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Mercedes-Benz’s New Sales Strategy: End Times For Car Dealerships?
內容大綱
Belinda Oliveri, managing director of Mercedes-Benz Starlight, reflected on the events of the past couple of years. At a 2021 meeting of its fifty-two Australian dealers, Mercedes-Benz Australia/Pacific Pty Ltd announced a new sales model through which customers would buy vehicles at a fixed price directly from the company and only step inside a dealership to collect their purchase. Oliveri knew that as a respected industry leader and significant player in Australia’s high-volume automotive business landscape, she had to develop an informed opinion on the matter. She also knew change was coming, but that there were also a lot of unanswered questions. Would the change be a good one? How would it affect customers? Should she support it or oppose it by joining the $650 million lawsuit 80 per cent of dealers filed against Mercedes-Benz Australia/Pacific?
學習目標
This case is suitable for both undergraduate- and postgraduate-level students in marketing, consumer behaviour, strategic marketing, branding, distribution, and retailing. It works just as well in an MBA, executive MBA, or executive education program.<br><br>After completing this case, students will be able to do the following:<ul><li>Understand the evolution of a luxury brand in the Australian market.</li><li>Understand the evolution of the Mercedes-Benz customer and how the traditional dealership model creates value.</li><li>Understand the need for an alternate distribution model.</li><li>Understand the implications of innovation and change in a distribution model.</li></ul>