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Des Concessions Automobiles En Quête D'Une Stratégie Marketing

Author

Listed:
  • Carole Donada

    (ESSEC Business School)

  • Olivier Vidal

    (ENS Cachan - École normale supérieure - Cachan)

Abstract

La distribution d'automobiles neuves en Europe est régie par un règlement d'exemption aux règles de la concurrence qui protège les concessionnaires. Ce règlement arrive à échéance et sa reconduction est âprement souhaitée par les concessionnaires qui risquent de perdre leur position d'acteurs incontournables du marché. Cette menace est amplifiée par l'arrivée de nouveaux entrants (grande distribution et acteurs du e-business) qui affinent leur stratégie marketing avant de pénétrer en force le marché. Dans ce contexte, les concessionnaires doivent repenser leur métier de distributeurs automobiles pour transformer les menaces en opportunités.

Suggested Citation

  • Carole Donada & Olivier Vidal, 2001. "Des Concessions Automobiles En Quête D'Une Stratégie Marketing," Post-Print hal-00842007, HAL.
    • Handle: RePEc:hal:journl:hal-00842007
    Note: View the original document on HAL open archive server: https://hal.science/hal-00842007
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    References listed on IDEAS

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    1. Babette Leforestier, 1996. "Le marketing relationnel des distributeurs," Post-Print halshs-02926522, HAL.
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