Case Study
Dealer engagement strategy of competitors in the luxury car market
About the Client
A European luxury car manufacturer with a global presence
Business Need
- Analyse the dealer engagement strategy of a major luxury car manufacturer (and a competitor)
- Evaluate the dealer acquisition process, hiring process, sales incentives, store layout and promotional offers
Approach and Methodology
- As the information availability in the secondary domain was limited, the team conducted an extensive primary research to develop an understanding of the competitor’s dealer engagement strategy
- Conducted detailed interviews with dealers, industry experts, and consultants to obtain specific insights, and also validated the findings through desk research (wherever possible)
- Analysed the footprint of the competitor’s dealer network pan India, future expansion plans, and other regional insights
- Finally, analysed the hiring process and sales incentives given to employees, standardisation in the store layouts and service facilities, and discounts offered by dealers to engage customers
Business Outcomes
- Focused insights helped the client understand the customers’ need gap
- The client leveraged the study findings during its internal strategy meeting to redefine its go-to-market strategy
