Un'analisi internazionale sul management dei dealer automobilistici
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Un'analisi internazionale sul management dei dealer automobilistici

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indagine sul mercato italiano dei dealer automobilistici e motociclistici condotta all'interno del progetto DSDN http://www.new-distribution-skills.eu/

indagine sul mercato italiano dei dealer automobilistici e motociclistici condotta all'interno del progetto DSDN http://www.new-distribution-skills.eu/

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Un'analisi internazionale sul management dei dealer automobilistici Un'analisi internazionale sul management dei dealer automobilistici Presentation Transcript

  • Report dealer analysis:Italian speaking marketAuthors: Baioni, Bartolini, Bizzarri, Carnevalini, Casagrande, Curreli, Ladislao, Merlonghi, Nardini, Purgatori, Rocchetti, SantoliniSupervisor: Cardinali
  • Table of ContentsDESK RESEARCH Motorcycle Industry Automotive Industry Management Consumers buying behaviour Key Findings
  • Motorcycle Industry Second-handSupply Demand market Registrations Comparison to newProduction trend registration Average age Second-hand market share «who sells to whom?»
  • Motorcycle Industry Supply: Production Trend of Mopeds and Motorcycles Source: ANCMA – Associazione Nazionale Ciclo e Motociclo AccessoriAfter 2000 change in the normative context.
  • Motorcycle Industry Demand: Registrations by categoryMotorcycle -48,3% Mopeds -41,0%Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
  • Motorcycle Industry Demand: Registrations by Segment % 30 27 25 24,8 25,2 23 21,6 20 20,4 17,6 16 16,7 15 15,4 14,2 12,3 12,2 10 9,8 10,2 9 8,730 7,6 5% 23,625 20 020 16,8 Naked Supermotard Superbike 15,815 12 12 11,7 9,4 8,5 8,410 7,3 7 6,9 7 6,4 6,1 5,4 3,9 3,6 5 2 2,6 1,3 1,6 0 Travel Custom classic Enduro
  • Motorcycle Industry Demand: Registrations by SeasonalityMOTORCYCLES MOPEDS Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
  • Motorcycle Industry Demand: Registrations by RegionsMARKET SHARE MOTO-ORIENTED Source: ACI – Automobile Club d’Italia
  • Motorcycle Industry Second-hand Market Who buy to whom?New registrations 11% 2009 2010 diff. %407.237 308.230 -24,3 DtoChanges in ownership 89% 2009 2010 diff. %571.259 581.932 +1,9 CtoC Private (CtoC) Official or indipendent store (DtoC) Vehicles’ averege life: Consumer behavior: 1990 9 years - price sensitive 2009 13 years - change often. Source: ACI – Automobile Club d’Italia
  • Automotive Industry Second-handSupply Demand market Market share Comparison toProduction trend new registration Average age Second-hand market share «who sells to whom?»
  • Automotive Industry Supply: Production Trends, 1992-2010 Conjuntural ConjunturalSource: ACI – Associazione Nazionale Fra Industrie Automobilistiche + Structural
  • Automotive Industry Demdand: Registrations Trends, 2001-2010 ITALIAN VS FOREIGNSource: UNRAE - Unione Nazionale Rappresentanti Autoveicoli Esteri Foreign: Italian: •Ford, Top three •Fiat, •Volkswagen, •Lancia, •Opel •Alfa Romeo
  • Automotive Industry Second-hand market CtoCNew registrations (auto) DtoC 2009 2010 diff. %2.177.601 1.972.070 -9.4 46% 54%Changes in ownership 2009 2010 diff. %4.506.072 4.598.961 +2.1 Source: ACI – Automobile Club d’Italia Private (CtoC) Official or indipendent store (DtoC) Vehicles’ averege life: Generally 7,5 years Petrols 9,4 years Diesel 4,4 years
  • Management Management Financial sheet Retail evolution After-market services Relationship dealer – parent company
  • Management Financial Sheet 2002-2010 AUTOMOTIVE% Profitability Analysis, 2002-2010201510 5 0 2002 2003 2004 2005 2006 2007 2008 2009 2010-5 ROI ROS ROE Source: AIDA - Bureau Van Dijk
  • Management Financial Sheet 2002-2010 MOTORCYCLE Profitability Analysis, 2002-2010% (ROI data availabile oly since 2004)353025201510 5 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 ROI ROS ROE Source: AIDA - Bureau Van Dijk
  • ManagementProfitability by Business Areas AFTER-SALES MARKET
  • Management After-Sales Services DEMAND SUPPLY SOFISTICATION SOFISTICATION To reach major level of efficency and flexibility.Customers’evolution: «Customers oriented»•More engaged,•Knowledge of the After-sales Don’t forget the dealerproducts satisfaction.•Interactive Services•Multimedial Post-Sales means greater margins
  • Customers buying behaviourCustomers buying behaviour Affecting factors E-commerce or info-commerce? Hot topics online
  • Customers buying behaviour Starting Point of Purchasing Process 70% 60% 50% 40% 30% 58% 50% 20% 26% 10% 16% 19% 20% 7% 5% 0% Internet Referral from Family or Newspapers (printed or All other media (sources Frinds online) combined*) New Vehicle Buyers Used Vehicle Buyers 28 millions of italian people surf the net at least once in a month, in average the16% more than 2010. Among European countries Italy has a very high level of smart-phone users (about 15 million of people) and social networks registered profiles.
