Marketing Management: Quick Car Service
The company would solely own by five partners, and would be funded by an initial investment of 2100000 taka. Quick Car Service would be registered under the Government of Bangladesh.
The company would be in a partnership. There are five partners are new in this business.
Partners would equally finance the start-up expenses for Quick Car Service by taking 50% loan from the BRAC Bank and the rest 50% would be taken from their savings accounts. The property on Baridhara Road would be leased in October 2008 for three years, with the option to extend the lease period.
We have been working with the lawyer to set up incorporation and to discuss lease issues before the business is launched. He is working with a local graphic designer to develop a logo, letterhead, and company brochures. We have been involved in different small business enterprise. Furthermore, we have more experienced person in this business. For this reason, we are working with an acquaintance to set up the system that will ensure efficient service even during peak usage.
Rent on the location has been negotiated and will be TK. 840000 per month. In addition, insurance for the business would be approximately TK.14000 per month and would be paid by direct debit on a monthly basis. Expensed equipment includes three high-power water pumps, two industrial vacuum cleaners, two computer terminals, and one cash register. All of the equipment will be depreciated over three years.
|Research and Development||TK.21000|
|Total Start-up Expenses||TK.703500|
|Start-up Assets Needed|
|Cash Balance on Starting Date||TK.609000|
|Other Current Assets||TK.70000|
|Total Current Assets||TK.696500|
|Investment (Five partners)||TK.1050000|
|Long Term Loan (Brac Bank)||TK.1050000|
|Total Investment||TK. 2100000|
“Drive with confidence”
The mission of Quick Car Service would provide top-quality washing service and repairing for different types of car owners in Baridhara Dhaka. We would work to keep employees satisfied in order to maintain impeccable customer service.
Ø To be viewed as a premium car wash and repairing
Ø Maintain a gross profit margin of over 95%
Ø Maintain a net profit margin of 10-15%
Ø Expand to two locations after third year of operation
Ø Covert a ordinary car into extraordinary car
Ø Give the best Car look
Quick Car Service would provide three services to its customers:
- Car Washing & Cleaning with using better technology in low cost
- Car Repairing in comprised way and give warranties in every repairmen
- Car Painting & Modifying it consist
The car wash would situate in Baridhara, Dhaka. This area has a number of benefits in terms of the market that would provide for the business. Over 40% of households in the immediate neighborhood earn over 49, 00,000 taka annually. Many people in the neighborhood own new cars and place great value on their cars and how they look. There are a large number of car dealerships in the area within three miles of the proposed location for Quick car service can handle initially about 30 customers per day and one day in future it can establish a automobile industry in Bangladesh.
Quick Car Service segments its customers by type of car ownership. We believe that the type of car that a person owns says volumes about their driving, and, therefore their car washing and repairing requirements.
- New car owners: Owners of newer cars are most likely to use a hand car washing service. These owners take great pride in their cars and will bring them often to the wash and repair service. The goal with these customers is to promote regular use of the wash and repair service. The aim is to inform these customers that Quick Car Service would keep their car looking as good as it did the day they drove it off the lot.
- Older luxury car owners: These people have either owned their high-end luxury cars for several years or are unable to afford the expense of a new luxury car but want the feel of relaxed driving. Both of these groups want to keep their cars in the best shape possible. Those who have bought second-hand cars would often spend many hours in their cars and would place high importance on keeping their cars looking good. These owners would bring their cars in for regular washes and occasional repairing and intent to have a better look of their car. For this that( who has old car) types of buyers frequently change different types of the car.
- Sports car owners: These people are often younger or middle-aged men, and would regard to look of their car as important. They would also pride themselves on the look of their car and will have their car hand washed (at least) weekly. They give very much importance on the paint and pretty eager to give their car a sports car look.
- Lifetime owners: Many of these people have owned their cars for more than five or six years, and are more likely to be women. They are attached to their cars as friends and though it may be more sensible for them to purchase a new car, they would bring their car in for a wash occasionally, just when the car is dirty. They like their cars to look presentable, and want to keep it in good shape but are not tied up in the look of their car. For this reason, they would not have a detail carried out on their car unless they are selling it.
