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Object Lessons in Maximizing the Value of a Suzuki Franchise
Ambitious companies in Vietnam and Omanshow us how to plan for a bright future.
Strategic investment in dealerships is a promising
formula for success in two very different markets.
| VIETNAM |
| Savico
6A of Ho Chi Minh City |
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Vietnam Suzuki Corporation regularly evaluates their marketing,
looking for creative ways to accelerate their motorcycle sales. One recent successful
strategy, renovating their dealerships to promote a distinctive Suzuki image,
has paid off with increased sales in a severe market situation.
The renovation plan highlights Suzuki’s exhaust pipe and disc brake technology
in the design and layout of each dealership, with reminders of those features
in every section, including the reception desk, brochure racks, stock displays
and individual displays.
The company started the campaign with the renovation of two shops in Ho Chi Minh
city, the major market in South Vietnam. Ms. Dung, shop manager of Savico 6A there,
says that the immediate effectiveness of shop renovation programme was a pleasant
surprise: “After we finished renovation at the end of July, 2001, sales in
August soared 35% and continued growing throughout the following months.”
Vietnam Suzuki Corporation has expanded the successful renovation programme to
other areas, including the capital city of Hanoi, Da Nang city, and dealerships
in Phu Tho and Thanh Hoa provinces.
| O M A N |
| Moosa Abdul Rahman Hassan & Co. L.L.C. of Muscat |
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Moosa Abdul Rahman Hassan & Co. L.L.C. (MARH), who took
over Oman’s Suzuki franchise from the former distributor Zawawi Trading Co.
L.L.C. last November, is already pursuing ambitious plans for expansion.
The company, founded in 1922 by the late Mr. Moosa Abdul Rahman Hassan, believes
that the Suzuki franchise is another step towards providing discerning automobile
customers with nothing but the best. Mr. Viren Agarwal, General Manager of MARH,
spoke at a press conference on 28 November for the opening of a new Suzuki automobile
showroom at Wattayh in Muscat. “With the introduction of the Suzuki lineup
– including the Baleno, Jimny and Grand Vitara – Moosa Abdul Rahman
Hassan now can offer customers a complete range of passenger vehicles,” he
told representatives and reporters from such major Oman publications as the Times
of Oman and Oman Daily Observer.
Starting with the outlet in Wattayh, MARH will cover the entire country with new
branches, including sales and service outlets within the coming year in such interior
cities as Sohar, Sur, Nizwa and Buraimi.
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