Anwb Case

ANWB Group Assignment

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Index

Chapter 1: The history so far 3

Chapter 2: Major strategic initiatives 4

Chapter 3: Operational initiatives 7

Chapter 4: Results of initiatives 8

Chapter 5: And what to do next?? 9

References: 13

Chapter 1: The history so far

The ANWB (Algemene Nederlandse Wielrijders Bond) was an institution within the Dutch society. Originally an association to promote cycling, over the years it broadened its perspective to include all transportation: from road signs for cyclists to road assistance for motorized vehicles and even insurances. The virtual monopoly that the ANWB had been taken for granted by a lot of people, even the ANWB themselves. People took a subscription almost automatically when buying their first car and never questioned the amount of money they had to pay. Over the years the ANWB grew into an organization of more than 4,000 employees with a turnover of 744 million Euro’s in 2004.

In 2004, a change in the virtual monopoly took place. Route Mobiel, a small, low-cost competitor, entered the market. They immediately launched an aggressive marketing campaign, pointing out the reduction in subscription fee that they could offer their customers. Their strategy was built on the fact that significant changes had taken place in the environment in which the ANWB operated. These changes were mainly the penetration rate of mobile phones and the technological improvements to the cars people drove. This meant that no longer the drivers had to rely on communication devices alongside the road and that cars broke down less often. When cars broke down, it was often an electronical malfunction, which could not be fixed by roadside assistance, but had to be fixed at a local garage. By using a network of towing companies, Route Mobiel was able to offer road side assistance in the form of towing, with very little fixed cost. This enabled them to offer subscriptions at a reduced price, with which they tried to take a piece...