If it'* down to the metal or primer like Slick said, you'll have to sand it down and repaint that area.
If it isn't too deep, I'd FIRST try to wet sand that area with 1500 grit sandpaper, dry the area, and then apply some Rubbing Compound over it. That will reduce the scratches a lot, especially if it'* not too deep.
If you haven't painted base coat clear coat before I'd let a shop touch that area up. Since it'* so small, they may not charge much (the person who scrathced it should really pay for it) but if you want to try and paint that area yourself, it isn't too hard at all. I'd mask off a slightly larger area than the scratched area, and follow the directions on the paint can (if you can find your color), apply clear coat,sand, and polish.