罗兰贝格MarketResearch-Opportunitiesfornewcarsalesformats.docx

Roland Berger Market ResearchInsightOutside|Opportunities fornew car sales formatsRarely have markets been changing as rapidly asthey are now. This is true not only for the globalizingworld arena, but also for the traditional domesticGerman market. Take new-car sales, for example.Firstly, new sales channels such as online sales areheavily impacting the market. Secondly, new legis-lation such as the EUs block exemption regula-tion is deliberately changing established marketstructuresIn terms of marketing, it is crucial to anticipate these changes andpredict future market structures. This is where the players-driversmodel developed by Roland Berger Market Research comes in.The idea behind the players-drivers modelWhen there are major changes in the environment, the marketplayers (suppliers and consumers) start thinking about how torespond to the changed framework early on. At the moment thisapplies in particular to new-car sales. Car dealerships are feeling thepressure to change their own operations, and they are also awarethat market structures are about to change. The drivers of thisdevelopment are particularly important: major suppliers whoheavily impact market structures or innovative consumers whodecide whether and how quickly new suppliers or new storeformats are accepted in new-car sales.Roland Berger Market ResearchPlayers-drivers modelPlayersDriversInsightOutside|PlayersReactionof suppliers New storeformats Changes in storeformatsReactionof consumers/car drivers Acceptanceof new concepts Loyalty totraditionalbehaviorAdditionaldynamismthroughdrivers ofchangeScenario for2010 ChangedChanging framework(e.g. GVO, Internet)marketing mixField researchInterviews withdecision makersInterviews withconsumersWhat plans aresuppliers and innovativeconsumers making *?Source: Roland Berger Market Research* e.g. young consumers, intensive Internet users, optimistic people on high incomesNew research approach:3. More than a third of all car dealers arenew-car sales. In the long run, this develop-“Scenario for authorized car dealerships andinterested in multi-brand sales.ment will polarize new-car sales: largediscount businesses at the one end of therepair workshops in 2010”The data used was gathered from 1,200interviews with decision-makers at cardealerships and with car buyers.Some ndings of the study:However, larger car dealers, in particular,are not planning to carry out repairs,annual inspections, or maintenance workfor other brands (see gure 3). In themedium term, the various trends will leadto a mishmash of different store formats forspectrum, specialist dealers who cater tospecial needs on the other.For more information, please contact:Peter Otto, Tel. +49-89-92 30-82 30,E-Mail: peter_otto 1. In the new-car business, aggressive pricediscounters are likely to achieve a considera-Figure 2: Expected future strategies of new-car discounters %(proportion of people saying “This is very promising”)BSE (und seine Folgen)ble market share. Car dealerships expectdiscounters to be successful, and consumersintend to make use of the newly establishednew-car discounters (to varying degrees,depending on the specic segment).Experts at car dealerships expect thatdiscounters will choose inexpensive locati-ons, for example on the outskirts of a city,and will want to keep costs low by reducingshowrooms to the basics. Discounters willestablish cooperative purchasing ventures togain greater discounts from OEMs throughNewly formed cooperative purchasing ventures toobtain especially good terms from the OEMChoice of inexpensive sitesNo special sales atmosphereConcentration onselling popular modelsLittle or no advicefor new-car customersFigure 3: More repairs done (und seine Folgen) %4744526065demand-side power (see gure 2).2. Authorized dealers (incl. smaller busines-Car dealerships with fewer than 500 new carsCar dealerships with 500+ new cars73328156552ses) do not plan to stop selling new cars as aresult of ercer competition, fo