Overview
Case Study 4: Reviving a Classic Car Repair Shop
Grading Rubric and Guidelines
Case Study Focus: Business Turnaround and Marketing Strategies
Scenario Recap: Central MN Classic Car Garage is a family-owned automotive repair and restoration shop located in central Minnesota. Founded over 30 years ago, the garage built its reputation on high-quality mechanical repairs and detailed restorations of classic and antique vehicles, including muscle cars from the 1960s and 1970s, vintage trucks, and limited-production European models. Much of the shop’s early success came from word-of-mouth referrals and long-standing relationships with collectors and hobbyists.
The shop is currently owned and operated by Mark Jensen, who took over the business from his father ten years ago. While Mark is highly skilled as a mechanic and restorer, he has devoted little attention to marketing or business development. The garage has no functional website, no active social media presence, and relies almost entirely on repeat customers and informal referrals. As a result, new customer inquiries have steadily declined.
In recent years, revenue has fallen as older customers retire, relocate, or reduce discretionary spending on vehicle restorations. At the same time, a younger generation of car enthusiasts—many of whom engage heavily through online forums, social media, and digital marketplaces—remain largely unaware of the shop’s existence. Several competing garages in nearby metro areas have begun leveraging Instagram, YouTube, and Facebook to showcase restorations, document projects, and build national followings that generate both local and remote business.
Central MN Classic Car Garage faces additional challenges. Restoration projects are time-intensive, tying up shop space and cash flow for months at a time. The shop operates with a small staff, limiting its ability to take on high volumes of work. Mark is hesitant to invest in advertising or digital tools because of tight margins and uncertainty about return on investment. He also worries that expanding the business or modernizing too aggressively could compromise the craftsmanship and reputation the garage is known for.
Despite these challenges, opportunities exist. Interest in classic cars remains strong, particularly among younger buyers who view vintage vehicles as both lifestyle assets and investments. Online platforms now allow niche businesses to reach national audiences, attract higher-margin specialty work, and build brand credibility beyond their immediate geographic area. Local car shows, enthusiast clubs, and community events also provide potential avenues for increased visibility and partnerships.
Mark has asked for an analysis of the business’s current situation and recommendations for a turnaround strategy that would stabilize revenue, attract new customers, and position the garage for long-term sustainability—without sacrificing the quality and authenticity that define the brand.
Assignment Instructions: Students must prepare a written report analyzing the business challenges and proposing a turnaround strategy. The report should be 2 pages, double-spaced, and include the following components:
1. Identification of Core Issues (20 points)
Identify the primary business challenges.
Explain how marketing limitations impact revenue.
2. Market Analysis (20 points)
Identify the current target market and gaps in reaching potential customers.
Briefly assess local competition and market trends.
3. Digital Marketing Strategy (20 points)
Propose a digital marketing plan (e.g., social media, SEO, partnerships).
Suggest platforms and content strategies suitable for the business.
4. Strategic Recommendations (25 points)
Present a comprehensive strategy for revitalizing the business.
Discuss additional strategies such as hosting local events or collaborations.
5. Presentation and Clarity (15 points)
Clear writing, grammar, and organization.
Total Possible Points: 100