Group 5 Case Study

Rover cars

Viewpoint
The

top management has the ability

and authority to solve the companys
problem/s.

Time Context
Rover

must evaluate their direct

marketing program and propose
changes for 1992.

Problem Statement

How

can we improve our

conquest 91 to make the
prospect buyers a loyal buyers?

Statement of the
Objectives
To

increase the volume of sales for

more than 55%
Make the prospect buyers a loyal
buyers

Areas of Consideration
Strengths:
1. High Quality Car Manufacturer
2. Continue to receive host of major accolades
3. Roverization
4. Importance of customer retention is
fundamental
5. Uses Direct Marketing
Weaknesses:
6. Small car range
7. R&D Disadvantages
8. Unable to radically alter design

Areas of Consideration
Opportunities
1. Trends have been advantageous to Rover
2. New market segment - User chooser
3. High surge in Car sales in August each year
Threats
4. Motor-car market is volatile and highly
competitive
5. Around 14 car makers currently sell at least
20,000 units each year.
6. Recessionary conditions over period

Alternative Courses of
Action
1.

Appropriate roles and high

incentives for the dealers
2. Implementation of Conquest 91
should be backed up by outsourcing
to cope up in the high volume of
calls and other support needed
3. Planning and development team
should be deployed to monitor the
cost efficiency of the new program

Analysis
Appropriate

roles and high incentives

for the dealers
Advantages
Direct interaction with the prospect customer
Expert in selling
Repeat sales
Disadvantages
High manpower cost
Additional monitoring

Analysis
Outsourcing
Advantages
Queue will be monitored properly
Repeat sales
Follow demand exactly
Disadvantages
Additional cost
Confidentiality Risk
Lack Of Internal Talent Development

Analysis
Research

and development team

Advantages
Forecasts the high and low peak
Prepare the analytics
Knowledgeable in identifying room for improvements
Enhanced reputation
Disadvantages
Additional cost
Uncertain outcomes
Difficulties in anticipating how conditions will change
in the market

Conclusion
ACA

Customer Satisfaction

Ease of
Implementation

Cost

Medium

Medium

Medium to High

Low to Medium

Medium to High

High

High

Low to Medium

Medium to High

1. Give an appropriate roles

and high incentives for the
dealers

2. Implementation of
Conquest 91 should be
backed up by outsourcing to
cope up in the high volume of
calls and other support
needed

3. Planning and development

team should be deployed to
monitor the cost efficiency of
the new program

Conclusion
Our group will choose solution number
three(3) as an alternative solution to the
problem since our main priority is to
increase sales and at the same time retain
loyal customers.

Plan of Action
Internal/External

hiring (1 to 6 months)

Improvement of Conquest 91
Innovation
Demand Forecasting

Deployment
Upon the development of Conquest 91

Tracking

and Feedback

Satisfaction form from other dept

Tracking of sales figures.