sales / vehicle park

1

9


Soluciones

+ Customer revenues Uptime

Flexibility

Emissions

Noise

- Customer costs

Driver

salary

Fuel

Admin

Vehicle

Tyres R/M

= Customer EBIT

+ Scania revenues Hardware

R/M

Driver training

Financing

Rental

- Scania costs Hardware

Production of Services

= Scania EBIT

3rd life 2nd life

1st life Services revenue

34

2013

10%p.a.

2020

21


22


SPAIN - Road Trasport Indices

GDP / Road Freight / Truck Registration

GDP

Road Freight

Truck Registration

Road Freight

2013 vs. 2007

-40%

Truck Registration

2013 vs. 2007

-73%

259.000 million tonnes

35.725 registrations

155.000 million

tonnes

9.500 registrations

24

Total Market test: Example ES

BE AT

DK

NO

IRL NL FR DE

UK

SF SE

CH IT

CZ EE

LT

BY

LV SK

PT HU

RU

PL

UA RO

RO

ES

1,000

800

600

400

200

0

10,000 20,000 30,000 40,000 50,000 60,000 70,000

GDP USD

/Capita

New truck sales

per million inhabitants

2005 640units

2007 800 units

2011 280 units

2012 330 units

2013 225 units?

2017 450 units?

ES


¡VAMOS A HACER MUCHO!

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Muchas Gracias

Estrategia - Scania Iberica · 2015. 9. 22. · FR NL IRL DE UK600 SF SE IT CH CZ EE LT BY LV SK HU...

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