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CDK Digital Case Study

Preparatory Questions:
1. Draw a block diagram to depict the network of auto manufacturers and dealers.
2. What were the three tiers in the auto industry advertising in the US?
3. What was the average advertising spend by dealers per month. What percentage of total sales
did that constitute?
4. What were the traditional roles of auto manufacturers advertising as opposed to dealers
advertising? Why was that a myth what were the different ways in which typical car buyers
make buying decisions?
5. What was the source of discontent and conflict with auto dealers about the manufacturers
website policies?
6. Why was renewal of GMs contract so crucial for CDK Digital Marketing?

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