Marketing


The Communication Plan of a dealer in the Business Plan

Comunication
  This post deals with a technical aspect usually considered the “Cinderella” of the Business Plan, that is to say the Communication Plan. It minutely describes what will be the ordinary investments, eventually attempting to program the extraordinary ones, about all the allocated budget to this specific field. The Communication Plan is drawn up in collaboration with the commercial area, the...

Pre-Reporting: Is it Lying?

prereporting
  A post on one of my LinkedIn groups highlighted a concern that I have long held with pre-reporting units. Over the years I have struggled to understand the benefit to anyone for doing so. I remember as a Sales Manager for one of the OEM’s we would dread month end because it usually entailed phoning dealers to put pressure on them to capture sales cards on unsold vehicles in their stock. One...

BMW conquering new markets…

BMW
  The market recession is good for some. So it seems for the BMW market team and their product manager colleagues. BMW is targeting its marketing efforts at acquiring new customers who were previously typical of Audi. Throughout the Dolomite Super Ski area which involves 16 ski areas including Cortina and Alta Badia, there are advertisements for the permanent intelligent X-Drive all-wheel drive...

The Emperor Has No Clothes!

Emperor
  The way the OEM’s operate their franchises leaves a lot to debate about. Having worked for both OEM’s and retail outlets, I have formed some strong opinions about how the OEM’s are conducting themselves of late. The relationship between the two used to be relatively simple: the manufacture designed and built cars and the retailer sold and serviced them. The control that the OEM had over...
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