1. RUNNING HEAD: Marketing Strategy 1
Wheel Deal Auto Sales Marketing Strategy
Luis Raffo Carlin
Dr. James Ruether
MKT 500
June, 2015

2. Marketing Strategy 2
Introduction
Wheel Deal Auto Sales (WDAS) mission is to sell and finance affordable vehicles to
customers. The company has four statements to achieve the mission. First, integrity, values and
morals should always come in place when making a decision. Second, building relationship
among the company employees should allow the flow of the communication and empowerment
to creative solutions. Third, the product is not the car but the service we provide to the customer,
to our coworkers, and to our suppliers. Fourth, without qualified customers, quality suppliers and
dedicated employees the company will not have success.
WDAS is located in 6310 Bankhead Hwy. W, Douglasville Ga. 30134. The company has
three Managements Centers: Finance, Administrative and Sales. The three departments meet
weekly to coordinate the agenda for customer’s needs, supplier’s accounts, employees training
and legal matters.
In this paper will develop the company's branding, pricing, and distribution strategy. Also the
paper will describe the company’s marketing strategy, implementation strategy, expansion plan,
and social media strategy, monitoring methods, and integrated marketing communication
strategy. Finally, in the conclusion WADC will summarize the company marketing strategy.
Developthe company's branding, pricing, and distribution strategy.
WDAS branding strategy is complete customer satisfaction with creative solutions to help
finance affordable vehicles. The target Market is the single parent home and anyone with limited
income looking for an affordable vehicle.

3. Marketing Strategy 3
The company goal is to match the customer needs and budget. To build a relationship among
the customer WDAS will always focus on proactive and outgoing customer communications
focused on supporting customer and their needs. The effort of the company to positioning will be
through social media, local print advertisement and participation on events. The feedback from
the customer will allow the company the knowledge on how to provide better service.
WDAS pricing strategy is to match the customer budget and car payment. The company price
strategy will be based on building value to the customer. The price will be display in the window
in every car given transparency to the customer. The company will focus on the affordable
amount the customer can pay a month and making the dealership stands out from other
dealerships by being different.
WDAS distribution strategy will be to offer the vehicles in the store and though the social
media. The company objective is to be on every social network available: Face book, online
reviews, mobile apps, and twitter. Also the distribution strategy will be to attend events and local
workshops. Therefore the distribution strategy will focus to sale vehicle from the lot and through
E-Commerce.
Marketing Strategy Information
WDAS’s Marketing Strategy is building a great reputation and developing strong referral
business. The company needs to be different and need to be better than the competition.

4. Marketing Strategy 4
The company values, moral and ethics will not allow deceptive advertising or unethical sales
tactics. Service to the customer must have a personalized service at all times with the objective to
complete customer satisfaction. The company is in the introduction stage therefore tangible
product differentiation is both critical to success and difficult to maintain on a sustained basis.
The company should understand consumers’ preferences, unmet needs, and willingness to pay.
Also adding value within the target market is critical.
On balance, we feel it is safe to classify the company's major competitors as inter- or intra-
competitors. The competition offer different prices to consumers on similar cars and the
competition have a trained sales force with years in the market.
The competition strengths are the financial position and larger inventory selection. The
competition weaknesses are the reputation, cost of overhead, take longer time to adopt or make
changes, not focus on added value to customer or building long lasting relationships.
The basic steps for WDAS to succeed in the market are: first has to decide to be different,
second has to understand why the company needs to be different, and third has to decide how to
be different. Fourth has to decide to commit to steps first, second and third. Finally has to create
means by which this can be communicated to both employees and potential customers.
The strategy is to find out what the potential customers dislike of the competitor and to do
exactly the opposite. WDAS will be different by not having misleading ads that send the wrong
message, not using deceptive marketing’s tactics, enforcing great customer experiences, building
long lasting relationships, having customer satisfaction and building customer loyalty.

5. Marketing Strategy 5
WDAS will focus on serving women. The company will be customer sensitive by having the
product and service that the customer needs. The company must be constantly evolving. WDAS
by making the customer experience of buying a car pleasant and meeting customer’s
expectations will build relationships.
Peter Drucker once said “there are only two functions that generate customers; Marketing and
Innovation.” WDAS differentiation is about communicating and delivering a meaningful
difference to the customer. The company needs to build customer loyalty. The company has to
stay in touch with the customer. The company needs to show Caring after the sale and stay in
touch to grow the customer relationship.
The company intention is to be a leader by being focuses in the well being of the customer at
all times giving creative solutions that will enhance the customer’s car experience. WDAS will
walk the talk and will stand by its slogan: complete customer satisfaction with creative solutions
to help you finance your car.
WDAS marketing decision to target the single parent mom or low income household is based
on the fact that the perception of the customer on the used car dealership had unsatisfied
customer car purchase experience. The findings were that the dealer was focus mainly on selling
a car rather than meeting the customer needs and budget. Most of the time the premises were you
can have the car but at XY payment. The dealership did not go after the customer need which is
an affordable reliable car.

