Competition analysis and development of marketing strategies within the automotive After-Sales

Abstract

The present Masters Thesis is putting the focus on the business field of automotive After-Sales. Taking into consideration the EU Block Exemption Regulations, the area of After-Sales is demarcated and its importance for the industry, especially in terms of profit contribution, is pointed out comprehensively. After a spatial, temporal and factual delimitation of the scope of investigation, a competition analysis for the assortment of wheel balancing weights is carried out. Using a strategic, methodical approach based on an external environmental and internal company analysis, a statement about the competitiveness of the investigated OEM is made possible. The analyzes are implemented using Porters structural (five forces) approach as well as a company-internal technical, assortment and potential investigation. The result which is summarized in a SWOT analysis shows that the overall market share of OEM parts is relatively low as substitutional products are available, market entry barriers are low and suppliers market power can be considered high in general. Strong competition and high share of external sourcing at the OEMs dealerships and service partners due to significantly lower purchasing prices offered by wholesalers reveal a strong potential for sales increase trough marketing and price adjustment measures. Based on the findings derived from the strategic analysis, concrete marketing measures along the four elements of the marketing mix (four Ps) and further recommendations for the future company focus are developed. The most important leverage points are assortment modifications in terms of handling convenience as well as price reductions and promotions for the investigated part segment and a decidedly end-customer marketing going along with an expansion of sales to independent workshops. The methodical approach that was developed in the course of this Masters Thesis can be applied to additional part assortments and other branches, thus helping to further improve the overall future strategic planning in After-Sales.