Samenvatting

Decos Mobile Solutions BV is one of the subsidiaries of Decos Technology Group, located in Noordwijk, The Netherlands. Decos Mobile Solutions BV offers a fleet management system called ‘Cartracker’. These systems, in the form of black boxes (hardware), are installed in vehicles of organizational fleets. From that moment onwards, Cartracker will register all trips of the vehicles automatically. This can help organizations carry out their responsibility of sending data of business related trips to the Dutch tax authorities. By doing so, certain Dutch vehicle taxes will be avoided. Therefore, Cartracker is certificated with the quality label ‘RRS’. Besides that, Cartracker delivers data to fleet managers in the form of driving behavior, real-time locations (track & trace) and working hours via software. All this data helps organizations to manage their fleets in an efficient way. The corporate vision can be described as followed:
“Decos Mobile Solutions wants to improve fleet performance and driving behavior for a sustainable mobile society.”
In this report, four hypotheses were defined, based on the Value Proposition Canvas model from Osterwalder (2012). This model considers two specific aspects: the value proposition and the customer segments. In addition, the Value Proposition Canvas considers the fit of these aspects. Further research has been done to answer the main question of the research, which is:
“What are the needs of the target group in the field of fleet management?”
Furthermore, a total of thirteen sub-questions have been formulated out of the main question, ordered in the categories ‘desk’, ‘field’ or ‘desk–and-field’ research. The answers of the desk research questions are based on literature and databases of DMS. To answer the field research questions, qualitative research has been performed. Fourteen depth interviews were held among fleet managers who are part of the target group, with the purpose to gather information about their needs. Various card sorting and show card techniques were used while conducting the research.
The desk research had some relevant outcomes. For instance, the potential market for Cartracker consists a total of 1.883.790 vehicles. In addition, an increase of 3% is expected for the next year (Rabobank, 2017). A DESTEP-analysis gave some other important insights. The most relevant outcomes were the technological and the ecological developments. Moreover, the number of electric cars will be doubled ten times over the next five years (ING, n.d.). Besides that, sustainability is another upcoming trend. On the long-term, car sharing in combination with the self-driving car will become more popular, which will cause a reduction up to 50% on the total Dutch fleet in 2050 (Ministerie van Economische Zaken, 2016). The data delivering ‘connected car’ will become more popular, with a reduction of costs as the main driving force (Innovam, 2014).
The value proposition of Cartracker in the perception of DMS is the automatic registration of trips including the quality label RRS and on the other hand the possibility to increase fleet performance by using vehicles more efficient. The customer segments are separated in two groups: the governmental (‘LRG’) and commercial (‘MKB’) institutions.
The field research has shown that the main pains among both customer segments are relieved by Cartracker. Therefore, hypothesis H1 and hypothesis H2 have both been accepted. These hypotheses state that the pain relievers of Cartracker relieve the pains of the customer segments MKB (H1) and LRG (H2). Hypotheses H3 and hypothesis H4 describe that the gain creators of Cartracker create gains for the customer segments MKB (H3) and LRG (H4). Although the research shows that some organizations do use Cartracker to create gains, it turned out that some respondents from both segments are not capable to use the Cartracker-system in order to improve the fleet performance. The main reason is that the fleet managers are not familiar with the Cartracker software. Because of this reason, hypothesis H3 and hypothesis H4 have been rejected. To conclude, the biggest challenge for DMS will be to make sure that their customers are able to use the features of Cartracker.
A total of seven recommendations have been formulated. The first recommendation states that DMS should familiarize the customers with the software by training and guiding them. Moreover, to reach the potential customer it is recommended to put a fair amount of effort in online marketing. Furthermore, DMS has been advised to invent the possibilities for creating resellers, in order to canvass bigger fleets in the long term. Several other recommendations have been defined to meet other customer needs.
The final part of the report contains the implementation. In this part, each recommendation has been worked out to draw a plan for the operationalization. A diversity of task has been specified and assigned on a timeline. Furthermore, an assumption of the costs and the benefits has been added for each recommendation. Besides that, a content calendar has been attached.