MA505: Car Dealership Marketing & Management Strategies Report

This report provides a comprehensive analysis of the car dealership industry, focusing on marketing and management strategies within the Melbourne market. It begins with an introduction to the automotive industry, highlighting its global significance and Australian context. The report assesses the retail car industry's scope and performance indicators, emphasizing competitiveness, pricing, and economic factors. A PESTLE analysis examines political, economic, social, technological, environmental, and legal factors impacting the industry, while a micro-environment analysis focuses on customer influence and competition. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats for car retailers. Finally, the report includes interview questions and responses, providing insights into team leadership, challenges, and competitive advantages, offering a holistic view of the car dealership business environment.

Running head: CAR DEALERSHIP 1
Car Dealership
Student Name
University Affiliation

CAR DEALERSHIP 2
Car Dealership
Introduction
Background information
This elaborate automotive industry was established a century ago that is back in the year
1860. There has been however tremendous growth and development associated with this
significant global industry. Horse carriages were the pioneers of the developed assembling of the
very many types of locomotives we have in the today’s world (Waterhouse, 2016). The
numerous designs, elaborate manufacturing with the overall marketing and selling of these
automobiles have now been translated into a major industry that is a force to be reckoned with in
the global business world. It has been affirmed and confirmed that it is the world’s best and most
important economic sectors which are brought forward and facilitated by the tremendous and
overwhelming revenue it generates across the globe. It has also been confirmed that the
automotive industry provides the most commonly used mode of transport in the entire world a
fact that further facilitates the accumulation of the tremendous revenue that stabilizes numerous
economies of very many nations across the uttermost parts of the world. Australia is also a very
significant nation as far as the establishment of the automobile manufacturing companies is
concerned. They developed both the car and aircraft at the initial stages but the motor vehicle
industry in the nation assumed more power and stability resulting to numerous and varying car
creations in the utmost parts of the nation. Numerous associations were formed with regard to
safeguarding and championing for the rights and privileges of these very many car developers
(Anisimova, 2016).

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Scope and performance indicators
The general and overall performance of the retail car industry in Melbourne is quite
tremendous and really encouraging to the potential investors as well as the business owners who
are currently and actively involved in the entire car dealership platform. The elaborate propelling
factors with regard to this consistent and efficient growth vary within the numerous car retailers
that are largely situated in the city of Melbourne as well as the utmost parts of the entire nation
of Australia (Altaf, Hashim, 2016). Strong competitiveness around the local market is one such
vital and most crucial contributing factor to this elaborate prowess in this particular city as well
as the entire nation. This has now made the retailers do whatever it takes so as to register and
effectively achieve the already set goals and objectives within their respective elaborate
organizations. Reduced prices for the numerous and varying vehicles has been the only option
resulting to the esteemed buyer acquiring high-quality vehicles. This has gone to necessitate
increased sales as the more consumers have shown so as to take advantage of the entire scene
which in the long run is more of a win-win situation both the companies as well as the numerous
buyers. Low-interest rates and an elaborate strong employment within the city of Melbourne as
well as the entire country of Australia has served the purpose greatly bringing about this
tremendous prowess in the retail car dealership (Archer, 2017).
The size of the retail sector in the city of Melbourne is quite diverse and wide with over
five hundred thousand automobiles being sold in the year 2017. There are numerous brands
available with the most commonly known being over thirty pieces in the entire city. This,
however, is even much more with regard to the entire nation with over hundred brands being
available and more than two million vehicles being sold in the previous year. Most of the
production is normally done overseas with only about 8 percent of domestic production being

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registered in the year 2018. The easy import penetration has served the elaborate purpose of
increasing competition within the entire nation resulting in reduced prices of the automobiles as
mentioned earlier on (Australia, 2017).
Discussion
Market Analysis (Pestle)
Political
The elaborate growth and revenue of the retail car dealership in Australia specifically in
Melbourne city have been impacted and brought forward by numerous prevailing external
factors. With regard to the elaborate efforts of the most renowned car developers of developing
vehicles that are not fuel guzzlers as well as ones that are environment-friendly, competition has
skyrocketed with every manufacturer trying to outdo the others. The political scenario within the
Australian nation has greatly impacted positively the car industry (Womack, Isaksson, Lilja,
2016). Elaborate political regulations that are causing favorable fluctuations have been the order
of the day in this highly esteemed nation. This elaborate nation has been a favorite of numerous
automakers in the idea of their establishing manufacturing bases in this country. The import and
export laws have also been favorable to the local car dealers as well as other car developers in
the expansive regions of the word. The extreme and expansive government policies with regard
to the general issue of the car industry have been in the favor of the involved investors which has
greatly supported these developers as well as the entire nation of Australia from the expansive
revenue that has been generated from this business initiative (Baker, 2016).
Economical

