Value-adding Services in International freight forwarding A study of how well a freight forwarding company satisfies customer value to automotive customers in a trade-lane be- tween the Nordics and the US

Examensarbete på grundnivå
Gatenheim, Jacob
Lindfors, Amanda
The following report addresses value-added services in international freight forwarding. The study was conducted at JAS Worldwide, one of the actors in this industry with a regional headquarter in Gothenburg. The company aims to investigate the customers’ demands in the automotive industry, how well they can satisfy those demands with their services, and their understanding of what the customers perceive as value, as they intend to expand within this segment. The trade-lane between the US and NOBA (Nordics and Baltics) is of particular interest to the company, as it is expected to be an important trade-lane in the future. To investigate customer demand, interviews were conducted with both current customers and potential customers, and experts in logistics within the automotive sector. Interviews were also conducted with employees at JAS to assess whether the company had an accurate understanding of problems and challenges held by customers and whether they provided adequate value-adding services to address those problems. The study was conducted with the model of Value Proposition Canvas. The study revealed that the company largely meets customer demand and has a good understanding of the customers’ problems and challenges. The biggest challenge identified by customers was the unreliability of transportation. The report identified several value-adding services that the company already provides to customers in the automotive industry, as well as several potentially value-adding services that the company could focus on more, such as data sharing and proactivity. It was also found that the company’s perception of the significance of several of its services differed from the customers’ perception of the service’s importance, for example, regarding the criticality of data sharing and proactivity for the customers, as well as the perceived importance of customer service held by the company. The company also perceived cost and reduction of emissions as important, whereas customers in the automotive industry did not prioritize them highly. One aspect that the forwarder can develop is the standardization of procedures regarding which documents and information is required to conduct business with one another. That was something the customer viewed as a significant valueadding service.
International freight forwarding , Value-adding service , Automotive , Value Proposition Canvas , Perceived customer value
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