- Dealerships: There are five new and used car dealerships within three miles of the proposed location of Quick Car . These dealerships often use outside car wash services to detail their vehicles before they are put up for sale. In addition, there are fifteen other car dealerships within a seven miles radius of Quick Car service
- Local businesses: Some local businesses have fleets of cars and small vans that must be kept clean and modified to maintain their company image. These businesses would be looking for a cost effective, efficient car washing and modification service to perform this service, and will prefer to use a car wash and modification service during the week rather than during weekends, like the public.
· Experienced Management Team
· Strong Advertisement and Promotions
· Expert Workers
· Higher market expansion
· Smooth integrations among the partners
· Rookie Partnership
· Low Economic of Scale
· Less Automated Machine
· Lack of experience and expertise skills
· Large Market
· low competitions
· Low Rent Location
· Young generation have craze to modify car
· Government Rules & Regulations
· Government Intervene in Tax
· Rise of New Competitor(s)
· Seasonal Water Crisis of The Country
· Lack of Availability of raw materials
The handcar washing business in Baridhara consists of many small competitors. Everything from local children raising money for their youth group on a Saturday by cleaning cars, and the garages are competitors for Quick Car service. Also Rahim Afrooz and Navana will be top competitors for Quick Car service However; also these two alternatives aim to meet the needs of the price-conscious individuals who are choosing the service simply so they do not have to clean the car themselves. Quick Car service on the other hand, targets the quality-conscious individuals who value their car enough to spend TK.500-1050 per week to make it look good.
Moreover Rahim Afrooz and Navan will be considered as threatened for our company. They may play dominant role or can make us nip in bud. But our company will compete hole heartedly and one day we will be the market leader.
This Car Modification marketing strategy based on the positioning of service differentiation. In this case our primary target is especially middle upper class people to higher class people, who are capable to buy and maintain this wonderful technology. Especially we have targeted white collar consist of extrovert characteristics people who wants to have a crazy traveling experience in their life. If we consider our secondary target we have targeted business buyer people who want to use car at the purpose of doing another business like in tourism institution, big organizations which wants to have a safe journey to communicate with others regions department etc. Moreover the people who wants there car always neat and clean.
To make our service completely different, we make this service more versatile, convenient, amusing, fibular, value added personal and professional use. The marketing strategy focus on how this new developed service creates superior value to consumers and gives a new dimension about their journey.
Target Market Segment Strategy
The strategy behind Quick Car Service target segmentation to attract customers who would repeat users and would frequent the business in the typically quiet times for a car wash business. It would not be difficult to attract customers during the summer months and on the weekends, the weekdays and in coming winter month. However, especially in the winter, people would not think about having their cars washed. For this reason, QUICK Car Service would target people who would tend not to be restricted to these busy times.
- Business owners (new car owners) tend to be very busy people, but are often able to make their own hours.
- Retired people (older luxury car owners) are not restricted by typical work schedules so will be able to frequent the car wash during the week.
- Dealerships would need cars detailed and washed regardless of the time of the day and week. This would supply a constant flow of traffic.
Advertising and Promotion
At first, we would provide an awareness of our business in the Baridhara Area. We would create three types advertisement: – leaflets, newspaper, and billboard banner.
Leaflet would be design with pictures and accompany logo. That leaflet would be given inside the newspaper the customer would buy to read morning newspaper. Each family in the Baridhara Area would get a leaflet add under the newspaper which would cost TK.2000 for 500 leaflets.
We would provide an advertisement in the newspaper in the second page with size 15” inches box which would cost TK.45000. It would be provided with colorful graphics to attract the car owner.
The third add we would provide to attract the owner of car in whole Baridhara Area. The billboard banner would be established in the main entrance of Baridhara Gate and at other four traffic points. Each billboard’s rent would cost TK.10000 per month.
