Ensuring Optimal Dealer Networks in Countries with Limited Market Data
Challenge
In many countries, vehicle registration and other automotive industry data are not readily available, but manufacturers still need reliable methods of ensuring a properly configured network. Urban Science was asked by a manufacturer to conduct research in three major markets in Saudi Arabia.
In order to determine the optimal number and locations of future dealerships, the company needed household and population counts, registration potential, and a count of existing franchises by manufacturer and location.
Solution
Using a blend of fieldwork and established network-planning skills, Urban Science conducted research to determine the quality of data available. We discovered that existing registration and demographic data were not reliable.
Results
Urban Science developed short-, medium- and long-term recommendations describing the types and locations of dealerships needed to reach the manufacturer's sales goals. The company now has comprehensive documentation on the current franchise and competitor situation, as well as household and population information and registration potential.