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The economic aspect of the city has improved greatly serving the purpose of propelling
the car retailers to extreme business heights. This, however, has not been the case all along as
numerous times in the recent past has had the economic sector being hit hard by the unavoidable
and uncontrollable crisis that has resulted to the sales of the vehicles falling tremendously. With
the general idea of the Melbourne market having already grown and developed, high vehicle
sales have been registered resulted in the well-being of the involved car dealers as well as the
highly esteemed consumers. This is also as a result of the high purchasing power that is normally
the case of numerous developed markets with also the accompaniment of a stable economy
within the safe confines of this elaborate city. This stability in the economy of this busy city has
brought about numerous brands whose purpose and intent is to tap into this elaborate consumer
base so as to greatly and efficiently maximize the profits. The availability of automobiles that are
environmentally friendly with regard to the issue of reduced car emissions has greatly resulted in
a tremendous increase in the sale of these elaborate vehicles. The very many manufacturers
tasked with this vital mandate of the developing environmental friendly machines have been
exposed to a test that has pushed their buttons towards creating that are not heavily polluting the
environment (Blanc, Johnson Figliozzi, 2015).
Social factors
The population growth within this local set up of the Melbourne city is greatly advancing and
this will serve the purpose of enhancing the tremendous growth of the involved car retailers in
terms of increased sales within a given period of time. The better part of the population has a
positive attitude with regard to the numerous brands of vehicles at the retailers’ disposal which
will propel the involved entities to extreme heights of the business world.

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Technological factors
New and elaborate technological advancements have been tremendously experienced by the
dwellers of Melbourne city. Effective new ways in which cars are produced serves the purpose of
meeting every potential client at the very point of their need. The retailers have also embraced
new elaborate ways of distributing vehicles within the city and beyond which enhances the
overall performance of the involved companies.
Environmental factors
The issue of the numerous demands that are exhibited greatly by the population within the city is
a force to be reckoned with. The manufacturers as well as the retailers should embrace new
strategies and ways so as to meet these numerous needs and demands as presented by the
customers. The issue of the clients demanding the sourcing of products in a more ethical way and
fro a sustainable source should be effectively and efficiently dealt with.
Legal factors
The safety factors are some of the legal issue that the retailers should have a look at with the sole
purpose of ensuring that the cars sold by them are in the right condition. Effective and efficient
knowhow with regard to the consumer rights and laws should also be elaborately exposed to the
car retailers for an appropriate performance. What is legal and also illegal as far as trading is
concerned should elaborately be known by the retailers for an improved performance.
Micro-environment
Elaborate factors that are closely associated with the car retailers in the city of Melbourne
has on numerous occasions served to facilitate the effective and efficient development of the

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automobile industry within the safer confines of this local set up. The highly esteemed customers
are a part of the stakeholders within the microenvironment of this greatly recognized city. Their
prowess in terms of their having stable jobs has served the purpose of enabling the tremendous
registration of numerous sales of vehicles within a given period of time. Their high purchasing
power has brought about the establishment of numerous retailers in the car dealership sector for
the involved proprietors to effectively realize their already set goals and objectives of their
respective business establishments. The establishment of numerous retailers within the city so as
to tap into the elaborate and highly esteemed clientele that has a very high purchasing power has
in the long run resulted in tremendous competition. This extreme and expansive competition has
on numerous occasions derailed the overall performance of most of these retail establishments as
the only available option towards their registering an impressive performance is to lower the
vehicle prices with the sole purpose of wooing the numerous customers (Brotherton, Smith,
2017).
Swot analysis
The effective and efficient establishment of the manufacturing basis within the confines
of this great city has served the elaborate purpose of creating a conducive ground for the retailers
who do not necessarily have to import any vehicle from other foreign nations. This brings about
the idea of the local retailers tremendously maximizing their profits as the accrued expenses that
are normally associated with these importations have already been eliminated completely. These
elaborate developments within the city also serve the purpose of meeting the clientele specific
and exact needs. Their taste and preferences are tremendously met by both the retailers and the

