Partes de un Equipo de Perforación Diamantina

As discussed in Section 5.3.1, it took the airline industry decades to reach the current advancement level of revenue management. Although the concepts introduced in Section 5.3.2 and 5.3.3 are hold simplistic in consideration of the inexperience of BICS, an integration would have to happen in phases. At the moment the only familiar demand category is the business-related bookings. Therefore, the following recommendations for an implementation are presented, based on the recommendations from the previous Section. For every step of the integration a time table planning is indicated. It should be mentioned, that this time table is indicated for a first integration. It should be expected, that it shortens for following integrations, due to the gained experience and capabilities from previous projects.

Understand the Situation: Develop and test a forecasting method on the currently familiar de- mand category (business related bookings), till the capability to make robust forecasts is acquired.

(1 month)

Understand a possible 1st _{Expansion: Research how employees stand towards using the shared} cars for private purposes (timing and volume of demand, price sensitivity). (1 month)

7.3. CHAPTER CONCLUSION 53 Prepare and Execute the 1st _{Expansion: Set protection levels for the business-related demand,} come up with a simple pricing table (e.g., only considering the time slots involved in a booking, not how far in advance the request was placed or the free capacity at the moment of booking) for the private internal demand category and give it access to time slots outside the regular office hours.

(2 months)

Optimize the 1st Expansion: •Introduce more complex pricing tables (e.g., add the two dimen- sions left out earlier) and optimize the utilization and profit while observing how the private internal demand responds to changes. (The acceptance of complex pricing due to revenue management mod- els increases when the logic behind them is clearly communicated with the user [4]). (6 months) • Acquire the capability to forecast the private internal demand related to the optimal pricing strategy.

(2 months)

If the cars are still underutilized:

Understand a possible 2nd_{Expansion: Research how residents in the surrounding of the business} stand towards using the shared cars outside a companies office hours (timing and volume of demand, price sensitivity). (1 month)

Prepare and Execute the 2nd Expansion: Set protection levels for the private internal demand (only if this category is prioritized above the external demand, which is not recommended in Sec- tion 7.1), come up with a pricing table for the external demand category and give a pilot group of external users access to time slots outside the regular office hours. This pricing table could be as advanced as the pricing table for the private internal demand (if communicated correctly) and based on the previously gained experiences. (1-2 months)

Optimize the 2nd _{Expansion: • Optimize the utilization and profit while observing how the ex-} ternal demand responds to changes in the pricing strategy. (6 month) • Acquire the capability to forecast the external demand related to the optimal pricing strategy. (1 month)•If necessary increase the group of external users and repeat the optimization loop.

For simplicity this approach stays away from the already high utilized office hours. Furthermore, the acceptance for allowing bookings besides for business related usage during office hours might be low. When forecasting capabilities reach a confidently robust level and there are certain days with lower utilization during office hours (e.g., Fridays) this mindset could in theory be changed. Even if it is recommended (Section 7.1) to let the private internal demand and external demand compete for the same capacity (no protection level for the private internal category), it makes sense to integrate them not at the same time. By integrating them in two expansion waves the uncertainty is reduced. The first expansion can be seen as a pilot with the employees, who are already accustomed to the system and have a relationship to the company. Building up forecasting and revenue management experiences with them reduces the uncertainty for a possible second expansion of the external category.

7.3

Chapter Conclusion

This chapter reflects on previous chapters and evaluates insights gained. It makes recommendations which choices to make and how they could be implemented to achieve the best outcome. The next/last chapter summarizes and concludes this research and points out future research implied by it.

Chapter 8

Conclusion & Discussion

This final chapter recaps the executed research, its primal motivation, the guiding central research question, the methods used to answer the central research question, the achieved results and recom- mendations going forward.

8.1

Motivation

The motivation of this research is in line with the fundamental idea of carsharing. Privately owned cars are not utilized a majority of time, during which they require parking space. The fundamental idea of carsharing is that sharing increases the utilization of cars, which leads to less cars and therefore parking space being needed. This research assumes that WeGo’s BICS successfully furthers the carsharing idea, but as currently executed stays below its potential. The motivation of this research is to help WeGo to better realize the potential of BICS, by driving the carsharing idea further to achieve financial benefits for WeGo’s customers and sustainability benefits for their environment.

8.2

Central Research Question

This research assumes that the reason why BICS stays below its potential is a disparity of its demand through the week. Therefore, driven by its motivation the following research question is used as guid- ance for this research:

How can a two-way demand regulation (reduction of peak demand and demand promotion in periods of low utilization) make the use of a business internal car sharing fleet more efficient and sustainable?