Digital business transformation: a case study of Audi AG

Digitalna transformacija zahvatila je sve segmente i svaki oblik poslovanja pa tako i automobilsku industriju. Iako se kroz povijest smatrala izrazito tradicionalnom industrijom danas je automobilska industrija jedan od predvodnika digitalne transformacije poslovanja. Uvođenje disruptivnih inovacija u automobilsku industriju poput autonomne vožnje, autopilota, 3D kokpita, usluga mobilnosti, ekonomije dijeljenja, vođeno je željom za stvaranjem konkurentske prednosti u industriji koja je izrazito kompetitivna i mijenja se gotovo svakodnevno. Kroz rad je dan prikaz ključnih pojmova odnosno inovacija koje digitalna transformacija obuhvaća, objašnjena je uloga informacijske tehnologije u digitalnoj transformaciji poslovanja, prikazan je razvoj digitalne transformacije poslovanja u automobilskoj industriji te je kroz studiju slučaja Audi AG provedeno detaljno istraživanje digitalne transformacije poslovanja konkretnog proizvođača automobila. Objašnjene su glavne disruptivne inovacije koje je Audi AG uveo i tako transformirao postojeći način poslovanja i postojeći poslovni model. Analizirana je trenutna pozicija Audi AG na tržištu automobila, konkretno broj prodanih automobila, analiza stanja prodaje po zemljama kroz određeni model te kretanje cijena dionica Audi AG kroz određeno vremensko razdoblje. Na kraju rada prikazana je SWOT i PESTLE analiza Audi AG te je izvedena usporedba s njegovim glavnim konkurentima, BMW-om i Mercedes-om.Digital transformation has affected all segments and every form of business, including the automotive industry. Although historically considered a highly traditional industry, today the automotive industry is one of the leaders in the digital transformation of business. The introduction of disruptive innovations in the automotive industry such as autonomous driving, autopilot, 3D cockpit, mobility services, sharing economy, is driven by the desire to create a competitive advantage in an industry that is highly competitive and changes almost daily. This paper presents key concepts and innovations that digital transformation encompasses, explains the role of information technology in digital business transformation, shows the development of digital business transformation in the automotive industry and through a case study of Audi AG conducted a detailed study of digital business transformation of a particular automaker. The main disruptive innovations introduced by Audi AG and thus transforming the existing way of doing business and the existing business model are explained. The current position of Audi AG in the car market is analyzed, specifically the number of sold cars, the analysis of the state of sales by country through a certain model and the movement of the price of Audi AG shares over a certain period of time. At the end of the paper, the SWOT and PESTLE analysis of Audi AG is presented and a comparison is made with its main competitors, BMW and Mercedes