Parts Marketing within the Construction Equipment Industry: A Case Study of Volvo Construction Equipment
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
The construction equipment industry is characterised by a few global players, international specialists and some smaller companies. Within the business there is a trend to focus more on the aftermarket. The main reason for this is the technology development that has made the products more equal, which has resulted in increased competition. We conducted this thesis in a qualitative manner to see how firms can improve their aftermarket business. The purpose was to provide the North American industry with knowledge to improve their aftermarket. We created the following research problem: How can firms, operating in the construction equipment industry, improve customer support and increase parts sales on the aftermarket? To be able to answer the research problem we applied a framework that describes the interaction between value, competence and buying behaviour. The results were compiled and analysed with the theory as a cognitive platform that enabled us to draw conclusions.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-4547OAI: oai:DiVA.org:su-4547DiVA: diva2:194106