Mustang Survival - Business Consulting Project

Project Details

Project Client: Mustang Survival
Project Description: Dealer Marketing Support Plan
Students: Krystal Yousofi, Sanaz Tahermaram
Term: Spring 2014
BCIT Program: Business Management
The purpose of this project is to effectively examine the communication tools between Mustang Survival and its dealer network in order to develop a multilayered strategy to improve those tools.

The student team conducted both primary and secondary research; the team distributed three surveys, conducted 15 in-depth interviews and visited eight key dealer accounts. Based on the research, it appears that Mustang Survival’s external and internal team view the current support tools valuable, relevant, and high quality, with 60 percent of respondents stating they are satisfied with Mustang Survival’s current sales and marketing tools. In contrast, the majority of the dealers are unaware of their existence or only use them on occasion. The team recommends that Mustang Survival implement marketing tools such as product training videos, POS/POP materials, and updates their image library with high resolution lifestyle and product photos. The team also suggests that the company hire and train a merchandising team to maintain the relationship with the dealers.