CONTEXT MAP:
TRENDS AND DEVELOPMENTS
IN THE AUTOMOTIVE INDUSTRY
YEAR 3 - ORM
BY ESMEE VAN DER MEER
DATE 27/05/21
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 1
STUDENTNUMBER: 1581445
, This context map is an essential part of the third year of the Bachelor program
Entrepreneurship and Retail Management
Minor: Retail, Retail Concept Development
Name: Esmee van der Meer
Student number: 1581445
Teacher: Ronald Noppers and Annigje Roest
Study year: 2021-2022
Classification: confidential
Date: 27/05/21
Submitted in partial fulfilment
for the requirements of the bachelor’s program
Entrepreneurship and Retail Management
NHL STENDEN UNIVERSITY OF APPLIEF SCIENCES
Leeuwarden
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 2
,STATEMENT
1. This context map has been compiled by Esmee van der Meer and is based on
both facts and own opinions.
2. The written information has never been shown in a previous report for a
bachelor or part-time program at NHL Stenden.
3. The delivered work in this report has been elaborated by the above-mentioned
student in school and/or own time.
4. If sources or other advisers have been used, the bibliography should be
consulted.
Date: 27/05/21
Signature:
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 3
,PREFACE
The written report is a context map that looks at trends and developments within the
chosen industry. In this report the information is based on the student’s own facts and
opinions. As an author I processed the context map into a report in school and
leisure times. This context map is made individually.
In the third year of the Entrepreneurship and Retail Management program, students
get the opportunity to give their own twist to the education program by means of
various minors. The minors provide the student with new insights and brings
knowledge about a variety of subjects, of which is Retail Context Development is
one.
In a world that is constantly changing, it is good as a retailer to stay informed of the
upcoming developments in the market in order to be able to respond to changes at
an early stage. Within the minor Retail Context Development, the focus is on
mapping out relevant trends and developments within a self-selected sector. As a
result, a product, plan, scenario or proposal can be written in order to write an advice
that can help the industry in the longer term. For example, sustainability, economics
and politics are considered.
In this context map we look at the first part of the learning outcome in which the
macro- and meso-environment are leading. The learning outcome for this report is:
You originate, integrate, and combine relevant developments in the context of
the retail industry into the design of a product, plan, scenario or proposal that has a
focus on the vitality of a (retail) concept or retailing environment.
To fulfill this composition of this context map, I would like to thank my teachers
Ronald Noppers and Annigje Roest for their informative lessons within the involved
topics. This context map is intended for the specific audience of the Entrepreneurship
and Retail Management program at the NHL Stenden University of Applied Sciences
in Leeuwarden and the Haaima Hylkema group where Anne-Tjeerd Haaima can be
seen as the ultimately responsible.
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 4
,TABLE OF CONTENTS
STATEMENT............................................................................................................... 3
PREFACE ................................................................................................................... 4
TABLE OF CONTENTS .............................................................................................. 5
INTRODUCTION ......................................................................................................... 6
FROM THE WORLD OF RETAIL TO E-COMMERCE ............................................. 6
FUTURE DEVELOPMENTS WITHIN THE AUTOMOTIVE INDUSTRY ................... 7
THE MACRO ENVIRONMENT ................................................................................... 8
THE POWERFUL DEVELOPMENTS WITHIN THE DESTEP ANALYSIS ............... 8
DEMOGRAPHIC FACTORS ................................................................................ 8
ECONOMIC FACTORS ..................................................................................... 10
SOCIAL-CULTURAL FACTORS ........................................................................ 10
TECHNOLOGICAL FACTORS .......................................................................... 11
ECOLOGICAL FACTORS .................................................................................. 12
POLITICAL FACTORS ....................................................................................... 12
THE MESO ENVIRONMENT .................................................................................... 14
EASCY: THE FIVE TRENDS IN THE AUTOMOTIVE INDUSTRY ......................... 14
ELEKTRIFIED .................................................................................................... 14
AUTONOMOUS ................................................................................................. 15
SHARED ............................................................................................................ 16
CONNECTED..................................................................................................... 16
YEARLY UPDATED ........................................................................................... 16
CONCLUSION .......................................................................................................... 18
SWOT: OPPORTUNITIES AND THREATS ........................................................... 18
THE STARTUP OF A FUTURE VISION ................................................................. 19
BIBLIOGRAPHY ....................................................................................................... 20
APPENDIX ................................................................................................................ 22
ONDERNEMEND FRIESLAND – EDITION 3 2021 ................................................ 22
TROUW TOPIC NEDERLAND – NR. 7 MAY 2021 ................................................. 26
SPOTIFY PODCAST – ING “IMPACT VAN DE CORONA OP DE AUTOMOTIVE
SECTOR” – SECOND VERSION ........................................................................... 29
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 5
,INTRODUCTION
You originate, integrate, and combine relevant developments in the context of the
retail industry
Today it is important for every retailer in the playing field to be able to respond
strategically to the ever-changing circumstances, that exist in the market of supply
and demand. The current changes that are mainly occurring are faster, wider and
deeper, claims Eric Leltz (Leltz, 2017).
