Resources Library by ANA

The showroom process

This study analyses the shopping behaviour of Dutch car buyers. It shows the degree of shopping on a brand level. Subsequently, it analyses the degree in which brands are successful in converting prospects - visitors of the showroom - to car buyers,...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Author: Reg van Steen

June 15, 1996

Is size important?

This paper examines the financial, economic and market forces that are currently driving change within the auto retailing industry and analyses the likely developments in multi-franchising in Europe to the end of the century. The US has tended to...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Authors: Peter Boden, Martin Clarke

June 15, 1996

Lost sales research

The Audi experience illustrates a number of more general points for consideration. First, that good lost sales research should encompass both the ‘buyer’ and the ‘seller’; the insights gained in this study and the specificity of...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Authors: Andy Turton, Steve Gatt

June 15, 1996

How car advertising works?

Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvement. For 10 years, B.V.A. has collected data on several European countries on the impact of the...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Michel Brulé, Gilbert Saporta

Company: BVA Group

June 15, 1995

Engineering a motor car that someone really wants to buy

From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that: identifies the key needs of different target groups and sets out to match them and satisfy them, within the product offer itself,...

Catalogue: Seminar 1995: Successful Product Engineering

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1995

GM Hungary

In March, 1992 a white Opel Astra rolled off of the assembly line at the new plant of GM Hungary in Szentgotthard (sent-goat-hard), near the Austrian border.' The significance of the event was signaled by the presence of Prime Minister Jozsef Antall....

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Cyril C. Ling

April 1, 1995

The Polish car market

In the 1989-1993 period, a profound revolution transformed the car market in Poland. In parallel to an economic bust and a drop in real incomes, the number of registered passenger cars grew by. Most of the newly registered vehicles were second-hand,...

Catalogue: CEE Conference 1995: Towards A Market Economy

Authors: Eugeniusz Smilowski, Jacek Mlynarski, Piotr Kwiatkowski

Company: KANTAR TNS Malaysia

April 1, 1995

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994

Author: Ian E. Wood

June 15, 1994

Information and intelligence

The aim of this paper is to describe how new methods based around information and geographical technology can be used to help auto manufacturers better understand the markets for their products, their performance within those markets and to assist in...

Catalogue: International Automotive Marketing Conference 1994

Author: Martin Clarke

June 15, 1994