AutoNation: Now Offering Navigational Service Plans and Agreements
Cornelius L Davis (D01407581)
Keller Graduate School of Business University
Marketing Management
MM522
Professor Lynn Szostek
09/11/2011

AutoNation: Now Offering Navigational Service Plans and Agreements
Executive Summary AutoNation hired our firm, Cornel’s Strategic Marketing Incorporation to develop a marketing plan to sell global positioning systems (GPS) and offer an additional service program to service GPS systems. Cornel’s Strategic Marketing Incorporation has been in business since 1956 and has provided marketing plans to all types of businesses with great success. The following market plan sets the foundation to a successful project deployment. AutoNation is the top automotive retail industry with a strong brand name. Applying a new service for GPS systems will enhance the operation and provide an extra service to its customers. The additional service is in-line with AutoNations mission objectives. The GPS system is a hot commodity that gives customers an additional feature and benefit. Establishing a partnership with the top GPS manufacturers (TomTom, Garmin, and Magellan) increases the success rate of the marketing plan. Then the additional servicing programs of extended warranty, replacement program, upgrade program, installation, and set-up gives an added incentive with competitive pricing. Strategic development of the plan identified strengths and weaknesses. The strengths are magnified to a higher level in customer service and immediate value to the customer. Weaknesses are counteracted by a strong branding presence and control measures placed in the plan to overcome obstacles and early detection for swift adjustments. The main distribution channel strategy will come from wholesalers, and manufacturers. Pricing is competitive and comparable to the market; and the