Market Analysis and Strategic Management of Battery Cooling System for Electric Vehicle

Due to the COVID-19 pandemic, global automotive markets have suffered a tragic decline. Fortunately, forecasts for the future lead to hope that the industry will quickly regain production and sales numbers, maintaining its leading position among the most profitable industries in the world. However, some threats to the automotive industry remain. The first is the shortage of microchips, and the second is the demand by governments to minimise their carbon footprint. With the almost inevitable shift to electrification, the entire product value chain will also change, as will the supply chain. The upstream players, the suppliers, will therefore have to cope with this change by expanding their component portfolio to meet the demands of this new trend. This thesis collaborates with Mubea, a leading supplier of automotive lightweight components, to study future trends in the automotive market and identify possible strategies to generate profits. The project is divided into several sections. The automotive market will be analysed in detail, studying possible future production volumes and synergies in using the same platform for different vehicles. Then, the strategic management of the battery cooling system will be developed, a product that has already been launched on the market by Mubea but is still in the embryonic stage. The sales path of this component will be checked to highlight any issues to be improved in future projects. Finally, an analysis of the current environmental condition will be covered, with all government requirements to reduce carbon footprint and global warming. These will be the fundamental goals of the automotive industry. The contribution of this thesis aims to provide strategic support for a product that is already on the market and to develop an insight that can be useful as a strategy to expand the business portfolio.