carmax-美国最大的二手车经销商幻灯片.ppt

* * * * * * * * * * * * * * * * * * * * * Personnel differentiation The sales associate greets customers and escorts them. (courtesy) Associate finds what type of cars, customer want and calls up full listing of all the cars. (responsiveness) Mechanics carry out 125 pt inspection. (competence) Positioning Statement A unique and sustainable retail growth story with Defensible competitive advantages Product The Marketing Mix: 4 P’s1.Product Core benefits: Comfortable family transportation at lower cost. Basic product: Used car at lower rate and good condition, not more than 5 years old. Expected product: reliability, durability, fuel efficiency, new tyres and other necessary repair. Augmented product: financing in 20 min. child care area, more than 500 cars on display which are systematically arranged. Product hierarchy for Carmax Need Family: Family Trasportation Product Family: Automobiles Product Class: Four Wheeler Product Line: Car Product Type: Used car Brand: e.g. Mercedes Benz Stoke keeping unit: Mercedes Benz ‘c’ class As the cars are tangible goods that survive main uses and have unique characteristic and brand identification they fall in category of ‘consumer durable specialty goods’. Branding Branding name decision: The brand name- Car Max. The Auto super store is distinctive, easy to pronounce, recognize remember and suggests the benefits of the store, that it in a superstore and has ‘maximum’ collection/inventory of automobiles. 2. Price As circuit city started CarMax the auto super store (SBU) selling used cars for the first time it needed to set a price for its cars. Any Firm decides its product position based on: Quality Price Based on this strategies could be: High Medium Low High Premium strategy High-value strategy Super-value strategy Medium Overcharging strategy Medium- value strategy Good value strategy Low Rip-off strategy False economy strategy Economy strategy Price Product Quality Carmax followed the medium val