Marketing management help on: Potential customers pay for manual car wash

TASK 1

How many potential customers are prepared to pay for a manual car wash?The users who Joe Burt Car Wash is focusing having their cars washed based upon the excellence of the job. They don’t mind to spend a little more time to have their cars waxed and washed to maintain the paint work in good shape. The business that Joe Burt Car Wash targets shall be cost conscious, so prices shall be approximately 30% less for these kinds of users to advance volume usage. Joe Burt Car Wash shall offer the following services such as Car washing, Car detailing and Car cleaning (Wilson, Daniel & McDonald, 2002). The key to the success of the Joe Burt Car Wash is high services of the quality, convenience and benchmarked service of the customer. It has been observed from the case study that, Bellchester has not had any form of manual or automatic car wash facility so people who have cars are prepared to pay for the manual car wash.

Where the best location for a car wash is

It is viewed that there was no any manual or automatic car wash facility in the region of Bellchester, it is advisable to Joe to set up the facility of the car wash on the old garage forecourt on the edge of the town.

When the car wash should be open – opening times

The car wash should be open from 9 to 5.

It is very clear that people who are working they don’t get time on weekdays; it is advisable to open the garage on weekends from 9 to 8.

How regularly potential users might visit the car wash

The objective of the Joe Burt Car Wash is to position them as the premier automobiles hand washing organization in this area, steady enhancing share of the market. The strategy of marketing shall view to first make awareness of the customer, form the base of the customer and work towards forming of the customer loyalty (Palmer, 2009). The marketing strategy should be formed in such a way which communicates that Joe Burt’s Car wash that their hand washes are superior in comparison to the machine washed alternatives which may actually produce harm to the cars. According to me, potential customers are prepared to pay for a manual car wash if they think that the machine washing is not good in comparison to the manual washing. Potential users might visit the garage when they think their cars are dirty and they feel that their cars should be cleaned and washed. Potential users might visit the garage for the car wash at least once in a week.Target Customers

New car owner: Owners of new car are likely to utilize the service of hand car washing. These owners may take pleasure in their vehicles and shall bring them to the detail and wash service.

Owners of older luxury car: It is examined that people who have purchased second –hand vehicles such as car will spend more time in their cars and place more significance on maintaining their cars viewing good (Johnson, Scholes & Whittington, 2008).

Owners of Sports Car: It is examined that owners of sports car want their cars to be washed and cleaned weekly.

Lifetime Owners: Many individuals have purchased their cars for 5 or 6 years and more probably to be the women. They are connected with their cars and will bring their cars for wash when they are dirty and need to be cleaned.

Local Business: Some local business has fleets of small vans and cars which should be cleaned to maintain their image of the Company.

Situation Analysis

Strengths

• Good associations with various perspective users in the target market.
• Well –trained workers

Opportunities

• Participation throughout the steadily developing market
• A high probability of repeat business
• The capability to minimize the fixed cost as the percentage of the individual sales as increase in volume.

Weaknesses

• The requirement for dependence on the outside investors.
• There is a need to have a fairly volume of the business to hold the essential service staff.

Threats

• The people have an idea that there is not the difference in the quality among a machine and hand wash (Wilson, Daniel & McDonald, 2002).
• Any kind of slump in economy, minimizing discretionary spending.

TASK 2Explain in simple terms why it is important for Joe’s business to have a business focus or orientation. Identify the various business focuses and orientations that exist and suggest the one that Joe ought to build his business around, and explain why.

Business Focus or Orientation must be there to focus on the mission of the business. The Mission of the Joe Hurt business is to provide the excellent service to its users. It is important for Joe’s business to have a business orientation because orientation in the business covers distinct dimensions, relying on the objective it serves. It would refer to the marketing orientation, or sales orientation, customer orientation or employee orientation. It is very clear that distinct businesses apply distinct orientations, relying on their individual strategies and goals.

Various Business Focuses and Orientations

Sales Orientation: It is very clear that sales orientation concentrates mainly on selling the products or services that the organization manufactures. It may often have a short period focus and outlook majorly on selling to the user and not on making the long term association with them (Wicks, 2011).  This kind of approach is famous in the market where the item of ticket is of great value with restricted potential of repeat purchase. It can be said that sales orientation carry some similarities in relation to the marketing orientation because both use promotion, distribution and pricing skills (Kholi, Ajay & Bernard, 1990).   It is viewed that, in sales orientation little thought is given what the user actually wants. The famous example of the sales orientation is in case of life insurance overt selling can be considered as the common tactic.

