AAA Strategic Marketing Plan
Karolyn Scheib, Aurelia Okafor-Smith, Angie Boyd, April Blood, Kirsten Fayette-Ryan
March 3, 2014
Organizational Overview (1)
AAA is a non-profit organization that founded in 1902 and serves 53 million members across the United States and Canada (AAA MountainWest, 2013). Since 1925, AAA offers insurance, traveling plans, and roadside assistance (AAA MountainWest, 2013). AAA offers a club membership that distributes automotive and travel needs to its members. In addition to AAA member services, AAA promotes itself through product and service improvements and community outreach (AAA MountainWest, 2013). AAA fights ...view middle of the document...
This process is done in hopes of appealing to the consumer to buy the organizations products. Without marketing, the products cannot reach the consumer.
New Product Description (2)
AAA has a targeted clientele with specific automotive needs. AAA is looking at designing a new product, an automotive card. Although AAA offers various types of credit cards for its members, this product would be a specific credit card for auto repairs only. Card holders will have minimum payments and 0% interest rate if balances are paid in full within six months. No annual fee. Purchases and repairs will be honored nationwide through preferred vendors. They can earn rewards, discounts, and rebates for regular maintenance through preferred vendors. When card members use an AAA-preferred vendor, he or she will receive 20% off their auto repairs. In addition, if card holders bundle their membership with an AAA insurance vendor, they will also receive a 10% decrease in their insurance rates. This product would provide AAA members security in knowing that, if the time comes that their vehicle needs repairs, they will have a card that offers better rewards and incentives.
SWOTT Analysis of New Product (3a-e)
AAA is proposing a new credit card to be used for car repair services only. The acronym S.W.O.T.T. stands for strengths, weaknesses, opportunities, threats and trends and is a tool used by marketing managers when creating a marketing strategy. Performing a S.W.O.T.T. analysis helps with organizing information and presenting ideas and solutions. Each category plays a key role to developing awareness of all factors (positive and negative) that may affect the planning of a new product or strategy (Goodrich, 2013).
Strengths: AAA is an established company since 1902. They promote themselves through quality products, services, and member benefits. They are involved with the community; therefore, branding and promotions have built trust and respect within the community and across the nation.
Strength Strategy Implications: By providing a new credit card with benefits to existing vendors and preferred customers and attract new customers and vendors to join. Bundling member services and benefits increases savings, decreases out-of-pockets expenses, and builds peace of mind and customer value.
Weaknesses: AAA is known for roadside services and travel, but they do not provide solutions or assistance for unexpected costs for auto repairs and maintenance.
Weakness Strategy Implications: Partner with other businesses that provide auto repairs and additional marketing to target populations. This will help promote the auto credit card but most importantly allows AAA to market to another target group that involves other auto credit cards offered by National Tire and Battery Services (NTB), NAPA, Midas, and Firestone.
Opportunities: The credit card could promote up-selling of other member services. This product would help obtain new customers and vendors while...