Lisa Soeter

It hasn't been going well for the car industry. For several years now, the sales have declined. The team and I have to imagine we are the managementteam of Ford. We have to responde to this movement and figure out a way to improve things. This doesn't directly have to mean the sales will go up.

 

Step 1: Chose a target group, bassed on generations, that you think has the most potential.

Millenials (born in 1975 to 1999)

 

Step 2: Search for 3 quantitative and 3 qualitative sources on the chosen generation.

 

Quantitative:

There are 4.998.015 people born in this time period (NL). 3.639.811 of them have a drivers license and  1.926.540 people have there own car.

 

Qualitative:

This generation is just not that interested in cars. There is an increasing interest in leasing cars. The income of this generation is substantially lower than the income of previous generations. This generations cares more about experience than owning something.

 

Step 3: Give a general advice, that could be applied to any car related industrie. Do this three times

 - Shift from selling cars (property) to let customers use them. From selling a prooduct to selling a service.

- Add the latest technology to this service.

- Make sharing even more intresting with the help of gamification.

 

Step 4: Develop a concept that fits the needs of this generation and the car industry.

A gaming app in with people compete with each other and with Ford. The competition is about driving energy sufficient. The best drivers and other winners of the neighborhood get rewarded.