Along with advertisement, we would also provide promotions. Membership or regular customers would get 60% discounts of the service cost. During the service, the owner or the driver would 1 liter of free drink. Other promotions i.e. higher income earner might own more than one car so, if they get two car serviced at one time then they would get one car free wash.
|New Car Owners||10%||7,200||7,920||8,712||9,583||10,541||10.00%|
|Older Luxury Car Owners||15%||12,500||14,375||16,531||19,011||21,863||15.00%|
|Sports Car Owners||15%||6,500||7,475||8,596||9,885||11,368||15.00%|
|New & Used Car Dealerships||7%||9||10||11||12||13||9.63%|
· Free Lunch
· Two Festive Bonus
· Recreation Facilities for Managers and Employees
· Medical Facilities
· Holiday package for mid level managers
Since car washing is a seasonal business, with business increasing in the warm summer months, and being busier on the weekends than during the week, Soapy Rides will rely on both temporary and part-time help. The company will hire one full-time car wash/detail specialist and one full-time car wash specialist when it opens for business. Although it will rely on temporary and part-time help, quality will not be compromised, since all washers and detailers will receive thorough training. The company will also hire an administrative assistant who will assist Mark with paperwork and act as a receptionist.
|FY 2009||FY 2010||FY 2011|
Sales &Pricing Strategy
Sales strategy is on a one-to-one basis. All customers would feel they are a valued friend of Quick Car Service, and that all employees care about the care and upkeep of each vehicle. We must be aware that there are low switching costs in the car washing industry, so we have to work hard to develop and keep repeat customers.
The following chart forecasts sales based upon the Market Segmentation Strategy. Sales are seasonal in this industry, tending to be higher in the warmer summer months, and to drop off in the winter. However, we would aim to flatten sales across the sales cycle by targeting segments that would want to keep their cars clean and looking good year round.
|Unit Sales||FY 2009||FY 2010||FY 2011|
|End User Detail||129||193||290|
|Business Fleet Washes||615||923||1,384|
|Car Dealership Details||494||642||963|
|Total Unit Sales||5,818||7,712||10,376|
|Full Wash||TK. 1050||TK. 1050||TK. 1050|
|Exterior Wash||TK. 630||TK. 700||TK. 840|
|Interior Clean||TK. 560||TK. 630||TK. 630|
|End User Detail||TK. 9800||TK. 10150||TK. 10500|
|Business Fleet Washes||TK. 700||TK. 700||TK. 700|
|Car Dealership Details||TK. 4900||TK. 5250||TK. 5600|
|Full Wash||TK. 1848000||TK. 2402400||TK. 3123120|
|Exterior Wash||TK. 1291500||TK. 1865500||TK. 2909900|
|Interior Clean||TK. 431200||TK. 630630||TK. 819840|
|End User Detail||TK. 1264200||TK. 1958950||TK. 3039750|
|Business Fleet Washes||TK. 430500||TK. 645750||TK. 968660|
|Car Dealership Details||TK. 2420600||TK. 3370500||TK. 5392800|
|Total Sales||TK. 7686000||TK. 10873730||TK. 16254280|
|Direct Unit Costs||FY 2009||FY 2010||FY 2011|
|End User Detail||TK.210||TK.245||TK.280|
|Business Fleet Washes||TK.49||TK.52.5||TK.56|
|Car Dealership Details||TK.210||TK.245||TK.280|
|Direct Cost of Sales|
|End User Detail||TK.27090||TK.47320||TK.81060|
|Business Fleet Washes||TK.30170||TK.48440||TK.77490|
|Car Dealership Details||TK.103740||TK.157290||TK.269640|
|Subtotal Direct Cost of Sales||TK.320810||TK.489580||TK.773290|
Marketing Communication Strategy
By coordinating all messages and information in all media, we will reinforce brand name and the main points of service position. Research on mass media and their patterns of interacting with people will help our advertising agency choose appropriate media and timing to reach prospects before and during product introduction. Thereafter advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentials on message. The agency will also coordinate public relations efforts to build the service and support the differentiation message to attract customer attention and encourage purchasing. We will enhance the public relation department so that customers can give order and buy our service on easiest way.
