Competitive Positioning Assignment

CLIENT:
A rapidly expanding dealer focused on full service leasing and rental system.

PROBLEM:
Individual business styles, attitudes and methods of operation in the dealer organization were restricting system development; potential customers failed to perceive the system as a viable competitor to the industry leader.

ASSIGNMENT:
After meeting with the system's board of directors, we visited several dealership locations to assess the variety of operations and to identify both successful and unsuccessful lease and rental business. Prospects were interviewed to develop a profile of customer needs and requirements. Additional dealers were interviewed to determine what they desired and required for system management to build their lease/rental operations. Competitors were also surveyed to determine strengths and weaknesses and position our client properly against these.

RESULT:
Our client reorganized its approach to the dealer-lessor organization. A program of system-wide identification and promotion was initiated. Operating guidelines were reworked; separate dealership and leasing operations were encouraged. Service consistency throughout the system improved significantly. Market penetration improved sharply in less than a year.