Master thesis : "Assessing the opportunity and feasibility of ensuring quality standards of after-sales service to end-consumers are maintained when a technological breakthrough occurs between ICEs and electric outboard motors, and the current network of high-performance authorized service providers is no longer aligned with the product in an existing B2B business model in Europe."

Abstract

As the world shifts towards electric vehicles to combat the urgent issue of global warming, and as European policies prioritize recycling and repair over replacement, our research seeks to assess the feasibility of maintaining high-quality after-sales service for consumers. We are examining how companies like Mercury Marine can continue to meet these standards with their existing network of authorized service providers in Europe, who may no longer be aligned with product technology. For context detail, see chapter 1. For information about the company, see chapter 2. Through the PESTEL framework, we gathered an in-depth knowledge of the contextual landscape of the after-sales services in the marine industry. We qualitatively evaluated Mercury Marine's relationship with its dealers (N=56) through the lens of Porter's Five Forces frameworks adapted by conducting customer research with a multilingual (N=9) online questionnaire among marine dealers and boat manufacturers (N=942) in the main European markets. We collected secondary data through Mercury Marine's dealer network (N=2.320) to evaluate the sales forecast and defective products of the Avator™. We conducted a second qualitative analysis and benchmarking study to assess the after-sales service policies of Avator™'s direct competitors. This involved conducting in-depth interviews (N=15) and examining adjacent industries (N=2). Based on our findings, we developed seven different scenarios. Refer to chapter 0 for the research findings. Finally, we build two distinct value propositions, tailored for both dealers and end-customers. Our innovative approach to the relationship offers unparalleled benefits to all parties. For value propositions, see chapter 4. Conclusion, see chapter 5.