Thomson Modern Car Wash Center Marketing Plan - Case Study Example

Running Head: Thomson Modern Car Wash Center Marketing Plan Name: Institution: Course Code: Date of Submission: Target Market Selection Thomson Modern Car Wash Center is intended to be the prominent and modern car wash to deal with cleaning luxury cars within the region. Thomson Peters, a young entrepreneur with a vast experience acquired while working in a family company dealing in car repairs for over 9 years, own the car wash. Having owned a reputable car repair shop (Thomson car repairs) in the region for over 30 years, the Thomson family remains one of the prominent and respected families within its neighborhoods. The differentiator for Thomson Car Wash will be Peter and the Thomson name, which is a well-established brand. The general belief and idea behind the establishment of the car was is that car owners will not only come to Car was to have their luxurious vehicles and detailed, but also as a social as a social space to allow clients meet and chat with Peter’s father Thomson. It is also intended that the company will provide unparalleled services of high quality with modern technology applied in modern car wash companies. This will ensure customer satisfaction and hence customer maintenance and attraction (Cohen, 2005). The intended car wash will be based in the Sydney city of Australia. The choice of the location, just like in any other business is crucial in determining the levels of success or failure of the business. Sydney comes with lots of benefits to the business in terms of the market provided by the many traffic within the city. Also conducted research indicates that the area lacks enough modern car wash centers to serve the ever-increasing traffic. Furthermore, over 90% of households within Sydney neighborhoods are individuals of the wealthy class and therefore own luxurious cars that need modern washing services. Maxwell is a family friend who has had the opportunity to work with the Thomson family in the car repair shop for 23 years. He has worked with hundreds of small- and medium-sized businesses during his career. Environmental Forces Technology As a modern car wash, technology will play a major factor of concern. Internet as a platform for research helps the Center to tap into any new technology arising in the field. Furthermore, the internet and social media will act as a medium of advertisement to aware people of the availability of the Center’s services (Mark, et al., 2006). Government Regulations Government relations are regulations aimed to maintain ethical business behavior. The Center has the obligation to comply with government regulations such as taxation policy, trade regulations, and unemployment policy. This is to ensure that the business runs in accordance to government requirements of all registered businesses. Legal Changes Changes in the legal requirements touching on business requirements may also affect the operations of the business. This results in the event where the business will be required to adjust to meet the new legal changes. Changes on labor laws for instance may force the management to review its employment strategies while health and safety regulations may also have some impacts on the Center’s health and safety policy. Social Cultural Socio-cultural environment is one of the most areas expected to affect the business by a large extend. The socio-cultural factors considered in this case include age distribution, levels of education, income levels, population growth, and expectation of society from the business. The business’s policy will be to take care of the environment with which it is operating and uphold the culture of the people. Members of the society will also have the opportunity for employment opportunities. Segmentation The Modern Car Wash segments its market along types of car ownership. It believes that customer’s car type helps in determining the volume of driving and therefore a type of washing or any other service. 1. New car owners: it is a common believe that new car owners embrace new technologies and therefore admire the modern car washing technology. Since they have pride in their newly acquired cars, they will most likely bring them to them for washing and detailing. The Center aims to convince such customers that it will keep their cars look as good and new as they were on purchase. 2. Older luxury car owners: This comprises of people who have been riding on high-end luxury cars for years or bought second-hand luxury cars. The former group need modern car washing services to make their cars look good brand while the latter will often want to spend more time on their newly-acquired cars and thus the need to have them look good and in a better shape. 3. Sports car owners: Being youthful, such customers treat their cars as luxury and come first than anything else to define their class. Therefore, such customers will often want their luxury cars be washed with a modern technology to always look clean and in form. Positioning The Center seeks to position itself as the modern machine car auto-washing center in the Sydney city. The Center can easily achieve its positioning through leveraging its competitive advantage (Homburg, et al., 2009): The Center’s competitive edge will be Peters Thomson and the quality brand brought by the family name in Sydney. As mentioned in the executive summary, the Thomson family has been engaged itself in car repair for over 30 years (Van Auken, 2002). During this period, the family boasts of a great reputation ranging from business to personal contacts. Recommendations Direct trading and interaction with the customers in the Center and in their business’ showroom is the place of service. Precisely, individual drivers will be attended to at the Centre while car dealers will have services delivered to their showrooms. We provide convenient and high quality car wash and detailing services to our esteemed customers across Sydney City. As usual, new business sets lower prices than that of competitors to attract customers and create customer awareness. However, our prices will match the prevailing market prices as we target to work with customers who pay little attention to price but consider quality as a priority. According to Kelvin Clancy (Kotler, 2003), few individuals consider prices and are willing to pay even more for quality services rendered. We shall advertise our new service through billboards, major radio and television networks, the Internet, petrol stations, and public places (Kotler & Keller, 2003). Customers who sign one year contract will be offered a 10% discount (Michael & David , 2012). Loyal customers will be given a low-price coupons. Depth of Analysis and Research A market analysis of the Thomson Modern Car Wash Center is quite detailed. Analysis of the market segments and target customers indicate that the need of a modern Car Wash Center within Sydney of of high demand and thus the need to set up the business. The analysis also went further to identify environmental forces that are likely to affect the business. The research indicates that several individuals owning cars in Sydney, the likelihood of having a successful business is high. Reference List Cohen, A 2005, The Marketing Plan, 4th ed. Chicester, John Wiley & Sons. Douglas, C et al, 2010, Strategic Marketing: Creating Competitive Advantage, New York, Oxford University Press Homburg, C et al., 2009, Marketing Management - A Contemporary Perspective, 1st ed, London, Thomson Kerin, H & Berkowitz, R 2006, Marketing.8th ed, NY, McGraw-Hill. Kotler, P & Keller, L 2012, Marketing Management 14ed, Upper Saddle River NJ, Pearson Education. Mark, C, et al., 2006, The Oxford Handbook Of Enterpreneurship, New York, Oxford University Press. Michael, D & David, B 2012, Internal Relationship Management: Linking Human Resources to Marketing Performance, New York, Routledge. Van Auken, B 2002, The Brand Management Checklist, London, Kogan Page. Ziethmal & Bitner 2003, Services Marketing: integrating customer focus across the firm, New York, McGraw Hill. Read More