Management
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Review of Literature
Definition of Car Dealership
According to the words Roger M (2016) Car Dealership can be called as the” local outlet that provides sells and services used and new cars”. According to the words of Peter (2014) Car dealer is a person who sells the used cars to different types of customers. As per the report of Business Insider (2014) the first car dealership business was started in US William E. Metzger in the year of 1988.
Meaning of Car Dealership
Most of the Automobile companies are giving importance to car dealership. In order for retaining the customers at right time, we have to provide quality services to the customers.
Source: forbes.com
As per the report of Forbes.com (2016) car dealers sell and service different cars in a productive way. They also provide supportive services to the customers to reduce their problems related with the car.
Definition of marketing strategies
According to the words of Lee (2016) marketing strategies called as the tactics or techniques used by the organizations for increasing the sales and revenue. As per the report of Tronvig Group (2016) marketing strategies simply means short term or long term plan used for selling the products and services in a effective way.
Meaning of marketing strategies
Most of the international companies are using marketing strategies for retaining the customers for a long period of time (Höhn et al 2017). Marketing strategies has to be integrated with the organizational goals and objectives. While developing marketing strategies the companies has to consider the customer needs and interest (Shende et al 2014). In order for framing an effective marketing strategies the companies has to conduct a in depth marketing research and analysis. Marketing strategy has to be connected with the organizational goals and objectives (Prybutok 2017). If the companies are not considering the objective of the organization it will affect the overall marketing performance of the company.
Marketing Strategies used by the Car Dealers
Most of the companies are using different marketing strategies for attracting the customers. According to the words Lynes (2017) in order for retaining the customers we have to build effective relationships with the customers. As per the report of Business Insider (2016) most of the car dealers are using online promotional tools for attracting the customers. They are also focusing on the aspect of quality in order for getting repeated business. As per the report of Nielsen Global Survey (2017) stated that 58% of Australians are interested to buy used car in future. Car dealers have to consider the internal and external factors that influence the satisfaction level of customers (Firfiray et al 2016). According to the words of Dimsdale (2017) marketing strategies used by the car dealers helps for managing the competition in a productive way. An effective marketing strategy creates a positive impact in the minds of the customers. As per the report of Fast Company (2010) most of the car dealers are using social media sites for attracting the customers. Digital media marketing strategy helps the car dealers to create a long lasting relationship with the customers. Due to the impact of globalization and other recent trends the preference and interest of the customers are changing. In order for attracting the customers to the car shops the companies has to introduce aggressive marketing strategies and plans.
Hypothesis
- There is a significant association between marketing strategies used by the car dealers in Queensland, Australia and the customer satisfaction
- There is no significant association between marketing strategies used by the car dealers in Queensland, Australia and the customer satisfaction
Methodology:
Sample
We selected 50 dealers from the Car Dealers in Queensland. By studying the 50 dealers we can able to understand the effectiveness of marketing strategies in a productive way.
Target market
Target market for the research is Car Dealers in Queensland, Australia and customers who uses services provided by the car dealers. More than 5000 car dealers are there in Australian, and from the 5000 we selected the Car Dealers in Queensland.
Sampling method with reasoning
We convenience sampling, the selection is based on the interest of the researcher, in the case of convenience sampling the researcher select the representatives from the population for completing the study (Etikan et al 2016). It helps for selecting the representatives in a easy way and it is also called as accidental sampling. It also helps the researcher for formulating the theories and concepts that support the research topic.
Measuring scale used for measuring the variables
Researchers used ordinal scale for measuring the dependent and independent variables. It helps for understanding the degrees of differences between different factors. Most of the marketing researchers are using ordinal scale for completing the research process in a productive way (King et al 2016).
Questionnaire
Questionnaire to study the Effectiveness of the Marketing Strategies used by the Car Dealers in Queensland, Australia
Name:
Company Name
Location
Age:
1. Are you getting a good return on your investment in marketing?
2. Does your brand clearly communicate what you are about?
3. Is your brand identity being properly used in all media?
4. Do you understand the influence of marketing strategies buyers consider when selecting your product?
5. Are you up selling and cross-selling products and services to your current customers?
6. Are you tailoring messages to specific market segments when you have the opportunity to do so?
7. Are the traditional marketing strategies such as public relations, advertising – still delivering the enough value to warrant the investment you require?
