To be where the customers are

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To be where the customers are
Financial performance
Revenues and operating profit
SEK M
SEK M
4 500
600
4 000
500
3 500
3 000
400
2 500
300
2 000
1 500
200
1 000
100
500
0
0
2007
2008
Revenues
Intäkter
2009
2010
Operating profit
Rörelseresultat
2011
New
business
Complete solutions – the future
Service
centre
Accessories
Spare parts
Carwash
Replaceme
nt car
Café
Customer
Vehicle
inspection
Tyre hotel
?
?
?
Complete solutions – the future
Service
centre
Accessories
Spare parts
Carwash
Replaceme
nt car
Café
Customer
Vehicle
inspection
Tyre hotel
Automotive
Glass
Insurance
Ecommerce
Mekonomen – Automotive Glass
•
New segment that supports complete
offering; Mekonomen Automotive Glass
•
Large market; SEK 1 billion per annum, high
profitability
•
Competition from automotive glaziers and
brand-based workshops
•
Insurance financing accounts for the bulk of
sales
•
Stable growth each year
•
Technically more demanding replacements
Opportunities
•
Further develop complete offering
•
One-stop shopping for the customer
•
Highest possible availability
•
Broadening of the Fleet offering
•
Potential for cross-selling
•
Continued roll-out in other markets
Mekonomen insurance
•
Mekonomen car and home insurance
•
Expanded dialogue
•
Mekonomen Assistance
•
Glass and repair at Mekonomen’s workshops
E-commerce at
mekonomen.se
Why the focus on e-commerce?
•
To be where the customers are
•
Major interest in purchasing automotive accessories and spare parts on the
Internet
•
Attract new customers
Objective of e-commerce
Offer our customers a simpler CarLife
We will be the largest e-commerce site for spare parts
and automotive accessories in the Nordic market within
two years.
DARE
TO THINK
DIFFERENTLY!
START-UP
TARGET GROUP - LIFESTYLE
Parents of small
children
The uncertain
motorist
The discerning
customer
The shopping lover
CUSTOMER OFFERING
Experience
Products
Services
THE FUTURE
• 70% of customers are women
• Highest consumer sales per square
meter
• Four new units
Marine
Our locations
• 40 Mekonomen stores
• 5 Marine stores
Facts – BoatLife
•
The most common boat (32%) - 10 hp without sleeping
accomodation.
•
25.7% of leisure boats were built before 1980, only 16.5% have
been built after 2001.
•
Average age of a Swedish boat engine is 21 years
Players in the marine aftermarket
•General agents/Engine manufacturers/Spare parts
–Volvo Penta
–Brunswick
–Yamaha
–Suzuki (KG Knutsson)
–Honda
•Accessories
–Watski
–Erlandssons Brygga
–Sea/Sea Byggplast
–Hjertmans
–Biltema
•Boat dealerships/workshops
–Huges Marina
–Marindepån
–Pampas Marina
•700-800 local boatyards
Trends in the market
•
Customers want a more comfortable boatlife
•
Larger vessels
•
DIY on the decline
•
Fall-off in demand for new boats
•
Women want to participate in the market
Market activities in 2012
•
Launch of four new Marine stores in full-service facilities together
with Huges Marina
•
Launch of uniform range in some 40
Mekonomen stores in Sweden
•
Mekonomen Sailing Team.
•
New distribution model
“Service centre model”
The future
•
We want to create the conditions for a simpler boatlife
•
Increase availability of service and repair assistance
•
New target groups, e.g. women
Outlook Europe
Description of a few selected countries
Number of cars per 1,000 inhabitants
700
600
500
400
Number of cars per 1,000
inhabitants
300
200
100
0
Tyskland
Germany
Frankrike
France
Italien
UK
Italy
Polen
UK
Poland
Age breakdown of vehicle
stock
100%
90%
80%
70%
60%
<2 years
50%
2-5 years
40%
5-10 years
> 10 years
30%
20%
10%
0%
Tyskland
Germany
Frankrike
France
Italien
Italy
UK
UK
Polen
Poland
Large difference in consumers’ use of
brand-based workshops
100%
90%
80%
70%
60%
Oberoende
Independent
50%
Brand-based
Märkesbundna
40%
30%
20%
10%
0%
Tyskland
Frankrike
Italien
UK
Polen
Germany
France
Italy
UK
Poland
Summary
•
The market is fragmented with many
players
•
In Western Europe, 30% of the vehicle
stock is more than 10 years old, while the
corresponding figure in Eastern Europe is
50%
•
Brand-based players account for 45% of the
market in Western Europe and 25% in
Eastern Europe
•
Eastern Europe is more price-sensitive and
demands less service per car than Western
Europe
Finland
Background
-
Two stores opened in Helsinki in December 2010
-
Store opened in Lahti in fourth quarter of 2011
-
Regional warehouse and store opened in Helsinki
in first quarter of 2012
-
Four stores opened in second quarter of 2012
Fokus 2012-2013
-
Marketing and workshop campaigns to increase
customer awareness of Mekonomen’s concept
-
Greater focus on the B2B market
-
Continued expansion through establishment of
new proprietary and partner stores and
workshops
Leadership
Employeeship
Motivation
Competence
Mekonomen Akademin
Walk the talk

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