SUBMITTED BY:
SESSION 2019-21
MBA
FIRST SEMESTER
SERVICES MARKETING
CASE STUDY: SULLIVAN
FORD AUTO WORLD
SUBMITTED TO:
SIR SAMAR RAHI
Question No 01
How does Marketing Cars differ from Marketing Services for the Same Vehicles?
Marketing Cars is different from the manner of Marketing Services.
o Marketing Cars
Marketing Services
o Cars are marketed in the traditional way of marketing which attempt to control only 4 P’s
(Product, Place, Price and Promotion).
o Cars are tangible products that are being sold in unit. Sullivan Ford Auto World case
study selling of cars around 1100 both new and used Cars.
o The procedures of the production of Car and Consumption or Usage of Car are Separated
process.
o Marketing a Cars will usually emphasis on the buying process of the consumers,
involving transection, to take ownership of the product.
o Marketing a Car is easy because the product can be seen, touched or can be experienced.
o Through Images, pictures, visuals and illustration, customers can already see the
features/Quality of the product.
o Customer can experience the product on their own like to own his Cars.
Marketing Services for a Car includes the 7 P’s (Product, Place, Price, Promotion,
People, Process and Physical Environments).
Service Industries face more challenges than its product counter part because of the
people factor.
In Marketing Services is required a monetary transection time and effort are exchange for
labor or skill, but the ownership of the product is not seen heard of.
A service is an intangible product that must offer superior service in order to hold
competitive advantages.
It is tough for the customers to imagine what actually happen if the get the Service.
Marketing Servicing Required/need more skill man power and experience labors.
Another main difference between the Marketing Cars and Marketing Services both are
required the different people for different skill sets. One personal will be skilled on auto
mobile market and another one will focus on customer satisfaction . Products and Services
can in differ in many aspects;
Intangibility
Inseparability
Non-standardization
Perishability
Regulation
Word-of-Mouth
Questions No 02
Compare and contrast the Sales department and the Services department at Auto World?
The Sales department in Auto World is accountable for engaging the customer and influences the
customers to buy product. They are also accountable for notifying the customers about for Car
modules and new offerings the customers would be interested in. Sales department also in charge
of giving alternatives or more options to customer who were not able to buy brand new Cars
where they offer the second hand or pre-owned ones (But usually they were persuaded to buy
brand new ones). Sales department always look for increasing revenue for Car sale. They are
target oriented and concentrate to fulfill their target.
Sales department considered as Front-End.
Extensive marketing and advertising.
Customer satisfaction is easily attained.
Employees of Sales department must possess excellent communication skills.
The Services department of Auto World is accountable for the servicing, repair and maintenance
of the Cars. They are also accountable for answering the quires of the customers and entertaining
the concerns and problems of the customers. There are many concerns for the services
department; Appearance of Service department, Problems with inconvenient service time for
customer, Waiting Area, Services measures, Customer orientation, not so good attitude of
Service department.
Service department considered as Back-End.
No marketing and advertising for the Service.
Customer satisfaction is harder to attain.
Employees of Service department must possess higher technical knowledge.
Questions No 03
From a consumer perspective- what useful parallels do you see between operating a Car
Sales and Service dealership and operating health services?
Health Care sector is delivered by practitioners in medicine, nursing, pharmacy and other
care providers to humans where customers who seek ultimate satisfaction when it comes
to their health and also remarkable satisfaction is requested by customers who seek Car
services.
In both Sales and Service department always work for making the customers satisfied.
Both the department does it with their quality product and Smooth service experience.
It’s important and significant for all businesses to provide a good quality product and best
quality service.
Operating in Automobile Sales and Services dealership and operating in Health Care
service there are many similarities and many differences.
Health Care services are depends only service but automobile industry is based on both
product and services.
Building trust and tight relationship is essential for both Car Sales and Services
dealership and Health Care services.
Both Service providers need to maintain the strong healthy customer relationships.
Questions No 04
What advice would you give to Carol on future strategy for the business?
I would advise Carol Sullivan to appoint Larry winters as a new leaders because he knows about
the automobile sales industry. He can manage the changed system since he has great track record
automobile sales industry. He has strong managerial capabilities and strong network in the
industry. Coral Sullivan should hire both financial and services managers to hold the financial
assets and services sections. Turnover of Service Writers job is high because this job is more
stressful. Customers could often be quite abusive, yelling at Service Writers over the phone or
arguing with Services Writers. Her sisters worked part time job as Service Writers. She can
appoint her sisters for permanent for Service Writers to less the turnover of this job. Some others
suggestions for Carol Sullivan are following;
Hire an experienced service management team
Business partner whom she can trust
Revamp the Services department
Train the service staff
Expand the service delivery system
Develop a customer oriented service strategy
Advertising, marketing and promotions tools should be efficiently used.
