The page length for the case study will be at least five (5) pages. The content of the written work in the case study should be free of grammatical and spelling errors – and commensurate with graduate level scholarship and critical thinking skills. The assignment should include a title page and a reference page (at least three (3) additional reference sources are required). The paper should comply with APA format (6th edition). The rubric provided below will be used to grade each case study.
Selected Case Study: SEWELL MOTORS. See Textbook pages 72-74:
http://www.autonews.com/article/20010205/ANA/102050794/sewell-didnt-know-he-was-a-brand
http://www.sewell.com/?cs:e=m&cs:q=customers%20for%20life%20by%20carl%20sewell&cs:m=p&cs:cid=81707467161694&cs:tv=493&cs:a=sewell_brand&cs:pro=swpadp&cs:ki=1241061658&utm_source=bing&utm_medium=cpc&utm_campaign=Natl%20Sewell%20DG%20Exp%20Brand%20Cat%201%20Sewell%20Only&utm_term=%2Bsewell&utm_content=Natl%20Sewell%20DG%20Brand%20Sewell%20Sewell%20Only
See also the short book review at the end of these instructions.
QUESTIONS TO ANSWER:
1. Identify and describe at least three key strengths of SEWELL. Which of those strengths is most important / critical for SEWELL’s success? Why?
2. Identify and describe at least three key weaknesses of SEWELL. Which of those weaknesses is most important / critical for SEWELL’s survival? Why?
3. Identify and describe at least three key opportunities for SEWELL. Which of those opportunities is most important / critical for SEWELL’s future success? Why?
4. Identify and describe at least three key threats to SEWELL. Which of those threats is most important / critical for SEWELL’s future survival?
5. You have been asked to present your findings and recommendations to SEWELL’s Board. What three high priority recommendations would you make in that presentation to:
a. Exploit opportunities and strengths
b. Neutralize threats
c. Avoid weaknesses
*A Book Review*
Customers For Life
By Carl Sewell & Paul B. Brown
by Michael C. Gray
Carl Sewell is one of the outstanding Motor Vehicle Dealers in the United States. He sells Cadillacs and Hyundais, Lexuses and Chevrolets. Sewell grew his business from $10 million in 1968 to $250 million today.
He has given his philosophy, strategies and procedures for accomplishing this in his excellent book. For motor car dealerships, this book iscompulsoryreading. For other owners of closely-held businesses, it ismandatory reading.
Here are Sewell’s Ten Commandments of Customer Service.
1. Bring ’em back alive.
2. Systems, not smiles.
3. Underpromise, overdeliver.
4. When the customer asks, the answer is always yes.
5. Fire your inspectors and consumer relations department.
6. No complaints? Something’s wrong.
7. Measure everything.
8. Salaries are unfair.
9. Your mother was right.
10. Japanese them.
The Ten Commandments come with a warning–they aren’t worth a damn… unless you make a profit. You have to make money to stay in business and provide good service.
Sewell wants to make each customer a customer for life. A customer for life represents $332,000 in sales, from twenty car sales plus parts and service work. He has actually underestimated the value of the customer because of the potential referrals the customer might make.
“Are we going to make an extra effort for someone who might buy twenty cars from us? You bet.”
Looking for practical advice on how to make extraordinary business? Read this book.
