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Date: CREATEDATE \@ "dddd, MMMM dd, yyyy" \* MERGEFORMAT Friday, June 15, 2012 Re: Project Samarthya – Future Blueprint Template (FBT) for Pilot This memo outlines a draft FBT for Project Samarthya dealer visits. It includes both discussion points and areas of observation, to be used during dealer visits. [Note – Prior to visiting dealerships, interviewers from the Monitor team will study the Micro Management ratings of individual dealer] Hello, my name is and I have come here on behalf of Mahindra Two wheelers. Firstly, I would like to thank you for taking time out to speak with me. As would have informed you, the objective of this discussion is to understand how Mahindra Two Wheelers can support you in improving your current business performance and accelerating future growth and profitability. However, before we get into the discussion, I would like to give you a brief background. A. Background & Context Mahindra Two Wheelers (M2W) is playing to win in the two wheeler space, and has outlined its ambitions in Vision 2020. This vision includes being amongst the top 3-4 2W players, and having a significantly expanded product portfolio across scooters and motorcycles. To realize this vision, M2W has created a compelling and differentiated long-term strategy. A critical part of this strategy is to build a future-ready dealership network by working closely with our dealers to help them improve their current business, and develop capabilities required to manage an expanded scale and product portfolio. To execute on this, Mahindra two Wheelers has appointed the Monitor Group / and I am part of that team. I am closely working with and will be visiting all important dealers in this area to collect feedback and suggestions. As a part of this initiative, we would like your feedback and suggestions on how M2W can help you improve your current business, enable future growth and profitability and also discuss how you can support Mahindra Two Wheelers in achieving Vision 2020, and being amongst the top 3-4 players in India. B. Dealer Profile & Mindset |
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1.To start with, it would be great if you could give us a brief introduction – about yourself and your experience in the 2W industry, and with M2W. |
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3.What proportion of your total time are you able to devote to the M2W dealership? |
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4.Could you talk a little bit about how the dealership is managed on a day-to-day basis? |
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6.What are the top 3 opportunities that you see in the business today? (Subjective) |
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7.Going forward, what are your long-term goals (over the next 5 years) from this dealership? What actions are you taking to achieve this aspiration (e.g. investment in infrastructure, increasing manpower, etc)? (Subjective) |
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8.Take a step back, how has been the overall progress and development of your district/ town? How has the area as a whole evolved? |
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9.What has been the impact of these changes on the overall 2W market in your area? ((a) Strong growth; (b) Average / No Growth; (c) De-growth) |
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10.Tell me about some of the new trends you are seeing in the 2W market in your area. |
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11.How has the competitive landscape changed? Has competitive intensity (a) Increased; (b) Reduced; (c) Stayed the same? |
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12.What are the key things that our competitors do differently in this area? (Tick as many as relevant) |
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13.Are there some aspects where your dealership is better than those of our key competitors? |
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17.What other plans do you have regarding expanding your facility? |
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18.We would now like to ask you about your inventory management. What is the typical level of inventory you carry? |
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19.Could you please describe how you manage some of the dealership’s day-to-day transactions? Do you have an IT-based system for... |
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20.How many people do you employ at the dealership? Could you tell us the number by function – sales / front-end, customer service, workshop staff, support staff, others? |
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21.Typically, how many vehicles do you sell on a monthly basis? |
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22.How have your sales moved in recent months [(a) Rising; (b) Falling; (c) Staying stagnant]? |
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23.Are you a Platinum / Gold dealer (Y / N)? If yes; |
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24.How are you doing, in comparison to other M2W dealers in the area / region? |
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25.We would now like to talk about specific initiatives that have helped/ can help increase sales |
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26.Is your dealership profitable (Y / N)? If yes, approximately how much profit do you make (in %)? Are you satisfied with the current status (Y / N)? |
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28.How many after-sales service requests do you typically receive per month from customers? |
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29.Over the next few years, M2W plans to expand its portfolio significantly, adding multiple variants of motorcycles and scooters, which will be used to target new customer segments (e.g. housewives, male youth, etc). |
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30.If you could offer one piece of advice to M2W in regards to its dealer network, what would it be? (Subjective) |
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35.Characteristics of marketing collateral |
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41.Workshop/ service area |
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