15 students of our SBWL Marketing have worked on three exciting topics for Austria's leading car dealer DENZEL for one semester and were eagerly awaiting the feedback on their ideas and suggestions. As a challenge, the client asked tangible questions in connection with strategic brand management and target group marketing: One group worked on an extensive market study from which a customer segmentation for Denzel was derived. The next task, an argumentation for or against a showroom, was challenging. The students concluded that the showroom is still a relevant touchpoint in the customer journey. However, their own initiatives are needed to stimulate frequency and make the relatively large spaces more attractive. Equally successful, the third project group presented their analysis and recommendations for optimizing the approach to Gen Y and Z and engaged the guests in the next exciting discussion.

Just as quickly as the semester passed, time flew by during the presentation and the participants:inside received much praise and recognition for their analyses and concepts. It was once again an exciting project seminar and we would like to express our sincere thanks to a great cooperation partner Denzel, who provided us with many exciting insights into the car trade.