READ ME.

This presentation contains templates for elaborating the contents of PROFILES.

Notes and handling advices:
The main topics are listed on p 4. Please adapt it according to the market scope, if
necessary.
The contents of each topic are listed on the beginning of each chapter, e.g. on p. 5 for
the market profiles. Please adapt it according to the market scope, if necessary. Thereby,
the excel-points from the quotation shall be listed till structure-level 3 (e.g. 5.2.8.).
Points of structure level >=4 (e.g. [Link]) shall only be addressed directly on the content
slides.
Contents of the existing slides are exemplary and from former studies. They should be
considered but they are not cast in stone - so if it appears necessary, please feel free to
come up with a new & sensible suggestion.
If new slides are to be created, please strictly stick to the format of given slides regarding
colors, justification, font size, etc.
Please also adapt design on existing slides, if it is necessary.
Please make sure that the slide-numbers are on the agenda-slides (right) once finished
with the content
THANK YOU





MARKET AND COMPETITOR
ANALYSIS

[MARKET]
PROFILES
UA-2, date


Market & Competitor
PROFILES
Market Profiles:
Basic Information on after sales
business in your market
In-depth information on particular
topics in your market

Competitor Profiles:
Detailed information on Key Players
(independent / dependent after
market)

SRP-Analysis
Price Positioning:
Check BMW SRP-pricing against OEM
/ IAM competition as a basis for pricing
strategy

Parts / Labor share:
Analysis of the share of parts / labor
compared to OEM / IAM competition to
optimize split

Parts-
share
Labor
-
share
Page 3
Market and Competitor Analysis @ UA-2

PARTS-Analysis
Price Insights:
Transparency of BMW pricing vs.
OEM / IAM competition in market

Basis for pricing strategy:
Basis for the development of a
sustainable competitive price strategy
(AG /NSCs)
SURVEY INTRODUCTION.

Transparent field over section if not considered
Page 4
PROFILES.
CONTENT.
1. Market Profiles p. a
2. Competitor Profiles (OEM) p. b
3. Competitor Profiles (IAM) p. c
4. Special: B&P p. d
5. Special: Insights 4th level business p. e
6. Special: Insurance Insights p. f
7. Special: Parts Insights p. g



Adapt contents according to quotation
PROFILES.
MARKET PROFILES - AGENDA.

1.1 Management Summary ..
.
1.2 PEST Analysis ..
.
1.3 General Information
1.3.1 General economic data
1.3.2 Aftermarket setup
1.3.3 E-Mobility
1.3.4 Customer satisfaction
1.3.5 Market value
1.3.6 Aftermarket distribution structure ..
.
1.4 Car Park
1.5 BMW SWOT Analysis
Page 5
Please adapt contents according to quotation and answer points by using
given slides or create own slides if not no suggestion is in place
General Information 1/2
Page 6
Legal form
Company data
Int. activities
Key positions
Main IAM
brands
Full Legal name / HQ: Carnation Auto India Private Limited
Regional branch: 22 Multi-Brand Auto Solution Hubs across 16 cities.
Presence in India: 52 workshops on wheels, 23 pre owned showrooms.
Chairman and Managing Director. Mr. Jagdish Khattar
Country Manager automotive aftermarket
Net sales: Net Sales of Rs. 80.9 Crore / 8.07 Million (2011)
Profit Before Tax: PBT Loss of Rs. 51.8 Crore / 5.17 million. (2011)
Aftermarket Turnover: 'After Sales' car repair market is estimated to be over Rs. 20,000 crore, including
over Rs.6,000 Crore of body shop and Rs. 15,000 Crore service and spares with growth at CAGR of over
20%. India's used cars markets worth is over Rs. 40,000 Crore and expected to grow at a CAGR of 15 -
20% in the
next 5 years.
Employees: Over 1000 employees


The largest independent company owned post-sales player in the Indian car service and car care industry.
Offers a wide range of car care and maintenance services across multiple brands like car servicing, car
repair & body shop, used car sales & purchase, door-step car servicing, cashless insurance, and car
breakdown service (CARE)

Address: Studio-205, IHDP Business Park, Noida, Uttar Pradesh, 301201, India
Key findings. Car nation has formed a strategic alliance with Magneti Marelli a $7 Billion subsidiary of the Fiat Group to
service premium cars and to market spares in the Independent aftermarket.
COMPETITOR PROFILES.
IAM CARNATION.

