Effectively Marketing a Used Car Dealership - 13299 Words

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†¦show more content†¦Recently, in a telephone conversation with the current owner of Valley Motors, Greg Voeltz, on February 7, 2008, he contends Valley Motors’ current location is surrounded by affluent communities like Old Cherry Hills, Cherry Hills Village, Columbine Country Club, Greenwood Village, The Preserve and Polo Reserve to name a few. He explains that Valley Motors is the only independent Mercedes-Benz dealership in the south metro area. To move further south, with an emphasis Fisher-2 on Highlands Ranch, is perceived as detrimental at this time for the reasons above. Additionally, south Broadway is perceived by many metro residents as the place to go for high-end automobiles in the south metro area, according to Voeltz. He admits that Valley Motors is at the northerly end of those dealerships. However, Valley Motors’ current location has not, to his knowledge, been perceived as being either too far north or not southerly enough. The Ralph Schomp BMW dealership is moving further south due to lack of space; however, they will continue to maintain their existing location on Broadway for their Honda line. In spite of their move, there continues to be high-end dealerships in the immediate area to Valley Motors like Kuni Lexus, Stevinson Jaguar and Mercedes-Benz of Littleton. It is easy to get lost in the crowded industry of vehicle sales, when the products are commodities, and allShow MoreRelatedWolf Motors Success Story Essay819 Words   |  4 Pages office after visiting the company’s newly acquired automotive dealership. It was the fourth Wolf Motors’ dealership in a network that served a metropolitan area of 400,000 people. 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