This website uses cookies to ensure you have the best experience. Learn more

Net Conversions Influences Kelley Blue Book Case Study

2062 words - 9 pages

NetConversions Influences Kelley Blue Book

BUS 454

Shelia Cassidy

This paper will explore the way that NetConversions (NetC) influenced the Kelly Blue Book (KBB) webpages after first presenting a short history of the Kelly blue book company. The three discussion questions to be answered are:
• Develop the management-research question hierarchy through investigative questions for this project.
• Using the research process model (Exhibit 4– 1), describe and evaluate the research design of this project.
• Describe and evaluate the sampling design for this project.
From Model T’s to Web Sites
Kelly Blue Book (K BB) began ...view middle of the document...

The Kelleys also started their own insurance company and automobile club and bundled the entire package along with the car. After World War II was over the Kelleys offered a “G. I. Credit Plan” with no money down and up to five years to pay off the car. By this time the Kelly Kar Company had also evolved into selling both new cars and used cars and advertised with full-page newspaper ads and later on, become one of the first dealers to use television to advertise their business.
Les Kelley decided to sell his dealerships rather than move them again, because of the rising land prices in Los Angeles. Staples Center and LA Live sits on the old Kelly Kar Company site today. The Kelleys focused on the Blue Book and moved their company first to Long Beach, and then later to Orange County, California (Irvine). The Kelly Blue Book became the standard of the industry for the next 30 years, and was sold as a “trade” publication to automotive industry businesses. Other value guides were soon started as well, including a New Car Price Manual, RV Guide, Motorcycle Guide, and a Manufactured Housing Guide. Because the blue book only covered seven years, it made sense to also publish the Older Car Guide when people began to keep their cars longer.
In 1978 Mike Kelley became the third generation Kelley member to join the company. Mike’s background in computer science help the company to not only develop trade in software for dealers, but also pricing software for both new and used cars. But the innovation did not stop there as K BB developed software for the dealers to print Blue Book window stickers which included all the details on the car, along with the blue book suggested retail value and the dealer’s asking price. It wasn’t until 1993 that the Kelly Blue Book published a consumer addition. With 15 years of used-car values and more than 10,000 miles of cars, it became an instant hit with the public.
In 1995 KBB launched its first website,, charging customers $3.95 for a pricing report. The backlash was immediate and pronounced. Customers argued that information on the Internet should be free. K BB gave in after only three weeks and switch to a business model supported by advertising and partners. All of this led, in 2002, to the introduction of the “Fair Purchase Price for New Cars” on the website, and a reevaluation of the website by NetConversions (NetC) to increase its usability for the consumer and profitability for K BB.
Develop the management-research question hierarchy through investigative questions for this project
• Management Dilemma
How to make more money out of the website.
• Management Question
Is the company using the most effective techniques on the website to accomplish the objective?
• Research Questions
1. How do we get site visitors to go where K BB and its partners will make the most money?
2. What is the most profitable section on the site?
3. How do we get the site visitor to access one of our...

Other assignments on Net Conversions Influences Kelley Blue Book Case Study

How Well Do People Know Why They Do The Things They Do

2301 words - 10 pages ourselves is increasingly complex since behaviour is attributed to fluctuating mental states (emotions, desires, feelings). Many papers have begun to cover the theory how people understand the causes of behaviour through attribution and self-concept (Kelley, H. H.1973);(Heider, F. 1958);(Markus, H., & Wurf, E, 1987). But conflicting papers have given rise to the argument of error in attributions, experience distortion and group-think to

International Accounting Essay

450 words - 2 pages , we should use temporal method. The translation adjustment will reflect in net income. 7. C Local currency is the functional currency; hence, current rate method is used. Balance sheet will reflect the translation adjustment. 8. A) Functional currency is foreign currency in this case. Therefore, current rate method. In balance sheet, all items will be measured at current rate, hence, the total amount of the consolidated balance sheet

Financial Management

627 words - 3 pages Case 1 Comparative financial statements for Butter Cookies for the fiscal year ending December 31 appear below. The company did not issue any new ordinary or preference share during the year. A total of 600 thousand ordinary shares were outstanding. The interest rate on the bonds payable was 14%, the income tax was 40%, and the dividend per ordinary share was P0.75. The market value of the company’s ordinary share at the end of the year was P26

