4.  MARKET ANALYSIS AND MARKETING CONCEPT

II. SWOT ANALYSIS

STRENGTHS

-         Strong USP with a clear express service within 10 minutes without stepping out of cars.

-         Less fixed investment on the car wash equipment.

-         One of the most reasonable prices will trigger the use of services.

-         High-labor intensive utilizing  flexibility.

WEAKNESSES

-         Location – away from the campus crowd.

-         Accessibility – only one entrant and exit.

-         High cost of promotional start up programs to shift lifestyle of ABAC student.

-         Uncontrollable service standard due to labor intensive

OPPORTUNITIES

-         No direct competitors nearby the campus.

-         Currently, most of the students are still parking their cars around the campus despite the opening at ABAC Bangna Campus.

-         Not enough parking space around campus forces students to use car wash services in order to attain car park added service.

THREATS

-         ABAC Bangna campus has moved away some of the target group

-         No need of using car wash services due having it done ready from home.

-         Facing with the competition from the indirect car wash services at shopping center and gas station within 3-5 kms. around the campus.

-         ABAC students  normally come to class with rush and leave minimum time to do anything prior attending class

 

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