Doktorarbeit: Revenue-Management bei der Auftragszuordnung in der Automobilindustrie

Revenue-Management bei der Auftragszuordnung in der Automobilindustrie

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QM – Quantitative Methoden in Forschung und Praxis, volume 40

Hamburg , 240 pages

ISBN 978-3-8300-8605-5 (print) |ISBN 978-3-339-08605-1 (eBook)

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The Locate-to-Order process in the automotive industry is used to assign build-to-stock cars to incoming customer requests. Due to the large product variety, the probability is very low that cars are identified which completely correspond to the customer preferences. To compensate for imperfect matches, dealers typically offer rebates to the customer. Currently, a significant part of the dealer’s profit margin is handed on to the end customer because of rebates. When evaluating the profitability of warranting a rebate for a particular build-to-stock car, dealers have to trade-off potential future sales opportunities. The economic assessment of the profitability of the alternative sale is a complex challenge for the dealer because neither the future revenue nor the holding costs are known with certainty during the evaluation of a specific car configuration. If it was possible to include information about future customer requests in the evaluation of locating decisions, it would be possible to tap a larger share of the contribution margin potential by rejecting an existing request and assigning the car to a later request of higher profitability. In similar problem settings revenue-management techniques have been successfully applied. However, locating decisions for build-to-stock car production have not been considered in existing revenue-management approaches yet.

The objective of this dissertation is the development of a revenue-management method at car dealer level which aims at maximizing the profit of build-to-stock car allocation during sales negotiation. This capacity control is based on dynamically determining bid prices which quantify the opportunity costs for individually configured build-to-stock cars in the context of uncertain demand. Bid-prices are determined by forecasting the expected rebate as well as inventory carrying costs for detailed car configurations. Safety factors are introduced to account for asymmetric costs of wrong forecasts. The selectivity of the policy and therefore both, the potential to improve the total contribution margin as well as the risk of losing revenue, are determined by the value of the safety factors. Accordingly, decision makers have to identify values that match their risk-return preferences. The applicability and performance of the approach are verified through a simulation-based analysis using real sales data of several car dealers. Results show that the revenue-management method is able to identify less profitable customer requests and to assign build-to-stock cars to future customer requests of higher profitability. In the case considered, the method is able to capture 64 percent of the theoretical potential, corresponding to a decrease in rebates of up to 11.3 percent.

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