Uncle Bob's Auto Shop

Uncle Bob is your relative from back home who is a mechanic. Upon arriving in the United States, he set up an auto shop to cater to his community. He named the business as Uncle Bob's Auto Shop, which has been a staple in the community of Garden Grove for over three decades. The shop has always depended solely on customer referrals due to its reliable service and trusted reputation.

However, recent years have seen a substantial shift in the local demographics. Current customers are aging and retiring. Most of them are leaving the city life. Uncle Bob noticed an influx of younger residents and he does not know how to promote his shop to them.

Knowing that you are taking MBA studies, Uncle Bob asked for your help in creating a comprehensive marketing strategy to boost his business. Otherwise, he may have to lay off his employees and eventually sell his business.

Using the concepts learned from this course, what will be your proposed marketing strategy? Be creative in your solutions. Begin with SMART objectives, target market, and positioning before indicating the IMC promotional tools you would suggest. Describe your advertising content and ideas. Do not forget to include how to evaluate the effectiveness of your marketing campaign as discussed last week.

NOTE: Your grade will be based on the use of marketing concepts discussed in the class, critical thinking, and creativity.