Ease Travel Company Business Strategies - Example

Ease Travel BUSINESS DEVELOPMENT PLAN University Student Course Step 1 1. Vision (Future) The vision of Ease Travel Company is to guarantee effective and effective transport services during the peak hours in Abu Dhabi. The company is planning to ensure that people can access fast means of transport for going work in the morning hours. The customers will be making use of a mobile application to access car owner where they will be able to get to their workplaces within the shortest time possible. The management will ensure that the customers are able to give their opinion after service to recommend the services offered by Ease Travel Company. There will be a line that customers will be encouraged to call in case they want to make complaints. Clarity: Ease Travel Company has a vision that is clear on what to be achieved in the future and the ways to achieve the set goals of the company. According to the vision of the company the set, objectives will be met through quality services to the customers. Consistency: the company will achieve consistency in its vision through establishing the set standard that needs to be met in service delivery. Ensuring consistency will guarantee customer satisfaction as the service providers will be committed to ensuring that the set standards are met at all times. Uniqueness: the service delivery process of the company is unique in the market, as Ease Travel will work towards ensuring that its services are differentiated from the rivals in the industry. For instance, the company is making use of the mobile app; hence the customers can be able to access the services of the company wherever they are through making use of the application to request for a taxi. Purposeful: the company has realised the challenges encountered by people during peak hours hence it will offer a solution to the workers going to their workplaces in the morning. The company services will help workers reach their workplaces at the right time where they will be picked at their homes making the services convenient. 2. Mission aims, and values of a company, organisation, or individual. Core values: the core values of Ease Travel include quality and reliability. The company will work towards ensuring that the customers are satisfied through offering reliable and high-quality services. The quality of the services will be guaranteed through ensuring that the customers are provided with the services in the right way where their views will be considered in decision making. The reliably will be achieved as the company will ensure quick response to the requests of the customers. Besides, the company will ensure that the customers are taken to their destination within the reasonable time. Customers and stakeholders: the primary stakeholders of Ease Travel include the government, drivers, car owners, and customers. The customers of the company that is mainly targeted include the workers going to work during the morning peak hours. Products: the company will be offering transport services to the customers especially the workers going to their workplaces during the morning hours. However, the services of the company will be accessible to any customer, as one is required to download the application as access the company services. Competitive advantage: Ease Travel has some competitive advantages that include the fact that it has an application for connecting the customer with the car owners. The customers will be able to access the cars online using the application of the company hence do not need to travel looking for a taxi. This is likely to make the company competitive in the industry because the customers will just need the application and make the service request online. Therefore, technology use abilities of the company are the major factor that will make the company competitive. Values provided to the customers: Ease Travel will ensure that the customers realise the value of the company services through the reliability aspects. The services of the company based on the fact that they are accessible online make the company able to deliver value to the customers as many customers are looking for services that are reliable. Besides, the customers will be able to realise the convenience of the company services, making it another value delivered to the customers by Ease Travel. Despite the extra charges of the services the customers can realise the two values provided hence they are likely to become loyal customers of Ease Travel. Markets or industry: the taxi industry is dominated by many players, but they are not a threat to Ease Travel. Despite the many market players the company will be competitive as it has differentiated is services hence making them unique in the industry. The possibility of substitution due to a large number of taxis in the industry is eliminated through the innovation and creativity of the company. For instance, the services of the company will be available online setting Ease Travel apart from the other firms in the industry hence making it possible to charge higher prices than the competitors and still realise an increase in the market share. 3. Values Product: the company services are considered to be of high quality, and customers will be guaranteed safety. The customers will be allowed to use the number provided to call and make recommendations concerning their service encounter. The customers will be able to ensure that they can reach their destinations despite the shortage of taxi especially during the peak periods hence they will be able to realise the benefits of the services provided by Ease Travel. The customers’ complaints will be handled seriously to guarantee them satisfaction where their views will be used in making company decision aimed at improving the service delivery (Bowersox, Closs & Cooper, 2002). As a result, the company expects to have increased in the number of loyal customers who will be marketing the company through word of mouth. Price: the prices charged to the customers will be higher than the normal taxi by 5 dirhams. The extra fee is charged due to the convenience of the services offered, and the company is sure that the customers will be ready to pay extra to access reliable and high-quality services. The fact that Ease Travel will differentiate its services from those of the other taxis in the market the high prices will affect the demand