During the 2020 pandemic, a Tampa based leading automotive dealership was facing diminishing sales in the market for the last six months. The company was having a broad portfolio of auto parts, cars, SUVs, and trucks. The company engaged Strise to address the issue and recommend a strategy that would stop them from losing any business. Also, the company was seeking help in the marketing strategy implementation and building organizational capabilities.
After reaching out to Strise, we quickly jumped into action. To identify the root causes of the issue, we started with our marketing assessment. We conducted a thorough analysis of the company’s current marketing & sales strategies, including analyzing sales data and the relative performance of the brand, dealership, and product across all marketing and non-marketing avenues.
Afterward, we interviewed top management and key officials to get their perspective on the issues. Also, we performed a competitor analysis to identify growth opportunities, understand the customer’s perception of the brand, and analyze its competitive position.
We identified numerous issues, particularly in the current marketing strategy and organizational capabilities. For instance, the company had a weak position in the local growing markets against competitors. That’s what was causing key customers to go to competitors.
They also had an improper allocation of resources for all branding, distribution channel, and promotional activities; we found that the sales team’s effectiveness was limited by sales support, decision power, and tools.
Once we figured out all of the issues, we could then start to fix them. We began by redefining the company’s target markets and brand positioning. Marketing mix models were optimized, focusing on pricing, set for different models and geographies, marketing communication plans, and adding digital channels to change the perception of the dealership’s brand to customers and generate business leads from targeted geographies. Also, we trained and fine-tuned the sales process and tools to improve the sales team’s effectiveness. We then redesigned the marketing organization structure with defined roles & responsibilities of each member of the team.
For the effective execution of the marketing plan, we developed a marketing maturity plan. We will support the client for more than 100 initiatives over the next five years. This includes :
- Guidance to solve the real-time problems with implementing the strategy
- Designing creative and marketing collaterals.
- Validating and measuring the performance of campaigns
- Tracking the set KPIs and optimizing marketing ROI
- Implementing our marketing automation software
- Reviewing the marketing maturity plan periodically and optimize it wherever required
- Train the sales team to enhance sales skills and implementation of a new sales process