Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
John Hannon
Abstract
AbstractSome executive-level automotive dealership managers in Grenada lack successful marketing strategies to sell new U.S. or Japanese vehicles to increase dealership profits. Executive-level automotive dealership managers are concerned about how dealership marketing strategies can negatively impact the business’s bottom line. Grounded in the segmentation, targeting, and positioning model, the purpose of this qualitative multiple-case study was to explore the successful marketing strategies four executive-level dealership managers used to sell U.S. or Japanese vehicles to increase profit in the southern region of Grenada. Yin’s 5-step thematic analysis of semistructured interviews and company documents derived four themes: customer retention, product branding, media promotional strategy, and after-sales service. A key recommendation for the executive-level automotive dealership manager is to implement two-way communication with customers to maintain good customer relationships. The implications for positive social change include the potential for marketing strategies that promote company sustainability that could result in improved satisfaction of employees and enhanced lifestyles of their families and communities.
Recommended Citation
Hall, Keith Wayne, "Marketing Strategies for Automotive Dealerships in Grenada" (2022). Walden Dissertations and Doctoral Studies. 13399.
https://scholarworks.waldenu.edu/dissertations/13399
