Thesis Strategic Marketing Plan
swartjesThis comprehensive Bachelor's thesis was written for the Business Administration program (specialization in Marketing Management) at NHA. The thesis explores a current and highly relevant topic: the strategic feasibility of electric driving within the taxi industry, using R&R Executive Transportation as a practical case study.
- Full application of the Balanced Scorecard framework (Kaplan and Norton)
- Analysis of Corporate Social Responsibility (CSR)
- Concrete feasibility study, including lease-versus-purchase comparison and break-even analysis
- International field research (Belgium, Germany, France, the Netherlands)
- Clear structure: preface, executive summary, theoretical framework, observation, and recommendations
- Includes appendices, a DESTEP analysis, and financial considerations
→ Suitable for students of Business Administration, Commercial Economics, Marketing, Sustainable Business or Logistics
→ Can be used as a sample thesis or as inspiration for a graduation project or applied research
→ Bachelor’s level (Dutch HBO)
This Bachelor’s thesis (Business Administration – Marketing Management, NHA) examines the strategic feasibility of electric vehicles in the taxi sector, using R&R Executive Transportation as a case study. It applies the Balanced Scorecard (Kaplan & Norton), evaluates Corporate Social Responsibility (CSR), and includes a detailed feasibility analysis (lease vs. purchase, break-even point). The research incorporates international fieldwork across Belgium, Germany, France, and the Netherlands. The thesis is structured clearly and includes relevant financial and contextual analyses, making it a useful reference for students in Business, Marketing, Sustainability, and Logistics.