Como se da Conroy acura

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Universidad San Ignacio de Loyola

Marketing Management
Prof. Walter Vizarreta Vilcaromero

Final Case: Conroy’s Acura Case Questions

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Integrantes:

• Carla Ximena del Castillo Uribe
• Sebastian Tomasevich Castañeda
• Manuel Zumaeta Uribe

Noviembre 2016

Final Case: Conroy’s Acura Case Questions

Acura is the luxury brand by Honda for the United States, Canada and Hong Kong since november 1986. Acura is an upscale automaker known for having a high level of quality and luxury shown by their performace.

Acording to the case Acura Canada dealer its facing a good economic situation but the sales pronostic doesn’t look good becasuse of the decreace of awareness and the stangnant of the retention ratio.

One of the problems they are facing is the costumer life time value, they need to stablish their target market selection and with that information start to select which costumers leave the better profits than others to enfasize the marketing retention efforts with them.

Questions:

1. What types of customer data would be useful when examining retention rates and costs?
   

Basically, at the time we analyze or study the customer retention rate and the costs we manage according with the text, we deduce that customer value time for us is an indispensable factor that we must have in account at the time of establish or calculate these important points.

The customer lifetime value will allow us evaluate how often the customer possibly come back to buy a new car as well as his or her behavior at the time of the purchase or after.

But as the text says, to calculate the customer lifetime value is necessary we have the follow statements:

• The discount rate (Time value of money)
• The length of time a customer keeps a car before purchasing a new one
• The retention rate (% of customer who is gonna return to purchase their next car), etc.

Is for that reason that we consider that the customer lifetime value is important to stablish all of these elements.

CLV = ((1-d) x ((p –c -(m x y))/(1-r))

1. The typical lifetime value statistics reflects a period of 5 years. Would the statistics be useful for evaluating customers that may purchase an automobile once every 4 years? What data might make the statistics more helpful?

It can be like a build a loyalty program. This kind of program are structured marketing strategies designed to encourage customers to continue to shop at or use the services of businesses associated with each program.

We must implement the appropiate program to this kind of business because it  exists many, and before that we have to analyze which would  be the more suitable.

An other data that will help us to improve the statistics will be the segmentation and the identification of right channels to invest in. These channels have to attract the right customers to our business if we want that they continue buying our products.

A CRM (Customer relationship Management) also help us to establish the correct  way to manage our clients. Have all the information about our customers and all they want, obtain a close relationship with them will guarantee not only more sales, also we will have a good retention rate.

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