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Mémoire
Bachelor thesis

The use of digital marketing in the Swiss automotive retail industry : how does the Swiss automotive retail industry use digital marketing for dealerships to drive revenue and brand awareness?

    2018

Mémoire de bachelor: Haute école de gestion de Genève, 2018

marketing digital
industrie automobile
Genève (région)
English Marketing is about “creating customer value and relationships” (Kotler, Armstrong 2014, p. 16). However, this reality has changed over the years especially since the shift towards digital. New tools and influences appeared, therefore impacting the consumers shopping habits. Moreover, consumers today have a much wider choice to pick from and many purchasing possibilities. What about the manufacturers? How has the shift to digital impacted them, and how have they adapted to the change in consumer habits? More importantly, how has the automotive industry in Switzerland managed to exploit digital marketing in their favour? This bachelor study aims at understanding how the Swiss automotive retail industry and more specifically, how the dealerships in the Lake Geneva region use digital marketing to increase their performance. The research attempts to determine how the use of digital marketing drives revenue and brand awareness for dealerships. With digitalization, the way consumers purchase cars has changed significantly. Consumers today go to the dealerships one and a half times compared to a decade ago when they used to go three to four times (Appendix 2: Interview Mrs. Roth). “People today come very informed” (Appendix 7: Interview Mr. Rattaz). They visit a dealership only after having collected as much information as possible from the internet, at which point they almost know more than the sales representatives themselves. This research focuses on understanding what tools the dealerships use, by analysing the use of digital marketing through eleven themes that potentially drive revenue and brand awareness. Today it is a must for any company to be digitally present at the risk of going unnoticed. Being present on social media and using search engines, can be exploited by the dealerships to their own advantage. The digital presence can enable them to better target their customers by understanding where and how they seek information during the different stages leading up to a potential purchase. The outcomes of this study are based on primary and secondary data that were collected directly from the dealerships themselves, through interviews of professionals, such as marketing managers and sales representatives to get their perspectives on this the subject. It has shown that some of the themes discussed in this research drive either revenue or brand awareness, or that they have no impact at all. This research also shows that digital marketing is mainly used as a tool that complements the traditional means of marketing that are still extensively used to this day.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 323601
Persistent URL
https://sonar.ch/hesso/documents/314938
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