Supporting strategic product portfolio planning by market simulation – The case of the future powertrain portfolio in the automotive industry
Kieckhäfer, K.
Volling, T.
Spengler, T. S.
Sonstige Beiträge in Proceedings und Sammelbänden
erschienen in:
Diamantopoulos, A.; Fritz, W.; Hildebrandt, L. (ed.): Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice, Springer Gabler, Wiesbaden, pp. 123–147, 2012. [Link]

In this paper, the authors propose a decision support for the strategic planning of the future powertrain and vehicle portfolio in the automotive industry. They use a hybrid market simulation approach for a simultaneous consideration of aggregated system and individual consumer behavior. This non-traditional simulation model allows for estimating the development of market shares of various powertrains in different vehicle size classes subject to the vehicle portfolio offered and to assumptions about consumer behavior and market environment.