General Information 2/2
Page 7
Workshop
capacity
Organization
requirements
Collaboration
with
wholesalers
employees and mechanics:
daily throughput:
Labor charge per hour:
Purchase channel:
Affiliated garages have wide purchasing autonomy
Workshop requirements: min. 3 technicians, 2 work bays
Office cum display area @ 500 1000 sq. ft depending on the location / neighbourhood of the site
Open Parking display area for at least 15 to 20 cars
Must buy and use software IT / SAP system for DBM & CRM
Complete training to the franchisee employees viz. Sales training, Procurement training, Process training, technical training, soft skill
training, customer handling training, IT / SAP training, Accounting training etc. The Learning and Development initiatives at Carnation are
committed to develop employee and organization capability and deliver benefits to the employees with need based trainings, rotational
and cross functional assignments and projects that contribute to continuous development and growth of their potential.
The Company also has in-house technical training and apprenticeship programs that train the workforce so that they are abreast of the
latest and modern technology, and their skill set is aligned with the companys business needs.

Recycling facilities and noise protection and fire prevention equipment
Carnation has tied-up with leading names in the automobile industry. Tie up with 3M & Gard X are for value added services, Castrol for
lubricants, Bridgestone for tyres and Asian PPG & Akzo Nobel for paints.
Supplies its affiliates from central warehaouses?
Workshops have independent purchasing capabilit?: Yes, Carnation Auto's multi-brand Workshop-on-Wheels provides corporate clients,
fleet owners, RWA's, SEZ, shopping malls and IT Parks, the added benefit of getting an entire range of cars serviced at one go, thus
saving the time and effort of visiting a workshop." The Workshop-on-Wheels service is backed by a nationwide network of state-of-the-art
Carnation Auto Solution Hubs, global standards in equipment and workmanship and attractive package deals for multiple car owners.

Key findings Expanding franchise network. Our network is further backed by a robust mechanism of operational practices which will offer immense value
to newly added Franchises. Ancillary businesses like Insurance Renewals, Car Accessories, and Car Care Services are an added advantage providing & additional
revenue sources for the partners.
Specialization
level
Professionally Trained Technicians, World-class Tools and Equipment, Quality Assurance , Customer Care,
Warranty on Parts Replace, Pick-up and Drop Service, Transparency and Status Updates
0%
100%
100%
COMPETITOR PROFILES .
IAM - CARNATION
Products and services 1/4
Page 8
0 1 2 3 4
Accessories
Tyres
Smart repair
Glass
Paint
Body
Electric/
Electronics
Inspection
Wear & tear
Repair
services
low high
Focusing repair type
Key findings.
COMPETITOR PROFILES .
IAM - IAM PLAYER 1.

Products and services 2/4
Page 9
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
Insurance administration
The first step towards choosing the best insurance policy is to know about various types of policies available for you. Understand
what each policy offers you and the coverage involved. The policies available for consumers in India include: Home Insurance,
Health Insurance, Auto Insurance and Travel Insurance. An insurance claim is filed with a local representative of the
insurance company. This representative is responsible for investigating the specific details of the insurance claim and
negotiating the payment from the main insurers. After the claim is filed, the insurance company sends out an investigator called
an adjustor or appraiser
Curtesy car
Cab Arrangement: In case your car is admitted in the nearby workshop, Carnations breakdown team will also arrange cab for you.


Towing service Carnation Car Breakdown service provides free towing up to 30 kms if you buy its GOLD package. A breakdown can happen
to anyone, at anytime, anywhere. Get on the smarter road to safety. Get Freedom from Car Breakdown
Worries For Less Than Rs 1.6 Per Day!

Online appointment
For best-in-class car service in your city, book a car service online at Carnation Auto Multi Brand Solutions. Book appointment for Car
Service, Car Wash, Car dry cleaning, Car General Repairs and Body Shop (denting & painting) work. Give your car expert care from
experienced and skilled technicians and world-class equipment and infrastructure available only at Carnation.

Custom colours
Asian PPG & Akzo Nobel
Fastlane service
On site Minor Repairs of the Covered Vehicle, Fuel delivery, emptying of the Fuel Tank, Duplicate Keys, Locked/ Lost Keys, Battery
Jumpstart, Tyre change, Towing and Removal of the Covered Vehicle

Drop off points Yes Going a step beyond providing quality service to our customers, we also extend pick-up and drop facilities to senior citizens and
ladies.