The author of the Dutch book: 'Organizations in transitions' knows how to link the
three definitions to changes that are now taking place in the market. Due to an
increase in the influence of information technologies (= ICT), communication can be
faster. For example, when something is posted on the internet, it is accessible to
everyone, after which it can be spread in an easy way. The advantage that this
entails is that new developments are accepted more quickly. The fact that changes
are also becoming deeper has to do with an increasingly personalized approach.
Where previously the strategy was to have an approach where a lot of mass
communication had been used, today it is possible to approach individuals in a
distinctive and heterogeneous way. This means that an enormous amount of data
has to be clustered, this is also well known as big data (Leltz, 2017).
Finally, the definition of broad-based changes has to do with competition in which
organizations manage to position themselves in the market (Leltz, 2017). For
example, think of Tesla in the automotive industry: they positioned themselves with a
new perspective in the market and defeated the current players in the market
(Stultiens, 2021).
FROM THE WORLD OF RETAIL TO E-COMMERCE
The definition of retail can be described as the part of the economy that deals with
the direct supply of goods and services. The meaning of retail has not or hardly
changed over the years, but the starting point did. The consumer has more and more
power, which characterizes our current market now as a so-called buyer's market.
Where in the past there was often a shortage of supply and demand, nowadays it is
important that the retail company knows how to respond appropriately to the wishes
of the target group. Success is closely related to this (F.W.J. Quix, 2016).
Retail is in the third wave:
this is also known as the digital revolution (Leltz, 2017).
When looking at the 7 P’s of the marketing mix, we gradually see a shift taking place
as well in which factors, such as location (NL: Plaats) and promotion, are considered
to be much more important than the logistical P’s, such as process and psychical
evidence (Leltz, 2017). Promotion in particular is starting to play an increasingly
important role in a world where 95% has access to the internet (more than 12 million
people in the Netherlands) (InRetail, 2018). Because most (physical = for example
clothing and toys) purchases take place online, a different kind of buying behavior
arises, in which we distinguish two processes: wanting to buy on the internet and
ultimately paying. (Weber, 2019).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 6
, FUTURE DEVELOPMENTS WITHIN THE AUTOMOTIVE INDUSTRY
Within each industry there are specific developments and trends that do not always
apply to companies outside the industry (F.W.J. Quix, 2016). In order to arrive at a
specific learning outcome, the focus is on the automotive industry, with the Haaima
Hylkema organization as a leading point. This industry is a big part of our daily life
and has undergone extreme technological advancements in the past decade.
Figure 1: Trends within the automotive industry around the year 2030 (Berings, 2020).
Within the context map we look at the external environment in which the macro- and
meso-analysis are inventoried. The outcome will be of added value for the future
vision in which the internal environment will be central with the focus on the micro-
environment. The SWOT analysis will be included in both reports, whereby
opportunities and threats are identified in the context map (with regard to the external
environment) and strengths and weaknesses are identified in the internal
environment (compared to the market position of Haaima Hylkema in the near
future).
The ultimate goal of both reports will refer to creating value for Haaima Hylkema in
the long term, mapping out the macro-, meso- and micro-environment. The design
will be recorded in the form of a product, plan, scenario or proposal that emphasizes
the vitality of the company.
In the context map, the macro- and meso-analysis will be used as a common thread
in the report to indicate developments and trends. The DESTEP analysis will be
elaborated and applied in order to be able to continue with the micro-analysis in the
future vision report.
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 7
