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Sales Channel Set-up - Fleet and Used Car China

Experience: Development of new sales channels for leading automotive brand in China

Challenge

With increasing market maturity, a global automotive brand intended to expand its sales channels to better service new market segments. The key challenge was how the company’s generic global approach had to be adapted and enhanced to fit local market needs. Other constraints such as lack of market infrastructure and scarcity of specialist talent also had to be taken into account.

Approach

The task was carried out by establishing true market requirements through a series of research efforts. The critical success factors from this effort pointed towards the need for a phased implementation approach. Management also realized that building local skills was most important and targeting training efforts were defined to achieve this.

Results
  • Design of operational Fleet sales channel with dedicated functions; for Training, Sales Planning,
    Sales Measures, Reporting, Marketing and Key Account Management
  • Used car approach and strategy based on market research
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