Supporting Strategic Product Portfolio Planning by Market Simulation

Karsten Kieckhäfer, Thomas Volling and Thomas Stefan Spengler
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Karsten Kieckhäfer: Technische Universität Braunschweig
Thomas Volling: Technische Universität Braunschweig
Thomas Stefan Spengler: Technische Universität Braunschweig

Chapter 6 in Quantitative Marketing and Marketing Management, 2012, pp 123-147 from Springer

Abstract: Abstract In this paper, the authors propose a decision support for the strategic planning of the future powertrain and vehicle portfolio in the automotive industry. They use a hybrid market simulation approach for a simultaneous consideration of aggregated system and individual consumer behavior. This non-traditional simulation model allows for estimating the development of market shares of various powertrains in different vehicle size classes subject to the vehicle portfolio offered and to assumptions about consumer behavior and market environment.

Keywords: Agend-Based Simulation; System Dynamics; Strategic Portfolio Planning; Market Simulation; Alternative Powertrains (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_6

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DOI: 10.1007/978-3-8349-3722-3_6

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