Business, Management and Accounting
5 years ago

Franchised motor dealers failing to strategically plan marketing efforts, risking survival.

South African Journal of Business Management
The strategic orientation of marketing planning by franchised motor dealers: A pilot study
Christo Boshoff, P. J. Du Plessis, E. T. Heath

Paper Summary

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The article discusses how franchised motor dealers need to have a strategic approach to their marketing planning to succeed in a changing market. The researchers found that most dealers do not plan their marketing efforts strategically, lack formal planning processes, and rely heavily on their manufacturers for marketing decisions. This lack of coordination between dealers and manufacturers may impact the effectiveness of their marketing efforts.