MARKETING PLANINTRODUCTIONCAR 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 Espaola 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 PURPOSEOur 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 OBJECTIVESAchieve 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 COMPANYIt 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 FORCESRIVALRY 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 INDUSTRYInvestment requiredCOSTDIFFERENTIATION OF SERVICES
RIVALRY AMONG COMPETITORS
BARGAINING POWER OF CUSTOMERSNumber of buyersSensitivity of pricesAbility to replaceCosts of substitution
BARGAINING POWER OF SUPPLIERSNumber and size of providers:Ability to replaceCost of Change
SUBSTITUTE PRODUCTS LAUNDRY CENTERIN WASHING STATIONS CASUAL CLEANERS PERSONAL WASHING
RESULTS OF THE ANALYSIS OF THE FORCES OF PORTERDODI 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.
SWOTSTRENGTHS1. - 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.
SWOTOPPORTUNITIES1. - 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
SWOTWEAKNESSES1. - Promotion of competition2. - Lack of innovation in promotions3. - Negative Publicity4. - Not having specialized machines for the job
SWOTTHREATS1.-The local recognition is reflected by some accelerated growth2. - The continuous supply local demands for customer gain3. - Entry of new market local4. - Informal competition
BCGSTAR: 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.
MATRIX ANALYSIS AND RESULTSSTAR: 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 GROUPAge: 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?YesNot
6. If your experience is good you recommend to oth