A market-oriented analysis of logistics services and perspectives on sustainability of a global manufacturer
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Typ
Examensarbete på kandidatnivå
Program
Publicerad
2019
Författare
Baumgartner, Matthias
Härdig, Johan
Joelsson, Axel
Johansson, Annie
Wingårdh, Hedda
Österberg, Oscar
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
In today’s global marketplace, customer expectations are high and expected to rise. Due to the
increasing globalization and openness of markets, advanced and strategically sound logistics
operations have become a necessity for companies wanting to remain competitive. Husqvarna
Construction, a global distributor of light construction equipment, is subject to such a complex
environment. They are currently facing problems regarding its logistics operations with high levels
of inventory, a large number of backorders, and unsatisfied customers.
The aim of this study is to identify the current and future demand for logistics services and
perspectives on sustainability of Husqvarna Construction’s customers along with similarities and
differences across the market.
A thorough theoretical framework was created by a literature study of relevant fields. It covers
theory regarding market orientation, market research, sustainability, logistics, and
various trends within the field of study. Data was collected by both interviewing the supervisors
at Husqvarna Construction and by distributing a survey to Husqvarna Construction’s customers within
the European, Middle Eastern and African region. The main focus of the survey was to investigate
the customers’ demand for logistics services within customer support, order management,
warehouse, and transportation as well as their views on sustainability. Further, an analysis model
was developed to act as a framework for the upcoming analysis.
Husqvarna Construction’s customers showed similarities by placing the most value upon e- mail,
e-commerce, and tracking as well as the importance of sustainability. The differences in demand
between the customers were largely in terms of chat-support, kitting, bundling, drop shipment, and
merge-in-transit. In terms of future demand, the customers were largely uncertain. The
conclusion is that Husqvarna Construction should consider offering the services that show
homogeneous patterns in terms of providing a high value and further investigate the
potential benefits of providing the uniquely requested services.