Small Business Management: An Entrepreneurial Emphasis - Essay Example

By the time of our entry into the market, the cab business had already gained popularity in the entire region. However, it is our unique way of combining tourism with the cab business that makes us unique in addition to ensuring that we can explore an alternative business line when the competition is high on the other side. For instance, during the winter period, a few tourists visit this region, and hence targeting these foreigners will yield minimal returns. However, this is the time to maximize our potential in the introduction of the alternative side through full embarking on the cab business. This explains why we can dominate this market region in all seasons. In addition, the market development is enhanced by the fact that we are customer centered and hence bring to them the most unique services. Therefore, the most important approach involves highlighting the customer's unrealized and hence unfulfilled needs; an approach that has helped us to highlight the unexplored market that we can strongly be able to exploit.

Competitors

            The cab business in Seattle is flooded with high competition based on the fact that this is a service with high demand hence attracting many investors. At the Seattle locality, the competition is strong with some of the competitors having been in the business for a long period. For instance, by the time of the commencement of our operations, the Yellow Line Cab was already exploring the possibility of opening another branch office in the capital city with a record of 70 cars for the cab business.  Another major competitor at this regional level is Redys Cab Company which has dominated the market not only in this region but also countrywide. With such a competitor, Comfort Cab is forced to be innovative in frequently exploring unique approaches to emerging at the top in terms of services.

Process

            The management intends to incorporate various marketing processes by mainly comparing its approaches with the processes adopted by the already successful competitors. In addition, the company will have its business listed with the directories available online to enable potential customers, especially those visiting the country for the first time, to locate our business, the various ranges of services offered, and the list of friendly prices that they can compare with the competitors. This is an appropriate marketing approach based on the fact that the cost incurred to have a business listed online is negligible.

Distribution strategy

            The Comfort Cab business is currently distributed around the Seattle region. However, with time, we aim to establish more business branches in more towns in the country. This is a normal business growth trend based on the fact that for instance, the initial launching of the Yellow Line Cab is traced back to Seattle but the business has grown massively with time, spreading to other regions of the country. One of the reasons for the massive growth was based on the fact that this giant company had to initially buy the developing companies, amalgamate with others, and even force others to exit from the business as a result of the massive competition. This is the distribution strategy targeted to be incorporated by Comfort Cabs with the growth being expected to cover the whole country in the next five years.

            It is apparent that our services are locally available and hence no extra effort is to be incurred by the company being forced to extend its management services in the other regions of the country.  These are additional costs that are saved and alternatively utilized to pay and hence motivate the staff (Gooderl 38). However, a lot of management work is carried out by the logistics department for the arrangement of the delivery of newly bought cars for the business, preparing for the transportation means, and clearance procedures in the ports.

Variations in the distribution

            Currently, the cab business has been characterized by massive growth, especially in the Seattle region which is reaping a lot from tourism. For instance, the last year has seen the commencement of six cab business operations in the Seattle region. Most of the businesses have been situated near the town area although others have explored the possibility of exploring unexploited opportunities in the surrounding area. This is a good decision especially based on the fact that this region is not characterized by massive competition.

When Comfort Cab initiated its services, it initially located its head offices three miles from Seattle town. This was perceived to be a good move through which the competition in Seattle town would be minimized especially considering that Comfort Cab was an infant company that could be forced out of the business by the major competitors. However, after realizing that most of the services are available in the urban areas, the company relocated to learn from the competition in addition to initiating unique approaches that are incomparable to the competitors. This is the move that has resulted in the decision of Comfort Cab to explore alternative business as a way of overcoming the stiff competition.

Location

            This business will be located in the Seattle region. This is based on the fact that this is an appropriate area for establishing a business with limited capital. In comparison to the country’s capital city, this region is not characterized by high competition and hence presents opportunities for newly developing businesses.