Mungo Dunnett Associates: Management and Marketing Consultancy

Motor Trade

What Mungo Dunnett Associates delivered

Evaluation of existing sales performance, commission structure and interaction between teams:

Recommended alteration to salesmen’s package and working procedures, so that teams have joint targets, incremental sales are encouraged, and activities are rewarded where they contribute directly to bottom-line profit, not top-line turnover
Recommendations for creation of more enthusiasm amongst the salesforce, and toning down of company ‘control culture’ where it is impacting sales performance and profit

Pricing improvements in car finance department:

Recommendations for creation of robust pricing model, to ensure that elasticity of demand is fully understood, and the optimal point between profit margin and sales volume is found

Evaluation of marketing expenditure:

Recommended process for ensuring marketing contributes to sales (not simply ‘awareness’)
Recommended improvements to type of marketing activities undertaken, and their design

Customer research:

Recommended process to establish why customers buy; which marketing activities they are influenced by; and why existing customers buy elsewhere

Retention strategy:

Recommended strategy for contacting and retaining customers in danger of leaving
Based on creating a ranking of existing customers in terms of their individual profitability
Targeted at the point when they are most likely to consider buying elsewhere
Including testing and evaluation of loyalty offers and promotions
Marketing support to expansion programme:

Recommended marketing strategy for successful launch in large new city market

Organisational structure:

Recommended alterations to departmental incentives, to alter existing situation where separate ‘fiefdoms’ compete unhealthily against each other, and ensure that new sales, used sales, car finance, parts, service, rental and contract hire are each incentivised to focus on overall group profit