Introduction Theory Empirical research. Case study example Volkswagen Autostadt. Cross case comparison Conclusion Recommendations

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2 Introduction Theory Empirical research Case study example Volkswagen Autostadt Cross case comparison Conclusion Recommendations 2

3 CREM lab topic: The added value of real estate What is the impact of real estate on the organizational performance? The ING house (source: Flickr) 3

4 Remembered similar buildings 4

5 Remembered similar buildings The BMW Welt (source: Flickr) 4

6 Last decades: Economic changes Societal changes 5

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8 Car sales for German car manufacturers remained steady but have declined in 2013 (Bryant, 2013) In the meantime: Change in consumer wishes -> from goods and services to experiences German manufacturers invested in expensive buildings to give consumers these experiences 6

9 The Audi Forum (source: Flickr) 7

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13 Adding value by real estate Several frameworks and theories Resulted in nine general strategies for adding value by real estate Used to pinpoint the added value of experience centres 11

14 Overview of 9 real estate strategies (source: Van der Zwart, 2011) 11

15 Definition of added value 12

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17 Experience economy 13

18 The progression of economic value (source: Pine and Gilmore) 13

19 The progression of economic value (source: Pine and Gilmore) 13

20 The progression of economic value (source: Pine and Gilmore) 13

21 The progression of economic value (source: Pine and Gilmore) 13

22 The progression of economic value (source: Pine and Gilmore) 13

23 Automotive history 14

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32 Main variables 16

33 Key Performance Indicators 16

34 Year of opening Location Locational context Functions Single/multi ple brands 2000 (Porsche pavilion 2013) Wolfsburg, Germany Next to factory/ Headquarters/ railroad Pick-up, exhibition, cafes, museum, auditorium, shops, park with pavilions 2008 (extension 2012) München, Germany Next to factory/hea dquarters and highway Pick-up, exhibition, shops, cafe, museum, auditorium (museum) Dresden, Germany Main road and green area/park Pick-up of three premium type VW s, shop, restaurant Stuttgart, Germany Next to factory/hea dquarters and highway Pick-up, museum, car sales, shop, restaurant, 2009 (museum) Zuffenhause n, Germany Next to factory/ Headquarter s Pick-up, museum, shop, restaurant, 2000 Ingolstadt, Germany Next to factory and residences Pick-up, museum, exhibition, cafes, auditorium Multiple Multiple Single Single Single Single 17

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42 Year of opening Location Locational context Functions Single/multi ple brands 2000 (Porsche pavilion 2013) Wolfsburg, Germany Next to factory/ Headquarters/ railroad Pick-up, exhibition, cafes, museum, auditorium, shops, park with pavilions 2008 (extension 2012) München, Germany Next to factory/hea dquarters and highway Pick-up, exhibition, shops, cafe, museum, auditorium (museum) Dresden, Germany Main road and green area/park Pick-up of three premium type VW s, shop, restaurant Stuttgart, Germany Next to factory/hea dquarters and highway Pick-up, museum, car sales, shop, restaurant, 2009 (museum) Zuffenhause n, Germany Next to factory/ Headquarter s Pick-up, museum, shop, restaurant, 2000 Ingolstadt, Germany Next to factory and residences Pick-up, museum, exhibition, cafes, auditorium Multiple Multiple Single Single Single Single 19

43 Year of opening Location Locational context Functions Single/multi ple brands 2000 (Porsche pavilion 2013) Wolfsburg, Germany Next to factory/ Headquarters/ railroad Pick-up, exhibition, cafes, museum, auditorium, shops, park with pavilions 2008 (extension 2012) München, Germany Next to factory/hea dquarters and highway Pick-up, exhibition, shops, cafe, museum, auditorium (museum) Dresden, Germany Main road and green area/park Pick-up of three premium type VW s, shop, restaurant Stuttgart, Germany Next to factory/hea dquarters and highway Pick-up, museum, car sales, shop, restaurant, 2009 (museum) Zuffenhause n, Germany Next to factory/ Headquarter s Pick-up, museum, shop, restaurant, 2000 Ingolstadt, Germany Next to factory and residences Pick-up, museum, exhibition, cafes, auditorium Multiple Multiple Single Single Single Single 19

44 Year of opening Location Locational context Functions Single/multi ple brands 2000 (Porsche pavilion 2013) Wolfsburg, Germany Next to factory/ Headquarters/ railroad Pick-up, exhibition, cafes, museum, auditorium, shops, park with pavilions 2008 (extension 2012) München, Germany Next to factory/hea dquarters and highway Pick-up, exhibition, shops, cafe, museum, auditorium (museum) Dresden, Germany Main road and green area/park Pick-up of three premium type VW s, shop, restaurant Stuttgart, Germany Next to factory/hea dquarters and highway Pick-up, museum, car sales, shop, restaurant, 2009 (museum) Zuffenhause n, Germany Next to factory/ Headquarter s Pick-up, museum, shop, restaurant, 2000 Ingolstadt, Germany Next to factory and residences Pick-up, museum, exhibition, cafes, auditorium Multiple Multiple Single Single Single Single 19

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53 The benefits of a flagship are: Showcases the brand in all its aspects; Stimulates brand awareness; Improves the marketing of the brand; This is reached through a real estate strategy that focuses mainly on supporting the image. 23

54 The frameworks are general Develop a framework for flagships based on existing frameworks Determine specific KPI s; Focus on most important stakeholders; 24

55 Investigate the cultural aspects of car buying process Car pickup is German To want experiences is not Other countries have important car brands too; How come these don t promote their brands in the same way? 25

56 Deeper research into the marketing of the German brands Focus was to pinpoint added value and benefits of the real estate One of the findings was that pull marketing is used What other techniques are used? 26

57 For practice: Improve the car pickup numbers of BMW And improve the financial position By looking at the competition 27

58 Volkswagen Autostadt BMW Welt Car pickups in Maximum capacity Maximum daily capacity Car pickups daily Ratio 96% 36% 27

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