24 hrs. service
Carnations Assistance for on-Road Emergencies (C.A.R.E.) is an easy access breakdown assistance service for you and your loved
ones. Get Freedom from Car Breakdown Worries For Less Than Rs 1.6 Per Day. we offer 3 CARE packages, namely, Basic, Silver,
and Gold.

Home service Presenting Indias first fleet of 52 mobile workshops for door-step car servicing. Workshop-On-Wheels or WOW, is a first-of-its-kind
car service facility from Carnation that allows you to get your car serviced at your door-step. Mobile car servicing from Carnation, is
the only way to get your car serviced at your convenience.
Additional services offered
Key findings.
Products and services 3/4
Page 10
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
In-shop parts and accessories sale Standard servicing
Mechanical repairs
Body repairs,
Accessories
Insurance, used car sales/purchase
Car exchange, and also doorstep service through a chain of workshop on wheels.
Full repairing and diagnostic equipment
for all makes, both diesel and petrol
engine cars
Equipments : Auto Robot - This advanced robotic Crash Repair System facilitates highly accurate
measurements and exceptional precision, to perfectly restore even severely damaged cars to their original shape
and size, Miracle Dent Master - The Miracle Dent Master also minimizes service time and eliminates the need
to cut and weld, because of which the customer gets his vehicle back sooner than the average time taken., MIG
Welding -MIG Welding, time-consuming repairs get done in surprisingly short time periods. It is the most non
corrosive, clean and fast process as it produces great results with the thin metal that are used on cars. Another
great advantage is that it restores panels to their original strength. Plasma Cutters - This futuristic cutting tool is
able to cut extremely complex panels with amazing precision and terrific speed. Paint Booth - A spray booth is
a pressure controlled closed environment, used to paint vehicles in a body shop.
Comfortable waiting area with
magazines for customers
If, how many and how does it work
Tyres changers, wheel balancers, lifting
equipment, testing equipment
Wheel balancing involves adjustments done to the wheel after carefully testing for faults, so that the wheels do
not cause the steering or the car to vibrate while moving. Wheel alignment consists of adjusting the angle of the
wheels to restore them to the car makers specification.
Air-conditioning recharger
This service usually involves checking for gas leakage, standard cooling tests, filling the refrigerant gas and
checking and testing the compressor and condenser.



Workshop Equipment
Key findings.
Products and services 4/4
Page 11
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
Web
Presenc
e
low high
explanation of evaluation









Key findings.
Sales Channel Analysis 1/10
Page 12
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.






Aftermarket turnover breakdown by distribution channels
Key findings.
Key facts and trends
Sales Channel Analysis 2/10
Page 13
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
Turnover breakdown by parts category
Key findings.
Sales Channel Analysis 3/10
Page 14
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
BP-12, 18.03.2013
Turnover breakdown by service category
Key findings.
Sales Channel Analysis 4/10



















Page 15
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
Regional Directions/ Covered Areas










IAM XY is present in Belgium with 7 workshops located
in the most strategic areas. No presence in the
southest.
2
2
2
1
HQ
Key facts and trends
Sales Channel Analysis 5/10
Page 16
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
Key findings.
Internal services and parts purchase
Oil service + inspections
Brakes
Exhaust
Timing belt replacement
Tyre replacement and repairing
A/C service and gas refill
Shock absorbers
Electrical diagnosis (diagnostic service only)
Internal services
Purchase sourcing
Page 17
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.


Sales Channel Analysis 6/10
Key findings.
Logistic structure
understanding the process : ordering packing
delivering (..., packing provider, deliver service or
pick up by the customer...)
Ordering possibilities for customers:
Ordering procedure:
Parts identification method:
Stock availability info real time display:
Parts stock:
Parts volume:
Parts supply network:


Delivery frequency to customers:
Delivery vehicles:
Delivery Costs:
Geography:


Logistics by distribution channel
Sales Channel Analysis 7/10
Customer
Page 18
COMPETITOR PROFILES.
OEM CARNATION.


