In the recent years, the global motorcycle market has been growing exponentially and it will surely continue expanding itself in the coming years due to the growing mobility needs of the population mainly in emerging countries. There are key factors in these countries pushing these phenomena as rising employment, rapid urbanization and improvement of disposable incomes. The ongoing fast increasing urbanization in almost all developing countries in Asia-Pacific, Latin America and the Middle East and lack of efficient and effective public transportation systems, and chronic traffic congestions, are also pushing growth. Improvement in road infrastructure and development of motorcycle lanes in several parts of the world are also encouraging the demand for powered two wheelers, globally. The present thesis aims to explore the opportunities and risk of a new raising country in Latin America, Colombia as a case of study, carrying out an in-field research in Medellín considered one of the most innovative cities in the world. Moreover the objective is to use Design Thinking as a methodology and Service Design tools, shaping and developing the research, combining empathy in the context, creativity in the generation of insights and solutions, and rationality and feedback to analyze and fit solutions to the context and translate it into market opportunities, understanding the implications and risks as a first step to support Piaggio Group to envision possibilities and future developments in the country and moreover in Latin America.
Negli ultimi anni, il mercato motociclistico mondiale sta crescendo in modo esponenziale e nei prossimi anni continuerà sicuramente ad espandersi, a causa delle crescenti esigenze di mobilità della popolazione, soprattutto nei paesi emergenti. Ci sono fattori chiave in questi paesi che spingono tali fenomeni, ad esempio l’occupazione in aumento, la rapida urbanizzazione e il miglioramento dei redditi disponibili. Altri fattori che spingono la crescita sono: la crescente urbanizzazione in quasi tutti i paesi in sviluppo in Asia-Pacifico, America Latina e Medio Oriente, la mancanza di sistemi di trasporto pubblico efficienti ed efficaci, e ingorghi cronici. Il miglioramento infrastrutture stradali e lo sviluppo di corsie per moto in varie parti del mondo incoraggiano la domanda di motori a due ruote, a livello globale. La presente tesi si propone di esplorare le opportunità e il rischio di un nuovo paese in America Latina, la Colombia, come caso di studio, e la realizzazione di ricerca a Medellín, considerata una delle città più innovative al mondo. Inoltre l’obiettivo è quello di utilizzare Design Thinking e Service Design come strumenti di metodologia, come guida per sviluppare la ricerca, che unisce l’empatia nel contesto, la creatività nella generazione di idee e soluzioni, e la razionalità di analizzare soluzioni adatte al contesto e tradurle in opportunità di mercato. L’elaborato si propone inoltre di comprendere le implicazioni e i rischi come primo passo per sostenere il Gruppo Piaggio nell’immaginare possibilità e futuri sviluppi nel paese e successivamente in America Latina.
Design thinking as methodology to analyze the mobility in Colombia. Two wheels market & possible future developments for Piaggio Group
PUERTA JARAMILLO, LAURA CAROLINA
2016/2017
Abstract
In the recent years, the global motorcycle market has been growing exponentially and it will surely continue expanding itself in the coming years due to the growing mobility needs of the population mainly in emerging countries. There are key factors in these countries pushing these phenomena as rising employment, rapid urbanization and improvement of disposable incomes. The ongoing fast increasing urbanization in almost all developing countries in Asia-Pacific, Latin America and the Middle East and lack of efficient and effective public transportation systems, and chronic traffic congestions, are also pushing growth. Improvement in road infrastructure and development of motorcycle lanes in several parts of the world are also encouraging the demand for powered two wheelers, globally. The present thesis aims to explore the opportunities and risk of a new raising country in Latin America, Colombia as a case of study, carrying out an in-field research in Medellín considered one of the most innovative cities in the world. Moreover the objective is to use Design Thinking as a methodology and Service Design tools, shaping and developing the research, combining empathy in the context, creativity in the generation of insights and solutions, and rationality and feedback to analyze and fit solutions to the context and translate it into market opportunities, understanding the implications and risks as a first step to support Piaggio Group to envision possibilities and future developments in the country and moreover in Latin America.File | Dimensione | Formato | |
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TESIS_puertalaura_Def2.pdf
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Descrizione: Tesi Finale - Laura Puerta
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https://hdl.handle.net/10589/132822