Tutorial F3

Servitization: China VS Southeast Asia Team Members (from left to right): Zhang Minghe, The Nu Sea Sar, Zheng Yutian, Nguyen Doan Hai Yen, Kai Nee Ou & Qian Chen

More and more manufacturing firms move towards to servitization which is about integrating services with products offerings based on customers’ perspectives to satisfy customers. The aim of this project is to show the customers’ perceptions about servitization in the car industry and a specific research objective, the BMW DriveNow program. The BMW DriveNow program provides car sharing service that has been implemented successfully in some European countries since 2011 and has not been introduced in Asia. Understanding the perspective of Asians about the program is important for expansion of the program. In the methodology, secondary data is used to explain the key concepts of servitization and car sharing. Moreover, a questionnaire about BMW DriveNow and general knowledge of car using is designed to collect primary data. The questionnaire is uploaded on the Qualtrics and collected a total of 300 responses from six cities in China and Southeast Asia (Beijing, Shanghai, Heilongjiang, Ho Chi Minh, Yangon and Johor Bahru). The results show that more than three quarters of people would be more likely to join the BMW DriveNow as they consider that it is an economical and eco-friendly program.