235118032 sullivan ford auto world case study

8/9/2019 235118032 Sullivan Ford Auto World Case Study

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Services Marketing

“CASE 1: Sullivan Ford Auto World (Christopher Lovelock)”

Submitted by:

Angelica Borres

Janica Camana

Submitted to:

Ms. Evangeline Reyes



1.) How does marketing cars differ from marketing service for those same vehicles?

• Marketing cars is different from the manner of marketing services. Cars

are marketed in the traditional way of marketing which attempt to control

the 4P’s Prod!ct" Place" Price" Promotion). #he cars are tangi$le

prod!cts that are $eing sold in !nit. #he process of prod!ction and

cons!mption are separated. %n the other hand" marketing a service for a

car incl!des the &P’s Prod!ct" Place and #ime" Price" Promotion and

'd!cation" Physical 'nvironment and People). Marketing a car will most

pro$a$ly foc!s on the $!ying of the cons!mer" involving money" to take

ownership of the good. (n service" money" time and effort are echange for

la$or or skills" $!t the ownership of the goods is not in the pict!re.

Marketing a car is easy $eca!se it’s tangi$le. #hro!gh pict!res and

vis!als" c!stomers can already see the feat!res of the prod!ct. %n the

other hand" service is intangi$le making it hard for the c!stomers to

vis!ali*e what will act!ally happen if they avail the service. +nother

difference of marketing a car from marketing a service is that" the latter

cannot $e inventoried" which may ca!se c!stomers to wait or not to avail

the service anymore.

,.) Compare and contrast the sales and service departments at +!to -orld.

• +/' 0'P+#M'2#

3 #he ales 0epartment in +!toworld is responsi$le for entertaining the

c!stomer and pers!ading them to $!y. #hey are also responsi$le for informing

the c!stomer a$o!t the car that the c!stomers are interested too. #hey are also

responsi$le for giving alternatives to the c!stomer who weren’t a$le to $!y $rand



new cars wherein they offer the pre3owned ones. !t !s!ally they were

pers!aded to $!y $rand new ones3+ttractive howroom

• '5(C' 0'P+#M'2#

3 #he ervice 0epartment is responsi$le for the repair and maintenance of

the cars. #hey are also responsi$le for holding or entertaining the concerns and

pro$lems of the c!stomers.3Poor appearance of service department3Pro$lems with service 6 inconvenient service time for c!stomers3Poor waiting area3ervices proced!res are not c!stomer oriented32ot so good attit!de of service department

7.) Prepare a flow chart of the servicing of a car that re8!ires repair or maintenance.



4.) -hat !sef!l parallels do yo! see $etween r!nning an a!tomo$ile sales and

service dealership and r!nning health care services?

• oth the sales and service department sho!ld make the c!stomers

satisfied with their prod!cts. 2o matter what type of $!siness or ind!stry

yo! are in" it’s very essential and important that yo! give the $est service

to yo!r c!stomer. +!tomo$ile sales and service dealership and r!nning

health care services have many similarities" having a c!stomer oriented

strategy that wo!ld $enefit all of the stakeholders

9.) -hat advice wo!ld yo! give to Carol !llivan 0ia*?

• he can appoint /arry -inters as a new manager. He can manage the

change system since he was once a leading sales rep in +!to -orld. He

has strong managerial capa$ilities. %r she co!ld also hire $oth financial



and service manager to handle the financial assets and service

department. (n this way not all the responsi$ility for the company is on her

sho!lder.

•

:or more efficient reason she might train her sisters to $e on the position

so that the profits will still $e within the company

• enovate the service department.

• #rain the service staff.

• Make a c!stomer oriented service department

• Make !se of the technology for client records and service writing

• (mprove the service delivery system

• +dvertising and marketing tools and promotions sho!ld $e efficiently !se

235118032 sullivan ford auto world case study

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