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