  • Customers buying behaviour E-commerce or info-commerce?e-commerce: info-commerce:low penetration for product in which ROPO: Research Online-Purchasethe relationship with the saler is Offlineneeded and/or perceived as a value That habit is changing dramatically the purchasing process mainly in clothes, electronics and automotive sector On-line Reputation
  • Customers buying behaviour Internet role for customers relationshipGlobal Public Relations by Text 100 & Statist :“Automotive Buzz Index” 2011  BRAND PERFORMANCE IN SOCIAL MEDIAWas developed to reach a better understanding about online automotive customers behavior.217.000 conversation globallyOn: Twitter, Facebook, YouTube and most important blog & forum talking about this industryMETODOLOGY:• Where? Global (english speaking)• What? Online conversation about Geneva, Frankfurt and Detroit Auto Shows• When? June 1st t- September 2011• Coverage? More than 170 million websites globally• Question to answer?- How are the biggest automotive brands discussed in Social Media for the show?- How are the hot industry topics discussed in Social Media for the show?
  • Customers buying behaviour Internet role for customers relationship“BUZZ INDEX”:• Dissatisfaction with the brand image online and offline (only BMW was considered able to consistently manage this perception.• Hot topic talked about the main motor show by people online
  • Key FindingsKEY FINDINGS Changes are not only conjuntural but also structural The change involves the business areas
  • Table of ContentsFIELD RESEARCH Aim and Methodology How is the market changing? Projections about the future Human Resource Management Main Trends Conclusions
  • Aim and MethodologyThis presentation is aimed to show our findings concerning an important issue:dealers needs and attitudes in facing the italian auto and motorcycle market. Weachieved findings by making direct interviews to a well-established dealers sample. 15 IN-DEEP: Direct contacts • 9 auto EICMA Fair • 6 moto MOTORSHOW Fair SAMPLE: 56 dealer 41 CATI: • 23 auto Contacts SKODA and KTM’s list • 18 moto
  • Aim and Methodology Who our respondents are?Number of franchisees interviewed Number of employees of dealers Automobile Motorcycle Multi Brand 15 10Single Brand 3 12Group Brand 14 2
  • How is the market changing?A) External factors Pressure from competitors Seasonality or economic fluctuaction Customer demandB) Internal factors Revenue Cost Pressure Profit Turnover rate
  • How is the market changing? External factors (average)(Strongly decresed) (Strongly incresed)
  • How is the market changing?External factors
  • How is the market changing?External factors
  • How is the market changing? Internal Factors (average)(Strongly decresed) (Strongly incresed)
  • How is the market changing?Internal Factors
  • How is the market changing?Internal Factors
  • Projections about the future Both Automobile and Motorcycle(Least likely) (Most likely)
  • Projections about the futureAbout Automobile Segment
  • Projections about the futureAbout Motorcycle Segment
  • Projections about the future About Services for Both Automobile and Motorcycle(Least likely) (Most likely)
  • Projections about the futureAbout Services for Automobile
  • Projections about the futureAbout Services for Motorcycle
  • Future Development Plans Product portfolio development  Rent development  Increase repair works Improve financial service  Store enlargment  Move the store in new place AUTOMOBILE MOTORCYCLE 16,67 28,1371,88 83,33 Yes No Yes No
  • Human Resource ManagementHow do companies employ staff?What the dealers look for?How to increase sales personnel’s motivation?How do dealers evaluate their sales personnel?Issues in adopting softwares
  • Human Resource ManagementHow do companies employ staff?
  • Human Resource ManagementWhat the dealers look for? Not important Most important
  • Human Resource ManagementWhat the dealers look for?
  • Human Resource ManagementWhat the dealers look for?
  • Human Resource ManagementHow to increase sales personnel’s motivation?
  • Human Resource ManagementHow to increase sales personnel’s motivation?
  • Human Resource ManagementHow do dealers evaluate their sales personnel?(Very low) (Very high)
  • Human Resource ManagementHow do automobile dealers evaluate their sales personnel?
  • Human Resource ManagementHow do motorcycle dealers evaluate their sales personnel?
  • Human Resource Management Issues in adopting softwares AUTOMOBILE Purchased From Manufactures 3,13% 3,13% 9,38% 12,50% 0 21,88% 65,63% 84,38%Never Rarely Sometimes Very often Never Rarely Sometimes Very often
  • Human Resource Management Issues in adopting softwares MOTORCYCLE From Manufactures Purchased 0% 13% 0% 8% 4% 13% 79% 83%Never Rarely Sometimes Very often Never Rarely Sometimes Very often
  • Main TrendsMost important successfull factors: TO HAVE A GOOD PRODUCT LOCAL BRAND MARKET VISION SHARED WITH HEADQUARTER FINANCIAL SOLIDITY SERVICES
  • Project and Contact Information Thank you for your kind attention! Silvio Cardinali / Università Politecnica delle Marche s.cadinali@univpm.it Valerio Temperini / Università Politecnica delle Marche v.temperini@univpm.it Andrea Perna / Università Politecnica delle Marche a.perna@univpm.itVisit the project website: www.new-distribution-skills.eu