Scribd
Upload
224 views3 pages

Auto World Case Study

The document discusses marketing differences between products (cars) and services (car maintenance) and compares the sales and service departments at Sullivan Ford Auto World. For products, features and specifications are advertised, while services offer free initial appointments to showcase quality. The sales department is visible with new cars, while the hidden service department has older facilities but modern equipment. From a customer perspective, both car dealerships and healthcare providers should offer quality products/treatment and excellent service. The advice is to improve the visibility and customer experience of the service department to attract more business.

Uploaded by

fatima rahim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
224 views3 pages

Auto World Case Study

The document discusses marketing differences between products (cars) and services (car maintenance) and compares the sales and service departments at Sullivan Ford Auto World. For products, features and specifications are advertised, while services offer free initial appointments to showcase quality. The sales department is visible with new cars, while the hidden service department has older facilities but modern equipment. From a customer perspective, both car dealerships and healthcare providers should offer quality products/treatment and excellent service. The advice is to improve the visibility and customer experience of the service department to attract more business.

Uploaded by

fatima rahim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Case Study No.

1
Sullivan Ford Auto World
Questions:
1.How does marketing cars differ for marketing services for those same vehicles?

Ans.

To understand this, we should first know the difference between a product and a service. A
product is a tangible, measurable, perishable item whereas services are intangible,
immeasurable and cannot be stored for future use, they are produced and consumed at the
same time.
So in order to market a product, for example a car, the company needs to advertise about its
features, its specifications, design, model, color etc.
Whereas in order to market a service, for example car wash, oil change tune-up, you can offer
free service first time so customer can take a look at the quality of services provided and decide
whether he will return for it in future or not.

2.Compare and contrast sales department and service department at Auto World.

Sales Department Service Department

 Sales department also termed as  Service department also termed as


front end presented a festive sight. back end, which was hidden behind
Rows of new model cars and trucks the showroom, not easily visible
gleamed in the sunlight. from the main highway. Building
It was a handsome and prominent was old but equipment was modern
showroom at Victoria street with and well-maintained.
Banners that urged “let’s make a  There was sufficient capacity to
deal”. handle repair work but number of
mechanics was small.
 Both new and used vehicles were  Used vehicles were carefully
sold here. serviced, with parts replaced as
needed. Thoroughly cleaned by
detailer, dents and blemishes
removed and occasionally vehicle’s
paintwork was resprayed too.
 It employed a Sales Manager, Seven
 Service department consisted of a
Salespersons, an Office manager
Service Manager, a parts supervisor,
and a secretary.
nine mechanics and two service
writers.
 Service writers job includes
scheduling appointments for
repairs, writing up each work order,
calling customers with repair
estimates, assisting customers when
they come to pick up cars etc.

3.From a customer perspective, what useful parallels do you see between running a car
sales and service dealership and managing healthcare services?
Ans.
whether it is a car dealership or a healthcare company, primary concern for a customer is
getting the best products and excellent customer service. Products are of good quality and
they satisfy customer’s needs while the service providers are friendly, polite and efficient.
If it is a car dealership, it should have all new and previous models and colors, it should
offer new and used cars, it should allow test drives etc., also it should provide repairs and
maintenance services that are satisfactory.
It is a HealthCare company, it should provide best treatment to the patients, right
diagnosis and trained staff that can handle emergencies, also they should hold best quality
medicines.

4.what advice will you give to carol on future strategy for business?
As the financial condition of the business has been deteriorating in past 18 months, carol
should find out the underlying cause for this situation and associated factors. These factors
include:
Economic pressures- increasing interest rates and fuels prices reflect decline in future
sales.
Defects in backend- customers were not happy with the attitude of service department
staff and feedback revealed that overall satisfaction level of customers with service at auto
world was consistently low. Worst experiences include promptness of writing up orders,
convenience of scheduling the work, convenience of service hours and appearance of
service department. Some customers also complained about length of time to complete
the work, availability of needed parts and quality of work done.

Now considering all these factors, first of all Carol should try to make the service area
visible to customer either by shifting it to a new place besides showroom or ask the sales
manager to take clients to backend for a visit of the service area.
Educated your service staff to be polite, understand customers’ problems and explain them
possible solution. Try to fix the problem in first visit so customer don’t need to return again
and again.
Whenever a client buys a car, offer him a service free like first car wash or oil change will
be free so he is persuaded to come for trying your service and returns again if he like it.
Decline in sales will no longer be there when auto world will build good repute among
customers and when its services will be recognized as best, people will start to come here
again.

You might also like