Marketing Orientation: The marketing orientation is applied when the whole organization practices customer –related technique to their actions (Kholi, Ajay & Bernard, 1990).  A basic component in the marketing focused company is the collection and use of the knowledge about the user. If marketing orientation is utilized successfully then all divisions should learn to share and collect knowledge in relation to users every time so they become in contact with users. In summation, to collect the information about the users jointly, the marketing focused company should transmit the information to the users collectively with the general message being shared by all divisions.  In simple words, marketing orientation reflects 3 dimensions such as creation of the market knowledge about the requirements of users and environmental factors, dissemination of information between organizational departments and implementation and development of the strategies related upon the information. Amazon.com is considered as the excellent instance of the company with the marketing orientation and one might recommend that there are excellent instance of the Company with the relationship orientation and they try to provide the personalized experience of shopping to its customers.

Employee Orientation: Employee Orientation can be considered as the procedure of initiating a new worker at the job (Johnson, Scholes & Whittington, 2008). It comprises completion of the paperwork by signing and reading significant forms of the contract. New workers are initiated to the profile, policies, goals, duties and roles of the Company to execute for smooth functioning of the Company. It offers skills-related training for workers to familiarize themselves with the culture of the business and expectations of the organization. The orientation makes the worker to experience welcome and comfortable in the organization.

Customer Orientation: It can be said that user orientation is related on the fact that the user is always correct. Business using this orientation provides remarkable user service and view to form strong relationship with customers. They make sure mutual respect among them and its clients and coordinate with them in such a way which makes them feel appreciated and valued. In general, business of this type are worried if their users don’t view any kind of value by performing business with them and create sufficient adjustments to rectify this when it happens.

It is advisable that Joe should build his business around Customer Orientation because business of the Joe provides manual car wash services to the users (Johnson, Scholes & Whittington, 2008).  It is advisable to the Joe business to utilize consumer orientation because it provides remarkable user service and view to form strong relationship with customers. This kind of orientation would offer Joe Business to ensure mutual respect among its users and integrate with them in such a way which makes them feel valued and appreciated.

TASK 3Mission: The mission of the Joe Burt Car Wash is to offer high services of the quality, convenience and benchmarked service of the customer. In, fact Joe Burt Car business targets both female and male audience and middle to high population of the Bellchester. In this kind of category, we like to focus the ages among 25-59. We experience that these are considered as walk-in customers with most luxurious cars and ones who worry about their vehicles look nice. These users may afford to use money on our packages and may take joy and pride in their appearance of the car.

7p’s of Joe Burt Car Service

Product

It is examined from the case study that, Bellchester has not had any form of manual or automatic car wash facility and one of the major drivers for Joe to start this business has been the number of residents who have suggested to Joe the need a car wash facility in the town again. According to the needs of the Bellchester residents, the Joe Burt Car Service has decided to offer the services to their walk-in users such as Car Cleaning, Car Washing and Car Detailing.

Pricing

The pricing scheme is related on price of per service. In, fact soapy card may be bought which provides a large discount to users (Kotler & Amstrong, 2007). It is advisable to Joe business that they should follow two types of pricing in order to charge the customers accurately.

• Individual Customer Pricing – Offering individual services needs the similar energy and time investment as company services. Refer the incentive to reward the frequency of the usage of the car wash and motivate pre-paid package so that the car wash captures revenue from pre-paid debit card.
• Account Pricing – Account pricing generally entails the guaranteed no. of washes for every month in exchange over the discounted price. E.g. Account users are police department, domestic sales fleet and car dealers.

 Place

It is advisable to locate the car wash facility on an old garage forecourt on the edge of the town. It is estimated that walk-in users shall bring their cars to the old garage forecourt to be washed and cleaned. Joe Burt Car service will take up the fleet vehicles throughout the business hours. We shall wash and clean the vehicles and give them before the other day begins.

Promotion

It is advisable to use shotgun technique to target the users. For this kind of strategy, it is necessary to promote in yellow pages and domestic newspapers (Palmer, 2009). We would promote with coupon in several places, it can be considered as the incentive for individuals to become our users. The usage of the coupons shall likely to initiate the people who are not familiar with the services of the Joe Burt Car Wash. To target the fleet users, it is advisable to Joe to implement the rifle technique. We shall hand out and send flyers to our users and promote trade bulletins.

