ABSTRACT

Through the results of market research and long field experience, the Mopar CEO identified a significant market opportunity: 2.6 million non-Chrysler cars visited Chrysler dealerships and more than 80% of the Chrysler dealers have an “all-makes” programme that allows them to offer services to all vehicles (not only Chrysler cars). Mopar aimed to develop a new business, accessing the independent after-market (IAM) through the Magneti Marelli product range. In order to construct a successful co-branding strategy, the two companies had to take several factors into consideration, sometimes not directly connected just to the brands themselves. By carrying out some research focused on dealers, the marketing departments aimed to understand the factors involved in developing customer satisfaction and customer loyalty. The companies had to adopt the appropriate legal form and carefully design the entire process.