The retailer's role in car distribution : a study of competitiveness, market communication, and knowledge in a changing context

Abstract: This licentiate thesis, entitled The Retailer's Role in Car Distribution, deals with three areas important to the understanding of retail strategies and the retailer's role in the distribution of cars. First of all, different views on competitiveness are analyzed. Second, market communication and brand issues, which have gained increased interest in the last years, are investigated. Third, the processing of market knowledge is examined - retailers are bearers of market knowledge, which might be used for developing products and customer services. Retail strategies for metro, city, and rural areas are proposed, influenced by the emergence of new distribution arrangements. The emerging multitude of distribution arrangements makes it important for the retailers to be aware of and develop their competitive advantages. The choice of brand separation or dual franchising strategies is discussed - the former ensures brand-specific experiences whereas the latter means lower costs. The analysis is concluded with three scenarios, each describing a possible future development of car distribution.