Automotive & Mobility

Competitive Product and Cost Analysis for a Turkish Bus Manufacturer


Uncertainty on the side of the corporate parent of the bus manufacturer about their potential to succeed

Problem-Solving Approach

Analyzing the competitive position regarding product-related aspects:

  • Analyzing the development of the market and its segments
  • Appraising the market attractiveness
  • Deriving the customer preferences and buying-factor profiles
  • Ascertaining the customers’ perception of the client’s and their competitors’ brands and products

Analyzing the competitive position with respect to costs:

  • Detailing of the cost structure
  • Analyzing product profitability
  • Comparing KPIs
  • Conducting a conceptual benchmarking and a value analysis
  • Deducing cost-reduction measures

Determining the future strategic directions:

  • Defining a regional strategy:
  • Prioritizing focus markets and determining the market-penetration path
  • Assessing the entry into new markets, especially with respect to R&D cost versus the additional sales and revenue potential
  • Defining strategic levers:
  • Selecting and improving products in order to meet the market requirements
  • Optimizing the existing sales organization
  • Sketching a roadmap to the consequent positioning of the client’s brand on ‘value for money’ while increasing the profitability

Short-term measures defined to refocus on core markets


Mid-term approaches to a careful geographic expansion developed


Long-term directions identified in order to selectively enter new markets


Measures packages consequently and successfully implemented after having completed the project at the end of 2010:
Net revenue more than doubled until 2016