KAAN OZKORKMAZ BAU MBA THESIS
A MODEL PROPOSAL FOR AUTOMOBILE BRANDS TO BE SUCCESSFUL IN THE ERA OF SMART AND SUSTAINABLE MOBILITY
Bahcesehir University (BAU)
Graduate School of Business
Master of Business Administration Thesis
by
Kaan Özkorkmaz
July 2022
Advisor: Prof. Ahmet Beşkese, Professor of Management and Industrial Engineering, Vice President of BAU
The automotive industry, which is among the major industries powering the global economy, is home to various auto companies, particularly world-renowned car brands. Today, the more-than-a-century-old automotive industry is at the dawn of a new era that will be dominated by smart and sustainable mobility. Therefore, this thesis proposes a conceptual marketing action model (based on non-empirical research) for automobile brands that will help them to better shape their brand, product, and service strategies in order to thrive in the era of smart and sustainable mobility. The model proposed in this thesis aims to increase the value creation of automobile brands and thus to improve their competitiveness in this new era. Furthermore, this thesis introduces a categorization of major smart mobility services and a new divisional structure for automotive groups.
The marketing action model has a strategic objective of increasing the value creation of automobile brands to improve their competitiveness in the era of smart and sustainable mobility by offering intelligent green cars to customers via hassle-free Car-as-a-Service programs, delivering the best customer experience, and having an inspirational role for customers to be aspired to by them in their lifestyle choices.
You can access my MBA Thesis via the central online theses repository of Turkish Council of Higher Education (CoHE/YÖK).