Marketing Assignment report on: Company summary analysis on Antoinette’s Auto Service Center
Company Summary
The times have changed so have the products, services and the customers. It’s a customer driven market now, and the generation needs high quality at a reasonable price. Antoinette’s Auto Service Center is a woman owned and operated automotive service company. This business revolves around the concept of catering niche market consisting women and other people who are constantly looking for high quality auto services along with the basic comforts a customer can expect.
This service will also satisfy one critical need that is customer’s education in auto repair, which can help them in difficult times. Thus along with the basic services such as car maintenance, providing OEM parts, kit upgradation etc. this business will also concentrate on enhancing the knowledge of customers in auto-maintenance and in the process there will be a high level of commitment towards the customer comfort. The Antoinette’s Auto Service Center is planned to have a high-tech environment in with each customer will be a member and have an online account at our web portal, which may help us in continuously providing useful technical information’s, our offers and appointments.
Service Summary
The Antoinette’s Auto Service Center shall provide a unique blend of auto-service along with taking proper care of customer’s time, service quality and comfort. “Perceived service quality has positive effects both directly and indirectly (through customer satisfaction) on customer loyalty” (Bei & Chiao, 2001). The Service center will be having a 24 hrs customer care representative, who can help the customer’s on phone or online. The service center will also provide basic knowledge of auto-repair to the customers and proper guidance while purchase of auto parts or products. The services will be delivered with latest technologies available in the market. Since the business will be run by women, it will provide a very relaxed environment for other women client’s to visit the center and get the service.
The customer follow ups will allow us to know about future issues (If any) as well as understanding the customer’s better. Most interesting part of this business will be the kind of attitude it reflects towards women, all their queries related to technical issues or purchase shall be resolved.
We can infer from the data that, in U.S more than 80% of car buying decision is taken by women in addition to this around 60% of customers at auto service centers are women. (Kotler & Armstrong, 2009). With these huge numbers the services offered at these service centers are very uncomfortable or sometimes unfriendly for women. This is a need that has to be catered in this sector, and our concept has taken this need as a base for the business.
The auto service market’s size and development is beyond imagination and hence there is a need of both service and quality (McKinney, 1948). Thus the market to be catered constitutes of people who value quality service, knowledge sharing and comfort. Since these are the basic requirement of today’s potential customers, though the target market is niche, but the size of the same will be huge.
The customer’s time, their need and comfort level will be given due weightage in our business and hence will help in getting good customer relationship. The kind of service which can cater women’s better than anyone else will become the cutting edge of this business.
There will be a kind of referral kind of customer base. As the concept is unique and as per the market requirement, the new customers will further expand our business by word of mouth. Auto Service Center will arrange frequent seminars on various technical issues. The customers will also be provided with guidance for purchasing new or used cars, so that they can save a lot of money which is spent in buying unsuitable or degraded products.
To serve them better, there will be a cafe attached with the service center along with a general store consisting of products of daily usage. Thus the whole environment will be very friendly and relaxed.
The cost to the service will also be very reasonable. Since the expected market to be catered is large, we will take lesser profit margin then our competitor’s, so with less margin but large customer base we can earn similar or even better than others. Sometimes signage in front of a heavily trafficked road is also a good way to market auto service station (McKinney, 1948)
Getting the automobile serviced will be a very user friendly process, upon registration the customers will be allotted a membership number, and they will have an option to explain the issues through our web portal or phone, there will be a customer relations cell, which will guide them about fixing the problems by their own or help in making some purchase decisions. If the problem cannot be handled by the customers, then they’ll be allotted an appointment so that they don’t have to wait at the service station.
For a business a relationship is more than just a few encounters. It is based on numbers of interaction on a continuous basis (Swartz & Iacobucci, 2000), and hence during the servicing or other related work the customer will be continuously informed about the status and at the end on request customers will be given general auto repair training by our technical experts. To maintain quality OEM parts will be supplied and installed. Many firms consider investing time and money in resolving the customer complaints as a means of attracting customer loyalty (tax, Brown, & Chandrashekaran, 1998). Upon entering the membership number, the customers will receive other related knowledge, information about our new offers, appointments at our web portal. These features will help us remaining in constant touch with our customers.
The other automobile brands will also definitely like to get associated with such kind of unique service, and hence a new source of income could also be generated by advertising their products at our service center and web portal.
Plan of action
“Establishing relationship with the customers involves two stages, first attracting the customer and then building and managing the relationship overtime, so that economical objectives of both the party are achieved” (Swartz & Iacobucci, 2000).
A very nice initiative to launch the Antoinette’s Auto Service Center will be taking feedbacks. We will conduct a survey with women in nearby areas. The questionnaire will consist of questions related to their overall experiences at the service centers, which will include the need of women friendly auto service centers, the kind of continuous follow-ups they expect, round the clock services and technical guidance. This service will evoke an awareness the market about such a unique and creative service, which satisfies all the need that women has been expecting from an auto service center.
Thus using the feedbacks from the survey, the services will be further modified as per the market demand and launched. The client contacts collected during the survey will serve as a tool to invite initial customers. Once a small segment of expected market is convinced about the quality, reliability, value for money and good environment from our services, the referral, word of mouth and our own advertisement based marketing will help in getting new customers.
Initially as the customer reaches the station, their personal details, contact number, email ID and the residential address will be taken for their registration as members. The type of problem or issues will be discussed and will be entered in the customer’s database for the future references. Before handling the main issue, the automobile will first go for general checkup in which general issues can be identified. The customer will be given a transaction code for registering the problem and another appointment, by which the problem will be resolved. While if the problem is minor and the customer has to wait, then a café-bar attached to our service center will cater them.
Once the problem is resolved, the transaction will be made in the customer’s account and using these references we will be able to contact them whenever we have some new news, offers, technical facts or seminar’s to share. This will keep our customers always get in touch with us even if they don’t have any issues with their automobile. These features will help in referrals, which would bring more customers. As per a few interviews “Customers want to be “relationship customers” of the firms serving them. They want ongoing, personalized relationships with the same representatives. They want these representatives to contact them, rather than always having to initiate the contact themselves”. (Parasuraman, Berry, & Zeithaml, 1991)
Conclusion
“Unless your campaign has a big idea, it will pass like a ship in the night” – David Ogilvy.
A good idea is above all the other resources of business, and this is what has formed the base for our business. The idea is to serve the society better and give them the service, facilities and even the luxury they deserve. The services we want to offer through the Antoinette’s Auto Service Center are the direct result of pain points we have observed in the market.
Our mission is not only to provide excellent automotive care and customer service, but also to provide educational services to our customers. Antoinette’s Auto Service Center is not only for women; we are for all automobile owners, and anyone interested in learning how to do basic car services. Our goal is to break the old stereo-type thinking that only men can work on automobiles, with our team of experts the overall experience is to inspire people to be more involved in their car maintenance.
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