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    Case Analysis of Sullivan Ford Auto World

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    Manpreet Singh Khurana
    The document analyzes Sullivan Ford Auto World, a car dealership established in 1983. It discusses the company's sales, industry context, and lack of awareness of business affairs by the owner. Several alternative marketing strategies are proposed and evaluated using a decision matrix. The top-ranked strategy is to implement new and innovative promo packages to gain back customer trust and loyalty. An implementation plan is outlined with actions, responsibilities, timeframes and budgets.

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    © All Rights Reserved
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    Case Analysis of Sullivan Ford Auto World

    Uploaded by

    Manpreet Singh Khurana
    133 views7 pages
    The document analyzes Sullivan Ford Auto World, a car dealership established in 1983. It discusses the company's sales, industry context, and lack of awareness of business affairs by the owner. Several alternative marketing strategies are proposed and evaluated using a decision matrix. The top-ranked strategy is to implement new and innovative promo packages to gain back customer trust and loyalty. An implementation plan is outlined with actions, responsibilities, timeframes and budgets.

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    case Analysis of Sullivan Ford Auto World

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    case Analysis of Sullivan Ford Auto World

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    The document analyzes Sullivan Ford Auto World, a car dealership established in 1983. It discusses the company's sales, industry context, and lack of awareness of business affairs by the owner. Several alternative marketing strategies are proposed and evaluated using a decision matrix. The top-ranked strategy is to implement new and innovative promo packages to gain back customer trust and loyalty. An implementation plan is outlined with actions, responsibilities, timeframes and budgets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    133 views7 pages

    Case Analysis of Sullivan Ford Auto World

    Uploaded by

    Manpreet Singh Khurana
    The document analyzes Sullivan Ford Auto World, a car dealership established in 1983. It discusses the company's sales, industry context, and lack of awareness of business affairs by the owner. Several alternative marketing strategies are proposed and evaluated using a decision matrix. The top-ranked strategy is to implement new and innovative promo packages to gain back customer trust and loyalty. An implementation plan is outlined with actions, responsibilities, timeframes and budgets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    Case Analysis

    Sullivan Ford Auto World

    Baltazar, Celine G.

    Borromeo, Lorna Mae A.

    Gador, Hannah L.

    Garcia, Rhodalyn Q.

    Nuguit, Marcella Marie D.

    Uy, Treasure R.
    Case Analysis of Sullivan Ford Auto World

    Company Facts

    • Purchased a Ford dealership in 1983

    • Sullivan’s Auto World

    • Sullivan’s Ford Auto World

    • Walter “Walt” Sullivan

    • Sales (Front-end) & Service (Back-end) Departments

    Industry Facts

    • Best known in Metropolitan Area

    • 1,100 cars each year (New & Used cars)

    • $26.6 M for new & used cars and $2.9 M from service parts

    • 4.6 & 24 %

    Problem Statement

    Unawareness of business affairs


    Statement of Objectives

    • To be able to find new service manager and staffs who are


    interpersonally skilled.

    • To be able to be fully aware of the business affairs

    • To be able to provide and improve the quality of the services they are
    rendering.

    • To be able to develop good customer relationship

    SWOT Analysis

    STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

    Auto World is one Lack of dedicated Sell the business at Possible shut down
    of the best known workers/employees a rational price of business if sales
    in their continue declining
    metropolitan area

    Long time Lack of proper Wait for some time Customers


    customers know management to increase the switching to
    how the business sales again another car shop
    works because of slow
    service

    If business runs
    good, the family
    can hire a manager
    to handle it

    Alternative Marketing Strategies to Implement

    • Hire a well-trained and experienced service management team for the


    company.
    • Carol Sullivan-Diaz should get a business partner whom she trusts and
    knowledgeable about cars and business matters.

    • Implement a new and innovative promo package and reasonable deals


    which can gain back the trust and loyalty of their consumers.

    • The company should have a good Public Relation (PR) technique which
    can reach all their preferred target market.

    • Develop a good quality management which can assure the reliability of


    the products the company offers

    Analysis

    Strategies Advantages Disadvantages


     Hire a well-trained  Company would o New employees
    and experienced be more may experience a
    service organized. culture shock.
    management
    team for the
    company.
     Carol Sullivan-  Carol can ask for o They may not get
    Diaz should get a help about things along well since
    business partner she isn’t familiar the partner may
    whom she trusts about and can be more
    and make better knowledgeable
    knowledgeable decisions. about the
    about cars and business.
    business matters.
     Implement a new  Company would o Promos should be
    and innovative be attracting new set at a
    promo package customers and reasonable price
    and reasonable also have the also for the
    deals which can trust of their company or they
    gain back the current might be further
    trust and loyalty customers. being bankrupt.
    of their
    consumers.
     The company  Good PR could o PR might be
    should have a help let their pricey and other
    good Public preferred target projects might not
    Relation (PR) market about push through.
    technique which their services and
    can reach all their products and also
    preferred target gain customers.
    market.
     Develop a good  Having good o No disadvantages.
    quality quality products
    management would make the
    which can assure customers come
    the reliability of back to them and
    the products the stay with support
    company offers. their
    services/products.

    Conclusion

    Decision Matrix

    CRITERIA MARKETI MARKETI MARKETIN MARKETI MARKETI


    (OBJECTIVES NG NG G NG NG
    ) STARTEGY STARTEGY STRATEGY STRATEGY STRATEGY
    1 2 3 4 5
    Increase in good 2 1 3 5 4
    feedback from
    customers
    Increase in sales 2 1 5 3 4
    volume and
    selling gross
    Maximize 2 1 5 4 3
    service
    availability
    Improve quality 3 4 2 1 5
    work done
    Generate 3 1 5 2 4
    new/potential
    customers
    Minimize 3 5 2 4 1
    management
    cost
    Total 15 13 22 20 21

    Implementation of Plan

    Action Person Responsible Time Frame Budget


    Research for a renowned Marketing Research 1-3 months $10,000
    Public Relation for Group
    different campaigns

    Identify possible different Marketing Department 2-3 months $10,000


    promotions or deal to
    attract customers

    Employ a well-trained and Human Resource


    skilled service Department 1-2 months $3,000
    management team

    Look for a steadfast Human Resource


    business partner that is Department
    knowledgeable about the 1-3 months $5,000
    business matters
    Improve the quality
    management which can Operations Department
    assure reliability of the 1-3 months $5,000
    products

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