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How the Semiconductor Shortage Affected Production and Sales of German Car Manufacturers and What are Strategic Conclusions?

  • Moving places in cars impacts human activity daily. Therefore, living in a world without cars is inconceivable. While demand for cars exists, supply experiences shortcomings. Customers receive their vehicles with only one key or must deal with long delivery times. There is a correlation between the car industry, supply shortfalls and the current state of the world regarding COVID-19. The objectives of this research are examining how the semiconductor chip shortage affected sales and production of German car manufacturers and what strategic conclusions can be drawn for the future. To reach the objectives a quantitative theory analysis of existing literature was applied. The chosen car manufacturers are Audi AG, BMW AG, and Mercedes-Benz Group AG. The results show that all objects to the research topic experienced a decline in production and sales. Further, that the semiconductor shortage, mainly anticipated by the pandemic, revealed the fragility of supply networks of the automotive industry. Different strategic attempts may cure supply chain management issues as such; however, it depends on the evaluation of the automotive industry whether this crisis carries a sustainable effect with its presence or not.

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Metadaten
Author:Aylin Yurttas
Advisor:Niels Behrmann
Document Type:Bachelor Thesis
Language:English
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Release Date:2022/03/03
Tag:Automotive industry; Car manufacturer; Semiconductor; Shortage
Degree Program:IBM - International Business Management
Functional area:Production, Operations and Supply Chain Management
Licence (German):License LogoUrheberrechtlich gesch├╝tzt