6. Marketing Strategy 6
Implementation Strategy
WDAS to implement the marketing strategy need to communicate to the potential customer
that the company can meet their needs and at the same time build an organization that can
establish credibility and trust.
First, in the organization all employees and the Staff do need to be train in customer service,
and the culture of the organization. The employees have to act according to the organization
mission. There are four factors involving in ensuring this strategy is sustainable: management
support, recognition and rewards, training and development, and reviewing progress. Once the
organization knows of the strategy then the company will implement a customer-focused strategy
to build long term relationships, to attract new customers and to bring out the best employee
service.
Second, the organization needs to communicate to the potential customer why the dealer is
different. Trust is the most critical element of the customer relationship. The communication
channels the WDAS use to communicate are: Organization Forums to have direct contact to our
target market low income and single parent homes. Social media: Face book, Online reviews,
Mobile Apps and twitter. Print: local newspaper or magazines to explain WDAS mission. E-
Commerce: online sales and approval to customers. Personal selling, public relation students that
will help identify the customer needs and match to the vehicle that fits the budget.
Third, the company communication message to customer is: affordable vehicles, minimum

7. Marketing Strategy 7
down payment, car payments not over 350 a month, loan term is less than 2 years, three free oil
changes, one free A/C charge, finance of car repairs, insurance loss program. If the customer
makes its payments on time the customer can upgrade the vehicle after 11 months. Customer
Referral program reward giving 100 dollars credit on your car payment. Customer appreciation
drawings by giving free tickets to movies, games or just a gift card.
Five (5) year expansion plan that includes future profitability
Year # of vehicles
2015 70 vehicles
2016 100 vehicles
2017 150 vehicles
2018 200 vehicles
2019 200 vehicles
The company expected profits by 2019 after operating cost and before taxes is US$200,000.
Specify two (2) social media
WDAS social media strategy will depend on the demographics, location and marketing
strategy. Social media will give the opportunity to communicate WDAS differences. The two
social media that WDAS will use to connect with customers are: Face book and You tube.

8. Marketing Strategy 8
In December 2012, Facebook had 167 million users in the U.S according to
marketwatch.com. With that many people logging on WDAS cannot ignore this site. WDAS will
connect with customers by implementing “Social Care” or customer service via social media. In
fact a 2012 study by Nielsen found that 47 per cent of social media users had engaged a company
for social care. 30 percent of social media users prefer social care to traditional customer service
over the phone. And for the users 18-24 that number jumps to 37 percent. Social media users are
most likely to comment on or ask a question about a company’s product or service.
A study by Dealer.com revealed that twenty seven percent of the buying population feels
that social media greatly influences their identification of a dealership from which to purchase. A
study from Digital Air Strike, released in November 2012 found when visiting dealer Face book
sites customer top items cited as valuable included: dealership service promotions, review from
consumers, sales promotions, pictures of cars, articles about car care tips. WDAS will follow the
customer needs by downloading the priorities for the consumer.
The second social media site will be You Tube in which WDAS will download videos to
inform, educate and entertain the customer. The videos will be on how to buy a car, how to
inspect a car, when to trade a car and car maintenance tips.
WDAS integrated marketing communications
WDAS integrated marketing communication plan, the different tools feature the same
creative treatment. By repeating the headlines, key phrases and images in each communication,
you ensure that prospects and customers receive consistent messages each time they see one of

9. Marketing Strategy 9
the elements of the campaign. Creative consistency helps reinforce the basic campaign themes by
increasing the number of times prospects see or hear the same message. The goal is to connect
with the consumer giving the same message. The budget of the company is of one hundred
dollars for unit on inventory. The priorities on investment in order are: Public Relation, Social
Media, Personal Selling, and Print Advertisement . To measure the effectiveness of the
advertisement the company will ask : How did you find out about us? Also where did you find
out about WDAS?. To measure the reach in social media the company will follow how many
visit the page, engagement and closing ratio.
Conclusion
WDAS marketing strategy is complete customer satisfaction with creative solutions to help
finance affordable vehicles. The company goal is to build a relationship among the customer and
the company. The effort of the company to connect with the customer will be through social
media, local print advertisement and participation on events. The integrated marketing
communication plan is to have the same message: WDAS is different, WDAS have affordable
cars to match your needs, and WDAS appreciate your business. The company success will
depend on adapting to customers changes, building collaboration with suppliers and employee
empowerment.

10. Marketing Strategy 10
References
Vehicle Pricing – Is it a Strategy or “Just a Tactic”? retrieved June 5,2015 from
www.dealerrefresh.com/vehicle-pricing-strategy-or-tatic/
Prof. Dr. Ulrich Tüshaus, André Jerenz – 2008
Revenue Management and Survival Analysis in the Automobile ...retrieved June 7 ,2015
from https://books.google.com/books?isbn=3834998400
Linton Ian , The Importance of Integrated Marketing Communications
retrieved june 6 ,2015 from http://smallbusiness.chron.com/importance-integrated-marketing-
communications-73248.html
-Reynolds, Grant, (2014)
THREE KEY MARKETING STRATEGIES TO SECURE TOMORROW’S CAR BUYERS
TODAY retrieved June 6, 2015 from http://www.nielsen.com/au/en/insights/news/2014/three-
key-marketing-strategies-to-secure-tomorrows-car-buyers-toda