CAR WASHDIOGA

MARKETING PLANINTRODUCTION

CAR WASH is a company dedicated to the service car wash at home helping our customers to optimize time.The Car Wash is seeking to solve the problems perceived by customers in the common washing machines offering the service at home. Besides having to customers who want the service within our extra service facilities cyber-cafe.Our service will be made with machine and biodegradable products that aid in the washing process and especially in confined consume minimal amounts of water.Although there are many car washes in our city do not believe they are our direct competition and that we differ is the first company to offer this service at home.CAR WASH will be located in Sauces 9 Av Isidro Ayora frente a la Española in the city of Guayaquil and meet the needs of the northern sector of it.We conclude that our target market has a lot of car park where we hope to achieve great success.We hope to reach a total brand positioning in the target consumer and the service we offer is focused on innovative and efficient for people who are responsible for washing your car.Our advertising will be coming to our consumers over 18 years through flyers, advertising, major newspapers. Radio, TV, social networks.

GENERAL PURPOSE

Our company aims to cover the upper middle class economically. The goal is to become recognized by at

least 40% locally at a time when an estimated time of 2 years, with a staff professional and trained in the area

to meet customer needs. We have a capital.......

SPECIFIC OBJECTIVES

•Achieve the best performance of our staff, always oriented to customer satisfaction.

•Providing ongoing training to our employees for optimum performance and achievement of goals and business skills

•Ensure the comfort, security and tranquility of the service performed to the vehicle guarding their belongings.

•Achieve the best customer experience in our company, more and more as a result of a pleasant moment.

MISSIONCar wash is a services company that offers services of car wash.Our mission is to provide the best service and beautification of washing cars and making sure our customers have total satisfaction with the services that we offer since each moment carefully made sure of the details of your car.

VISIONBeing leaders in national and international markets, providing quality service, using the best products to care for your car.

VALUESHonestyOur customers always have the assurance that their cars will be delivered in the same way as they were received with their belongings.Quality ServiceUsing quality products for our customers feel satisfied with our service TeamworkHelp in that cans between workers to provide good service soCustomer SatisfactionTrying to meet the expectations satisfy customer is the best way possible and to feel at home Personal AttentionProvide good customer service and make you feel very comfortable during the wait for the car wash service

DESCRPTION OF THE COMPANY

It is now necessary that car wash services for vehicles and buses. It also takes the relationship with car wash along with your customer care and treatment as this leads to our first customers to come back and know that we are committed to their car care, and especially with the satisfaction of our customers.Car wash consists of: vacuum the car, wash rugs, wash the car before washing with soap, washing with soap after soap and rinsing, drying of car cleaning and polishing wheels and clean glass and board. This process has a time in a compact car about 45minutes, but in a taxi delivery time is 20 minutes. We are to located in SAUCES 9 AVENIDA ISIDRO AYORA FRENTE A LA ESPANOLA

MARKET ANALYSIS AND COMPETITION

PORTER FORCES

RIVALRY IN THE INDUSTRYINVESTMENT REQUIRESWe have a high investment due to the purchase of equipment for washing, mobile units, logistics and adaptation works in the central office computer.COST After having recovered our initial investment, our profit margins will be higher.DIFFERENTIATION OF SERVICES:Due to the innovative idea of service differentiation of our product will be marked by an optimal marketing and advertising plan.

PORTER FORCESRIVALRY AMONG COMPETITORS

PERSONALIZED ATTENTION IMMEDIATELYWe settled on the availability of time and space for them on time, security and trust, seven days a week.DIVERSITY OF COMPETITORSWe can mention two categories: washing stations roller system, washing facilities hand washing. It is impossible to quantify the number of competitors that exist because of the vast informal sector at the time of providing this service.Customer loyalty It is possible that consumers may show little accessible because of loyalty to an establishment.Conditions of costs the price of service may vary depending on the type of vehicle and type of washing requirement and so we differ with lower prices because our costs are low despite the high investment.

