Utjecaj digitalizacije na razvoj automobilske industrije – studija slučaja BMW AG

master's thesis

• Title (english): The impact of digitalization on the development of the automotive industry – a case study of BMW AG
• Author: Edi Iličić
• Mentor: Mario Spremić (mentor)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Ivan Strugar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Automobilska industrija doživjela je značajnu transformaciju posljednjih godina, a digitalizacija je odigrala ključnu ulogu u oblikovanju automobilske revolucije. Utjecaj digitalizacije na automobilsku industriju transformirao je proizvodnju, dizajn, marketing, odnos s potrošačima i lanac opskrbe. Integracija digitalnih tehnologija u proces proizvodnje automobila i same automobile iz temelja je promijenilo poslovanje automobilskih kompanija. Automatizacija, robotika i analitika podataka pojednostavili su proizvodnju, dovodeći do poboljšane učinkovitosti, smanjenih troškova i poboljšane kontrole kvalitete. Ključnu ulogu u transformaciji poslovanja odigrao je Internet stvari i analitika velikih podatka. Online platforme, društveni mediji i marketinške kampanje temeljene na podacima proširile su doseg proizvođača i pružile im vrijedan uvid u preferencije potrošača. Personalizacija i ciljano oglašavanje postali su norma, utječući na odluke o kupnji stvarajući sve lojalnije baze kupaca. Kroz rad su detaljno objašnjene tehnologije koje su omogućile revoluciju automobilskoj industriji uključujući razvoj umjetne inteligencije i autonomnih vozila, ali i problemi odnosno prijetnje koje su došle uz implementaciju novih tehnologija u automobile poput nedostatka privatnosti i potencijalnih hakerskih napada. U studiji slučaja detaljno je istraženo kako je BMW AG prolazio kroz transformaciju poslovanja od osnivanja kompanije. Napravljene su SWOT i PESTLE analize, prikazan je Porterov model 5 sila na primjeru BMW kompanije te je napravljena usporedba s najvećim konkurentima unutar njemačkih granica. BMW Grupa jedna je od vodećih kompanija po pitanju ulaganja u inovativne tehnologije te implementaciju istih u svoju proizvodnju i automobile. Nadalje, kroz rad je istraženo koje digitalne inovacije dolaze od bavarskog diva, kako je BMW uspješno implementirao uslužni poslovni model te koja je daljnja strategija rasta i razvoja kompanije.

Abstract (english)

The automotive industry has undergone significant transformation in recent years, and digitalization has played a key role in shaping the automotive revolution. The impact of digitalization on the automotive industry has transformed manufacturing, design, marketing, customer relations and the supply chain. The integration of digital technologies into the car production process and the cars themselves has fundamentally changed the business of car companies. Automation, robotics and data analytics have streamlined production, leading to improved efficiency, reduced costs and improved quality control. The Internet of Things and big data analytics played a key role in business transformation. Online platforms, social media and data-driven marketing campaigns have expanded the range of manufacturers and provided them with valuable insight into consumer preferences. Personalization and targeted advertising have become the norm, influencing purchasing decisions and creating increasingly loyal customer bases. The paper explains in detail the technologies that enabled the revolution in the automotive industry, including the development of artificial intelligence and autonomous vehicles, as well as the problems and threats that came with the implementation of new technologies in cars, such as the lack of privacy and potential hacker attacks. In the case study, it was researched in detail how BMW AG went through business transformation since the establishment of the company. SWOT and PESTLE analyzes were carried out, Porter's 5 forces model was presented on the example of the BMW company and a comparison was made with the biggest competitors within the German borders. BMW is one of the leading companies when it comes to investing in innovative technologies and implementing them in its production and cars. Furthermore, the paper researched which digital innovations come from the Bavarian giant, how BMW has successfully implemented a service business model and what the company's further growth and development strategy is.

• Keywords: digitalizacija; digitalna transformacija; inovativne tehnologije; umjetna inteligencija; poslovni modeli; automobilska industrija; BMW AG
• Keywords (english): digitalization; digital transformation; innovative technologies; artificial intelligence; business models; automotive industry; BMW AG
• Language: croatian
• URN:NBN: urn:nbn:hr:148:485413
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-09-19 10:48:20