Case Study: CDK Digital Marketing

Write your document as one coordinated response to the case. Follow standard APA formatting, using double-spacing between lines, 12-point Times New Roman font. Begin with an introduction to set context, and end with a brief conclusion. In the body, use section headings for your responses to each question (use a brief heading-style phrase to describe the nature of the question). You may cite additional sources to support your analysis and recommendations. What misalignment(s) caused channel conflict between manufacturers and dealers in the automotive industry? How was this conflict reflected in the attitudes of GM and its dealers toward the CDK program? How would you characterize CDK Digital’s core competencies as of 2011? Suppose a car shopper’s interests could be known when she visited a dealer website. How would the dealer want to treat her? What about the OEM? How can CDK Digital leverage its core competencies to provide a website solution that both GM and its dealers consider to serve their interests?

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