Licensees are required to set up their own counters, shelving, signage and telephones. Stores do not have to adhere to a standard design or layout. The company supplies them with a complete software and hardware system on which to run the business, including accounting and point-of-sale, and an ADSL line to link to head office. Licensees are required to stock a variety of items which are available from the company.

Training

Licensees who have experience in automotive parts, undergo a minimum of one month's training at a company-owned store. For those with no parts experience, a longer period of training is recommended. Licensees are expected to have some management and financial skills, but all other aspects of running the business are covered in the training programme.

Ongoing Support

Technical and product support are offered on an ongoing basis. Monthly meetings are held with all licensees. The company ensures that all products supplied adhere to its high standards. New products are listed on the system and information bulletins are sent out detailing new additions.

Management Strengths

The management has over a decade's experience in the car parts market. In addition, the company has solid distribution channels and stock availability. Licensees are thus provided with everything they need to deliver excellent service to customers.

Brand strengths

The brand is well established and has an excellent reputation as a result of quality and service.

Brand Differentiation

Successes And Milestones

Target Market

Worldwide Automotive Group stores sells directly to Goldwagen.

Growth Strategy

The company aims to open five stores per year, with a focus on outlying areas beyond the country's major cities. Expansion will also be focused on previously disadvantaged areas such as townships and rural districts, to cater for the needs of an ever-increasing number of vehicle owners and the biggest portion of the company's growth will come from this sector.

Application And Screening

Potential licensees are required to complete an application form, after which they are interviewed and screened. The interview looks at aspects such as why the person is interested in the business, what past experience they have, and whether or not they are the right cultural fit for the business. They also have to be able to demonstrate creditworthiness, and have the funding or the ability to raise finance for the business.