Maitland Motors Dilemma Essay

1136 words - 5 pages

Julian F. Perez
4/25/12
Marketing 620
Case Study
Maitland Motors Dilemma
Bruce Maitland owns Maitland Motors, a Ford/Lincoln-Mercury dealership in Twin Cities. It is the year of 1984 and the business is running very good thanks to important leases deals with Wisconsin-National, Inc. for the last 4 years. Bruce Maitland was able to start business with this well established corporation by becoming friend of Chuck Harper; a successful manager that with the past of time advanced through the corporation reaching top executive level which benefited Maitland Motors as well. Bruce Maitland provided personal favors to Chuck Harper and his successors within the path of Chuck’s career to be able ...view middle of the document...

A second choice would be getting Bruce and his successor a formal letter of appreciation for their business attaching a special personal discount card and special treatment when they visit his dealership in Twin Cities; that way, he can start making a transition in their mentalities between personal business and corporate business. And as a third choice, he could replace Wisconsin-National business with other corporation using the experience gathered from this business and when this new relations with a new corporation is accomplish, he would end up relations with Chuck and his successor, taking the loss of profits and learning from this work experience for future customers; but he will need to make sure there are new profits coming from other corporations’ leases before he terminates relations with Wisconsin-National.
Bruce Maitland needs to analyze each alternative very carefully. He needs to understand that personal favors to executives in a corporation need to stop since this can bring legal charges to them and the Bruce himself. The first alternative would be a very civilized, deep touching, but risky strategy that can end up in Chuck’s disappointment and end of the relationship between Wisconsin- National and Maitland Motors; although, it would save an important family friendship that in the long-run will re-establish business relationships with correct ethical standards. But in the other hand, in the best case scenario, Chuck will consider Bruce’s concerns and understand the legal implication of his request; business between them will keep running within ethical standards but always keeping a stretch friends relationship; favoring Maitland Motors when offers between competitors are equal. The second alternative is riskier than the first one because is more direct to Chuck’s personal intentions; through the second alternative many ideas can be misunderstood worsening the environment between the two business and friendships; although there is a subliminal message in the letter and the savings card, this could be felt as threatening and could become the end of the both relationships for good; in the good scenario, Chuck and his successors will understand the new rules of the game and will accept a discount card as very polite way to communicate and will always favor Maitland Motors at the time when...

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