The culture of automobile has spread around the globe shaping the economy and life of billions of people and today main challenges, related to different themes, could shape the next short and medium term future. Given the strong growth of the Internet in the last decades and the corresponding high development of the channel of online sales, one of the most challenging topics that players working in the automotive sector have to face regards the sales of vehicles through the online channel. This research aims provide an in- depth analysis of the up-to-date situation in relation to initiatives of eCommerce in the automotive industry. Considering the current market activities, and reflecting on general market drivers, it is expected that the global market for online car sales will grow from 3% to 6% of total global sales by 2020. The thesis is composed by two main sections; literature review and emipirial research. The first section is based on an analysis of the existing academic and non-academic documents to provide a view of the extent knowledge currently available and to understand which aspects need further investigations. The empirical research has the objective to cope the gaps previously identified. In detail, the aims were to identify and classify the main actors of the business, provide an estimation of the Italian turnover and look for obstacles and potentialities related to development of the sector. The methodologies used to provide answers were mainly web reaserches for the first, computations and analysis for the second aspect and to conclude direct interviews to involved actors for what concern the third and last point. The census analysis highlighted presence of 32 global initiatives; the major part offered by Dot Coms, while OEMs and Dealership represent a minority part. In Italy, the numbers regarding eCommerce in automotive industry are still small; 32.5 M€ in terms of turnover, corresponding roughtly to 1260 vehicles sold. Nevertheless, the value of number of copies sold, even if negligible considering the overall market; showed a penetration rate equal to 0,019% in 2017. From the interviewes the more recurrent barrier emerged, even if with a lower impact, is related to effort in terms of time to analyse the market and define guidline for the business model. Concenrning potentialities, there is a general tendency shared by both clusters of players interviewed, to think that online sales of vehicles will increase, but it is needed to clearly define what it means to growth. The overall analyses made on real examples have provided a good overview of the up-to-date eCommerce in automotive sector. However, regarding future, four main aspects could strongly influence the evolution of the sales of vehicles through the online channel; parent companies decisions, millennials, definition of right business model and the entrance of international player.
Oggi, la cultura dell’automobile è diffusa in tutto il mondo definendo l’economia e la vita di miliardi di persone. In questo momento, diverse sfide potrebbero determinare le sorti del suo prossimo futuro. Data la forte crescita di internet negli ultimi decenni e il corrispondente incremento dello sviluppo del canale online per le vendite, uno dei principali temi che gli operatori del settore automobilistico dovranno fronteggiare riguarderà la vendita online di automobili. Questa tesi ha lo scopo di fornire una profonda analisi dell’attuale situazione riguardante la vendita online di veicoli nell’industria automobilistica. Considerando le attuali attività di mercato e riflettendo sulle sue leve, è prevedibile che il commercio della vendita online di automobili crescerà dal 3% al 6% a livello globale entro il 2020. La tesi è composta da due macro sezioni; revisione della letteratura e ricerca empirica. La prima è basata su un’analisi di documenti accademici e non con lo scopo di fornire una chiara visione dell’attuale conoscenza su questi temi e allo stesso tempo di evidenziarne evenutali lacune. L’analisi empirica ha invece il fine di colmare quest vuoti. Nel dettaglio, l’obiettivo di questa seconda parte è quello di identificare e classificare gli attori principali di questo business, fornire una stima del fatturato italiano e di cercare ostacoli e potenzialità legate allo sviluppo di questo settore. Le metodologie utilizzate per rispondere a questi interrogativi sono state la ricerca sul web per quanto riguarda il primo punto, calcoli e analisi per il secondo e interviste ai principali attori del settore per il terzo. Il censimento ha evidenziato la presenza di 32 inziative in tutto il mondo, principalmente Dot Coms, OEMs e Dealerships rappresentano solo una piccola parte. In italia, i numeri riferiti alla vendita online di automobili sono piccoli; 32.5M€ in termini di fatturato corrispondenti circa a 1260 auto. Nonostante, il numero di auto vendute online sia trascurabile se consideriamo l’intero mercato, mostra un coefficiente di penetrazione pari a 0,019% nel 2017. Dalle interviste la barriera più ricorrente è stata, anche se con un minore impatto, il forte impiego di risorse, prevalentemente tempo, speso dagli attori per analizzare il mercato e definire un corretto modello di business alla base della loro proposta. Per quanto riguarda le potenzialità, è emerso di comune accordo la tendenza di pensare che questo settore crescerà. Il punto critico rimane quello di definire cosa si intende per crescita. L’insieme delle analisi effettuate ha fornito una buona panoramica dell’attuale situazione del mercato online per quanto riguarda la vendita di automobili. Tuttavia, il prossimo fututo delle vendite di auto potrebbe essere segnato da 4 temi principali; decisioni delle case automobilistiche, millenials, validazione del miglior business model e l’entrata di players internazionali in questo settore.
E-commerce B2C in automotive industry : a focus on Italian market
DEPONTI, FRANCESCO
2016/2017
Abstract
The culture of automobile has spread around the globe shaping the economy and life of billions of people and today main challenges, related to different themes, could shape the next short and medium term future. Given the strong growth of the Internet in the last decades and the corresponding high development of the channel of online sales, one of the most challenging topics that players working in the automotive sector have to face regards the sales of vehicles through the online channel. This research aims provide an in- depth analysis of the up-to-date situation in relation to initiatives of eCommerce in the automotive industry. Considering the current market activities, and reflecting on general market drivers, it is expected that the global market for online car sales will grow from 3% to 6% of total global sales by 2020. The thesis is composed by two main sections; literature review and emipirial research. The first section is based on an analysis of the existing academic and non-academic documents to provide a view of the extent knowledge currently available and to understand which aspects need further investigations. The empirical research has the objective to cope the gaps previously identified. In detail, the aims were to identify and classify the main actors of the business, provide an estimation of the Italian turnover and look for obstacles and potentialities related to development of the sector. The methodologies used to provide answers were mainly web reaserches for the first, computations and analysis for the second aspect and to conclude direct interviews to involved actors for what concern the third and last point. The census analysis highlighted presence of 32 global initiatives; the major part offered by Dot Coms, while OEMs and Dealership represent a minority part. In Italy, the numbers regarding eCommerce in automotive industry are still small; 32.5 M€ in terms of turnover, corresponding roughtly to 1260 vehicles sold. Nevertheless, the value of number of copies sold, even if negligible considering the overall market; showed a penetration rate equal to 0,019% in 2017. From the interviewes the more recurrent barrier emerged, even if with a lower impact, is related to effort in terms of time to analyse the market and define guidline for the business model. Concenrning potentialities, there is a general tendency shared by both clusters of players interviewed, to think that online sales of vehicles will increase, but it is needed to clearly define what it means to growth. The overall analyses made on real examples have provided a good overview of the up-to-date eCommerce in automotive sector. However, regarding future, four main aspects could strongly influence the evolution of the sales of vehicles through the online channel; parent companies decisions, millennials, definition of right business model and the entrance of international player.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/138057