PORTER FORCESBARGAINING POWER OF CUSTOMERSNumber of buyersDue to the chosen segment is in the range of 18 - 70 years, we can say that the market exists in a number high enough attractive to buyers.Sensitivity of pricesBecause of the extensive competition in the automotive cleaning market price ranges between competitors are very narrow, that is why we think a noticeable gain market share through differentiation.Ability to replaceConsumers have a great opportunity to replace but not with the same service we offer, and we are the only company that provides this service at home, minimizing replacement powerCosts of substitutionNominal Perhaps not significant, but if in real terms since we are offering time savings and convenience

RIVALRY IN THE INDUSTRY

•Investment required•COST•DIFFERENTIATION OF SERVICES

RIVALRY AMONG COMPETITORS

BARGAINING POWER OF CUSTOMERS

•Number of buyers•Sensitivity of prices•Ability to replace•Costs of substitution

BARGAINING POWER OF SUPPLIERS

•Number and size of providers:•Ability to replace•Cost of Change

SUBSTITUTE PRODUCTS• LAUNDRY CENTER•IN WASHING STATIONS• CASUAL CLEANERS• PERSONAL WASHING

RESULTS OF THE ANALYSIS OF THE FORCES OF PORTER

DODI CAR WASH is a company with more opportunities to grow because it is one of the first

companies in our city home. So we have more advantages for people to know us better facility.

SWOT

STRENGTHS1. - Trained staff for advice to clients.2. - Location of the local strategic3. - Have advertising information and knowledge4. - Affordability5. - Our staff is trained in the respective areas of work.

SWOT

OPPORTUNITIES1. - Take advantage of the flaws that leave the competition in the market2. - Establish promotions on holidays3. - Acquisitions Intense Competition4. - It is easily accessible 5. - The hours are convenient

SWOT

WEAKNESSES1. - Promotion of competition2. - Lack of innovation in promotions3. - Negative Publicity4. - Not having specialized machines for the job

SWOT

THREATS1.-The local recognition is reflected by some accelerated growth2. - The continuous supply local demands for customer gain3. - Entry of new market local4. - Informal competition

BCG

STAR: The car wash with biodegradable products is a new product on the market with rapid growth in a society that is gradually more concerned about protecting the environment, so it also needs much investment as the products used are manufactured with new technology. And the return is not soon because of customer awareness takes time QUESTION MARK: The car wash product at home is our problem because it requires enough investment on our part, and is likely to generate profitability and we are not requiring a large staff, and will not always have everything you need with what account in establishing itself CASH COW: The traditional car wash we represent a good return without investing a lot since the service is already positioned in the market and has a need in the consumer society. DOG: Applied silicon panels doors and interior details. It applied once a year. That's why it is not profitable because it is rarely applied in the year but not much is invested, not much is gained.

MATRIX ANALYSIS AND RESULTS

STAR: The car wash with biodegradable products is a new product on the market with rapid growth in a society that is gradually more concerned about protecting the environment, so it also needs much investment as the products used are manufactured with new technology. And the return is not soon because of customer awareness takes timeQUESTION MARK: The car wash product at home is our problem because it requires enough investment on our part, and is likely to generate profitability and we are not requiring a large staff, and will not always have everything you need with what account in establishing itselfCASH COW: The traditional car wash we represent a good return without investing a lot since the service is already positioned in the market and has a need in the consumer society.DOG: Applied silicon panels doors and interior details. It applied once a year. That's why it is not profitable because it is rarely applied in the year but not much is invested, not much is gained.

DEFINITION OF TARGET OR TARGET GROUP

Age: based on people over 18 who would become in our society the elderly, which in theory are capable of having

a driver's license and therefore access to a vehicle.

• Income: income people and to economic opportunities.

SURVEY DESIGN1. Would you want to wait for their car wash service is provided additional services such as:?SnacksInternetOthers2.How long would be willing to wait a car wash?Half an hour1 hour2 hoursNone of the above3.How often do you wash your car?• Once a week• Twice a week• none of the above4. You wash it or pay for washing?

• Would rather go to a car washing• Prefers to wash yourself5. Are you prefer a wash at home?•Yes•Not

6. If your experience is good you recommend to others?

• Yes• Not7. Which of these services you use most often:

• Basic Wash• Tires and Wheels• Body Wash interior (luggage, doors)• Applied silicon panels, doors and interior trim, shift knob handbrake.8. What time lost in washing the car?

• 1 hour• 2 hours• 3 hours• none of the above9. How often would use our service?

• Often• From time to time• 1 time per month• None of the above10. Are you willing to pay for a car wash service?

1. Would you want to wait for their car wash service is provided additional services such as:?

SNACKS34%

INTERNET35%

OTHERS31%

2.How long would be willing to wait a car wash?

21%

54%

14%

11%

HALF AN HOUR 1 HOUR2 HOURS NONE OF THE ABOVE

3.How often do you wash your car?

