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Customer Lifetime Value and Return on Marketing

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Submitted By plformilleza
Words 1465
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Case Study: Conroy’s Acura: Customer Lifetime Value and Return on Marketing

Case Summary:
Conroy’s Acura was founded in November 1986 by Ross Conroy, a veteran of the car industry who also owned a General Motors dealership to open in Toronto and one of the first in North America. Located in downtown Toronto, Conroy’s Acura sold both new and pre-owned vehicles, and its service department was dedicated to Acura Products. Conroy’s Acura was an independently owned dealership that held a franchise agreement with Honda Acura’s parent company. It has been a successful company amidst the number of competitors since 1986. And now, it needs to create less expense or cost efficient strategies to increase the number of customers and most importantly, sales. Allowing Employees and the other people in the work force to contribute to the brainstorming of new ideas, this became an interactive company work. Given that advertising will not be that purely effective for it, since it can only attract an indefinite number or potential customers.

Statement of the Problem: What effective way/s should the Conroy’s Acura company be doing sto increase customer lifetime value on marketing, sales and profit?
Analysis of the Data Data:
Organizational Structure The company has a Functional Organizational Structure The company’s employees are organized by what they should do in their work. There is one top line manager, Terrence Conroy, he is the person who manages and controls the company. He is also a democratic leader who gives the employees an opportunity to hear the voices of very employees. Then there is Rachel De Lima the vice of sales and the rest are the salespeople, and the two administrative assistants and the technicians which works efficiently in the firm. Organizational Culture The organizational culture of the company is a Market Culture, seeing that

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