Sam Pierce Chevrolet

Situation

Sam Pierce Chevrolet had been a small dealership based in Middletown, Indiana for over two decades. In 2004, the dealership moved to a new state-of-the -art facility on State Road 67. While the new location was on a major highway and just minutes from the Interstate, it was not conveniently located for some of the residents in nearby Muncie and Anderson, tow key target markets.

The dealer principles have been dedicating more of their marketing efforts and budget to the internet. One of their ideas was to create a service to drop off and deliver vehicles for service or test-drives at local schools. The strategy was to use the convenience of this new service to offset the driving distance to the dealership.

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