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manufacturers whose eventuality is a win-win situation for all the involved members. This
results in an increased purchasing power as exhibited by the huge customer base which brings
about the overall good of all the involved entities (Chacko Sjöman, Motohashi, 2015).
Interview questions and responses
1. Would you kindly describe the team you lead citing the leadership style you embrace?
The team is extremely dedicated and hardworking with very creative and innovative
minds that greatly enhance the general improvement of the firm’s performance and productivity.
2. What are the main obstacles do you normally face as a team leader and how do you handle
them?
The obstacles vary depending on the current business season. Uncooperativeness from
the workforce placed under my jurisdiction is one such challenge. Effective and efficient
penetration into the Melbourne elaborate market is another obstacle that has a great impact on
the business. This calls for a thorough and elaborate development of a marketing team that is
aware of the most appropriate avenues to employ in registering numerous sales for the company
(Energy, 2015).
3. What are the main strengths and weaknesses of the Ballers car retailers with regard to the
overall running of the business entity?
The weaknesses revolve around the advanced competition from the numerous other
retailers within the city and in the entire nation at large. This has called upon the entire firm to
establish effective customizations on the numerous products offered by the company for an
efficient performance. On the other hand, the company’s marketing mix is with no doubt the

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most elaborate and effective in the entire city. This prowess and excellence have contributed
greatly to the increased sales that have been registered since the recent establishment of the firm
(Freestone, Wiesel, 2014).
4. Do you work well under pressure?
That depends on what kind of pressure but for me this serves the purpose of enhancing
my being very alert that results to my performing the numerous roles placed under me perfectly
and efficiently (Gay, 2016).
Marketing mix
The 4ps of marketing
Promotion
With the availability of the numerous competition as cited earlier on in the report, stable
and well-founded strategies ought to be forthcoming for the general well-being of the elaborate
retailers. For instance, with the issue of the Ballers Car Retailers as explained by the very
effective and efficient manager, elaborate measures need to be realized so as to enhance the
aggressive propelling of the business entity towards the extreme heights of the highly esteemed
business world. For this particular organization to be on par with the most sought-after retailers
in the city of Melbourne as well as the entire nation of Australia, elaborate marketing strategies
must be introduced so as to effectively and efficiently convince the intended customers about the
numerous brands that the business entity is introducing into the market (Taylor-West, Champion,
Saker, 2016). Marketing has of course been the norm within the Ballers premises but it has not
been done comprehensively with the sole purpose of effectively convincing the highly esteemed

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clientele about what the uniqueness of the products that the company is putting out into the
market. Detailed promotion is inevitable in this establishment as it has recently been launched
and therefore elaborate measures have to be put into place so as for the enterprise to have its
place in the Melbourne’s business world as well as the nations and also the entire world
(Hutchinson, 2017).
Product
An in-depth information with regard to what is being sold by the young establishment is
with no doubt inevitable and will serve the elaborate purpose of winning more customers to the
organization upon effective and efficient realization of this product promotion. Price comparison
tools must be intently been forthcoming within the establishment with the accompaniment of
numerous stunning and captivating features of the product the organization is placing under their
able disposal. The customers that the firm has been lucky to serve should also be used
extensively and expansively as points of references with regard to the sales within their premises.
Their level of satisfaction with regard to the goods sold by the firm as well as the
accompaniment of the after sale services will greatly serve the purpose of garnering in numerous
customers for the overall and general good of the entire organization (Jeffery, Williams, 2017).
Place
Elaborate efforts of the car dealer organization with regard to redefining the actual place
of operation either on the online or platforms are of very great significance to the overall good of
the business establishment. These elaborate placements revolve around numerous locations that
the highly esteemed clientele can eventually reach their purchase decision. This calls upon these
efficient car dealers to present the clientele with the actual information and content that will

