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    C03 (B) - Class Activity 12 A - Market Leader in VUCA World (B)

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    komal tanwar
    Nexa and Arena are two distinct outlet strategies operated by Maruti to target different vehicle segments. [1] Nexa outlets focus on Maruti's premium brands and providing an exclusive dealership experience through customized service and well-trained staff. [2] Arena outlets handle Maruti's more affordable models through a high-volume sales approach with faster transactions and lower staff training priorities. [3] The strategies reflect the different customer bases and brand images between Maruti's mass-market and luxury vehicle lines.

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    C03 (B) - Class Activity 12 A - Market Leader in VUCA World (B)

    Uploaded by

    komal tanwar
    45 views3 pages
    Nexa and Arena are two distinct outlet strategies operated by Maruti to target different vehicle segments. [1] Nexa outlets focus on Maruti's premium brands and providing an exclusive dealership experience through customized service and well-trained staff. [2] Arena outlets handle Maruti's more affordable models through a high-volume sales approach with faster transactions and lower staff training priorities. [3] The strategies reflect the different customer bases and brand images between Maruti's mass-market and luxury vehicle lines.

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    C03 (b)_Class Activity 12 A_ Market Leader in VUCA World (B)

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    Nexa and Arena are two distinct outlet strategies operated by Maruti to target different vehicle segments. [1] Nexa outlets focus on Maruti's premium brands and providing an exclusive dealership experience through customized service and well-trained staff. [2] Arena outlets handle Maruti's more affordable models through a high-volume sales approach with faster transactions and lower staff training priorities. [3] The strategies reflect the different customer bases and brand images between Maruti's mass-market and luxury vehicle lines.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views3 pages

    C03 (B) - Class Activity 12 A - Market Leader in VUCA World (B)

    Uploaded by

    komal tanwar
    Nexa and Arena are two distinct outlet strategies operated by Maruti to target different vehicle segments. [1] Nexa outlets focus on Maruti's premium brands and providing an exclusive dealership experience through customized service and well-trained staff. [2] Arena outlets handle Maruti's more affordable models through a high-volume sales approach with faster transactions and lower staff training priorities. [3] The strategies reflect the different customer bases and brand images between Maruti's mass-market and luxury vehicle lines.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Class Activity 12 A: Market Leader in VUCA World (B)

    Nexa & Arena strategy by Maruti


    (Application of the STAR model)

    Group: C03 (b)

    Group members:
    Charvi Hasmukh Shukla FH21003
    Komal Tanwar H21144
    Sakshi H21160
    Tripti Singh H21175

    Nexa Outlet Arena Outlet

    Brief Nexa outlet handles premium car Arena outlet handles affordable car
    about the segment by Maruti. segment by Maruti.
    outlet

    Strategy ● Establish Nexa as a high-end ● Maintain their position as the


    brand in the market and upgrade market leader in the low and
    maruti’s image. middle range passenger car
    ● Emphasis is on providing segment.
    premium retail experience and ● Focus is on making quick sales
    attracting first time/ younger and avoiding any extra fringes.
    buyers.

    Structure ● It operates on an exclusive ● A large variety of models are


    dealership model. displayed in the showcase at all
    ● In a given time only 1 model of a times.
    given car is placed at the ● No dedicated sitting area is
    showcase. designed in the outlet.
    ● Dedicated lounge area is ● The outlet offers both private as
    designed in the outlets, where well as commercial use cars.
    customers are welcomed with ● Online presence distributes the
    hot/cold servings. power in the relevant department
    ● All showrooms are in a too. The new service of
    monochromatic theme. customization is also present. The
    ● The outlet only offers private use alignment between online and
    cars. offline experience needs to be
    ● Provides add on goodies with the made smooth for the customer.
    buy. ● Sales executives need to provide
    ● Nexa outlets are strategically all the options properly since it
    placed in metro or tier-2 cities. mainly has first time customers.
    ● Its customers are high net worth
    who are present to close deals
    quickly by obtaining the best
    product.

    Processes ● Emphasis is placed on minimum ● Arena differs itself from the Nexa
    product differentiation and platform by placing primary
    making marketing & ensuring focus on the digital integration
    high quality sales experience the implemented by Maruti in this
    most important functions to be channel.
    undertaken here. ● Arena introduces enhanced
    ● Premium Branding combined transparency and avows
    with a specialized buying customers with a unique purchase
    experience has propelled the expectation seamlessly
    Nexa showroom’s concept. transitioning from the digital
    ● With a smaller pipeline of space to physical showrooms.
    models, the standardized colors ● The foundation of Arena is built
    were put up with all features on continuous research & aiming
    embedded in order to give a feel at catering to the customer while
    to the customer of the highest anticipating future trends. The
    variant. effort here was to align with
    ● Back-end staff movement was ever-evolving customer needs and
    eliminated in order to avoid any offer an experience at par with
    disruptions to the showroom global benchmarks.
    experience, the sales executive
    being the only person who
    addressed all the queries from
    one customer.
    ● Differentiating Factors have been
    introduced basis the broad
    profiles of models and target
    customers.

    People ● The aim of Nexa outlets is to ● Employees at Arena outlets are


    maintain a premium feel and dressed in a simple shirt. They
    offer the customers a more don’t undergo any special
    personal experience. grooming training.
    ● The sales experience, quality and ● The staff has to carry the physical
    the training of the staff is of a copy of the price list with them
    higher quality as they need to sell and negotiate with the buyers
    a premium product. when necessary. Because of this
    ● Soft skill training and grooming they need to have proficiency in
    is vital for employees, whereby, negotiating skills rather than soft
    the relationship manager at the skills as such.
    outlet needs to ensure a smooth ● They don’t focus on a particular
    sales experience for its high end target group and thus need to be
    customers. trained to handle larger foot falls
    ● The sales personnel are expected in the outlet.
    to wear a suit and guide buyers as ● Flexibility becomes a key trait for
    soon as they enter the outlet. the staff.
    ● The outlets are less crowded and
    enable the staff to focus on lesser
    products.
    ● The outlet aims at being
    paperless. And is thus well
    equipped with newer technology.
    The employees need to be at par
    with the constant technological
    upgrades and be trained for the
    same.
    ● Emphasis is on one-to-one
    interaction.

    Rewards ● Since Nexa is employing a better ● Arena’s employees are equipped


    quality workforce which is with a different sort of skill-set,
    tech-friendly and displays which is more easily available in
    premium hospitality, a higher the Indian Market, hence, an
    compensation would be needed exuberant amount of money is
    to attract and retain them. not needed to attract and retain
    ● Higher focus of employees is on talent.
    customer experience and service, ● Since the main focus area for
    so it would demand higher focus Sales Representatives of Arena is
    on an incentive structure that higher quantum of sales, a
    rewards these aspects, and not different incentive structure that
    just sales targets. rewards achievement of sales
    ● Since Nexa assigns a dedicated targets is required.
    Relationship Manager to its
    customers, stability of the
    employees is critical. So, it must
    offer competitive compensation
    to retain them.

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