Report dealer analysis:Italian speaking marketAuthors: Baioni, Bartolini, Bizzarri, Carnevalini, Casagrande, Curreli, Ladi...
Table of ContentsDESK RESEARCH         Motorcycle Industry         Automotive Industry         Management         Consumer...
Motorcycle Industry                                             Second-handSupply                     Demand              ...
Motorcycle Industry     Supply: Production Trend of Mopeds and Motorcycles                      Source: ANCMA – Associazio...
Motorcycle Industry     Demand: Registrations by categoryMotorcycle -48,3%                               Mopeds -41,0%Sour...
Motorcycle Industry                             Demand: Registrations by Segment                                          ...
Motorcycle Industry         Demand: Registrations by SeasonalityMOTORCYCLES                                               ...
Motorcycle Industry    Demand: Registrations by RegionsMARKET SHARE                                 MOTO-ORIENTED         ...
Motorcycle Industry                      Second-hand Market                                                               ...
Automotive Industry                                            Second-handSupply                    Demand                ...
Automotive Industry               Supply: Production Trends, 1992-2010         Conjuntural                                ...
Automotive Industry              Demdand: Registrations Trends, 2001-2010                       ITALIAN VS FOREIGNSource: ...
Automotive Industry                              Second-hand market                                                       ...
Management    Management         Financial sheet        Retail evolution      After-market services      Relationship deal...
Management            Financial Sheet 2002-2010                              AUTOMOTIVE%                  Profitability An...
Management            Financial Sheet 2002-2010                              MOTORCYCLE                   Profitability An...
ManagementProfitability by Business Areas                     AFTER-SALES MARKET
Management                       After-Sales Services      DEMAND                                                         ...
Customers buying behaviourCustomers buying behaviour          Affecting factors    E-commerce or info-commerce?          H...
Customers buying behaviour                       Starting Point of Purchasing Process          70%          60%          5...
Customers buying behaviour                     E-commerce or info-commerce?e-commerce:                            info-com...
Customers buying behaviour                    Internet role for customers relationshipGlobal Public Relations by Text 100 ...
Customers buying behaviour                         Internet role for customers relationship“BUZZ INDEX”:• Dissatisfaction ...
Key FindingsKEY FINDINGS    Changes are not only conjuntural but also structural          The change involves the business...
Table of ContentsFIELD RESEARCH          Aim and Methodology          How is the market changing?          Projections abo...
Aim and MethodologyThis presentation is aimed to show our findings concerning an important issue:dealers needs and attitud...
Aim and Methodology                        Who our respondents are?Number of franchisees interviewed            Number of ...
How is the market changing?A) External factors         Pressure from competitors         Seasonality or economic fluctuact...
How is the market changing?               External factors (average)(Strongly   decresed)                       (Strongly ...
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 in...
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)              ...
Projections about the futureAbout Services for Automobile
Projections about the futureAbout Services for Motorcycle
Future Development Plans                     Product portfolio development                      Rent development        ...
Human Resource ManagementHow do companies employ staff?What the dealers look for?How to increase sales personnel’s motivat...
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                                           ...
Human Resource Management                       Issues in adopting softwares                                        MOTORC...
Main TrendsMost important successfull factors:   TO HAVE A GOOD PRODUCT   LOCAL BRAND   MARKET VISION SHARED WITH HEADQ...
Project and Contact Information       Thank you for your kind attention!       Silvio Cardinali / Università Politecnica d...
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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/

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Un'analisi internazionale sul management dei dealer automobilistici

