How to screen and evaluate a competitive landscape

Abstract

This master thesis was carried out with the aim of creating a method for a competitive landscape analysis. The method describes how to screen and evaluate the competitive landscape for automotive battery systems and battery cells for commercial vehicles. It is written for Chalmers University of Technology, in cooperation with the eMobility group at Daimler Trucks AG. The eMobility industry is at a relatively early stage regarding commercial vehicles. eMobility for commercial vehicles has challenges regarding a high energy consumption and difficulties in having sufficient battery capacity installed. Daimler Trucks AG initiated this study in order to find a method for analysing the eMobility market for the electric trucks and buses. Long term, the goal is to in an early phase screen and evaluate how competitors are solving the challenges occurring within eMobility. However, the method is based on literature, where a theoretical part is building up the base for the thesis.

The result is a method, including the steps identify competitors, screen for news, extract data, evaluate data and compile a report. The last step consists of a portfolio where the company is positioned in relation to the competitors. As a final part of this study, the method was tested. A finding was that not enough of data exists right now. However, the method was further tested from assumed data.