Report dealer analysis: Italian speaking market

Transcription

1 Report dealer analysis: Italian speaking market Authors: Baioni, Bartolini, Bizzarri, Carnevalini, Casagrande, Curreli, Ladislao, Merlonghi, Nardini, Purgatori, Rocchetti, Santolini Supervisor: Cardinali

2 Table of Contents DESK RESEARCH Motorcycle Industry Automotive Industry Management Consumers buying behaviour Key Findings

3 Motorcycle Industry Supply Demand Second-hand market Production trend Registrations Comparison to new registration Average age Second-hand market share «who sells to whom?»

4 Motorcycle Industry Supply: Production Trend of Mopeds and Motorcycles Source: ANCMA Associazione Nazionale Ciclo e Motociclo Accessori After 2000 change in the normative context.

5 Motorcycle Industry Demand: Registrations by category Motorcycle -48,3% Mopeds -41,0% Source: ANCMA Associazione Nazionale Ciclo e Motociclo Accessori

6 Motorcycle Industry Demand: Registrations by Segment % % ,8 15, , ,8 17, , ,6 16,7 14,2 15,4 12,2 12,3 9,8 10,2 9 Naked Supermotard Superbike 20,4 8,7 7, ,7 7,3 6,4 7 5,4 6,1 6,9 7 1,3 1,6 2 2,6 12 9,4 8,5 8,4 3,9 3,6 0 Travel Custom classic Enduro

7 Motorcycle Industry Demand: Registrations by Seasonality MOTORCYCLES MOPEDS Source: ANCMA Associazione Nazionale Ciclo e Motociclo Accessori

8 Motorcycle Industry Demand: Registrations by Regions MARKET SHARE MOTO-ORIENTED Source: ACI Automobile Club d Italia

9 Motorcycle Industry Second-hand Market New registrations diff. % ,3 Dto Who buy to whom? 11% Changes in ownership diff. % ,9 CtoC 89% Vehicles averege life: Private (CtoC) Official or indipendent store (DtoC) Consumer behavior: years years Source: ACI Automobile Club d Italia - price sensitive - change often.

10 Automotive Industry Supply Demand Second-hand market Production trend Market share Comparison to new registration Average age Second-hand market share «who sells to whom?»

11 Automotive Industry Supply: Production Trends, Conjuntural Source: ACI Associazione Nazionale Fra Industrie Automobilistiche Conjuntural + Structural

12 Automotive Industry Demdand: Registrations Trends, ITALIAN VS FOREIGN Source: UNRAE - Unione Nazionale Rappresentanti Autoveicoli Esteri Foreign: Ford, Volkswagen, Opel Top three Italian: Fiat, Lancia, Alfa Romeo

13 Automotive Industry Second-hand market CtoC New registrations (auto) diff. % Changes in ownership diff. % DtoC 46% 54% Source: ACI Automobile Club d Italia Private (CtoC) Official or indipendent store (DtoC) Vehicles averege life: Generally 7,5 years Petrols 9,4 years Diesel 4,4 years

14 Management Management Financial sheet Retail evolution After-market services Relationship dealer parent company

15 Management Financial Sheet AUTOMOTIVE % 20 Profitability Analysis, ROI ROS ROE Source: AIDA - Bureau Van Dijk

16 Management Financial Sheet % 35 MOTORCYCLE Profitability Analysis, (ROI data availabile oly since 2004) ROI ROS ROE Source: AIDA - Bureau Van Dijk

17 Management Profitability by Business Areas AFTER-SALES MARKET

18 Management After-Sales Services DEMAND SOFISTICATION SUPPLY SOFISTICATION Customers evolution: More engaged, Knowledge of the products Interactive Multimedial To reach major level of efficency and flexibility. After-sales Services «Customers oriented» Don t forget the dealer satisfaction. Post-Sales means greater margins

19 Customers buying behaviour Customers buying behaviour Affecting factors E-commerce or info-commerce? Hot topics online

20 Customers buying behaviour Starting Point of Purchasing Process 70% 60% 50% 40% 30% 20% 10% 0% 50% Internet 58% 16% 19% Referral from Family or Frinds 7% 5% Newspapers (printed or online) 26% 20% All other media (sources combined*) New Vehicle Buyers Used Vehicle Buyers 28 millions of italian people surf the net at least once in a month, in average the16% more than Among European countries Italy has a very high level of smart-phone users (about 15 million of people) and social networks registered profiles.

