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Fleet sales is all about investing in customer relationships

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Fleet sales is all about investing in customer relationships

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This research justification presents the possibilities for AutoVentura on the fleet sales market. The research was initiated because more brand awareness has to be created for AutoVentura. AutoVentura positions itself in the niche of luxury cars and high-quality service. The strategy that has been chosen focusses on this niche market. Customers in this market prioritize quality over price. For the structure of this report the main research question and four sub-questions have been identified:

Main research question: How can AutoVentura break even with fleet sales promotion in one year from now?
Sub-question 1: What are fleet sales?
Sub-question 2: What are potential customers for the fleet sales?
Sub-question 3: What are the needs from the potential clients?
Sub-question 4: How can AutoVentura fulfil the needs of the potential clients and are there any changes or investments needed to do so?

To answer these questions, literature research and field research were used. The information found through the literature research has been verified by one or multiple experts to ensure the validity and reliability of the results. The support of these experts was called in, because not enough expertise was available within the company, neither had the intern a background in fleet sales. The experts provided guidance throughout the process. Interviews were held with these three experts, providing their knowledge and expertise. Their inputs gave great new insights into possibilities and opportunities for AutoVentura. Another interview was organized with the senior sales advisor of AutoVentura. His long work experience in the automotive sector was of great importance. These interviews were recorded and transcribed. Also, non-recorded conversations were held with the managing director, marketing manager and aftersales manager.

The research reveals that fleet sales can be described as the sales of vehicles to larger and smaller corporations, including leasing contracts. The Dutch car leasing sector shows a solid growth in recent years. Even during and after the Covid-19 pandemic the lease car stayed popular. Research has shown that AutoVentura acts as a niche player in this market. Moreover, a list of potential clients was set up. A difference has been made between potential and target customers. Target customers have a priority for (extra) service, instead of a low price. Three recommendations have been set up for AutoVentura:

Recommendation 1: Relationship building – it is recommended that AutoVentura gets in contact with their potential clients and elaborate on the possibilities of leasing corporate cars at AutoVentura.
Recommendation 2: Supply leasing companies – AutoVentura is specialized in finding good and reliable occasions. This skill can be used to supply leasing companies.
Recommendation 3: Join a universal service chain – if AutoVentura wants to work together with big leasing companies, it is recommended to join a universal service chain. With this AutoVentura would also be able to do the maintenance of the leasing cars.
These recommendations have been written down in order of priority. The first recommendation elaborates on how relationship building creates opportunities for AutoVentura to strengthen their position on the lease market. This recommendation has been further elaborated with the Professional Products.

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OrganisatieHZ University of Applied Sciences
OpleidingInternational Business
AfdelingDomein Business, Vitality & Hospitality
PartnerAuto Ventura, Goes
Datum2022-06-21
TypeBachelor
TaalEngels

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