1.1 Business Description
Modern people are very busy and they often neglect to clean their cars, and sometimes the limited living space also is the problem for the people who want to clean their car but they do not have space to clean their car, especially in Taiwan. Therefore, the cars wash shops are increasing quickly, and people are happy to send their cars there. In Taiwan, hand-washing cars is more popular, because the customers think using hands to wash is softer. It does not damage the pain of the cars, and it is a luxury way to take care their cars.
Kevin Car Wash (¨KCW) business is a newly established car washing company located in the city of Kaoshung, in the south of Taiwan. ¨KCW was established to cater for people who are busy and often neglect to clean their cars as well as those people who have difficulty cleaning their cars at their homes because they do not have an available area.
Taiwanese people believe that washing cars by hand is better for the cars paint because washing by hand is softer than by mechanical washing. This car washing shop will be about 100~150 squares in size and will be located on the corner of the street in the central.
1.2 Business Mission Statement
¨KCW is dedicated to providing its customers the ultimate car wash & care experience. Focusing all of its energy and resources on customer satisfaction and value, while providing owners and employees an excellent reward. 1.3 Situation Analysis
¨KCW is entering their first year of operation. Kevin believes that a comprehensive marketing strategy will be key to the success of the business. ¨KCW offers a premium hand car washing service provided by a well-known local family. The basic market need is a premium car washing service that is far less abrasive than the traditional automatic car washes.
1.3.1 Pest Analysis
1.4 SWOT Analysis
The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing ¨KCW.
¡¤Good relationships with many perspective customers in the target market. ¡¤Strong family name recognition and equity in the community. ¡¤Well trained employees.
¡¤The need for reliance on outside investors.
¡¤The learning curve associated with entering an industry without direct prior experience. ¡¤The need to have a fairly constant volume of business to support the necessary service staff. 1.4.3 Opportunities
¡¤Participation within a steadily growing industry.
¡¤A high likelihood of repeat business.
¡¤The ability to decrease the fixed costs as a percentage of an individual sale as volume increases.
¡¤Future/ potential competition from a franchised firm.
¡¤A slump in the economy, reducing discretionary spending. ¡¤The perception that there is not a difference in quality between a hand and machine wash. 1.5 Business Objectives
1.5.1 Financial Objectives
¡¤Develop efficiencies in the delivery of the service through advanced training and work-flow analysis. ¡¤Achieve a double d Achieve a double digit growth rate each year for at least the first three years.
¡¤To maintain our budgets being stable.
¡¤Increase the profit margin by .5% a quarter.
1.5.2 Strategic Objectives
The single objective is to position ¨KCW as the premier automobile hand washing company in the area, steady increasing market share. The marketing strategy will seek to first create customer awareness, develop a customer base, and work toward building customer loyalty. The message that ¨KCW will seek to communicate is that their hand washes are superior to the machine washed alternatives that can actually cause harm to cars. This message will be communicated through several different methods. The first method is the placement of...