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Case Study Understanding Of Commercial Vehicle Market in the Middle East AUTOMOTIVE CONTEXT Our client is a leading Japanese commercial vehicle manufacturer. They are particular interested to investigate the market situation in a middle eastern country because their sales performance is declining in it. IMPACT The main objectives of the study are • To understand competitive environment of commercial vehicle market in the country • To assess the growth potential and direction for the client APPROACH Ipsos Business Consulting analyzed the country’s market landscape by concentrating on the following four areas: Market Overview Dealership Analysis Competitor Analysis Strategic Recommendation We conducted primary and secondary research of automotive industry environement in the two countries, in-depth interviews with key opinion leaders, main competitors and dealers. The client understood the landscape of the commercial vehicle competitive environment and the reason why their sales decreased in the country. With the market intelligence provided by Ipsos, the client was able to make action plan of improving their sales activity. Case Study Understanding Of Commercial Vehicle Market in the Middle East AUTOMOTIVE FINDINGS • The study was completed based on primary research interviews of KOL, competitors and dealers • The three factors, “Economy”, “Politics” and “Business type” are found out to influence the demand for CV’s in the country. • While all layers of distribution from the mother company to the dealer are crucial to the selling process, the relationship of the dealership and the end user is the most important as it is the one which can optimize sales. Commercial Vehicle Sales – Market Trend & Demand Commercial Vehicle Sales – Overall Distribution Case Study Understanding Of Commercial Vehicle Market in the Middle East AUTOMOTIVE DEALERSHIP ANALYSIS - FINDINGS • Leveraging comprehensive primary and secondary research, information about the dealership were gathered to understand their types and strategy. • There are two types of dealers in the country, exclusive dealership and regular one. Exclusive dealers have some advantages such as having the permission from the mother company to grant warranty’s etc compared to regular dealers. There are two types of dealers, exclusive dealerships ( exdusive distributers ) and regular dealers (resellers). The exclusive dealerships and the dealers differentiate themselves from one another by showcasing their offerings. Case Study Understanding Of Commercial Vehicle Market in the Middle East AUTOMOTIVE COMPETITOR ANALYSIS - FINDINGS • The strength and weakness of the dealership competitor are found out. • Some of the dealers of particular brands have the added benefit of highly appealing to consumers with a holistic purchasing experience. • Two key essential factors are revealed by the interviews which shape consumer purchasing preference. Dealers of Japanese and Korean brands have an advantage in light weight vehicles as they are perceived to offer high quality for good price. When considering consumer demands and the markets brand offering, xxxx and xxxx as the factors which shape consumer purchasing preference. Case Study Understanding Of Commercial Vehicle Market in the Middle East AUTOMOTIVE STRATEGIC RECOMMENDATION - FINDINGS • Two recommendations are suggested to the client so that they can make their business grow in the country. • One is strengthening relationship with clients. • The other is capitalizing differentiated brand offering and dealership advantages. Recommendations