Ordering Process Delivery Options Payment & Shipping
1. Parts Search
Part description / part
number
2. Price
Display price
Select quantity
3. Add to Basket
1. Shipping address
2. Shipping Method
Standard / express
2. Payment Options
Secure Online Payment
VISA / Matercard
3. Order Confirmation
1. Delivery Cost
Free delivery for orders over
250
2. Delivery Time
Up to 28 days (merchandise)
Next day delivery available
(parts)
3. Post / Courier
Parccel force / royal mail
E-Commerce Logistics
[Link]
Sales Channel Analysis 8/10
Page 19
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.

Key findings.
Logistic structure
understanding the process : ordering packing
delivering (..., packing provider, deliver service or
pick up by the customer...)
Ordering possibilities for customers:
Ordering procedure:
Parts identification method:
Stock availability info real time display:
Parts stock:
Parts volume:
Parts supply network:


Delivery frequency to customers:
Delivery vehicles:
Delivery Costs:
Geography:


Logistics by distribution channel
Page 20
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.

Sales Channel Analysis 9/10
Logistics by distribution channel
Key findings.
Logistic structure
understanding the process : ordering packing
delivering (..., packing provider, deliver service or
pick up by the customer...)
Ordering possibilities for customers:
Ordering procedure:
Parts identification method:
Stock availability info real time display:
Parts stock:
Parts volume:
Parts supply network:


Delivery frequency to customers:
Delivery vehicles:
Delivery Costs:
Geography:


Page 21
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.


Sales Channel Analysis 10/10
Key findings.
Logistics by distribution channel
Logistic structure
understanding the process : ordering packing
delivering (..., packing provider, deliver service or
pick up by the customer...)
Ordering possibilities for customers:
Ordering procedure:
Parts identification method:
Stock availability info real time display:
Parts stock:
Parts volume:
Parts supply network:


Delivery frequency to customers:
Delivery vehicles:
Delivery Costs:
Geography:


SWOT ANALYSIS
Page 22
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
















Strengths
















Weaknesses
SWOT ANALYSIS
BP-12, 18.03.2013 Page 23
COMPETITOR PROFILES.
IAM - IAM PLAYER 1.
















Opportunities
















Threats
PROFILES.
SPECIAL: B&P - AGENDA.

4.1 Player information
4.2. Market potential ..
.
4.3 Overview network structure
4.4 Product range / sourcing (in 4.1)
4.5 Distribution stucture (in 4.1)
4.6 Part-labor-share (in 4.1)
4.7 Process on claims settlement ..
.
4.8 Top 10 B&P products ..
.
4.9 Accident rates ..
.
4.10 Repair rates ..
.
Page 24
Please adapt contents according to quotation and answer points by using
given slides or create own slides if not no suggestion is in place
SLIDES PER PLAYER.
For each (of the 3-5 chosen players), the following slides are
relevant
General Information 1/2
Page 26
Legal form
Company data
Int. activities
Key positions
Main IAM
brands
Full Legal name / HQ:
Regional branch:
Presence in Belgium:
President
Country Manager automotive aftermarket
Net sales:
Aftermarket Turnover:
Employees
7 outlets across
Workforce is represented by more than
ABC GmbH is the biggest car parts manufacturer in the world, offering a wide range of OE parts and
diagnostic equipment
Partnership with
Address
Key findings.
PROFILES.
SPECIAL: B&P.

General Information 2/2
Page 27
Workshop
capacity
Organization
requirements
Collaboration
with
wholesalers
employees and mechanics:
daily throughput / repair time per throughput
Labor charge per hour:
Purchase channel:
Affiliated garages have wide purchasing autonomy
Workshop requirements: min. 3 technicians, 2 work bays
Workshop size: minimum sqm and parking facilities required
Must buy and use software
Workshop tools and electronic diagnostic equipment
Recycling facilities and noise protection and fire prevention equipment
HQ operates as main wholesaler for
Supplies its affiliates from central warehaouses?
Workshops have independent purchasing capabilit?:
Products are available for most cars and product categories?
Key findings.
Specialization
level

0% 100%
100%
PROFILES.
SPECIAL: B&P.

Products and services 2/4
Page 28
Insurance administration If, how many and how does it work

Curtesy car If, how many and how does it work

Towing service If, how many and how does it work

Online appointment If, how many and how does it work

Custom colours If, how many and how does it work

Fastlane service If, how many and how does it work

Drop off points If, how many and how does it work

24 hrs. service If, how many and how does it work

Home service If, how many and how does it work

Additional services offered
Key findings.
PROFILES.
SPECIAL: B&P.

