...MKT 412A-CE | Sanger-Fisker Case | Philip Carr | 10/28/2014 10/28/2014 Major Issue or Decision: The two parties up for question in this case study are the Sanger and Fisker Automotive Companies. Sanger is a privately owned company that currently maintains eight highly reputable dealerships in the Florida and Georgia area, most of which fall into the luxury car category. The Sanger Automotive Company has been able to position themselves as a well-known and trusted car dealer in the area that began with its first Cadillac dealership in 1950. Currently the organizations President is Robert Sanger, son of the founder, whose main goal is to maintain his company’s reputation for delivering exceptional customer service when using any of their locations. So it’s no surprise that when Fisker Automotive, the new leader in the luxury electric car market, shows interest in making a franchise agreement with Sanger the companies presidents is uncertain about how to proceed. Fisker Automotive is a U.S. based electric car company that was recently founded in 2007 by ambitious executive design director and CEO Henrik Fisker, who is well known for holding a variety of high level design positions. The companies co-founder is Bernhard “Barry” Koehler who holds the position of COO at Fisker, having earned his expertise from his prior duties at Ford Motor Company’s Global Advanced Design Studio as the director of Business and Operations. The duo has proven to produce success as they...
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...Sanger Automo Sanger Automotive Companies Case | The Fisker Franchise Decision | Leigh Gerke | Introduction Luxury car retailer, Sanger Automotive is considering entering into a franchise agreement with Fisker Automotive to sell hybrid electric vehicles. The market for electric cars is increasing and an early entry into the electric car market would help to establish themselves in the market. Issue /Problem Definition Sanger needs to determine if it would be cost effective to enter into an exclusive franchise agreement with Fisker automotive due to the market demographic, newness of product, and overhead involved. Analysis Brand awareness Market size and location – two markets in Florida have been identified as the up and coming target markets- Lee and Collier County. The average incomes for people in the Naples/Marco Island areas is $81,250 as opposed to the average US income of $49,445. Here there is an older population; whereas the Fort Meyers/Cape Coral area has a lower median average income around $50,120 but the total population is six times larger and the age demographic here is much younger. Some Key Information: | Total Households | Incomes over 100K | Estimated Sales Volume per Year | Collier County | 133,640 | 20.20% | 16.2% | Lee county | 270,485 | 18.30% | 29.7% | 2.6% of total new passenger car sales in 2011, 7% in 2015 Estimate annual growth rate: 28.09% Fisker is already established in electric car market from their initial sale...
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...Sanger Automotive MKTG 45084 1 October 2013 Sanger Automotive Companies is a privately owned company, made up of eight luxury car dealerships in areas of Florida and Georgia. Sanger has become known for its customer service as well as luxury class cars and loyal customers. In September of 2011, Sanger explored the possibility of a franchise agreement with Fisker Automotive, in southeast Florida. Fisker has one of the worlds first truly luxury hybrid vehicles which was intriguing to Sanger, especially with the vacant dealership availability. The U.S. electric passenger car industry in 2011 was described as being in its infancy, because it is still a new concept to buyers. However there are signs of growth from 2011-2015. Buyers do not consider the car because of price, travel range and vehicle size, along with other secondary concerns. U.S. buyers of electric passenger cars are segmented very specifically; Middle aged, large income and a warm climate urban or suburban area. There is also a lack of familiarity with the vehicle technology, in relationship to the vehicles price. This causes hesitation with buyers, because the higher the price the less willing to pay buyers become. To appeal to potential buyers a customer value proposition could be, “Drive economically, in luxury. New environmental friendly energy powering your ride in style.” This would not only separate these cars from competition but also clearly state their purpose, Fisker Karma Sedan should be positioned...
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