MARKETING - MARKETING MANAGER ANALYSIS

Note:Note: While representative of possible situations faced by car dealerships, all scenarios in this assignment are fictional.

Real Business

It can be difficult to get the marketing mix just right for a given product. There are so many products fighting for the attention of customers. With so many things to consider, working in marketing can be a challenge.

Your Role

This week, as a Marketing Manager in a car dealership.

WHAT IS A MARKETING MANAGER?

Marketing Managers are responsible for developing, implementing, and executing marketing plans, either for an entire organization or for particular categories or products within the organization, in order to attract potential customers and keep existing ones.

Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research to improve existing products and services, working with advertising agencies, and determining the best way to get products in front of customers.

As a marketing manager for a car dealership in your city, you have been asked to evaluate a marketing plan for vehicles to ensure that the 4 P's of marketing are being applied well. Using your knowledge of the 4 P's and the best approach to generating sales, you'll take a look at a number of marketing recommendations and choose the approach that you believe will sell the most products.

Instructions

Question 1: Product

In the Marketing Analysis Presentation provided by your marketing team, you'll see three different vehicles. Each vehicle has unique features.

Based on the Customer Profile information about the customers that shop at the dealership, choose the vehicle that you think will sell the most. Please explain the rationale for your decision.

Question 2: Financial Options

Based on the information contained in the vehicle descriptions in Question #1, what is the best financial option to purchase the vehicle you selected in Question #1?

Question 3: Promotions

Your assignment instructions show three recommended advertisements for the vehicle options in Question #1, including a special deal promotion, for the vehicle that is expected to sell the best. Review and based on the vehicle descriptions, determine which promotional activity will sell the most vehicles. Please explain the rationale for your decision.

Question 4: Pricing

Review the pricing options available for each of the vehicles below. Also review the Manufacturer Suggested Retail Price of the vehicle. Then recommend the best pricing strategy for all three vehicles.

Question 5: Branding

The company that makes the vehicle you selected is looking to rebrand the vehicle. They have asked for your input on possible brands ideas. First, read the Brand Vision statement which summarizes the goal for the new brand. Then, look at the image, name, and tagline recommendations. Second, select the Brand Direction that you think will be most successful and explain your choice.

Question 6: Sales Pitch

Review the five components of a successful sales pitch from your assignment instructions. Then develop a sales pitch that you would use to try and convince someone to purchase the vehicle you selected.