Mémoire-projet

Abstract

This master's thesis examines the development of the B2C segment for ALD Automotive Luxembourg, a company traditionally focused on B2B leasing solutions. The shift to the B2C market is driven by changing consumer behaviors favoring flexible mobility solutions over traditional vehicle ownership. The study aims to identify strategies and process optimizations to support ALD Automotive's successful entry into the B2C market. It is set against the backdrop of changing market dynamics, technological advancements, and regulatory changes in Luxembourg, influencing the demand for private leasing solutions. The research includes an external market analysis using the PESTELO framework and an internal analysis of ALD Automotive's processes and customer satisfaction, gathering data from surveys and interviews with key stakeholders. Key findings indicate a growing interest in private leasing in Luxembourg, driven by fiscal incentives for electric vehicles and a societal shift towards sustainable mobility solutions. However, the current B2B-focused processes are not optimized for the B2C market, with manual handling of information and repetitive tasks leading to inefficiencies and increased error risks. Customers appreciate digital solutions but need clearer information and more responsive after-sales service. To address these issues, the thesis recommends implementing advanced digital tools like Salesforce to automate processes, reduce manual workload, and enhance data accuracy. It also suggests redesigning customer journey processes to be more efficient and customer-centric and expanding partnerships with key players in the automotive and technology sectors to improve service offerings. The transition to a B2C model presents significant opportunities for ALD Automotive Luxembourg. By embracing digital transformation and optimizing internal workflows, the company can position itself as a leader in the private leasing market, meeting the evolving needs of Luxembourg consumers.