á
h !
hFord
hLincoln
hMercury
hMazda and Jaguar (occasionally)
h Also on agenda: Satellite light-service-only locations(garages)
Î
á
Y
:
a) Development of an intranet.
b) monstruction of customer loyalty database.
c) Prediction system for vehicle sales.
Î
:
a) Each location had a head sales manager and head service manager.
b) Sales and service managers reported to central collection management.
Î
á
Î Î Î
:
a) Selecting appropriate individuals and putting them in the right positions.
b) Training programme.
c) HR managers tried to influence change among the employees.
:
a) Initial focus of marketing was introducing the Auto mollection
concept and explain its benefits; murrent plans included base of
written materials and media communication and more targeted
campaigns.
b) Website for each Auto mollection.
c) Development of customer relationship centres.
! Î
:
" #: One price selling. No negotiations.
" #
: Low pressure sales; Everything was to be customer
friendly.
"
: Based on number of vehicles sold, not profit made
on price of each vehicle.
"
: Savings from economies of scale; increase in cost due to
increase in employee benefits.
h Dramatic change- sales & h 3- step process
profits declined
h Slow & steady; less risk; time-
h Quick; but high risk consuming
mustomers were dissatisfied with the process Efforts to increase customer satisfaction by
of buying a vehicle. charging fair prices, providing better
services etc.
mustomers usually didn͛t find what they were Greater selection; customers had various
looking for . brands and options to choose from
People rarely used Ford Dealerships for Services were promised to be customer
servicing their vehicles . needs driven low pressure.
mustomers were usually confused by quoting ͚One price policy͛ was now adopted.
a low price in advertisements.
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