 Case Study: Volkswagen
The Issues
- Volkswagen wanted to identify the suitability of their dealer network geographically to their existing and potential customers
- Volkswagen customers are professional, relatively high income earners, degree qualified, male and female, between 26 and 39 years old
- Volkwagen needed good demographic analysis
The Solution
Our solution revealed:
- Users had same profile as Peugeot, BMW 3 Series users – no competitive advantage
- Correlation of warranty records and other customer data with Census data revealed a propensity to reside in apartments – this characteristic was unique to Volkswagen.
Our Solution results
- Revised network plan based on same demographics primarily dwelling in apartments
- Resulted in one planned outlet closure and two planned outlet openings
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