Sales Analysis And Decision Of Auto Dealer N

During the period from 2000 to 2010, China’s passenger car market experienced 10-year explosive growth, at the meantime, automobile dealers in China developed rapidly, as far as now concerned, there are more than 90 thousand authorized automobile dealers, out of which,4S dealers is 24 thousand. However, in 2011, the automobile market suddenly turned into the stage of overall self-adjustment, the market demand showed the first negative growth in the past 27 months, while the production didn’t slow down accordingly but even bigger, which results in the highly piled up car inventory at dealers. On December 1st,2014, China Automobile Dealers Association announced the latest figures that the total unreasonable inventory amount almost reached 100 billion RMB. More and more automobile dealers are loss, now only 30% of the dealers are earning profit. The market is changing day by day and the competition is becoming even tough than before. Those dealers developed extensively and without core competitive strength undoubtedly will be knockedManagement by experience already cannot work out in the current competition environment. Effective decision-making analysis will be the key to the success in future. The automobile dealers must gradually establish their core competitive strengths by detailed management datamation.In the study of this thesis, firstly, we will introduce the knowledge of marketing 4P and 4C as well as the demand elasticity. Secondly, we will start from the actual operation condition of China’s automobile dealers in the recent 2 years. The common headache for them is high inventory, price-cutting promotion and profit declining. Then we will move to the actual problem of decision-making analysis in dealers’sales management. Thirdly, from the view point of marketing 4PC, we first propose the analytical model that can be widely used in the sales business analysis. Then in the case study of Company N, who is the authorized 4S dealer of some imported premium brand, via pivottable analysis of its daily sales figures, and based on its actual operating condition, we will manage to find the fundamental factors that affect its performance, point out the management concerns and further propose the advice. For the difficult part of sales decision-making, that is price forecast and adjustment strategy as well as the balancing between sales volume and profit, in the case study of Company N, we will introduce some useful methods and tools including correlation analysis, regression analysis and model fitting for forecast, which can be applied in the actual sales decision-making analysis of automobile dealers and even group-wide. This is of somehow help for auto dealers to implement the management datamation and further improve their capability in business decision-making analysis.