8. Is it time to shift to new marketing strategies such as, social media and mobile marketing?
9. Does your offer or discounts deliver real value to your product and services?
10. Are your sales brochures, displays and sales demonstration tools are accurate and up to date?
Analysis of Results
Table 1: Showing the results of return on investment
Criteria / Respondents / % of RespondentsStrongly Agree / 20 / 40
Agree / 15 / 30
Neither / 6 / 12
Disagree / 7 / 14
Strongly Disagree / 2 / 4
Chart 1 Showing opinion about return on investment
Interpretation:
About 40 % of car dealers are highly satisfied with their return on investment
Table 2: Showing the opinion about the effectiveness of brand communication strategies
Criteria / Respondents / % of RespondentsStrongly Agree / 16 / 32
Agree / 12 / 24
Neither / 4 / 8
Disagree / 11 / 22
Strongly Disagree / 7 / 14
Chart 2 Showing opinions about the effectiveness of brand communication strategies
Interpretation:
Car dealers are using effective brand communication strategies for attracting the customers
Table 3: Showing the opinion about the use of brand identity in all media
Criteria / Respondents / % of RespondentsStrongly Agree / 12 / 24
Agree / 7 / 14
Neither / 3 / 6
Disagree / 10 / 20
Strongly Disagree / 18 / 36
Chart 3 Showing opinions about the use of brand identity in all media
Interpretation:
About 36% of car dealers are not using all media for improving the brand identity
Table 4. Showing the opinion about the influence of marketing strategies buyers consider when selecting product
Criteria / Respondents / % of RespondentsStrongly Agree / 22 / 44
Agree / 15 / 30
Neither / 2 / 4
Disagree / 7 / 14
Strongly Disagree / 4 / 8
Chart 4 Showing opinions about the influence of marketing strategies buyers consider when selecting product
Interpretation:
Most of car dealers stated that marketing strategies influence the customer buying decisions
Table 5: Showing the opinion about the Up selling and cross-selling products and services to the current customers
Criteria / Respondents / % of RespondentsStrongly Agree / 19 / 38
Agree / 14 / 28
Neither / 2 / 4
Disagree / 7 / 14
Strongly Disagree / 8 / 16
Chart 5: Showing the opinion about the up selling and cross-selling products and services to the current customers
Interpretation
Most of car dealers want to improve the performance related with the Up selling and cross-selling products and services to the current customers
Table 6: Showing the opinion about the tailoring messages to specific market segments
Criteria / Respondents / % of RespondentsStrongly Agree / 32 / 64
Agree / 12 / 24
Neither / 0 / Nil
Disagree / 5 / 10
Strongly Disagree / 1 / 2
Chart 6: Showing the opinion about the tailoring messages to specific market segments
Interpretation
Most of the car dealers are framing effective strategies for attracting the target group of customers
Table 7: Showing the opinion about the values created by the traditional marketing strategies such as public relations, advertising
Criteria / Respondents / % of RespondentsStrongly Agree / 26 / 52
Agree / 14 / 28
Neither / 0 / Nil
Disagree / 7 / 14
Strongly Disagree / 3 / 6
Chart 7: Showing the opinion about the values created by the traditional marketing strategies such as public relations, advertising
Interpretation:
About 52% of car dealers stated that traditional marketing strategies are effective for creating values
Table 8: Showing the opinion about theshift to new marketing strategies such as, social media and mobile marketing
Criteria / Respondents / % of RespondentsStrongly Agree / 35 / 70
Agree / 10 / 20
Neither / 0 / Nil
Disagree / 3 / 6
Strongly Disagree / 2 / 4
Chart 8: Showing the opinion about theshift to new marketing strategies such as, social media and mobile marketing
Interpretation:
While analyzing the diagram we can understand that most of the car dealers are interested to use new marketing strategies and tools
Table 9: Showing the opinion about the offer or discounts provided by the car dealers
Criteria / Respondents / % of RespondentsStrongly Agree / 27 / 54
Agree / 12 / 24
Neither / 1 / 2
Disagree / 8 / 16
Strongly Disagree / 2 / 4
Chart 9 : Showing the opinion about the offer or discounts provided by the car dealers
Interpretation:
From this we can understand that most of the car dealers are providing attractive offers to the customers
Table 10: Showing the opinion about the accuracy of sales brochures, displays and sales demonstration tools.
Criteria / Respondents / % of RespondentsStrongly Agree / 31 / 62
Agree / 14 / 28
Neither / 2 / 4
Disagree / 3 / 6
Strongly Disagree / 0 / 0
Chart 10 : Showing the opinion about the accuracy of sales brochures, displays and sales demonstration tools.
Interpretation:
62% of car dealers are agreeing that the information provided them are accurate
References
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling.American Journal of Theoretical and Applied Statistics,5(1), 1-4.
King, J., Zhou, J., Katzen, J., Gao, Y., Houk, J., Willis, M., ... & Ison, M. (2016, December). Evaluation of a Novel Ordinal Scale Endpoint in Hospitalized Patients With Severe Influenza Illness. InOpen Forum Infectious Diseases(Vol. 3, No. suppl 1, p. 638). Oxford University Press.
Dimsdale, J. E. (2017). Assuring quality health care outcomes: lessons learned from car dealers?.Patient Related Outcome Measures,8, 1.
Strähle, J., & Höhn, M. (2017). Cross-industry learnings: what fashion retail can learn from the used-car industry. InGreen Fashion Retail(pp. 157-174). Springer Singapore.
Gómez-Mejía, L. R., Larraza-Kintana, M., Moyano-Fuentes, J., & Firfiray, S. (2016). Managerial family ties and employee risk bearing in family firms: evidence from Spanish car dealers.Human Resource Management.
Pollard, D., Chuo, S., & Lee, B. (2016). Strategies for mass customization.Journal of Business & Economics Research (Online),14(3), 101.
Xu, L., Blankson, C., & Prybutok, V. (2017). Relative Contributions of Product Quality and Service Quality in the Automobile Industry.Quality Management Journal,24(1).
Shende, V. (2014). Analysis of research in consumer behavior of automobile passenger car customer.International Journal of Scientific and Research Publications,4(2), 1.
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