1. 0 BUSINESS PROFILE 1. 1 Business Description Modern people are very busy and they often neglect to clean their cars, and sometimes the limited living space also is the problem for the people who want to clean their car but they do not have space to clean their car, especially in Taiwan. Therefore, the cars wash shops are increasing quickly, and people are happy to send their cars there. In Taiwan, hand-washing cars is more popular, because the customers think using hands to wash is softer. It does not damage the pain of the cars, and it is a luxury way to take care their cars.
Kevin car wash (“‘KCW) business is a newly established car washing company located in the city of Kaoshung, in the south of Taiwan. “‘KCW was established to cater for people who are busy and often neglect to clean their cars as well as those people who have difficulty cleaning their cars at their homes because they do not have an available area. Taiwanese people believe that washing cars by hand is better for the cars paint because washing by hand is softer than by mechanical washing. This car washing shop will be about 100~150 squares in size and will be located on the corner of the street in the central.
1. 2 Business Mission Statement”‘KCW is dedicated to providing its customers the ultimate car wash & care experience. Focusing all of its energy and resources on customer satisfaction and value, while providing owners and employees an excellent reward. 1. 3 Situation Analysis”‘KCW is entering their first year of operation. Kevin believes that a comprehensive marketing strategy will be key to the success of the business.
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“‘KCW offers a premium hand car washing service provided by a well-known local family. The basic market need is a premium car washing service that is far less abrasive than the traditional automatic car washes. 1. 3. 1 Pest Analysis Political Factors Economic Factors Social Factors Technical Factors 1.
4 SWOT Analysis The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing “‘KCW. 1. 4. 1 StrengtKCW. 6.
Local businesses: Some local businesses have fleets of cars and small vans that must be kept clean to maintain their company image. These businesses will be looking for a cost effective, efficient car washing service to perform this service, and will prefer to use a car wash service during the week rather than during weekends, like the general public. Please note for analysis purposes in regards to the charts and graphs, the different segments will be grouped into individuals and businesses. This will be done to allow the charts and graphs to have a clean look that will aid in the ability to quickly discern information from them. 3.
2 Competitive Analysis There is one other hand car wash shop in Kaoshung. It is quite new and is trying to compete with automatic car washes by offering low prices. However, it is not targeting the customers who seek quality cleaning. The customers who “‘KCW is targeting have their cars washed based on the quality of the job.
They do not mind spending a little more each week to have their car washed and waxed in order to keep the paint work in excellent shape. The businesses that “‘KCW targets will be more cost conscious. Therefore, prices will be approximately 30% less for these customers to promote volume usage. 3.
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3 Sales Analysis & Forecasts The following chart forecasts sales based upon the Market Segmentation Strategy. Sales are seasonal in this industry, tending to be higher in the warmer summer months, and to drop off in the winter. However, “‘KCW will aim to flatten sales across the sales cycle by targeting segments that will want to keep their cars clean and looking good year round. 3.
4 Advertising & Promotions Advertising and Promotion- “‘KCW will use several different methods for advertising and promotion. 3. 5 Packaging The offered nice atmosphere and well services will be distributed from “‘KCW ‘s facilities throughout the environment. 3. 6 Pricing/Discounting Strategy Pricing- The pricing scheme is based on a per service price. A ‘”‘KCW Card’ can be purchased which provides a volume discount to the user.
3. 7 Marketing Reporting System”‘KCW!