21 Customers buying behaviour E-commerce or info-commerce? e-commerce: low penetration for product in which the relationship with the saler is needed and/or perceived as a value On-line Reputation info-commerce: ROPO: Research Online-Purchase Offline That habit is changing dramatically the purchasing process mainly in clothes, electronics and automotive sector

22 Customers buying behaviour Internet role for customers relationship Global Public Relations by Text 100 & Statist : Automotive Buzz Index 2011 BRAND PERFORMANCE IN SOCIAL MEDIA Was developed to reach a better understanding about online automotive customers behavior conversation globally On: Twitter, Facebook, YouTube and most important blog & forum talking about this industry METODOLOGY: Where? Global (english speaking) What? Online conversation about Geneva, Frankfurt and Detroit Auto Shows When? June 1 st t- September 2011 Coverage? More than 170 million websites globally Question to answer? - How are the biggest automotive brands discussed in Social Media for the show? - How are the hot industry topics discussed in Social Media for the show?

23 Customers buying behaviour Internet role for customers relationship BUZZ INDEX : Dissatisfaction with the brand image online and offline (only BMW was considered able to consistently manage this perception. Hot topic talked about the main motor show by people online

24 Key Findings KEY FINDINGS Changes are not only conjuntural but also structural The change involves the business areas

25 Table of Contents FIELD RESEARCH Aim and Methodology How is the market changing? Projections about the future Human Resource Management Main Trends Conclusions

26 Aim and Methodology This presentation is aimed to show our findings concerning an important issue: dealers needs and attitudes in facing the italian auto and motorcycle market. We achieved findings by making direct interviews to a well-established dealers sample. SAMPLE: 56 dealer 15 IN-DEEP: 9 auto 6 moto 41 CATI: 23 auto 18 moto Direct contacts EICMA Fair MOTORSHOW Fair Contacts SKODA and KTM s list

27 Aim and Methodology Who our respondents are? Number of franchisees interviewed Number of employees of dealers Automobile Motorcycle Multi Brand Single Brand 3 12 Group Brand 14 2

28 How is the market changing? A) External factors Pressure from competitors Seasonality or economic fluctuaction Customer demand B) Internal factors Revenue Cost Pressure Profit Turnover rate

29 How is the market changing? External factors (average) (Strongly decresed) (Strongly incresed)

30 How is the market changing? External factors

31 How is the market changing? External factors

32 How is the market changing? Internal Factors (average) (Strongly decresed) (Strongly incresed)

33 How is the market changing? Internal Factors

34 How is the market changing? Internal Factors

35 Projections about the future Both Automobile and Motorcycle (Least likely) (Most likely)

36 Projections about the future About Automobile Segment

37 Projections about the future About Motorcycle Segment

38 Projections about the future About Services for Both Automobile and Motorcycle (Least likely) (Most likely)

39 Projections about the future About Services for Automobile

40 Projections about the future About Services for Motorcycle

41 Future Development Plans Product portfolio development Rent development Increase repair works Improve financial service Store enlargment Move the store in new place AUTOMOBILE MOTORCYCLE 28,13 16,67 71,88 83,33 Yes No Yes No

42 Human Resource Management How do companies employ staff? What the dealers look for? How to increase sales personnel s motivation? How do dealers evaluate their sales personnel? Issues in adopting softwares

43 Human Resource Management How do companies employ staff?

44 Human Resource Management What the dealers look for? Not important Most important

45 Human Resource Management What the dealers look for?

46 Human Resource Management What the dealers look for?

47 Human Resource Management How to increase sales personnel s motivation?

48 Human Resource Management How to increase sales personnel s motivation?

49 Human Resource Management How do dealers evaluate their sales personnel? (Very low) (Very high)

50 Human Resource Management How do automobile dealers evaluate their sales personnel?

51 Human Resource Management How do motorcycle dealers evaluate their sales personnel?

52 Human Resource Management Issues in adopting softwares AUTOMOBILE Purchased 3,13% 12,50% 0 9,38% From Manufactures 3,13% 84,38% 21,88% 65,63% Never Rarely Sometimes Very often Never Rarely Sometimes Very often

53 Human Resource Management Issues in adopting softwares MOTORCYCLE From Manufactures 0% 13% 8% Purchased 0% 4% 13% 79% 83% Never Rarely Sometimes Very often Never Rarely Sometimes Very often

54 Main Trends Most important successfull factors: TO HAVE A GOOD PRODUCT LOCAL BRAND MARKET VISION SHARED WITH HEADQUARTER FINANCIAL SOLIDITY SERVICES

55 Project and Contact Information Thank you for your kind attention! Silvio Cardinali / Università Politecnica delle Marche s.cadinali@univpm.it Valerio Temperini / Università Politecnica delle Marche v.temperini@univpm.it Andrea Perna / Università Politecnica delle Marche a.perna@univpm.it Visit the project website: