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

Parment, Anders

Softcover

ISBN 10: 363920249X ISBN 13: 9783639202496

Publisher: 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.

About this title

About the Author

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.

Edition details

• Publisher: VDM Verlag
• Publication date: 2009
• Language: English
• ISBN 10: 363920249X
• ISBN 13: 9783639202496
• Binding: Paperback
• Number of pages: 408