In-depth analysis guides multinational motorcycle manufacturer’s China aftersales and marketing campaigns

Opportunity

Since the dealerships are currently independently owned and operated, the client does not have direct control of its established Chinese dealerships. Therefore, in order to increase dealerships and increase the focus on aftermarket sales and services, comprehensive field research was necessary. The goal was twofold: to clarify both the current obstacles and to identify opportunities going forward.

ARC Consulting was requested to conduct the market research in China. The objectives were to:

Acquire a clear understanding about customers’ behaviors and profiles in the aftermarket sales and service field.
Gather data to understand the client impact of future aftermarket marketing and sales campaigns.
Receive information to strategically guide the dealerships.

Approach

The project was conducted in five Chinese cities: (Beijing – North, Shanghai – East, Chengdu – West, Guangzhou – South and Hefei – Middle), and both qualitative and quantitative data was collected.

In addition, two independent clubs in Beijing and Shanghai were visited to conduct immersions for this research. The immersions were recorded to show the client an actual customer visit and experience at the independent clubs.

The overall research methodology employed is as follows:

Step 1: Collect quantitative and qualitative data through onsite interviews in the five selected cities.

Step 2: Analyze the data collected from the interviews.

Step 3: Generate conclusions and recommendations based on the data analysis.