  1. 1. Report dealer analysis:Italian speaking marketAuthors: Baioni, Bartolini, Bizzarri, Carnevalini, Casagrande, Curreli, Ladislao, Merlonghi, Nardini, Purgatori, Rocchetti, SantoliniSupervisor: Cardinali
  2. 2. Table of ContentsDESK RESEARCH Motorcycle Industry Automotive Industry Management Consumers buying behaviour Key Findings
  3. 3. Motorcycle Industry Second-handSupply Demand market Registrations Comparison to newProduction trend registration Average age Second-hand market share «who sells to whom?»
  4. 4. Motorcycle Industry Supply: Production Trend of Mopeds and Motorcycles Source: ANCMA – Associazione Nazionale Ciclo e Motociclo AccessoriAfter 2000 change in the normative context.
  5. 5. Motorcycle Industry Demand: Registrations by categoryMotorcycle -48,3% Mopeds -41,0%Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
  6. 6. 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
  7. 7. Motorcycle Industry Demand: Registrations by SeasonalityMOTORCYCLES MOPEDS Source: ANCMA – Associazione Nazionale Ciclo e Motociclo Accessori
  8. 8. Motorcycle Industry Demand: Registrations by RegionsMARKET SHARE MOTO-ORIENTED Source: ACI – Automobile Club d’Italia
  9. 9. 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
  10. 10. Automotive Industry Second-handSupply Demand market Market share Comparison toProduction trend new registration Average age Second-hand market share «who sells to whom?»
  11. 11. Automotive Industry Supply: Production Trends, 1992-2010 Conjuntural ConjunturalSource: ACI – Associazione Nazionale Fra Industrie Automobilistiche + Structural
  12. 12. 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
  13. 13. 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
  14. 14. Management Management Financial sheet Retail evolution After-market services Relationship dealer – parent company
  15. 15. 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
  16. 16. 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
  17. 17. ManagementProfitability by Business Areas AFTER-SALES MARKET
  18. 18. 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
  19. 19. Customers buying behaviourCustomers buying behaviour Affecting factors E-commerce or info-commerce? Hot topics online
  20. 20. 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.
  21. 21. 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
  22. 22. 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?
  23. 23. 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
  24. 24. Key FindingsKEY FINDINGS Changes are not only conjuntural but also structural The change involves the business areas
  25. 25. Table of ContentsFIELD RESEARCH Aim and Methodology How is the market changing? Projections about the future Human Resource Management Main Trends Conclusions
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. How is the market changing? External factors (average)(Strongly decresed) (Strongly incresed)
  30. 30. How is the market changing?External factors
  31. 31. How is the market changing?External factors
  32. 32. How is the market changing? Internal Factors (average)(Strongly decresed) (Strongly incresed)
  33. 33. How is the market changing?Internal Factors
  34. 34. How is the market changing?Internal Factors
  35. 35. Projections about the future Both Automobile and Motorcycle(Least likely) (Most likely)
  36. 36. Projections about the futureAbout Automobile Segment
  37. 37. Projections about the futureAbout Motorcycle Segment
  38. 38. Projections about the future About Services for Both Automobile and Motorcycle(Least likely) (Most likely)
  39. 39. Projections about the futureAbout Services for Automobile
  40. 40. Projections about the futureAbout Services for Motorcycle
  41. 41. 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
  42. 42. 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
  43. 43. Human Resource ManagementHow do companies employ staff?
  44. 44. Human Resource ManagementWhat the dealers look for? Not important Most important
  45. 45. Human Resource ManagementWhat the dealers look for?
  46. 46. Human Resource ManagementWhat the dealers look for?
  47. 47. Human Resource ManagementHow to increase sales personnel’s motivation?
  48. 48. Human Resource ManagementHow to increase sales personnel’s motivation?
  49. 49. Human Resource ManagementHow do dealers evaluate their sales personnel?(Very low) (Very high)
  50. 50. Human Resource ManagementHow do automobile dealers evaluate their sales personnel?
  51. 51. Human Resource ManagementHow do motorcycle dealers evaluate their sales personnel?
  52. 52. 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
  53. 53. 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
  54. 54. Main TrendsMost important successfull factors: TO HAVE A GOOD PRODUCT LOCAL BRAND MARKET VISION SHARED WITH HEADQUARTER FINANCIAL SOLIDITY SERVICES
  55. 55. 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

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