NONE A WEEK61%

TWICE A WEEK29%

NONE OF THE ABOVE10%

4. You wash it or pay for washing?

65%

36%

WOULD RATHER GO TO A CAR WASHINGPrefers to wash yourself

5. Are you prefer a wash at home?

92%

8%

YES NO

6. If your experience is good you recommend to others?

YESNO

7. Which of these services you use most often:

BASIC WASHTIRES AND WHEELSBODY WASH INTERIORAPPLIED SILICON PANELS

8. What time lost in washing the car?

1 HOUR2 HOUR3 HOURNONE OF THE ABOVE

9. How often would use our service?

OFTENFROM TIME TO TIME1 TIME PER MONTHNONE OF THE ABOVE

10. Are you willing to pay for a car wash service?

RESULTS

The results are excellent for us as it is novel in the city this way of providing services to customers. Besides that for clients who do not want the services at home it can be delivered at our facilities and will have access to an internet - bar.

STRATEGIC PLANNING

PRICE

After careful analysis of this region's car wash operator's pricing practices, we crafted a pricing strategy that we believe more closely aligns service with price. Our system incorporates a three tier pricing scheme. In accordance with our pricing strategy, our MEDIUM WASH $ 20.00 our TOTAL WASH $15.00 , and our EXTERIOR WASH $13.00 Additionally, we will provide customers the option to build their own wash package from a list of individual service options offered. These options will range in price from $1.00 to $3.00. We plan to charge $1.50 per 4.5 minute cycle in our self-service facility, and $.50 per 4.5 minute cycle for the vacuum service, which is in line with the prices that are currently being charged by the majority of the region's self-service facility operators.

STRATEGIC PLANNING

DODI CAR WASH is located in front of Spanish is an appropriate place that is

excellent enviromental and well-known

STRATEGIC PLANNING

DODI CAR WASH will be promoted in all communication networks, flyers, media, facebook, hotmail, twitter

STRATEGIC PLANNING

CAR WASH DODI provides a home service that is competitive because it

is a sale at low prices

PRODUCT PORTFOLIO AND SERVICES OFFERED

MEDIUM WASH $ 20.00• Washing sparkling• Clean wheel rims detailed• Application of Sealer Wax• Polish Application of Foam Conditioner• Cleaning entre puertas• Finishing and Detailing Hand• Vacuum Interior• Vacuum the trunk area• Cleaning Dash, Crystals• Application of vinyl conditioner• Armor-All• Fragrance Autospeed

SEGMENTATION STRATEGY

TOTAL WASH $15.00• Washing sparkling• Clean wheel rims automatic process• Vacuum inside• Glass Cleaning Dash• Cleaning Entrepuertas• Application of Sealer Wax• Polish Application of Foam Conditioner• Application of Armor-All• Termination by hand

SEGMENTATION STRATEGY

EXTERIOR WASH $13.00• Washing sparkling• Cleaning of Hoops by automatic process• Application of Sealer Wax• Polish Application of Foam Conditioner• Application of Armor-All• Termination by hand• Total Body protectant

SEGMENTATION STRATEGYEXPRESS WASH $ 11.00• Washing sparkling• Cleaning of Hoops by automatic process• Armor-All• Application of Sealer Wax EXPRESS MEDIUM WASH $9.00• Washing sparkling• Cleaning of Hoops by automatic process• Armor-All ECONOMY WASH $ 5.95• Washing sparkling• Cleaning of Hoops by automatic process

OBJECTIVE OF THE STRATEGIC

Be better and win more territory and in the future have branches.

Having regular customers

¿HOW?

Known to us in our city, providing a good quality service.

POSITIONING STRATEGIES

Car wash DODI to position themselves as the premier hand auto washing service provider in the north of Guayaquil This positioning will be achieved by leveraging their competitive edge:

Car wash has put a great deal of emphasis on creating a system that is both fast and efficient, which will keep costs, in terms of time spent per car, to a minimum.

ADVERTISING AND PROMOTION STRATEGIES

CAR WASHDODI

CONCIENTA A SU AUTO CON NUESTROS DE : • LAVADO Y ASPIRADO

• ENCERADO• PULIDA DE LOS FAROS• LAVADO DE MOTOR

SERVICIO ESPECIALIZADO PARA AUTOS

NOS ENCONTRAMOS EN SAUCES 9 AV ISDRO AYORA FRENTE A LA ESPAÑOLA

CONCLUSIONS

Our company is optimal to give excellent generate profete while working place with good salary