Alma Chrysler Jeep Dodge Ram: Home Of BUDDY, The Four Legged Greeter

Abstract

This is a case about a couple who met in college, eventually reconnected and married years later, and returned to the general area of where they met to own and operate a small town Michigan car dealership. Both have much experience in the automotive sales industry. The automobile business is evolving and deciding which promotional mix elements will work best for them is the challenge. As they are busy operating the dealership day to day, it is not always easy to find the time to plan strategy for the future. The dealership is far from reaching its sales potential; attaining the proper number of car sales each month is the goal. The Malloys believe that that is the key to the overall success of the dealership. Decisions need to be made, training needs to be implemented, and getting the team to pull together will contribute to attaining that goal.