This masterthesis explores the importance of modularization on the global agricultural machinery producer Case IH. Special focus was put on the tractor cabin, which is significantly influencing the structure of the whole vehicle. The operational difficulties, fueled by a large variety of different cabin options are the driving force and motivation of the selection of this thesis. Besides this, the fact that the agricultural machinery market is steadily changing, additionally strengthened the relevance of this thesis. The combination of an already existing complexity of the current cabin lineup, and the changing market and customer behavior puts Case IH on the test. Because of this diversity production becomes more difficult and therefore expensive. Moreover, this diversity influences warehousing, time to market, among other factors. Modularization aims to standardize and streamline these processes. Providing possible solutions to overcome obstacles and therefore creating competitive advantage for Case IH. The thesis is structured into three main chapters, each focusing on different topics and perspectives. It provides a comprehensive literature review that also focuses on the particularly comparable approaches in the automotive industry. This chapter of the masterthesis acts as a foundation for the subsequent discussion on the current situation of Case IH. This overview helps understanding the diverse portfolio of Case IH and the accompanying struggles. Giving these challenges, the central research question was formulated, as follows: “What are the implications of modularization on the tractor cabin lineup for Case IH”, followed by sub questions that delve deeper into this broad topic. Finally, the empirical part of the thesis provides information of several companies that operate in comparable industry sectors. This chapter presents findings from eight semi structured interviews that were conducted with industry experts. Combining the empirical and the theoretical findings creates a basis for answering the formulated research questions. In conclusion, the thesis proves that the far-reaching ramifications of modularization positively influence the company´s market position and operational efficiency. The long-term strategic advantages outweigh the occurring implementation cost. In the end, this strategy can help Case IH to secure its market position through constant innovation and swift market adjustments to the steadily changing market conditions.
Breaking New Ground: Creating a modular strategy for Tractor Cabins at CNH Industrial to fuel Innovation, Flexibility, and Cost-Effectiveness
Troger, V. (Author). 2024
Student thesis: Master's Thesis