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Business Analysis: The Car Retailing Industry

Decent Essays

The car retailing industry can be divided into segments, new-car and used-car. Both are unattractive for the following reasons:
• Highly fragmented market – In 2011, over 17,900 car franchises operated in the United States. The two largest national retailers, AutoNation Inc. and Penske Automotive Group Inc., control only 3% and 1.6% of the new-car segment. o The used-car segment is divided between new-car dealers, independent used car dealers, and private parties. In 2011, the percentage of used car sales was almost evenly distributed, with new-car dealers accounting for 35.6% of sales, independent used car dealers responsible for 35.5% of sales, and private parties selling the remaining 28.9%. o CarMax, the leading retailer in used-car segment, sold a little over 420,000 units of used cars in 2011, which is about 240,000 more units sold than second place AutoNation. Yet across the industry, about 38 million units were sold in 2011, meaning CarMax was responsible for only 1.1% of the units sold in the used car segment.

• Low barrier to entry – Other than a high capital investment, there is little to no barrier to entry. o The advancement in technology has made the process of evaluating used cars a lot easier for the retailer. o The reputation of the retailer is a potential barrier as customers are much more likely to work with retailers they recognize and trust. This is an advantage for existing companies like CarMax, but would be a barrier for a new entrant.
 However,

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