Managing for the Future at JCB JCB, a compan

The purpose of this report is to determine what expertise and resources a JCB dealer requires at the present time, and to forecast emerging dealership management and marketing requirements over the course of the next decade. JCB is a forward-looking firm that has diversified and which is aggressively pursuing new joint ventures and alliances with other firms, including CIT Equipment Financing, as well as entering into new markets overseas (JCB and CITà, 2001). The firm, which initially functioned almost exclusively as a manufacturer, began about 25 years ago to establish a network of dealerships for direct retail sales of its products; dealers in such settings must, consequently, possess in-depth knowledge

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rental rather than sales of JCB products. Landers (1998) also suggests that dealers must realize that one of their own biggest customers in the future is likely to be the rental market û and today, many volume-hungry manufacturers (including, perhaps, JCB) are selling directly to the rental chains at prices lower than their distributors pay. This gives large rental fleets a financial head start on each machine that makes profit almost certain. Thus, the JCB dealer may need to expand service to include rentals, maintaining a paid-for fleet of the most important equipment (in terms of local market demand, measured by careful market analysis and research) and competing head-to-head with larger chain and local rental firms (Landers, 1998). Another area in which the JCB dealer-manager of the future will require expertise is customer service. Agency Sales Magazine (Building the businessà, 1998) commented that traditional definitions and components of customer service are being replaced by the idea that customers are themselves a source of value beyond their purchasing behaviors. The learning organization and the successful competitor in this and other manufacturing segments will need to incorporate customers into the entire value-add
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Approximate Word count = 1603
Approximate Pages = 6 (250 words per page)