FUTURE VISION:
THE FUTURE OF MOBILITY AT HAAIMA
HYLKEMA IN A CHANGING WORLD
YEAR 3 - ORM
BY: ESMEE VAN DER MEER
DATE: 25/06/21
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 1
STUDENTNUMBER: 1581445
, This future vision is an essential part of the third year of the Bachelor program
Entrepreneurship and Retail Management
Minor: Retail, Retail Concept Development
Name: Esmee van der Meer
Student number: 1581445
Teacher: Ronald Noppers and Annigje Roest
Study year: 2021-2022
Classification: confidential
Date: 25/06/21
Submitted in partial fulfilment
for the requirements of the bachelor’s program
Entrepreneurship and Retail Management
NHL STENDEN UNIVERSITY OF APPLIEF SCIENCES
Leeuwarden
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 2
,STATEMENT
1. This context map has been compiled by Esmee van der Meer and is based on
both facts and own opinions.
2. The written information has never been shown in a previous report for a
bachelor or part-time program at NHL Stenden.
3. The delivered work in this report has been elaborated by the above-mentioned
student in school and/or own time.
4. If sources or other advisers have been used, the bibliography should be
consulted.
Date: 25/06/21
Signature:
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 3
,PREFACE
While trends and developments from the external environment were mentioned in the
context map, the future vision report looks more specifically at the internal events. In
this report the information is based on the student’s own facts and opinions. As an
author I processed the future vision into a report in school and leisure times. This
future vision report is made individually.
In the third year of the Entrepreneurship and Retail Management program, students
get the opportunity to give their own twist to the education program by means of
various minors. The minors provide the student with new insights and brings
knowledge about a variety of subjects, of which is Retail Context Development is
one.
In a world that is constantly changing, it is good as a retailer to stay informed of the
upcoming developments in the market in order to be able to respond to changes at
an early stage. Within the minor Retail Context Development, the focus is on
mapping out relevant trends and developments within a self-selected sector. As a
result, a product, plan, scenario or proposal can be written in order to write an advice
that can help the industry in the longer term. For example, sustainability, economics
and politics are considered.
In this future vision we look at the second part of the learning outcome in which the
micro-environment is leading. The learning outcome for this report is:
You originate, integrate, and combine relevant developments in the context of the
retail industry into the design of a product, plan, scenario or proposal that has a
focus on the vitality of a (retail) concept or retailing environment.
To fulfill this composition of this future vision, I would like to thank my teachers
Ronald Noppers and Annigje Roest for their informative lessons within the involved
topics. This context map is intended for the specific audience of the Entrepreneurship
and Retail Management program at the NHL Stenden University of Applied Sciences
in Leeuwarden and the Haaima Hylkema group, where Anne-Tjeerd Haaima can be
seen as the ultimately responsible.
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 4
,TABLE OF CONTENTS
STATEMENT............................................................................................................... 3
PREFACE ................................................................................................................... 4
TABLE OF CONTENTS .............................................................................................. 5
INTRODUCTION ......................................................................................................... 6
THE ORGANISATION HAAIMA HYLKEMA ............................................................. 6
THE FUTURE VISION OF HAAIMA HYLKEMA ....................................................... 7
SUSTAINABILITY AS A BASIS FOR THE FUTURE ................................................. 8
GETTING ACQUAINTED WITH ELEKTRIC DRIVING .......................................... 10
A RAPID TECHNOLOGICAL FLOW ........................................................................ 11
CUSTOMER NEEDS WITHIN EACH TARGETGROUP ........................................ 11
PRESENTING THE OFFER AT COSTUMER’S HOME ......................................... 11
TARGETED SALES ............................................................................................... 12
SHARED MOBILITY AS A NEW STARTING POINT ............................................... 13
SUSTAINABILITY = TRENDY ............................................................................... 13
CONCLUSION .......................................................................................................... 14
VARIOUS SCENARIOS WITHIN THE FUTURE OF HAAIMA HYLKEMA ............. 14
BIBLIOGRAPHY ....................................................................................................... 15
APPENDIX ................................................................................................................ 17
THE CONSIDERATION OF DRIVING ELEKTRIC WITH SHORTLEASE .............. 17
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 5
,INTRODUCTION
The future vision is processed into the design of a product, plan, scenario or proposal
that has a focus on the vitality of a (retail) concept or retailing environment
Not every development that occurs in the market always has consequences for every
retailer. For organizations outside a certain industry, developments can be
completely irrelevant. However, it is important to stay informed of what is going on in
the world for every provider in the market. Analyzing the current and future economy
can influence one's own competitive position. After all, anyone who knows how to
respond quickly to changing circumstances is guaranteed to be one step ahead of
the rest, says Frank Quix, author of the book Retail Marketing (F.W.J. Quix, 2016).
THE ORGANISATION HAAIMA HYLKEMA
Zooming in on the Haaima Hylkema group, they have been specialized for more than
a hundred years in the sale of new and used used cars and commercial vehicles of
the brands Nissan, Opel, Peugeot and Suzuki. In the year 1926 the doors of the first
company of the Haaima Hylkema group were opened in Wirdum. The customer could
visit this garage six days a week for the maintenance of cars, motorcycles and
tractors under the supervision of owner Piebe Haaima. In 1960 the first branch of an
official Peugeot garage was opened in Friesland. Not much later this continued with
even more openings of new dealers in Drachten, Sneek and Emmeloord, among
others (Haaima Hylkema, 2019).