Packaging

The fifth component in marketing mix is known as packaging. Form the practice of looking and standing back at each component in packaging of the service or product with the eyes of the critical prospect. Little enhancements in the external appearance of the service or product may lead to entirely distinct responses from users or customers.

Positioning

Joe Burt Car Wash views to position them as premier hand car washing provider in the region of Bellchester. This positioning shall be accomplished by influencing their competitive area. Joe has placed a great emphasis on making the system which is efficient and fast and maintains the cost in term of time used per car (Palmer, 2009).

 People

The last P has been regarded as people in marketing mix, people refers to all those who are connected to the organization in direct or indirect manner (Johnson, Scholes, & Whittington, R 2008). Form the practice of the thinking in term of people outside and inside the businesses who are accountable for every component of marketing and sales strategy. It is amazing to view that how many business people and entrepreneurs will work hard to think about every component of the marketing mix and marketing strategy. People play a very important role in the region of marketing. It can be said that, people play a very significant role in the business of manual car wash.

TASK 4

Why might customer care and customer service be an important aspect of this particular type of business? What would you advise Joe Burt to ensure that he does in this respect?It has been examined that customer satisfaction may be faced in a number of situations and related to both services and goods. It is the greatly personal evaluation which is highly impacted by the expectations of the customer. Satisfaction is related on the user’s experience of both personal outcomes and contact throughout the organization (Johnson, Scholes, & Whittington, R 2008). It can be said that, high quality customer care counts because maintaining existing users is simpler than searching new ones. Satisfied users will create a lot of promotion for us. Most individuals refer doing business with the organization because of suggestion by the friend or acquaintance. Dissatisfied users spread the terrible news that ultimately endangers everyone’s job.

Excellent customer service– The target users have money and are utilized to having better customer service.

High quality washes– The target marketplace value a greater quality wash for its upper-end cars.

Convenience– The operation hours and time required to offer the service should be fast and convenience respectively, to increase share of the market.

The industry of car wash is viewed as profitable industry and offered that owners may distinguish their firms and make a loyal base of the customer and form techniques to fascinate new customers (Wilson, Daniel & McDonald, 2002).  It could be stated that, profits are higher when the car wash is mixed with another car –associated services which offer better value and assists in retaining customers. To make success in the car wash industry, business should offer:

• Excellent customer service
• Quality wash.
• High-quality equipments
• Simple access to good location and facilities
• Applicable and quality related car services

It has been examined that having a business in hand car wash does not mean that it would not require equipment or machines in business. Customer service plays a very significant role in the business of car wash. In simple words, it can be said that business of car wash is all related to service (Burston, 2008).  The Company who is in the car wash business need to invest in vacuum cleaners, pressure washers and buffing machine (Wilson, Daniel & McDonald, 2002). It is important for the business of the car wash, that they should have comfortable section for car and owner of the car. It is very clear that owners of car could be happy to turn out your patron, if owners have got a great place while their vehicles are washed. These days, websites are not expensive as it was 2-3 years before. Generally, websites are considered as great path to ask about the feedback of the users. Being in business of car wash, it is important to maintain the good relationship with suppliers. Tire black, car shampoo, chamois contains the other part of the business. By paying and ordering suppliers on time will definitely create a long lasting relationship with them.

It is advisable to Joe Burt to ensure the customer service in the car wash business with the help of various points such as

• It is necessary for the Joe to invest on the Lounge.
• It is advisable to add values to the services
• Research continuously
• It is advisable to have an online presence in order to make a strong relationship with customers. With the help of online presence, Joe business will receive constant feedback from the users (Dignity Marketing, 2011).
• In order to make long lasting relationship with customers, it is advisable for the Joe business to offer excellent customer service, high quality equipments, quality related car services and simple access to good location and facilities.

At last, it can be concluded that customer service and customer care play a very significant role in the business because it provides services to the users (Dignity Marketing, 2011). Joe Burt Car Wash wants to open the hand car wash business which provides car cleaning, car detailing and car washing services to the car users. Being in service related business, it is important to take care of customer care and customer service because both play a very significant role in the customer relationship management.

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