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A Fictional Case Study
1
A Fictional Case Study
MARKET ANALYSIS
Industry Snapshot North America
Auto-Part Manufacturing
Auto-Part Wholesale
$16.4 billion
Revenue
$8.7 billion
Industry
$3.9 billion
Exports
$2.3 billion
$0.24 billion
Profit
$0.9 billion
1.8%
8.8%
Annual growth
(2013-18)
The Segment
Products & Services Segmentation
Auto-Part Wholesaling Industry
Auto-Part Manufacturing Industry
Outlook
1. Over the next five years auto-part manufacturing industry
revenue is expected to grow gradually by around 1.8%
2. The recently passed USMCA deal is expected to have
a positive impact on auto part manufacturers
3. Growth in US Commercial vehicle sales will help
boost auto parts segment
4. Very low level of market share concentration amongst
industry players
Porters 5 Forces
Porters Five Forces
BARGAINING POWER OF SUPPLIERS
Low
INDUSTRY RIVALRY
High
THREAT OF SUBSTITUTES
Low
THREAT OF NEW ENTRANTS
Low
Is it a profitable industry? Yes
BARGAINING POWER OF BUYERS
Medium
SWOT
Industry SWOT
STRENGTHS
WEAKNESSES
1. Social Media Presence
1. Strong distribution network
2. Strong dealer community
3. Highly skilled workforce
OPPORTUNITIES
THREATS
1. Steel& Aluminium tariffs by US government
2. Uncertainty in the Canadian Economy
1. New customers from online channel
2. New environmental policies
3. New technological advancements in the
industry
STRATEGIES
Strategy
Sales Experts
1.Deploy a team of Sales Experts
Timelines and Target
* Deploying a team of automotive aftermarket sales experts representing
dealerships across a wide range of key urban and rural markets.
- 5% market share for Superb ink laced kayak
- Growth in Distributor satisfaction
- Increased brand awareness
- Hire and Train New Sales Team: 30 days
- Sales Team pushing product across dealerships: 65 days
* The team will be laser-focused on growing Superb ink laced kayak parts sales
and generating new business for the company and its assigned dealerships
* Train dealerships on best practices
* The sales team will be hired from scratch to be built for specifically pushing
superb ink laced kayak
End-user Loyalty
2. Driving and Maintaining End-User Loyalty
Timelines and Target
* Customer training seminars to help generate brand loyalty
* Increasing engagement with customers through email blasts and social media
- Organizing Seminars: 10 days
- Increasing engagement with customers through social media and email: 30 days
- Creating new content on a daily basis: 60 days
- 2% market share for Superb ink laced kayak
- Growth in End user loyalty
- Increased brand awareness
* Providing end-user training to help Silverback HD deliver a level of exceptional customer service that goes above and beyond customer expectations
* YouTube videos about products uses and quality of products to help improve
brand image
* Provide excellent after sales service
Brand Position
3. Developing Unique Brand Position
Timelines and Target
* Stake out a unique brand position in the marketplace for the “Superb
ink laced kayak parts”
* Identifying high growth and high profit firms to specifically target the segment
- Creating tools to communicate the brand such as logo, tag line and website for the new Superb ink laced kayak parts: 30 days
- Market research for specific target markets: 45 days
- 3% market share for Superb ink laced kayak
- Growth in brand positioning
- Increased brand recall
* Improved messaging strategy