Question:
Assessment Briefing
1. Assignment Question
The nature of automotive retail marketing has changed quite dramatically in
recent years.
For the past 5 – 7 years describe and account for the changes in terms of
both content and emphasis, on the type of marketing and marketing
channels used in the sector.
You should use wider reading and referencing to apply a theoretical
underpinning of marketing and marketing channels to support your
assessment. (60% of the marks)
What do you anticipate will the changes that will take place over the next
3 – 5 years? Outline the reasons behind your thinking. (40% of the marks)
2. Assessment Criteria
3. Assignment Requirements
This piece of work accounts for 100% of the marks for this module.
The coursework should be produced in a structured report-style format, not in
essay style. It should be written up and submitted individually. No joint/group
coursework will be accepted.
Your assignment must include a word count on the cover page of your
assignment. The word limit for this assignment is 4000 words. You can include
appendices in your assignment as required; these do not count towards the word
count. The examiner is looking for skill in presenting arguments etc succinctly,
therefore please note that any text in excess of 10% above the word limit, will not
be marked (excluding references or appendices).
Your assignment must take the form of a single document to include any
appendices so that it can be uploaded on to the submission point. Word or pdf is
the preferred format for submitting your assignment. Note: If your assignment
consists of different documents in varying formats you will need to embed them
in a Word document or convert them to pdf and upload one pdf document. The
file size limit for your submissions 20MB
Your assignment should be formatted in an easily legible font i.e. Arial font size
12.
References should be included in your appendices if appropriate and
appropriately organized using the Harvard System
Solution:
Contents
2.1 Changes in the Type of Marketing and Marketing Channels in Automobiole Sector 5
2.2 Modern Trends in the Automotive Industry. 6
2.3 Literature Review Summary. 9
4.1 Respondents Demographics. 11
4.3 Automotive Retail Marketing Strategy. 12
4.4 Advantages of the modern Digitalized Marketing Approach. 13
4.5 Future Changes in Automotives Retail Marketing Strategy. 14
5.1 Respondents demographics. 15
5.2 Traditional and Modern Adoption Of Automotive Retail Marketing Strategy. 16
5.3 Automotive Retail Marketing Strategy. 16
5.4 Advantages of the modern Digitalized Marketing Approach. 17
5.5 Future Changes in Automotives Retail Marketing Strategy. 17
6.0 Conclusions and Recommendations. 18
List of Tables
Table 1: Respondents Demographics. 11
Table 2: Automotives Retail Marketing Strategy. 12
Table 3: Advantages of the Modern Digitalized Marketing Approach. 13
List of Figures
Figure 1 Market Positioning. 5
Figure 2: Generation Y and other Generation Preferences. 7
Figure 3: Generation Y and other Generation Influences to Successful Purchase. 8
List of Graphs
Graph 1: Traditional and Modern Automotive Retail Marketing Strategy. 12
Graph 2: Central Tendency Analysis. 13
Graph 3: Advantages of modern digitalized Marketing approach. 14
Graph 4:
Future Changes in Automotives Retail Marketing Strategies. 15
1.0 Introduction
Currently, the global automotive industry is characterized by a progressive and dynamic transformation which has been ongoing in the recent years. To affirm this, Deloitte (2014) noted that the automotive retail marketing is constituted of connected technologies. Additionally, it is identified through changing trends in consumer shopping behaviors, digital and mobile channels, and longer vehicle lifespans. Besides, the rise in Millennials as a new customer segment of car buyers has been congruent to the industrial changes directly influencing the extent in which automotive industry ought to respond to the changing environment. This will form the primary focus of this study. As opposed to traditional buying and marketing practices, the digital media and marketing have revolutionized business in UAE automotive industry. In light of this, Green (2014), argued that this is necessitated by the nature of contemporary clients possessing a higher preference on online purchases for different products and services. As a consequence, the dealerships are consistently integrating marketing automation tools for automating and personalizing the communications with new prospects. Ostensibly, in future, it is expected that the automotive retail marketing will gravitate significantly towards digital and virtual dealerships, interactive stories which forms critical formats likely to resuscitate in future commercialization. This forms the rationale of carrying out this research which is a focus on the type of marketing and marketing channels used in the sector. This research will focus on theoretical underpinnings of marketing and channels to support the idea of change. A quantitative research in an UAE automotive industry organizations marketing department employees will be used. Also, the anticipation of changes to take place in the next 3-5 years will be enumerated in-depth. The success of the researcher to be able to carry out this research was based on the fact that the researcher is involved in digital media and marketing and car dealership.
2.0 Literature Review
According to Pershad (2016), the approach of digitization is based on altering the manner in which cars are marketed and sold. This is in line with Grönroos (2004) definition that marketing is a process of planning and distribution of goods, services and ideas for creating exchanges with target groups. This aims at satisfying clients and organizational objectives. The rise in social media, mobile technology, and independent online information sources generating a customer-centric process. this is a process previously under control of automakers and dealers. Nevertheless, majority of the Original Equipment Manufacturers (OEMs) have neglected embracement of digital marketing technologies in siphoning profits from the automotive value chain. In this case, it is recommended that automakers ought to join forces in ensuring the development of first-class digital sales and marketing capabilities. The rationale for this is that the OMEs that fails to evolve eventually loses their touch with clients hence ceding more ground to competitors. To affirm this, Lešková (2015) study focused on the increasing challenges with the traditional auto retail model. Nevertheless, the author did not demonstrate the trends leading to the change in consumer demands and whether apart from profitability if there are other factors leading car dealership to their changes in approach. To understand this, it is worth considering the figure below on market positioning to mimick a channel that can be used in marketing process………………………………………………………………………………………………………………………………….Please contact our team to receive guidance and support on this assessment in its entirety based on your company of work and expectations level
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