The branch in Leeuwarden started in 1998, they managed to put themselves firmly
on the map within a short period of time, after which many mergers of other car
companies in the province of Friesland followed. In a span of twenty years, they
became owners of more than twenty-five related car companies (think about physical
showrooms as well as damage companies) (Haaima Hylkema, 2019).
Figure 1: The first showroom of the Haaima Hylkema group was established in 1926 in
Wirdum (Haaima Hylkema, 2019).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 6
, “Haaima Hylkema is een groot, gezond en stabiel familiebedrijf met een breed en
toekomstgericht mobiliteitsaanbod voor de zakelijke en particuliere markt in Friesland
en daarbuiten. In de loop der jaren zijn we uitgegroeid tot een merkdealer in Nissan,
Opel, Peugeot en Suzuki met 15 vestigingen, een carcleaningbedrijf, twee
schadeherstelbedrijven en een lease-maatschappij (Haaima, 2021).”
Haaima Hylkema calls itself the car dealer in Friesland and guarantees customer focus
and service with a correct price-quality comparison. With a team of more than two
hundred employees, they want to attach value to the customer together day in, day out
(Haaima Hylkema, 2019).
THE FUTURE VISION OF HAAIMA HYLKEMA
In the written context map, we extensively discussed the trends and developments
within the macro and meso environment of car mobility. The future vision focuses on
the actual image of the future within an organization or specific industry, whereby a
combination of the external and internal environment has been made. When looking
at the actual time frame, we are talking about a period of about ten years. We are
living then in the year 2030.
Why this time period is chosen can be explained on the basis of the EASCY model.
The abbreviation EASCY stands for:
- Electrified;
- Autonomous;
- Shared;
- Connected and
- Yearly Updated (Berings, 2020).
This model, first discussed in a PWC report, claims that the future of mobility will
consists out of electric driving, whereby technology will ensure us to drive in a
different kind of way: where cruise control was one of the first inventions, cars are
now becoming more and more independent. For the organization Haaima Hylkema it
is important to look at three of the aspects of EASCY. The other two facets cannot be
influenced from within the organization, because they are technological factors. The
main focus will lay on the terms Elektrified, Shared and Autonomous to come up with
different scenario’s which can be used in the upcoming future (PWC, 2021).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 7
THE FUTURE OF MOBILITY AT HAAIMA
HYLKEMA IN A CHANGING WORLD
YEAR 3 - ORM
BY: ESMEE VAN DER MEER
DATE: 25/06/21
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 1
STUDENTNUMBER: 1581445
, This future vision is an essential part of the third year of the Bachelor program
Entrepreneurship and Retail Management
Minor: Retail, Retail Concept Development
Name: Esmee van der Meer
Student number: 1581445
Teacher: Ronald Noppers and Annigje Roest
Study year: 2021-2022
Classification: confidential
Date: 25/06/21
Submitted in partial fulfilment
for the requirements of the bachelor’s program
Entrepreneurship and Retail Management
NHL STENDEN UNIVERSITY OF APPLIEF SCIENCES
Leeuwarden
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 2
,STATEMENT
1. This context map has been compiled by Esmee van der Meer and is based on
both facts and own opinions.
2. The written information has never been shown in a previous report for a
bachelor or part-time program at NHL Stenden.
3. The delivered work in this report has been elaborated by the above-mentioned
student in school and/or own time.
4. If sources or other advisers have been used, the bibliography should be
consulted.
Date: 25/06/21
Signature:
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 3
,PREFACE
While trends and developments from the external environment were mentioned in the
context map, the future vision report looks more specifically at the internal events. In
this report the information is based on the student’s own facts and opinions. As an
author I processed the future vision into a report in school and leisure times. This
future vision report is made individually.
In the third year of the Entrepreneurship and Retail Management program, students
get the opportunity to give their own twist to the education program by means of
various minors. The minors provide the student with new insights and brings
knowledge about a variety of subjects, of which is Retail Context Development is
one.
In a world that is constantly changing, it is good as a retailer to stay informed of the
upcoming developments in the market in order to be able to respond to changes at
an early stage. Within the minor Retail Context Development, the focus is on
mapping out relevant trends and developments within a self-selected sector. As a
result, a product, plan, scenario or proposal can be written in order to write an advice
that can help the industry in the longer term. For example, sustainability, economics
and politics are considered.
In this future vision we look at the second part of the learning outcome in which the
micro-environment is leading. The learning outcome for this report is:
You originate, integrate, and combine relevant developments in the context of the
retail industry into the design of a product, plan, scenario or proposal that has a
focus on the vitality of a (retail) concept or retailing environment.
To fulfill this composition of this future vision, I would like to thank my teachers
Ronald Noppers and Annigje Roest for their informative lessons within the involved
topics. This context map is intended for the specific audience of the Entrepreneurship
and Retail Management program at the NHL Stenden University of Applied Sciences
in Leeuwarden and the Haaima Hylkema group, where Anne-Tjeerd Haaima can be
seen as the ultimately responsible.
