Thomas Murphy put together an early career doing computer coding, graphic design, and writing e-mail newsletters for car dealers, eventually landing a job managing an 11-person digital marketing department for the second-largest auto dealer in Ireland. He built an online tool to publish new car specials conveniently and update pricing without going into the website pages’ backend. In the case, Murphy decides to break out on his own and create a firm offering technology tools for car dealers. He rebuilds the automated pricing tool and starts offering a range of digital marketing services. The case considers his results for clients (e.g. Google AdWords) but also covers the growth of his own business through online advertising and positioning. Finally, he confronts some strategic decisions in determining where to take his business.
Darden Business Publishing – University of Virginia