Mise en place d'une stratégie marketing pour le développement d'une entreprise active sur le marché automobile belge de l'occasion en B2B et en B2C. Le cas du groupe Kalscheuer

Abstract

In 2017, more than 673.336 brand new vehicles were registered in Belgium. This figure is however exceeded by the 925.652 used vehicles registered last year, witnessing the importance of this growing market benefiting from the improvement of the vehicles ‘reliability. Mercedes-Benz, as the world first premium car manufacturer, is attempting to gain market share on this market with its “Certified by Mercedes-Benz” product, the in-house used cars centre. The aim of this project thesis is to provide a marketing plan targeting SMART objectives for the development of Certified centres in the province of Liège, Belgium. The strategy is built on the basis of market analysis and survey aiming to understand the consumers behaviours and to master the competitive dynamics. A specific part of this report is dedicated to the ethical dimensions of the activities. The results of the analysis brought up the need for customers to be handled with trust and honesty, while providing them a complete range of vehicles and relevant pieces of information during the buying process. Considering the specific case of the Kalscheuer group, this project thesis emphasizes the different steps that can be taken to develop their activities by providing several recommendations on the matter of communication, workforce employment, commercial distribution, operational marketing and business development.