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 4
,TABLE OF CONTENTS
STATEMENT............................................................................................................... 3
PREFACE ................................................................................................................... 4
TABLE OF CONTENTS .............................................................................................. 5
INTRODUCTION ......................................................................................................... 6
THE ORGANISATION HAAIMA HYLKEMA ............................................................. 6
THE FUTURE VISION OF HAAIMA HYLKEMA ....................................................... 7
SUSTAINABILITY AS A BASIS FOR THE FUTURE ................................................. 8
GETTING ACQUAINTED WITH ELEKTRIC DRIVING .......................................... 10
A RAPID TECHNOLOGICAL FLOW ........................................................................ 11
CUSTOMER NEEDS WITHIN EACH TARGETGROUP ........................................ 11
PRESENTING THE OFFER AT COSTUMER’S HOME ......................................... 11
TARGETED SALES ............................................................................................... 12
SHARED MOBILITY AS A NEW STARTING POINT ............................................... 13
SUSTAINABILITY = TRENDY ............................................................................... 13
CONCLUSION .......................................................................................................... 14
VARIOUS SCENARIOS WITHIN THE FUTURE OF HAAIMA HYLKEMA ............. 14
BIBLIOGRAPHY ....................................................................................................... 15
APPENDIX ................................................................................................................ 17
THE CONSIDERATION OF DRIVING ELEKTRIC WITH SHORTLEASE .............. 17
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 5
,INTRODUCTION
The future vision is processed into the design of a product, plan, scenario or proposal
that has a focus on the vitality of a (retail) concept or retailing environment
Not every development that occurs in the market always has consequences for every
retailer. For organizations outside a certain industry, developments can be
completely irrelevant. However, it is important to stay informed of what is going on in
the world for every provider in the market. Analyzing the current and future economy
can influence one's own competitive position. After all, anyone who knows how to
respond quickly to changing circumstances is guaranteed to be one step ahead of
the rest, says Frank Quix, author of the book Retail Marketing (F.W.J. Quix, 2016).
THE ORGANISATION HAAIMA HYLKEMA
Zooming in on the Haaima Hylkema group, they have been specialized for more than
a hundred years in the sale of new and used used cars and commercial vehicles of
the brands Nissan, Opel, Peugeot and Suzuki. In the year 1926 the doors of the first
company of the Haaima Hylkema group were opened in Wirdum. The customer could
visit this garage six days a week for the maintenance of cars, motorcycles and
tractors under the supervision of owner Piebe Haaima. In 1960 the first branch of an
official Peugeot garage was opened in Friesland. Not much later this continued with
even more openings of new dealers in Drachten, Sneek and Emmeloord, among
others (Haaima Hylkema, 2019).
The branch in Leeuwarden started in 1998, they managed to put themselves firmly
on the map within a short period of time, after which many mergers of other car
companies in the province of Friesland followed. In a span of twenty years, they
became owners of more than twenty-five related car companies (think about physical
showrooms as well as damage companies) (Haaima Hylkema, 2019).
Figure 1: The first showroom of the Haaima Hylkema group was established in 1926 in
Wirdum (Haaima Hylkema, 2019).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 6
, “Haaima Hylkema is een groot, gezond en stabiel familiebedrijf met een breed en
toekomstgericht mobiliteitsaanbod voor de zakelijke en particuliere markt in Friesland
en daarbuiten. In de loop der jaren zijn we uitgegroeid tot een merkdealer in Nissan,
Opel, Peugeot en Suzuki met 15 vestigingen, een carcleaningbedrijf, twee
schadeherstelbedrijven en een lease-maatschappij (Haaima, 2021).”
Haaima Hylkema calls itself the car dealer in Friesland and guarantees customer focus
and service with a correct price-quality comparison. With a team of more than two
hundred employees, they want to attach value to the customer together day in, day out
(Haaima Hylkema, 2019).
THE FUTURE VISION OF HAAIMA HYLKEMA
In the written context map, we extensively discussed the trends and developments
within the macro and meso environment of car mobility. The future vision focuses on
the actual image of the future within an organization or specific industry, whereby a
combination of the external and internal environment has been made. When looking
at the actual time frame, we are talking about a period of about ten years. We are
living then in the year 2030.
Why this time period is chosen can be explained on the basis of the EASCY model.
The abbreviation EASCY stands for:
- Electrified;
- Autonomous;
- Shared;
- Connected and
- Yearly Updated (Berings, 2020).
This model, first discussed in a PWC report, claims that the future of mobility will
consists out of electric driving, whereby technology will ensure us to drive in a
different kind of way: where cruise control was one of the first inventions, cars are
now becoming more and more independent. For the organization Haaima Hylkema it
is important to look at three of the aspects of EASCY. The other two facets cannot be
influenced from within the organization, because they are technological factors. The
main focus will lay on the terms Elektrified, Shared and Autonomous to come up with
different scenario’s which can be used in the upcoming future (PWC, 2021).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 7
