4.  MARKET ANALYSIS AND MARKETING CONCEPT

I.   PROJECT IDEA, OBJECTIVES AND STRATEGY

 

PROJECT IDEA

Our on campus business is Express Car Wash by hand , which is originated from the following rationales:

1)     Car owners care about scratches created by Automatic Machine

2)     Car owners are fed up with waiting time they waste on going to other car washes by hands that take more than half an hour.

OBJECTIVES

-          To provide fastest car wash service by hands that is within 10 minutes

with highest efficiency deliver to customer

-         To achieve at least 50% profit margin during each operational year

-         To achieve at least +5% growth in sales revenue each year

STRATEGY

     1) Product strategy 

-    Car Wash by hands

-         USP = Quick serve within 10 minutes without stepping out of your car

-         Avoid fixed investment in heavy equipment

-         Apply more of labor-intensive than capital intensive

-         Target market =ABAC undergraduate students (car owners)

2)     Pricing strategy

-         Focus on low price

-         Price to penetrate market and avoid direct price competition with Automatic Car Wash

-         Price classification according to types of cars, i.e.

Small sized car                          price charged is 60 Bat.

Medium sized car                      price charged is 80 Bht.

Large sized car                         price charged is 100 Bht.

3)     Promotion strategy

-         Concentrating on Promotion strategy that encourage repeat purchase

and loyalty of our product ,i.e.Coupon redemption by collecting 10

coupons and get free 1 washing service.

4)     Place strategy

-         Utilizing  one part of current car park at the back of Q building by joining with Asia Car Park in offering services to customers.

 

 

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