Gino

The car industry sector is one of the biggest industry of the globalized economy. It’s now very mature, even in decline sometimes too, but it’s still often the first sector of many industrial countries.

Between the American giants in decrease and the Asiatic in growth (Toyota doubled General Motors 3 years ago), the European cars have difficulties to find a place, except the luxury German brands.

With the lean management and the Toyotism, the majority of the cars are produced just in time (no stocks), at every demand. The market is nearly saturated, but it stays an indispensable thing for many people. By example in France, cars purchases are still one of the first cause to have a consummation credit. (65% with new and second hand cars)

New cars market is now in decline for the consumers, but it stays dynamic for the B2B sells (+13%). Second hand cars seem to know an expansion too (+3%), after some years of storming. (Source: Xerfi)

To stay competitive and dynamic on this highly competitive market, the cars brands have to differentiate and to try to have a good retention of their customers. That’s why CRM is a real enjeu for some firms. Renault is well-known for that by example, and it can become a competitive advantage or a factor of success (place chosen on the Porter’s values chain)

1. Identify :

|Difficulties |Advantages and possibilities |

|Purchase of a car is pretty rare and punctual ( too low |Based the CRM on prospects, and matriculation database |

|frequency to have a loyalty program | |

|Loyalty to a brand never totally acquired (really important |Questionnaires, contests and satisfaction surveys to the customers to|

|purchase ( search of variety) |have information...