Multi-brand selling in the automotive market : the Santogal case
Autor(a) principal: | |
---|---|
Data de Publicação: | 2011 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/7773 |
Resumo: | At the start of the last decade, the European automotive industry faced a market showing several flaws in its functioning. It was excessively concentrated; the six major manufacturers (Volkswagen, Peugeot/Citroën, Renault, General Motors, Ford e Fiat) held 75% of market share. This favourable position led manufacturers to establish agreements and contracts both with suppliers and retailers aiming at protecting their interests and entailing a reduction of competition in the market. In light of this situation, the European Commission intervened and adopted Regulation n° 1400/2002, which prohibits any agreements affecting competition and promotes new retailing possibilities. This new context led to huge changes both for manufacturers, on one side, and importers and retailers on the other. This study aims at contributing to widen knowledge on the subject through the analysis of the Santogal case. Starting as an importer, the company has always been linked to the automotive sector for more than 60 years. The changes the market has undergone along the years led Santogal to develop new strategies and business models in order to attain its objectives. This study focuses in particular on Santogal's "multi-brand" project developed in the last few years and which has revolutionized its way of selling cars and created the conditions to exploit to the full the potential of its structure. The main objective of the present study is to challenge academics, manufacturers, importers and retailers to develop new sales models to face the change in the competition conditions observed in the European market. The work carried in the context of the present study allows to conclude that, although for the customer price is the main differentiation factor, new sales models widening the offer and aiming at facilitating comparisons and counselling the client during the decision making process represent a competitive advantage for companies which adopt them. |
id |
RCAP_23a70e0be6dd4352fd75c606c6b68dc6 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/7773 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Multi-brand selling in the automotive market : the Santogal caseAt the start of the last decade, the European automotive industry faced a market showing several flaws in its functioning. It was excessively concentrated; the six major manufacturers (Volkswagen, Peugeot/Citroën, Renault, General Motors, Ford e Fiat) held 75% of market share. This favourable position led manufacturers to establish agreements and contracts both with suppliers and retailers aiming at protecting their interests and entailing a reduction of competition in the market. In light of this situation, the European Commission intervened and adopted Regulation n° 1400/2002, which prohibits any agreements affecting competition and promotes new retailing possibilities. This new context led to huge changes both for manufacturers, on one side, and importers and retailers on the other. This study aims at contributing to widen knowledge on the subject through the analysis of the Santogal case. Starting as an importer, the company has always been linked to the automotive sector for more than 60 years. The changes the market has undergone along the years led Santogal to develop new strategies and business models in order to attain its objectives. This study focuses in particular on Santogal's "multi-brand" project developed in the last few years and which has revolutionized its way of selling cars and created the conditions to exploit to the full the potential of its structure. The main objective of the present study is to challenge academics, manufacturers, importers and retailers to develop new sales models to face the change in the competition conditions observed in the European market. The work carried in the context of the present study allows to conclude that, although for the customer price is the main differentiation factor, new sales models widening the offer and aiming at facilitating comparisons and counselling the client during the decision making process represent a competitive advantage for companies which adopt them.No início da última década a indústria automóvel europeia apresentava diversas deficiências no que representa ao bom funcionamento do mercado. O mercado encontrava-se excessivamente concentrado, os seis maiores construtores (Volkswagen, Peugeot/Citroën, Renault, General Motors, Ford e Fiat) detinham juntos 75% de quota de mercado. Esta posição favorável levou a que os construtores desenvolvessem acordos e contratos, tanto com fornecedores como com revendedores, de forma a proteger os seus interesses e, simultaneamente, diminuindo a competitividade do mercado. Face a este cenário, a Comissão Europeia, interveio e adoptou o Regulamento nº 1400/2002 proibindo quaisquer acordos que afectem a concorrência e promovendo novas formas de revenda. Este novo contexto levou a enormes transformações, quer ao nível dos construtores bem como dos importadores e revendedores. Este trabalho ambiciona precisamente contribuir para alargar o conhecimento sobre o tema através da análise do caso da Santogal. Ao longo de mais de 60 anos de história, esta empresa esteve sempre ligada ao sector automóvel, tendo começado por ser importador de marcas. As alterações que o mercado foi sofrendo ao longo dos anos levaram a Santogal a desenvolver novas estratégias e modelos de negócio de forma a atingir os seus objectivos. O presente estudo debruça-se sobre o projecto ―multimarca‖ desenvolvido nos últimos anos pela Santogal, o qual veio revolucionar a forma de vender automóveis e potenciar ao máximo a sua estrutura. Em suma, o principal objectivo do presente estudo é desafiar académicos, construtores automóveis, importadores e revendedores a desenvolver novos modelos de venda para fazer face às alterações das condições competitivas verificadas no mercado europeu. O trabalho realizado no âmbito desta tese permitiu concluir que, embora para o cliente o factor principal de diferenciação seja o preço, novos modelos de venda que alarguem a oferta e visem facilitar as comparações e aconselha-lo durante o processo de tomada de decisão representam um benefício competitivo para as empresas que os adoptam.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaPessanha, José Manuel Barreiros da Silva2012-02-06T14:46:07Z201120112011-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/7773enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-26T01:40:39Zoai:repositorio.ucp.pt:10400.14/7773Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:07:41.558191Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Multi-brand selling in the automotive market : the Santogal case |
title |
Multi-brand selling in the automotive market : the Santogal case |
spellingShingle |
Multi-brand selling in the automotive market : the Santogal case Pessanha, José Manuel Barreiros da Silva |
title_short |
Multi-brand selling in the automotive market : the Santogal case |
title_full |
Multi-brand selling in the automotive market : the Santogal case |
title_fullStr |
Multi-brand selling in the automotive market : the Santogal case |
title_full_unstemmed |
Multi-brand selling in the automotive market : the Santogal case |
title_sort |
Multi-brand selling in the automotive market : the Santogal case |
author |
Pessanha, José Manuel Barreiros da Silva |
author_facet |
Pessanha, José Manuel Barreiros da Silva |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pessanha, José Manuel Barreiros da Silva |
description |
At the start of the last decade, the European automotive industry faced a market showing several flaws in its functioning. It was excessively concentrated; the six major manufacturers (Volkswagen, Peugeot/Citroën, Renault, General Motors, Ford e Fiat) held 75% of market share. This favourable position led manufacturers to establish agreements and contracts both with suppliers and retailers aiming at protecting their interests and entailing a reduction of competition in the market. In light of this situation, the European Commission intervened and adopted Regulation n° 1400/2002, which prohibits any agreements affecting competition and promotes new retailing possibilities. This new context led to huge changes both for manufacturers, on one side, and importers and retailers on the other. This study aims at contributing to widen knowledge on the subject through the analysis of the Santogal case. Starting as an importer, the company has always been linked to the automotive sector for more than 60 years. The changes the market has undergone along the years led Santogal to develop new strategies and business models in order to attain its objectives. This study focuses in particular on Santogal's "multi-brand" project developed in the last few years and which has revolutionized its way of selling cars and created the conditions to exploit to the full the potential of its structure. The main objective of the present study is to challenge academics, manufacturers, importers and retailers to develop new sales models to face the change in the competition conditions observed in the European market. The work carried in the context of the present study allows to conclude that, although for the customer price is the main differentiation factor, new sales models widening the offer and aiming at facilitating comparisons and counselling the client during the decision making process represent a competitive advantage for companies which adopt them. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011 2011 2011-01-01T00:00:00Z 2012-02-06T14:46:07Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/7773 |
url |
http://hdl.handle.net/10400.14/7773 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131746127577088 |