Products and services 3/4
Page 29
In-shop parts and accessories sale If, how many and how does it work
Full repairing and diagnostic equipment
for all makes, both diesel and petrol
engine cars
If, how many and how does it work
Comfortable waiting area with
magazines for customers
If, how many and how does it work
Tyres changers, wheel balancers, lifting
equipment, testing equipment
If, how many and how does it work
Air-conditioning recharger If, how many and how does it work

If, how many and how does it work

If, how many and how does it work

If, how many and how does it work

If, how many and how does it work
Workshop Equipment
Key findings.
PROFILES.
SPECIAL: B&P.

Sales Channel Analysis
Page 30
Key facts and trends






Aftermarket turnover breakdown by distribution channels
Key findings.
PROFILES.
SPECIAL: B&P.

Sales Channel analysis
Page 31
Key findings.
Purchase sourcing
PROFILES.
SPECIAL: B&P.

Page 32
Sales Channel Analysis 6/10
Logistics by distribution channel Logistic structure
understanding the process : ordering packing
delivering (..., packing provider, deliver service or
pick up by the customer...)
Ordering possibilities for customers:
Parts identification method:
Stock availability info real time display:
Parts stock:



Delivery frequency to customers:
Delivery vehicles:
Delivery Costs:
Geography:



Key findings.
PROFILES.
SPECIAL: B&P.

Page 33
Sales Channel Analysis 7/10
Customer
Ordering Process
-
-
-
-
Packing
-
-
-
Delivering
-
-
-
Payment
-
-
-
1. parts search
2. availability
3. price request
4. order & payment
- customer data
- shopping basket
-special activities
-CRM (how and for
what do they use the
data)
ETK
??
Price
system
payment
provider
Forwardi
ng
agency
E-Commerce Logistics
- Please show process steps and explain
activity
Company
LOGO
PROFILES.
SPECIAL: B&P.

SLIDES OVERALL
For overall B&P / Acident parts, the following slides are
required
Page 35
Sales Channel Analysis 6/10
Logistics by distribution channel Logistic structure
understanding the process : ordering packing
delivering (..., packing provider, deliver service or
pick up by the customer...)
Ordering possibilities for customers:
Parts identification method:
Stock availability info real time display:
Parts stock:



Delivery frequency to customers:
Delivery vehicles:
Delivery Costs:
Geography:



Key findings.
PROFILES.
SPECIAL: B&P.

excel input required: B&P Players around all BMW dealers
in country
Illustration required for 10-15 main (best choice) BMW
dealers + 5 B&P players around them, on several ppt.
Slides (country if necessary separated into artificial
regions for optimal illustration purposes)
PROFILES.
SPECIAL: B&P.

BMW Cars with Accident
Accidentrate AR:



Repairrate RR:

AR =
BMW Cars with Accident
BMW Car Park
Accidents recorded by Insurance, i.e. accord.
GdV (German Insurance Association), if possible
out of Age Segment 1-3, otherwise all BMW
Accidents.
Newest BMW Car Park file accord. to FC-42. Or
name other high quality source. If possible out of Age
Segment 1-3 (if used in numerator), otherwise use
whole BMW Car Park.
RR =
BMW vehicles repaired
All repairs of BMW vehicles, either in BMW DO
or in the IAM.
See above. Must be the same input.
PROFILES.
SPECIAL: B&P.

PROFILES.
SPECIAL: 4TH LEVEL BUSINESS - AGENDA.

5.1 Independent repairers
5.1.1 Needs & preferences
5.1.2 Satisfaction with suppliers
5.1.3 Purchasing patterns / behavior
5.2 BMW dealers
5.2.1
Issues / difficulties regarding Business with Independent Repairers
([Link])

5.2.2 Needs / proposals regarding ([Link])
Page 38
Please adapt contents according to quotation and answer points by using
given slides or create own slides if not no suggestion is in place
Management Summary
Key findings :
xyz
xyz

