Effectively Marketing a Used Car Dealership

Effectively Marketing a Used Car Dealership: Positioning Valley Motors for Continued Success A Marketing Plan for Valley Motors Company

Marci LaRue Fisher University of Denver University College Capstone Project for Master of Professional Studies in Applied Communication, Public Relations and Marketing March 14, 2008

_____________________ Jerry Call, Ph.D. Capstone Advisor

_____________________ Amy E. Kelsall, Ph.D. Academic Director

Upon the Recommendation of the Department

_____________________ James R. Davis, Ph.D. Dean

Fisher-ii Abstract With a slowing economy and growing demand for more sales, the need to reevaluate the business of selling high-priced ticket items, such as automobiles, is the top priority for Valley Motors. An analysis of the present market conditions affecting car sales, specifically focusing on the used car industry, including a survey of past customers, defined the current business status of Valley Motors. Three key components were identified: 1) further promote the credibility of Valley Motors in its community and defy the stigma of used car sales, 2) evaluate and target the new leader (women) in consumer spending and 3) implement and commit to the marketing plan created for Valley Motors that will guide them to effectively market Valley Motors in an increasingly competitive market.

Fisher-iii Table of Contents Abstract…..…………………………………………………………………………………………………ii Abbreviations……………………………………………………………………………………………. v Introduction…….……………………………………………………………………………………….. 1 Problem Statement………………………………………………………………………….1 Goals and Objectives……………………………………………………………………… 6 Benefits…………………………………………………………………………………………… 7 Literature Review…………………………………………………………………………………….. 7 Economic Concerns………………………………………………………………………… 8 Consumer Behavior………………………………………………………………………… 13 Customer Service…………………………………………………………………………….18 Used Car Sales Reputation…………………………………………………………….. 21 Online Car Buying…………………………………………………………………………… 24 Methods and

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