Page 10 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 8, designed and produced by Connell Marketing Associates, UK

RETAILING B

This plan for growth, which will encompass
the most significant period of franchise develop-
ment in the history of Rolls-Royce and Bentley
Motor Cars, has already commenced. At its heart
lies individual dealers’ five year business plans.
These will establish a jointly-agreed view of the
financial future including the projected level of
investment and return-on-investment.

The new business plan process maps each
dealership’s business – from local market size,
sales volumes, retained and gross profit, service
hours sold, gross profit on labour and parts, right
through to a net profit projection - over the next
five years.

The consultation process allows market size
forecasts to be combined with insight into local
economic prosperity and the latest technology
opens up data banks which go right down to
market density for each post code – see A, B and
C.

All these factors allow accurate planning of
facility and service business locations. The bal-
ancing and phasing of the necessary investment
with the profit potential generated through the
unprecedented level of expansion for Bentley will
determine each dealership’s profit potential.

The projected change in scale of the franchise
is enormous.

To make sure that bigger scale equals bigger
profits, every aspect of a dealership’s business
needs to be reviewed in detail. The business plan
process does exactly that and is now ready for
use in the USA, in Germany and in the UK. ❖

C

10 MIHI EXCULTA - April 1999