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ROLE OF DEALER DEVELOPMENT IN MOTORBIKE INDUSTRY: AN OVERVIEW OF THE MARKET AND LATEST TREND PREVAILING FOR SUCCESS

Automobile industry is one of the fastest growing industries in the Pakistan the market comprises of two major categories a) Atlas Honda b) China brand c) Other brands likes Suzuki Atlas Honda enjoys 40 percent market share in the category single handed dominance over 70 manufacturer of china brand. The company aims of increasing the market share by approximately 2%-10% in the upcoming years making it to 51 % by 2015 The major go to market strategy is through dealership- a franchise system through which the manufacturing firm signs a contract with the third party for exclusive distribution of its products. This function of adding and maintaining dealers is performed by Dealer Development Department of the firm The department has shifted its focus on MIC maintenance image and culture concept for it dealers which also involves dealer modification into a modern up to date retail outlet of the firms product

THE CURRENT SCENARIO

Dealers have been struggling with diminishing profitability figures due to increasing operational cost and strong competition. But now the financial crisis and the credit crunch take their toll on automotive retailers even more all over the world. The customer brand experience and customer satisfaction are becoming key elements in brand differentiation and competitive market positioning,

CONVENTIONAL ROLE OF DEALER DEVELOPMENT Dealer development department is responsible for business development end of the company it helps expand the business through developing new dealers and maintain the existing. Following are some of the traditional role of this department 1. Expanding dealer network 2. Enhancing dealer Bonding with the company 3. Enhancing product visibility at dealer 4. Increasing dealer interest in selling 5. Creating effective dealer MIS systems 6. Creating better consumer contact program 7. Dealers education programs 8. Better product placement and promotion and merchandizing at dealers point 9. Dealer standardization 10. Dealer Business Development

THE STRATEGIC ROLE OF DEALER DEVELOPER a) b) c) d) e) f) g) h) i) Balancing the elegance of high level education with street-wise operational experience Balancing vehicle sales with fixed operations Balancing profitability with asset management Balancing customer demands with supply to dealer Balancing the art of the game with science and balancing investment in capital resources with investment in the people resource. Dealers are assumed to contribute positively to brand retention. Development department is responsible for retaining their own dealers. Brand development against china market Understanding the customer mindset and communicating to the dealer The shopping experience

OPERATIONAL ROLE OF DEALER DEVELOPMENT Retailer and Distributor Appointment 1 Meeting Prospective dealers 2 Creating policies to appoint dealers 3 Interviewing dealer candidates 4 Dealer site inspections leading to dealer appointments. Retailer Policy

Maintaining and effectively managing a large and diverse retailer network is as difficult a task as expanding it .Creating retailer policy is aimed at consolidating the dealership network Retailers are end agents who determine and influence sales. How to induce the dealership to sell more? What kind of schemes would influence their selling pattern and brand loyalty? How to maintain the standards and induce best practices? These are the questions which are planned organized and implement by dealer development few possible answers are 1 Optimizing the Retailer sales margins 2 Sales Incentive Schemes through various attractive products as rewards 3 Creating & maintaining an entire dealership MIS schemes 4 Day to day Monitoring of Dealership Network would form the backbone of the dealer policy service. Dealer Management & Dealer Sales Incentive Scheme Dealer management is done through creating motivational programs and schemes for dealers. Not money, rewards or gifts but emotional, psychological bondage with the company whose goods they sell binds them together needs nurturing. How to make them 1 Feel proud about the company 2 Bring about togetherness with the promoters 3 Induce sense of belongingness 4 Believe in the companys performance and products efficiency? These are factors that may contribute equally and more towards building up the dealers desire to sell a product at his shop. Exclusive Franchisee Development Creating exclusive franchisees based on preset parameters. The job require s that the business development department should make sure that the dealer would only sell specific brand products and nothing else Check, Control and Improvement

The NEW ERA

The new era is the era where customer is not as it was in the past! Consumer behavior has been changing; information technology in every field is changing the way customer shop and the way they respond to the new products and companies marketing effort. Companies have to think alike and adopt with these changing needs of the customer following heads elaborate what are the trends how they have affected the market and what is needed to be done by a business development department to enhance the business of its organization THE NEW TRENDS TECHNOLOGY IS A LIFE FORCE LIFE IS BLENDED LOCATION IS NOT IMPORTANT EXPECTATION OF NEW CUSTOMER EXPERIENCE IS IMPORTANT MEDIA =BRANDS PR IS MUST INDIVIDUAL IS THE EXPERT

PHD CONCEPT Physical Human Digital

THE JOY OF SHOPPING THE GLOBAL RETAIL REVOLUTION THREE UNIVERSAL SHOPPER MINDSTATES ARE DRIVING THE FUTURE OF RETAIL A UNIQUE LOOK INTO THE MIND:

GLOBAL BRIEFING THE EXPECTATION GAP: THE MAIN HURDLE TO WINNING AT RETAIL NAVIGATING THE NEW CUSTOMER JOURNEY

PURPOSE CONSUMER COMMUNICATION GROWTH THE SOLUTION

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