for the company, as the customers will be ready to part with extra 5 dirhams for convenience. Access: the company services are easily accessed through the online platform, as the customers will only need to download the application to access taxi. The availability of the company services online makes the company competitive, as the customers need to download the application from their residential where they can be picked by the taxi. The accessibility of the company is an important factor that has played a crucial role in making the company competitive, as customers do not need to struggle in the process of searching for a taxi. Besides, considering the fact that the availability of taxi during the peak hours is challenging due to the inadequate numbers the customers will enjoy the company readily accessible services. Service: the services of the company will be unique in the market due to the way they will be delivered. The company is looking for ways of ensuring that the services offered are of high quality where the customers will be asked to give their opinions concerning the quality of the services. The management will make use of the opinions of the customers to improve the service delivery. The service providers will be trained on how to ensure that the customers are satisfied as customers’ satisfaction is fundamental in the company operations. The management will ensure that there is continuous quality development to guarantee customer satisfaction where the service encounter of the clients is expected to be excellent. Experience: the experience of the customers is expected to be one of the best as the company avails its services to the customer online. The customers will be requesting for the services from their homes contributing to the improvement of their experiences. The company is committed to guaranteeing the customers the best experience, as they will rely on the customers to market the services to their friend through word of mouth (Scarborough, 2012). The clients will be willing to market the company to their friends depending on the kind of experience they will have after using the company taxi. The company will be doing a follow-up to ensure that the customers are satisfied by the services offered hence making the experience excellent. 4. Goals The goals of Ease Travel include ensuring that it offers the best solution in the transport industry through making use of technology. The company is planning to achieve competitive advantages in the market through ensuring adoption of the most competitive strategies ha will help in meeting the needs of the customers better (Koontz, 2010). Also, the company is planning to offer unique services in the industry to solve the problem facing the customers due to an inadequate number of the taxi by using a mobile application where the customer will be accessing taxi online. 5. The three questions that guide my choices • How can I change the way customer are served in the industry through employing the most recent technology to improve service delivery? • What are the expectations of the customers in the transport industry and how can their expectations be met? • What is the trend in the transport industry and how can I ensure that I keep pace with changes taking place in the market? 6. The opportunity and the market that is aligned with my business goals The market opportunities that are aligned with my goals include the technological advancements that have been taking place globally. There has been an increase in the internet use and the number of the gadgets supporting internet are increasing. Considering the fact that the company is using a mobile application the advancements in technology are crucial in ensuring that the customers can easily use the application. Besides, the company is planning to market the services of the company using the social media platforms hence the marketing of the company products is likely to be made easy due to the increased number of the internet users. The information concerning the company will be accessed by many internet users hence assisting in making the company products competitive in the market. There is no enough taxi in Abu Dhabi, especially during the peak hours. As a result, the company is utilising the opportunity to link the customers with the taxi services that will enable them to reach their workplaces during the peak periods. The company is likely to be the most preferred in the industry due to its convenience as it is not affected by peak period. Step 2: Personal Positioning Statement 1. Market positioning statement. To make Ease Travel the best taxi service provider in the market through offering service that can meet the need of the customers in the market in a unique way. 2. The compelling value that I will be offering to the society and employers The society and employer will be able to access services that will be in a position to meet the needs of employers in a unique way. The employer in the company is the customers who pay for the services where we will ensure that they are satisfied through offering high-quality services. The society is the members of the public who will be able to access the company services that are convenient and reliable. 3. How will you differentiate from other UAE taxi companies? Ease Travel will be differentiated from the other companies in UAE through making use of the online platforms where the customers will be in a position to access the company services online. Considering the fact that very few companies in UAE are offering their services online, the company service delivery is likely to be unique in the industry. Also, the company will be differentiated by the fact that it will have great concerns for its customers where the clients will be provided with company contacts to provide their complaints if any and comment about their service encounter. The customer opinions and moments will be great in ensuring that the company is in a position to meet the customer expectations through continuous improvement of the customer services. 4. How about from the broader population? The Ease Travel will differentiate itself from the broader population through making its services unique concerning quality and reliability. The company will ensure that the broader population can realise the reliability and quality of the service through the commitment of the management to ensure that the customer experience is excellent. 