Positioning-analysis of the (effective and potential) Vorarlberg Mercedes-Benz truck-market.
with the goal to ensure the long-term success of the company Dipl. Ing. H. Schneider GmbH
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Even before the economic crisis started the times for automotive retailer have been quite difficult: The markets were stagnating, the distribution networks were overstaffed and the margins were far too low. Through the abolition of the block exemption regulation in 2002 and the omission of the location-clause in 2005 competition has continuously increased. The main purchaser-branches within the truck-segment (transport- and building-branch) had to fight with major problems too and their purchasing-decision focus concentrated more and more on economic arguments. So since 2005 the upscale suppliers of trucks continuously lost market shares.
To guarantee an upscale supplier a long-term success actions had to be taken to increase their distribution. So I asked the Mercedes-Benz truck-sales-people about the difference between a Mercedes-Benz truck and another truck, to find out more about the convincing sales-arguments that justify the higher price of the trucks. But the question could not be answered sufficiently. – This was the reason why I decided to make a complete position-analysis of the Vorarlberg truck-market to finally be able to position the Mercedes-Benz truck-department in a way that can guarantee a long-term success.
In the course of the customer-analysis seven market-segments were identified that differ in terms of their average kilometrage per year, in terms of the significance of the truck in the day-to-day business and in terms of their designated use of the truck (and the expected benefits, means of behavior and attributes that are connected with the designated use): Fire departments, ecological companies (like e.g. recycling-, waste-deposal- or street-cleaning-companies), building-companies, building-material-manufacturers, transport-companies, wholesale-companies and small retailer that need a truck only for sporadic deliveries.
After the market-attractiveness, the relative competitive position of Mercedes and the competitive advantages of Mercedes in each segment were identified, positioning-statements were formulated for each segment, and the priority of the market cultivation defined.
From this analysis a marketing-mix was deduced and the realization of concrete measurements initiated. One of the projects that arose from this analysis was the "Fuel Consumption Championship". (>> go to project)