PDF, 3464 KB - Roland Berger
PDF, 3464 KB - Roland Berger
PDF, 3464 KB - Roland Berger
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Boosting sales in Russia – Individually tailored project for a medium-sized<br />
European car manufacturer<br />
Market entry strategy development<br />
CLIENT<br />
• Medium-sized European car<br />
manufacturer<br />
Market survey<br />
Sales up program<br />
Setup of general<br />
importer<br />
Local assembly<br />
OBJECTIVE<br />
• Establish a clear picture of the local<br />
situation<br />
• Define sales-boosting program for<br />
price, product, dealer network and<br />
marketing<br />
• Evaluate option for local production in<br />
Russia, Kazakhstan, Ukraine or<br />
Belarus<br />
DELIVERABLES<br />
2,800<br />
Neuwagenverkauf [Tsd.]<br />
2,600<br />
2,400<br />
2,200<br />
2,000<br />
1,800<br />
1,600<br />
1,400<br />
1,200<br />
1,000<br />
800<br />
Optimistisches Szenario<br />
Realistisches Szenario<br />
2.639<br />
2.014<br />
1.200<br />
Pessimistisches Szenario<br />
2002 2003 2004 2005 2006 2007 2008 2009 2010<br />
Zeitverlauf<br />
• Survey of car<br />
drivers<br />
• Market research<br />
• Detailed<br />
knowledge of the<br />
market (Factbook)<br />
UP<br />
SALES<br />
• Recommendations<br />
regarding price<br />
positioning,<br />
specifications,<br />
dealership,<br />
advertising and<br />
promotion<br />
• Ad-hoc take-over<br />
of existing import<br />
structures<br />
• Medium-term<br />
development of<br />
local resources<br />
• Medium-term<br />
setup of local<br />
assembly in order<br />
to minimize import<br />
tariffs (RUS, KZ,<br />
UA)<br />
• Detailed market analysis incl. a<br />
survey among more than 500 end<br />
customers in different regions and<br />
more than 40 interviews with top<br />
executives<br />
• Development of detailed "factbook"<br />
on the Russian automotive market<br />
• Definition of measures to boost sales<br />
• Suggestions for the<br />
neutralization of<br />
deficiencies in<br />
product and price<br />
positioning, setup of<br />
the dealer network<br />
and communication<br />
Source: <strong>Roland</strong> <strong>Berger</strong><br />
MUC-90007-497-09-03-E.ppt 11