5. Positioning Map. Step 3: Risks/Mitigation 1. The key checkpoints and milestones in the business plan The key checkpoints and milestones include the increase in the number of customers using customer services. The high number of customers will be an indication that the company services are competitive in the market. The management of the company will ensure that there are controls in place that will keep track of the changes in the performance of the organisation performance. Ease Travel will ensure that the strategies formulated in line with the company objectives. The management will make sure that the necessary resources are availed to help ensure successful implementation of the company strategies. After developing the plan, the service delivery process will be monitored where the corrective measures will be taken in case of any deviations from the targeted aims. 2. Measuring/determining the attainment of the set milestones I define success as attaining the set objectives of the business. The attainment of the milestone will be determined by the nature of comments that will be given by the customers. The platform will allow the customers to provide their feedback after experiencing the company services. Positive comments of the customers will be a clear indication that the milestones are achieved, as the entire goal will ensure customer satisfaction. Besides, an increase in the number of clients referred to the company by our loyal customers will be clear that the milestones will have been achieved. On the other hand, any negative comments from the client will be an indication that there is something wrong that need to be addressed hence the company will diagnose the problem. However, there are those customers who will always complain mainly because of over expectations hence the management will consider the situation surrounding the complaints of the customers. 3. The external factors that might affect the business to attain success The external factors likely to affect us in the process of attaining success can include economic changes. A decrease in the income of the customers will negatively affect the company as the purchasing power of the customers will reduce hence leading to decrease in the sales as the number of customers the company serves will decline (Zimmerer, Scarborough & Wilson, 2005). The increase in the income of the targeted customers will result in increased sales, as the customers will be in a better position to pay for the services due to increased purchasing power. The another external factor that can affect Ease Travel is an increase in companies offering online taxi services. The increase in the companies offering the same services is likely to reduce the number of customers. Besides, Ease Travel might be forced to reduce its prices to attract more customers if more companies offering the same services ensured the market. 6. Develop a risk mitigation strategy (to reduce risk). The primary risk mitigation strategy of Ease Travel is research and development. The company will invest in research and development with the aim of making the company services able to meet the market needs and provide services that are needed in the industry. In the process of reducing the possible risk facing the company, the management will ensure that research is conducted that will help in aligning the services of the business with the market needs. Besides, the management of the company will make sure that the strategy formulation process considers the external factors in the business environment. As a result, the set objectives will be achievable with the company strategies (Katz, 2003). The company will ensure that it remains relevant in the industry through constant research to make sure that the changes in the taste of the customers can be detected and the services aligned with the client demands. The company will ensure that the strategies adopted consider the resource requirement; hence making sure that there are resources available necessary for successful implementation of the strategies. Besides, stakeholder engagement will be another strategy for reducing the risk where the customers will be involved in the process of developing the services. The participation of the stakeholders will assist in meeting the market demand and achieving success in the implementation of strategies through reduced resistance to change. 7. Failure In the past, I have learned the role of leadership in maximising the future potential of any business. Leadership provides the direction needed to achieve the set long term goals in businesses. Failing to adopt the proper leadership is likely to result in business failure as the different stakeholders may not be properly engaged leading to business failure. Also, poor leadership can make the stakeholders fail to support the change implementation process due to poor communication of change (Burns, 2010). The leadership style adopted determines the ability of the management to ensure successful implementation of change strategies. 8. Names of mentors Mary Barra the CEO of General Motor: she has managed to offer leadership that has made the company very competitive in the global market. I admire her leadership as I consider her as a transformational leader who has managed to organise the business to achieve its current success. Richard Branson: he is a successful entrepreneur who decided to become businessperson at a very tender age. Richard is considered as a successful entrepreneur following his abilities to manage the Virgin group that is comprised of more than 400 different businesses. 9. 6-word summary “Innovative, corporate citizen, the market leader, creative.” References Bowersox, D. J., Closs, D. J., & Cooper, M. B. (2002). Supply chain logistics management (Vol. 2). New York, NY: McGraw-Hill. Burns, P. (2010). Entrepreneurship and Small Business: Start-up. Growth and Maturity. Palgrave Macmillan. Katz, J. A. (2003). The chronology and intellectual trajectory of American entrepreneurship education: 1876–1999. Journal of business venturing, 18(2), 283-300. Koontz, H. (2010). Essentials of management. Tata McGraw-Hill Education. Scarborough, N. M. (2012). Essentials for entrepreneurship and small business management. Instructor. Zimmerer, T., Scarborough, N. M., & Wilson, D. (2005). Essentials of entrepreneurship and small business management. Pearson/Prentice Hall. Read More