Optimal Solution for the Creation of Brand Awareness for Greater Market Share Acquisition of Siemens Mobility B.V. (PDF)

Seminar paper from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Siemens Mobility is a separately managed subsidiary of Siemens AG. The company was formed following the corporate restructure of Siemens AG with its global headquarters in Munich, Germany. Siemens Mobility has four core business units; Mobility management which is focused on intelligent traffic and rail technology systems, Rolling Stock, Railway Electrification, and finally Customer Services.

The according to the company's Annual Report for 2018, the company recorded revenues of EUR8.8 billion in the 2018 financial year (FY). The parent organization (Siemens AG) has over 34,000 employees for the period. The main services offered by Siemens Mobility include Mobile Apps, data analytics, mobility as a service (MaaS) and maintenance (Siemens Nederland, 2019). The organization operates in several industries such as transportation, control systems, digital services as well as railways.

In the Netherlands, the company operates as Siemens Mobility B.V.; which is going to be the focus of the research. The company has 238 employees and recorded revenues of US $105.17 million in the 2019 financial year; as noted in the Siemens Nederland annual report for 2019, the number of employees of the parent Dutch company reduced from 1,139 to 935 from 2018 to 2019 due to the sale of the Mobility and Mechanical Drives businesses during 2018.

As stated earlier in the report, Siemens Mobility is part of Siemens AG; with the focus on the organization being in the provision of environmentally friendly and reliable transportation systems. The company offers expertise in the delivery of excellent customer service, and pleasant experiences for transportation customers. The portfolio of products includes vehicles, light metros, infrastructure, as well as regional high-speed trains.

The author is acting as research at Siemens Mobility BV's Marketing Department located in Zoetermeer, Nederland. The scope of the problem explored in the research is relevant to the marketing department, but the effects of the problem are crosscutting across the whole of Siemens Mobility B.V.