MKTG Case Study
Ateneo de Zamboanga University
School of Management and Accountancy
Management Department
Mktg 100 - Principles of Marketing
CONROY’S ACURA: CUSTOMER LIFETIME VALUE AND RETURN ON MARKETING
CASE SOLUTION AND ANALYSIS
A Case Study
Presented to
Mr. Dexter C. Velez
Management Department, School of Management and Accountancy
Ateneo de Zamboanga University
In Partial Fulfillment of the Requirements for
Marketing 100 – Principles of Marketing
First Semester, Academic Year 2014 – 2015
By
John Reymund B. Ramirez
BSAc 3-B
Mktg 100 - B
October 2014
Case Study: CONROY’S ACURA: CUSTOMER LIFETIME VALUE AND RETURN ON MARKETING
I. CASE SUMMARY
Terrence Conroy, owner of the Conroy’s Acura Dealership, a car dealership franchise business, finds difficulties on how will the car dealership be able to increase its sales after having stagnant sales and abysmal retention rates. Fortunately, Rachel De Lima, the car dealerships, vice-president of sales, was continually seeking for marketing strategies and schemes to boost up the stagnant sales and abysmal retention rates that the dealership is suffering. However,
Terrence Conroy is indecisive of what marketing strategy does the company should employ because of the undeterminable success rate of all marketing schemes that the company had employed before. He was also skeptical of the idea of sales staff that price reduction is the key to increase sales not knowing the fact that it pose high potentiality is profitability. Furthermore, most of De Lima’s marketing approaches were focused simply on spending more on advertising.
Conroy’s Acura was founded in 1986 by Ross Conroy, a veteran of the car industry who also owned a General Motors dealership and an American Motors (AMC) dealership, and was involved in car dealership. It was the first Acura dealership to be opened in Toronto and the first in North
America. In 1999, Ross’s son, Terrence Conroy, was instated as the dealership’s new president.
The company had 9 sales staff, 2
School of Management and Accountancy
Management Department
Mktg 100 - Principles of Marketing
CONROY’S ACURA: CUSTOMER LIFETIME VALUE AND RETURN ON MARKETING
CASE SOLUTION AND ANALYSIS
A Case Study
Presented to
Mr. Dexter C. Velez
Management Department, School of Management and Accountancy
Ateneo de Zamboanga University
In Partial Fulfillment of the Requirements for
Marketing 100 – Principles of Marketing
First Semester, Academic Year 2014 – 2015
By
John Reymund B. Ramirez
BSAc 3-B
Mktg 100 - B
October 2014
Case Study: CONROY’S ACURA: CUSTOMER LIFETIME VALUE AND RETURN ON MARKETING
I. CASE SUMMARY
Terrence Conroy, owner of the Conroy’s Acura Dealership, a car dealership franchise business, finds difficulties on how will the car dealership be able to increase its sales after having stagnant sales and abysmal retention rates. Fortunately, Rachel De Lima, the car dealerships, vice-president of sales, was continually seeking for marketing strategies and schemes to boost up the stagnant sales and abysmal retention rates that the dealership is suffering. However,
Terrence Conroy is indecisive of what marketing strategy does the company should employ because of the undeterminable success rate of all marketing schemes that the company had employed before. He was also skeptical of the idea of sales staff that price reduction is the key to increase sales not knowing the fact that it pose high potentiality is profitability. Furthermore, most of De Lima’s marketing approaches were focused simply on spending more on advertising.
Conroy’s Acura was founded in 1986 by Ross Conroy, a veteran of the car industry who also owned a General Motors dealership and an American Motors (AMC) dealership, and was involved in car dealership. It was the first Acura dealership to be opened in Toronto and the first in North
America. In 1999, Ross’s son, Terrence Conroy, was instated as the dealership’s new president.
The company had 9 sales staff, 2