Marketing Metrics : Case Study of an Online Tyre Retailer
Quentin Drilholle
IESEG - MSC 1
Marketing Metrics
Final Individual Project – Pf F. Herbst
Presenting Oxyo-pneus.fr
The company I work for and that we will assess from a marketing point of view through this report is called Oxyo-pneus.fr. It is an online tire retailer – “pneu” standing for “tire” in French.
It is a start-up built 2 years ago and owned by Mobivia Group, European leader in car repairing. Oxyo-pneus.fr accomplished a turnover of 12 million euros in 2012. It employs about 20 people and establishes itself as the customer satisfaction leader on the market. However, the company is very young compared to its competitors already on the market for a decade. The decision for Mobivia Group to go on internet through a pure player came a bit late and it is not in the interest of the corporation to make Oxyo-pneus.fr benefit from the awareness of its well-known brand Norauto.
Then, the actual problematic is to raise awareness among customers about the service Oxyo provides and make this value at the center of the organization so that the company can exist on the long term and establish a profitable relationship with their clients.
We will first review what is already done well and wrong inside the company and then propose some key metrics to focus on in order to fulfill our goal of customer satisfaction at best.
Reviewing the company’s metrics performances
As a brand-new enterprise, it is still hard for Oxyo-pneus.fr to merge all employees’ attention on keeping the same target: customer satisfaction. Though during recruitment phase, the CEO takes care personally of assuring that candidates’ values fit the one of the company, some people do not catch how they can help from their position in the organization. Establishing marketing as a culture is then complicated.
However, Oxyo-pneus.fr is on the good path to reach this objective and already placed marketing as tactics into the
IESEG - MSC 1
Marketing Metrics
Final Individual Project – Pf F. Herbst
Presenting Oxyo-pneus.fr
The company I work for and that we will assess from a marketing point of view through this report is called Oxyo-pneus.fr. It is an online tire retailer – “pneu” standing for “tire” in French.
It is a start-up built 2 years ago and owned by Mobivia Group, European leader in car repairing. Oxyo-pneus.fr accomplished a turnover of 12 million euros in 2012. It employs about 20 people and establishes itself as the customer satisfaction leader on the market. However, the company is very young compared to its competitors already on the market for a decade. The decision for Mobivia Group to go on internet through a pure player came a bit late and it is not in the interest of the corporation to make Oxyo-pneus.fr benefit from the awareness of its well-known brand Norauto.
Then, the actual problematic is to raise awareness among customers about the service Oxyo provides and make this value at the center of the organization so that the company can exist on the long term and establish a profitable relationship with their clients.
We will first review what is already done well and wrong inside the company and then propose some key metrics to focus on in order to fulfill our goal of customer satisfaction at best.
Reviewing the company’s metrics performances
As a brand-new enterprise, it is still hard for Oxyo-pneus.fr to merge all employees’ attention on keeping the same target: customer satisfaction. Though during recruitment phase, the CEO takes care personally of assuring that candidates’ values fit the one of the company, some people do not catch how they can help from their position in the organization. Establishing marketing as a culture is then complicated.
However, Oxyo-pneus.fr is on the good path to reach this objective and already placed marketing as tactics into the