.FUTURE TO COME.
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2017 NOV
Jiun Tyng Dai / Lara de Graaf /
Giulia Marsaglia / Hanna van der Ploeg




.FUTURE TO COME.

.PERSONA.
Personal of a Generation Y end-user.
Sarah, born in 1993, Amsterdam, student econometrics

technology
travel
sharing
freedom
sustainable
With a limited budget, I search for similar options online, with the same or higher level of benifits, but cheaper.
I feel naked without my phone, it makes me feel left out.
EPHEMERAL
With the help of technology, “instant” has been taken as granted. People no longer waits for a taxi longer then ten minutes, no longer wait for an order longer then two weeks, we text by phone instead of writing letter. Things are expected to be done and taken actions in seconds. E-commerce is also an clear example for this fast moment trend, on demand products and service changes people’s value in the way they consume daily necessities.
TRANSPARENCY
Knowledge economy has expanded rapidly in the past few years, and will continue do so. People are gaining access to all kind of informations. We not only have to ability to spread and share ideas, all that we’d like to know is also possible to be just a “search” away. Transparency is what makes people feel secure and take countrol.
GLOBALIZATION
With the time passing, the border between countries and nations are disappearing in all kinds of way. Activities from vacation to business traveling are as normal as it can be. Companies spreading divisions all over the world, customer buying foods form their location, trains and planes running non stop just to transfer people form one place to another... Globalozation in people, economy, education, policy... scales up the task that we are facing.
// HOW SHOULD VANDERLANDE REACT TO THESE CHANGES? //
.Vanderlande Potential Market Position.






.VISION / MISSION.
\ VISION
Vanderlande’s new ingridients mixed into the traditional recipe, to create and end result that is appreciated by customer and end-user.
Vanderlande lead the future market changes by pursuing also an end-user approach; that means to bridge toward their current customers and end-user, by involving and combining them into a design process of future system and service.
\ MISSION
Metaphor:
This is anijskrollen from Veghel. Looks delicious, but something can be missing when you take into account the culture of Brabant and the holiday of Sinterklaas, ... during those seasons, speculaasjes should be added to create a even more delicious anijskrollen!
- Anijskrollen >> Vanderlande
- the culture of Bradant and the holiday of Sinterklaas >> the future changes from general Y
- Speculaasies >> end-user approach


Anijskrollen
Speculaasjes
.Evolution Planning.


End-user
Customer
Vanderlande
Vanderlande has always been talented in meeting up customer needs.
Vanderlande 2017
Strength : The path way to meet the needs
Vanderlande 2020 - 2025
Vanderlande should also thinks of end-user when they make their next step, in order to be a step ahead.
An added path way to understand the need of end-users

Vanderlande 2030

Enhancing the influence from end-user will shift Vanderlande from a B2B company to a more proactive position, thus improve flexibility for any future changes.
B2B (Vanderlande to customer) will still be the main task for the company, but a new path way towards the end-user will be made to remain competitive in the coming future.
.Strategic Planning.







Service Example
By collecting and tracking data from end user, Vanderlande provide a new luggage transporting service, by involving collaboration and designers in-house.
( numbers could be referred to the strategic planning )












.Conclusion.

TO BE A STEP AHEAD
To be able to take good usage of the direct needs from the end-user.
INFLUTENTIAL
Have the ability to make influence to the client and end-user.
INDEPENDENCE
Not only rely on the second-handed knowledge from the clients.
COMPETITIVE POSITION
Differentiate themselves from competitors by adapting to the future world.