Financial Analysis Of Starbucks

4799 words - 20 pages * Market to Book Ratio = 7,84 If the ratio is higher than 1 then the company is undervalued, this means that the market value is much higher than the book value. This is clearly the case for Starbucks, its market value is 7,84 times higher than its book value. But this is often the case of fast growth index listed companies. * Measure of a firm’s leverage: Debt to equity ratio = Total debt/total equity 2011 = 20,45% 2010 = 25,11% It is

Lexical Borrowing

7575 words - 31 pages sloveso PHRASAL/PREPOSITIONAL VERBS Word combinations = combinations of meaning (collocations, idioms) Limitations to free combinations: - logical: to eat a stone (grammaticaly posible), blue gras, pregnant man surrealistická poezie (spojení odporující logice) - grammatical: I very like → verb can´t be premodified by adverb, a boy book → two nouns - usage: the lg community decided not to use it - handsome girl, beautiful boy Distinction


7204 words - 29 pages applications, which include: ➢ calendar ➢ address book ➢ task list ➢ memo pad ➢ calculator RESEARCH METHODOLOGY A Research Design is the framework or plan for a study which is used as a guide in collecting and analyzing the data collected. It is the blue print that is followed in completing the study. The basic objective of research cannot be attained without a proper research design. It specifies the methods and procedures for

Interlectual Capital

2284 words - 10 pages earning revenue (except human capital) VA = Output-Input Second step is to calculate human capital efficiency (HCE) in which It is given as VA generated per unit monetary investment on VA/HC. HC stands for human cost. Third step is to calculate the structural capital efficiency (SCE) given by (HC – VA)/VA Forth step is to calculate capital employed efficiency (CEE) which is given as VA/CE where CE is the book value for the net assets

Fin Homework Set 5

3433 words - 14 pages or $2,808,000 QUESTION # 2: Calculate Boehm’s total dividends for 2014 if it continues the 2013 dividend payout ratio. The net income that is used is this case is the 2014 earnings with an expected jump to $12.6 million. Solution: Dividend Total 2014 = (Net Income 2014) (Dividend/Income Ratio) = ($12.6 million) (26.5306 %) = ($12.6 million) (0.265306) Dividend Total 2014 = $3.34 million Answer: Boehm’s total dividend for 2014 if it

Itc Report

5844 words - 24 pages 1. INTRODUCTION TO THE STUDY 1.1 Financial statement: A financial statement is an organized collection of data according to logical and consistent accounting procedures. Its purpose is to convey an understanding of some financial aspects of a business firm. It may show a position at a moment of time as in the case of a balance sheet, or may reveal a series of activities over a given period of time, as in the case of an income

My Paper

3053 words - 13 pages , the airline employees want to work for and the airline shareholders want to invest in. The key highlights of the merger are the following: * World’s most comprehensive global network, including world class international gateways to Asia, Europe, Latin America, Africa and Middle East with non-stop or one stop service from virtually anywhere in the United States * Most modern and fuel-efficient fleet and the best new aircraft order book


5160 words - 21 pages huge breakthrough when it comes to bringing accessibility to the consumers," Robocoin CEO Jordan Kelley said. Since its inception in 2009, Bitcoin has fluctuated wildly in value. Currently, a single Bitcoin is worth about $636. That value was as high as $1,000 in December as investors began leaping into the currency. Some traditional businesses, including online retailer, some Subway sandwich shops and Richard Branson's Virgin

Similar Documents

Jet Blue Case Study


Cultural Crossvergence Essay

931 words - 4 pages current society’s value. Literature Review In Kelley, MacNab and Worthle (2006) paper, they have studied that when two or more diverse cultures are combined together, depending on how strong the county’s core national culture, three things may occur – culture convergence, divergence or crossvergence. Their study of US, Hongkong and Taiwan for years had gave them results on how culture can change. Like for example is in terms of uncertainty

Jetblue Essay

1178 words - 5 pages Introduction: JetBlue is planned to establish by David Neeleman in July 1999. Although the terrorist attacks of 9/11 made the huge loss of the whole airline industry, JetBlue airways try to publish its own IPO after 2 years of profitable operation in 2002, This case study is summarizing the step to publish the IPO. Following this, it will discuss the disadvantage and advantage to publish the IPO and use the financial data to evaluate the price

Blue Ocean Strategy Essay

2412 words - 10 pages popularly used company or industry? And how do you define strategic move? Kim & Mauborgne: When we first asked ourselves if there is a systematic approach to create blue oceans, we began by looking at the basic unit of analysis used in business literature: the company. However, history reveals that there are no perpetually excellent companies. Consider In Search of Excellence, the first bestselling business book published in 1982. Within just