Automobile Marketing: Distribution Strategies for Competitiveness: An Analysis of Four Distribution Configurations - Couverture souple

Parment, Anders

 
9783639202496: Automobile Marketing: Distribution Strategies for Competitiveness: An Analysis of Four Distribution Configurations
Couverture souple
ISBN 10 : 363920249X ISBN 13 : 9783639202496
Editeur : VDM Verlag, 2009

Synopsis

This book deals with Automobile Marketing and how distribution contributes to manufacturers? and dealers? competitiveness. Based on a thorough analysis of the automobile industry, different distribution solutions are investigated through applying a framework of four strategic issues. First, the pressure to keep distribution costs low while conveying a clear brand message gives rise to decisions on solus or multi franchising. Second, the choice of either selling through one channel that is likely to be committed to the brand, or through multi channels, meaning competition among channels. Third, the choice of selling the products through own outlets or through franchised dealers, the latter giving rise to conflicting interests. Fourth, the choice of mechanisms for coordinating channel members? efforts and knowledge exchange. The findings are presented as four distribution chain configurations: the brand-based chain, the efficiency-based chain, the flexibility-based chain and the premium aspiration chain, the latter representing an inferior strategy by trying to be a premium brand while lacking attractive products.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This book deals with Automobile Marketing and how distribution contributes to manufacturers? and dealers? competitiveness. Based on a thorough analysis of the automobile industry, different distribution solutions are investigated through applying a framework of four strategic issues. First, the pressure to keep distribution costs low while conveying a clear brand message gives rise to decisions on solus or multi franchising. Second, the choice of either selling through one channel that is likely to be committed to the brand, or through multi channels, meaning competition among channels. Third, the choice of selling the products through own outlets or through franchised dealers, the latter giving rise to conflicting interests. Fourth, the choice of mechanisms for coordinating channel members? efforts and knowledge exchange. The findings are presented as four distribution chain configurations: the brand-based chain, the efficiency-based chain, the flexibility-based chain and the premium aspiration chain, the latter representing an inferior strategy by trying to be a premium brand while lacking attractive products.

Biographie de l'auteur

Anders Parment, Ph. D., is Ass. Professor at Stockholm University School of Business and a well-known consultant in the automotive industry. After his Ph. D. (2005), Anders has focused on the behaviour of young car buyers, resulting in a research project on the future of the automotive industry, and more specifically automobile retailing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
VDM Verlag
Date d'édition
2009
Langue
anglais
ISBN 10 
363920249X
ISBN 13 
9783639202496
Reliure
Broché
Nombre de pages
408
Coordonnées du fabricant
non disponible
Personne responsable
Buchpark GmbH
gpsr@buchpark.de

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