Success factors:
xyz
xyz

Recommendation:
xyz



PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 40

For the service or repair of BMW/MINI vehicles most of the parts purchased from IRs are BMW genuine parts
(72%). Only 23% of the parts are OES parts.
Parts sourcing:
a) IRs who regularly buy from BMW dealers (basis: list of IRs from BMW Japan) purchase approx. 55% of the parts for BMW/MINI
repairs directly from BMW dealers. Most of the other orders are placed at regional and national wholesalers (33%).
b) Other IR workshops with infrequent BMW/MINI services or repairs (basis: general list of unspecified IRs) purchase only approx.
7% from BMW Dealers on average. The major share of parts (85%) is sourced from regional wholesalers and national
suppliers/wholesalers.
IR Workshops Parts Purchasing for BMW/MINI services and repairs
vs.
PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 41
IR Workshops Parts Purchasing for BMW/MINI services and repairs

Combined view:
According to the statistical basis for the
IR interviews (merging the share of
regular IR customers at BMW/MINI
dealers and the share of infrequent IR
customers at BMW/MINI dealers), the
overall penetration rate of BMW Japan is
approx. 9.75% on a weighted average.
The interviewed IRs source most parts
for their BMW/MINI services and repairs
at national and regional independent
wholesalers (in total: approx. 82%).
A rather small share of the parts (~4%)
consumed by the IRs directly comes
from importing companies or
international traders.
*This information is also used for the sales potential estimation (Module 4).
PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 42

On average approximately 71% of the parts are purchased from the main supplier. About 16% of the parts are
purchased from a second supplier.
Only 5% of the total parts volume of the interviewed IRs is purchased from a third supplier.
IR Workshops Supplier Preference
PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 43

The 3 most important criteria for the interviewed IRs to choose a parts supplier are: Delivery time &
frequency, Parts quality and Parts availability. Price is only ranked on the fourth place.
In all but two categories (Delivery Time & Frequency and Price) the performance of the BMW/MINI dealers
as parts supplier is generally rated as acceptable.
Especially in the categories Parts quality and Technical support the interviewed IRs see major advantages
of BMW/MINI Dealers as parts suppliers in comparison to the IRs preferred independent supplier (with Parts
quality being the second most important category in total).
However, the two categories in which the BMW/MINI dealers fail to fulfill the IRs expectations, are the most
and fourth most important categories regarding their parts purchase decisions.
IR Workshops Supplier Ratings
*
Rating IR parts purchase criteria Relevance for IR parts purchase decisions
according to interviewed IRs
IR's rating of BMW dealers' performance vs. their
preferred independent parts supplier's performance
1 Delivery time & frequency 91 disadvantage
2 Parts quality 88 major advantage
3 Parts availability 86 same level / indifferent
4 Price 83 major disadvantage
5 Personal relationship 82 advantage
6 Ordering system 79 same level / indifferent
7 Bonus/Discounts 77 same level / indifferent
8 Technical support 75 major advantage
9 Product/part information 72 slight advantage
10 Credit/Payment terms 66 slight advantage
11 Marketing support 57 same level / indifferent
12 Special Offers/promotions 57 same level / indifferent
13 Incentives 55 same level / indifferent
PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 44

In order to become the preferred parts supplier for the IR workshops, an attractive price is by far the most
important criterion (more than twice as important as the second criterion). Besides, a faster and more frequent
delivery (which is the 3
rd
most important feature to become the preferred supplier) is required. But these two
criteria are currently not fulfilled by BMW/MINI dealers.
However, in regard to technical support (which is the 2
nd
most important feature) BMW/MINI is already
performing very well.
IR Workshops Necessary steps for BMW/MINI Dealers to become the preferred supplier

PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 45

In order to become the preferred parts supplier for the IR workshops, an attractive price is by far the most
important criterion (more than twice as important as the second criterion). Besides, a faster and more frequent
delivery (which is the 3
rd
most important feature to become the preferred supplier) is required. But these two
criteria are currently not fulfilled by BMW/MINI dealers.
However, in regard to technical support (which is the 2
nd
most important feature) BMW/MINI is already
performing very well.
IR Workshops Necessary steps for BMW/MINI Dealers to become the preferred supplier

PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 46

Only 2 out of the 8 interviewed BMW/MINI dealers regard the business with independent repairers as
insignificant. The other dealers mention the relevance of IR sales for their overall business.
Business with IRs / key figures
Important for our
sales performance
Important for our sales and
regional coverage IRs need
support and special equipment
from BMW dealers for
complicated repairs/services
IRs only visit BMW
dealers for captive parts,
equipment/know-how
IRs often buy OES parts
Older cars are usually brought
to IRs, low chance for BMW
dealer for retention IR
turnover is important
Only few
BMW
drivers go
to IRs
Important to build up customer relationship
with IRs to increase our parts turnover
IRs have to collaborate
with BMW dealers,
because they dont
have all the equipment
Low potential,
because IRs
mostly buy from
grey importers
PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

Page 47

Parts Quality, Delivery Time and Frequency as well as Technical Support are regarded the Top 3 criteria for IR
parts purchase decisions according to the 8 interviewed BMW/MINI dealers.
Comparing the BMW/MINI dealers self-assessed performance in the business with IRs with the estimated
parts wholesalers performance, the interviewed dealers only see their disadvantages considering Price,
Discounts/Bonus/Incentives and Promotions or special offers.
How BMW/MINI dealers rate the parts purchase criteria of independent repairers
Real IR preferences:
Rating IR parts purchase criteria Relevance for IR parts
purchase decisions
according to
BMW/MINI dealers
Self-assessment of the interviewed
BMW/MINI dealers' performance in
the business with IRs considering
the competition from parts traders
1 Parts Quality 93 12,25
2 Delivery Time and Frequency 89 20
3 Technical Support 86 50
4 Parts Availability 83 4,5
5 Price 80 -24,58333333
6 Personal Relationship 75 17,5
7 Bonus/Discounts 66 -23
8 Credit/Payment Terms 64 18,33333333
9 Product/Part Information 64 20,83333333
10 Ordering System 58 16
11 Marketing Support 50 30,83333333
12 Incentives 45 -20
13 Special Offers/Promotions 33 1
slight advantage
slight advantage
major advantage
slight advantage
major disadvantage
slight advantage
major disadvantage
slight advantage
slight advantage
slight advantage
major advantage
major disadvantage
major disadvantage
PROFILES.
SPECIAL: 4TH LEVEL BUSINESS.

PROFILES.
SPECIAL: TIRE MARKET - AGENDA.

5.1 Detailed report on aftermarket tire business: Major after player (OES
and retailers) Supply chain

5.1.1
Major Players: OES and retailers

5.1.2
Distribution structure / sales channels / logistics / brands (or
manufacturers)

Page 48
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given slides or create own slides if not no suggestion is in place
PROFILES.
SPECIAL: INSURANCE INSIGHTS AGENDA
1/2.

6.1 General overview
6.1.1 Market trends / highlights
6.1.2 Claims ratio/ average claims costs
6.1.3 Volume of premiums
6.1.4 Specifications about processes
6.1.5 Revenue situation
6.1.6 CAPA / NSF certification
6.2 Market Players
6.2.1 Top 5 insurance companies
6.2.2 Network of insurance companies
6.2.3 Cooperations
6.2.4 Accident car estimation system
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given slides or create own slides if not no suggestion is in place
Page 50
PROFILES.
SPECIAL: INSURANCE INSIGHTS AGENDA
2/2.

6.2.5 Products on the market
6.2.6 Market share by repairer type
6.2.7 Market share by part type
6.2.8 Market share by supplier type
6.2.9 Average labor costs
6.3 Legal requirements
6.3.1 Guidelines for insurance companies
6.3.2 Parts suggested by insurance companies
6.3.3 Possibility of claim steering
6.3.4 Workshop selection of claimant
6.3.5 Guidelines for claims management
6.3.6 Other regulations
Please adapt contents according to quotation and answer points by using
given slides or create own slides if not no suggestion is in place
PROFILES.
SPECIAL: PARTS INSIGHTS - AGENDA.

7.1 Wheels & Rims
7.1.1
Top 10 Most popular sales of BMW & MINI wheels in Market

7.1.2
Top 5 Most Popular BMW Copy wheels

7.1.3
Top 5 Most Popular Wheels

7.2 Exterior and Performances
7.2.1
ECU Mapping

7.2.2 Bumpers
7.2.3 Spoilers
7.3 Winter tires & WCW
7.3.1
Top 5 Most Popular Winter tires for BMW& MINI

7.3.2
Top 5 Most Popular Winter tire Complete Set for BMW& MINI

Page 51
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given slides or create own slides if not no suggestion is in place