Automotive Sales & Brand Management;
Cutting Costs, Improving Sales & CRM Strategies
In a stagnant market, growth is often achieved by crowding out the
competition. In the automotive industry, an essential factor for
top-line growth is the actual number of cars sold but selling and
marketing cars represent a significant cost. Profitability is severely
impacted by price erosion caused by global overcapacity and the
emergence of new market participants, such as multi-brand dealers and
car rental companies.
To counteract such pressures, companies try to drive down costs while
also continually improving the quality and tenacity of their marketing
and sales organizations. Yet cutting costs while simultaneously
improving sales is a huge challenge. The solution is to improve
distribution and brand management by combining three sales-relevant
business segments: new and used cars, service and replacement parts,
and financial services.
A.T. Kearney helps companies improve control over their trade and
distribution systems by improving sales and brand management. One tool,
customer relationship management (CRM), can help build better and
stronger relationships with customers, especially as the customer
becomes the focus of all sales and marketing activities. The result:
sales and marketing processes are designed more efficiently, financial
services are used to boost sales, brands and customer service are
improved, and sales rise significantly.
A.T. Kearney Sales & Brand Management Expertise Include:
- Customer relationship management effectiveness — we help
companies to update and upgrade their customer relationship strategy to
finally capture the full value of customer insight and a closed-loop
communication process. Using a customer centric approach, we identify
new opportunities, which, for example, can be gained by integrating new
car, used car, service and financing offerings and respective customer
dialogues. We also support companies with the international rollout of
CRM strategies, helping to balance synergies coming from
standardization with quality and time benefits of a country-tailored
approach
- Sales and marketing process proficiency — to handle the
increasing complexity of marketing and sales processes, we work with
manufacturers, importers and large dealer groups to design and
implement state-of-the-art workflows and reporting systems. We enable
our clients to manage an exploding number of vehicle types, requiring
more and more highly specialized niche communication strategies or
professionalized used car processes, which become a growing concern as
residual values erode and destroy the profitability of financial
products
For a follow-up discussion, Contact The Automotive Consulting Practice.
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