New Start Up Business (Car Wash)

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Towson Car Wash

MKTG FINAL PROJECT
Table of Contents
Executive Summary……………………………………………………………………………. Situational Analysis..........................................................………………………………… Competition……………………………………………………………………………….. Customers………………………………………………………………………………… Climate…………………………………………………………………………………… Target Market…………………………………………………………………………………… Strategic Focus Plan………………………………………………………………………….. Mission…………………………………………………………………………………… Goals……………………………………………………………………………………… Core Competitive Advantage…………………………………………………………… SWOT Analysis………………………………………………………………………………….. Strengths………………………………………………………………………………… Weaknesses……………………………………………………………………………… Opportunities…………………………………………………………………………….. Threats…………………………………………………………………………………….. Marketing Tactics……………………………………………………………………………. Place…………………………………………………………………………………… Price……………………………………………………………………………………… Product………………………………………………………………………………… Promotion………………………………………………………………………………… Financial Analysis……………………………………………………………………………..

Executive Summary
Towson Car Wash (T.C.W)
T.C.W is a prominent in-bay automatic car wash serving the Towson, Baltimore, MD community. T.C.W will be run by our new and improved management team, which has over 20 years of experience in the car wash industry. T.C.W will be leveraging the good will and brand recognition of the T.C.W name to quickly gain market penetration. Of the car washes operating today, 13% are less than 10 years old and of those 7% are less than 5 years old. As vehicle prices and maintenance cost continue to rise, car owners are realizing they need to keep their vehicle longer and pay more attention to the upkeep of the vehicle. Also with the increase in vehicle costs, owners have taken a great deal of pride in their vehicles. Due to all of the factors, the public has been quick to recognize and accept the value of high quality car wash services. The Business

T.C.W will be providing customers with three services: exterior car washing, interior cleaning, and detailing. T.C.W has no true competitors that are trying to offer a high quality service for a reasonable rate. Most are trying to compete on price alone. T.C.W’s ability to provide a high quality service, both in regards to the actual washing as well as customer services are all based on their ability to find the best employees. Hiring the best employees is cost effective because it decreases HR costs associated with turnover and other employee costs. Hiring the best employees and making sure that they are well taken care of ensures that they in turn take care of the customers. Study after study proves that a happy employee is far more likely to provide the highest level of customer service compared to an employee who is not happy and feels that they are being taken advantage of. Vision

T.C.W will be the cleanest and technologically advanced two-bay freestanding car wash, with remote (video) security monitoring, in the projected service area. In our first full year of operation, we intend to establish T.C.W as a premium self-service exterior, interior auto care facility. T.C.W must be able to create and maintain financial balance by charging a fair market value for services, which exceed customer expectations in quality and service. Mission

T.C.W will offer technologically advanced, frictionless, touch free, exterior, and interior automotive care. Location
The business location of T.C.W is 825 York Road, Towson, MD. Management
The management team consists of our President Dylan Burtis, with over 15 years of marketing experience. Outside management support includes Nicole Guglielmo, David Beacken, Jackie Matera and Allie Reitman, who have 20 years of combined experience in the car wash industry. Product Strategy

T.C.W...
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