Sullivan Auto World Case
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Case Background
Company History
… hate doing this part he he he….
Products, Services, and Personnel
Sullivan Ford Auto World operated both the Sales and Service departments. The Sales Department’s functions include sale of cars/trucks and used vehicles. It is also involved in trading of a buyer’s previously-owned vehicles and buying of well-maintained used cars at auction for sale. The department is composed of a sales manager, seven sales people, office manager, and secretary. However, one sales staff has given notice of his resignation.
The Service Department is composed of a service manager, parts supervisor, nine mechanics, and two service writers.
Infrastructure and Facility
The dealership is located at a major suburban highway intersection and the surrounding area has many new housing developments. While the showroom was impressive, the service facility was not visible from the highway and hidden behind the showroom.
Statement of the Problem
How should the new general manager of Sullivan Ford Auto World resolve its current financial problems and decide on the future of the company?
Objectives
• To identify the marketing and operational problems affecting the over-all performance of the company; • To examine the strengths and weaknesses of the company, as well as, the opportunities and threats to the industry affecting it; • To determine if the company can sustain a competitive advantage in the car dealership industry despite threats from other competitors; and • To present alternatives for the company in planning for its future.
Areas of Consideration
Point –of- View
The study and recommendations shall be focused on the point of view of the new general manager, Carol Sullivan-Diaz. Her primary duty was to ensure the profitability of the entire dealership by selling vehicles, controlling expenses, and maintaining customer satisfaction. As a general manager, her
[pic][pic]
Case Background
Company History
… hate doing this part he he he….
Products, Services, and Personnel
Sullivan Ford Auto World operated both the Sales and Service departments. The Sales Department’s functions include sale of cars/trucks and used vehicles. It is also involved in trading of a buyer’s previously-owned vehicles and buying of well-maintained used cars at auction for sale. The department is composed of a sales manager, seven sales people, office manager, and secretary. However, one sales staff has given notice of his resignation.
The Service Department is composed of a service manager, parts supervisor, nine mechanics, and two service writers.
Infrastructure and Facility
The dealership is located at a major suburban highway intersection and the surrounding area has many new housing developments. While the showroom was impressive, the service facility was not visible from the highway and hidden behind the showroom.
Statement of the Problem
How should the new general manager of Sullivan Ford Auto World resolve its current financial problems and decide on the future of the company?
Objectives
• To identify the marketing and operational problems affecting the over-all performance of the company; • To examine the strengths and weaknesses of the company, as well as, the opportunities and threats to the industry affecting it; • To determine if the company can sustain a competitive advantage in the car dealership industry despite threats from other competitors; and • To present alternatives for the company in planning for its future.
Areas of Consideration
Point –of- View
The study and recommendations shall be focused on the point of view of the new general manager, Carol Sullivan-Diaz. Her primary duty was to ensure the profitability of the entire dealership by selling vehicles, controlling expenses, and maintaining customer satisfaction. As a general manager, her