Since our Quick Car Service consisting of high quality facilities, so we give plenty of emphasis on our research and development department as well as in marketing research. By researching we identify the specific features that best suits to our target customers. Feedback from market test, survey, MIS and focus groups will help us to develop the modified version of safari brand. By marketing research we identify the consumer’s attitudes towards competitor’s brand. Brand awareness research will help us determine the effectiveness and efficiency of our messages and Medias. Last of all we will determine the customer satisfaction and loyalty on our services.
Our Quick Car Service will be introduced in year 2010 at first day of January. Followings are summaries of action programs, we will use during the first four months we will use in next year to achieve our stated objectives.
In January we will launched our service at the market. To introduce it we will arrange different types of camping activities and promotional activities to make people aware about our product. Nevertheless at the first month we just informed public about our service In February we will build heavy communication system with our customers and start to establish our service center, from where people can easily access the service.
In March we will arrange the different types of benefit packages and incentives to influence post purchase behavior also in this stage we will measure consumers satisfaction and dissatisfaction and different types of surveys to get feedback from the consumers.
In April we our firm will analysis and interpreter the feedback to understand the whether the marketing strategy and control process is going according to the plan. What kind of initiatives should be taken to become more competitive in the market?
To ensure our company s success we have conducted a market research and good news is that we get positive result from the entire respondent. It means the result we are looking for just get it. Because most of the respondent want a car which looks differs and more clean and shinning from others car. Most of car owner do not want to compromise with their car painting .Recently young man have craze to drive modified version car for this they want to spend any amount of money. At present car owners do not believe on traditional car repairing, they wan computerized way repairing. All this result will favor our company because we can deal with this service market skillfully.
The following plan outlines the financial development of Quick Car Service. The business would be initially financed by its partners, and finance will grow through cash flow. This will mean that the company will grow more slowly than it could, but it will ensure that partners retain control over the direction of the company. In year three, it is hoped that the company will be able to open a second location. It is envisioned that an outside loan or equity funding will be sought at that time.
The financial projections for are based Quick Car Service on the following assumptions. These assumptions are thought to be quite conservative, as are the financial forecasts.
|FY 2009||FY 2010||FY 2011|
|Current Interest Rate||10.00%||10.00%||10.00%|
|Long-term Interest Rate||10.00%||10.00%||10.00%|
|Sales on Credit %||15.00%||15.00%||15.00%|
Fixed monthly costs for Quick Car Service are estimated to be approximately TK. 525000, and break even monthly units are 203 units per month.
|Monthly Units Break-even||203|
|Monthly Revenue Break-even||638540|
|Average Per-Unit Revenue||3150|
|Average Per-Unit Variable Cost||560|
|Estimated Monthly Fixed Cost||525000|
The first year estimated sales revenue in Dhaka tk 2500000 and our cost regarding all the things from the raw materials to final service in consumer hand will be about tk1800000. This will be good news for our company because market researcher fined that this service will overcome the break event in first year that only few of relevant services did this before. Moreover if we allocate our budgeted research and development cost, so later no of production increase production cost down and our firm can generate more profit.
We are planning for strict control measure to remain as close as to the customer to measure and monitor quality and customer service satisfaction. This will enable us to react quickly in correcting any problem as soon as possible that may occur. Other early warning signals that will be monitored for signs of deviation from the plan include monthly sales and monthly expense given the car markets volatility. We are developing contingency plans to address Quick moving environmental changes such as new high feature car and new competition.
The key differentiator for Quick Car Service is those three partners and their business and personal connections within the Baridhara neighborhood. For this reason, the sales and marketing focus would be on a one-to-one basis, with the emphasis on gaining loyal and repeat customers as “friends” of the business Quick Car Service, therefore, would depend on word-of-mouth advertising for the immediate community.
As far we know it is a service company Monzure Elahi is Chairman, Khondoker Nasrin Ferdous is our CEO, Murtaza Razzak is our public communication officer. Sajib Kumar Tambuly is our Chief Engineer and Asha Kumar Mondal will work as a Market head.
· Kotler, P. & Armstrong, G., 2006. “Principles of Marketing”, 11th edn,
New Dilhi: Prentice-Hall.
· Kotler, P., 2004. “Marketing Management”. 11th edition, NJ: Prentice-Hall.