Tutorial F4

Servitization on Asia Team Members (from left to right): Bi Hong Lei, Nguyen Viet Dung, Trisan Kriskharismawan, Neville Sinclair Tjahjadi, Lee Ying Jia & Lin Meijun

The aims and objectives of this project is to investigate the servitization process of BMW DriveNow program. BMW DriveNow program is purposely made for people who want to experience driving luxury cars without owning one and reducing expenses on the cost of transportation. By providing security and comfortable, BMW DriveNow program is highly rated in Europe. Our research is based on the servitization process and how is servitization influencing customers in terms of value. The research has been done based on primary and secondary research methods. Primary research method was using online survey in various. Secondary research method was based on online document, journal articles and websites. Our participants are mostly male and were born after 1994 from China, Vietnam, Indonesia and Malaysia. 85% of participants want lower prices and reduce their expenses. Overall, participants in this survey do not find BMW DriveNow program meeting their requirements environmentally, socially and are value conscious.