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attract their attraction to the premises for the general well-being of the entire organization (Saker,
Taylor-West, Grzesinski, 2016). Taking advantage of the current advanced digital world in the
sense of the smartphones that are overwhelmingly in the company of the better part of the
clientele base should be used extensively and comprehensively by these elaborate car dealers.
Establishing applications or even soft wares by these car dealerships that are easily accessible to
by the targeted and intended clientele base will serve the purpose of increased overall sales
within these numerous retailers whose specialty is the selling of cars. These applications have
elaborate sites that the customers can easily access and get the exact and specific information
they need with regard to the numerous and diverse services that are offered by these young
establishments. Elaborate information about the overall main information of these retailers
revolving around the issues of price and the unique accompaniments of the products should
briefly and clearly be highlighted for improved sales within a given period of time (Johinke,
2015).
Recommendations
This elaborate and well-defined market situated in the Melbourne City calls for the
numerous involved car retailers to up their game towards fully exploiting it for the general well-
being of their diverse and advanced establishments. The high purchasing power that is
overwhelmingly exhibited by the highly esteemed clientele base with elaborately stable jobs and
other work-related establishments will serve the purpose of propelling the entire car industry to
the utmost and extreme heights of the global business world. Talent management within the
retail establishments will bring about the reduction of the high number of employees within these

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establishments for their overall good. The best car dealers in the global world embrace and
employ effectively the formal consistent talent-management practices that revolve around the
structured recruitment processes with several interviews for the each of the numerous candidates
(Knight, 2014).
The provision of formal training to the successful candidates will bring about the
effective and efficient performance of the numerous offered services by these elaborate retailers.
Long-term incentives should be generously offered to the best and most talented employees with
the sole purpose of retaining them for the general good of the involved establishments. This
generous act will on the extreme also bring about the revival of the zeal and fervency of the
involved talented workers within their respective and specialized areas of expertise for the
overall good of their elaborate working stations. The acquisition of an elaborate and thorough
knowledge by the heads of these establishments is paramount as it will serve the purpose of their
propelling their business entities towards the realization of the already established and set
objectives. This will further result in improved ways of handling the numerous operations within
these establishments for an effective performance within a given period of time (Kosevic, Loh,
2015).
The achievement of elaborate and most effective car dealership could also be necessitated
by the idea of focusing more on the practices within the services department that will greatly and
efficiently promote overwhelming customers visits. The offering of tours of within the facility is
one such way of promoting the initial customer visit. This will result in the clients feeling
appreciate that will eventually bring about their wanting to come back for more or even referring
other potential buyers within the facility. The well-established holding of clinics with regard to
the issue of car maintenance will also contribute positively to the overall well-being of the

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involved business entities in the name of car dealerships. The element of following up the
esteemed customers after the elaborate service appointments would also impact the involved
organizations positively (Safari, Safari, Olesen, 2016). This elaborate concern will result to the
customers feeling appreciated and cared for that might bring about their coming back for more of
the involved entity’s services or even roll out in the idea of their referring other potential clients
to the business premises that might enhance and improve the sales of these significant
organizations. All these explained recommendations if effectively and appropriately rolled into
action in whichever business establishment, success will be inevitable as they have been tried
and proven to be efficient in numerous other business setups (Law, Roy, Sidey, 2014).
Conclusion
The Australian car dealership as mentioned earlier on has greatly developed and has
effectively resulted to garnering in a hefty source of income for the entire nation. This highly
acclaimed and mostly mentioned milestone can also rise a notch higher if the above-explained
recommendations are fully and appropriately rolled into action (Matthews, Lynes, Riemer,
2017). The issue of how the clientele base is to be handled and effectively dealt with will result
in a tremendous registering of increased sales for the involved car retailers especially the ones in
the Melbourne City. Other areas to put under close consideration revolve around the idea of

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effective customization of the numerous products sold in the name of automobiles for the
involved car retailers to establish elaborately and maintain effectively the relevance that is
normally greatly required in the global business world. These outright developments will
enhance and facilitate effectively the general overall income that the entire nation garners within
the outlines of a given fiscal year. This amassing of a huge revenue will tremendously affect
positively the overall economy of the nation (Osmani, 2016).
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To the General Manager,
I would hereby wish to extend my utmost gratitude with regard to the interview I recently
conducted within your business premises. Your expansive and extreme honesty with
regard to numerous issues and situations with regard to your retail shop was quite
overwhelming and am greatly looking forward to our next appointment. I wish you and
the general fraternity within your premises best of lack.
Yours faithfully
Alex Kimundu