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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/77212
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| Title: | 汽車保養連鎖店
Auto Care Plus Business Plan |
| Authors: | 沈良駿
Shen, Edward |
| Contributors: | 鄭宇庭
Cheng, Yu Ting
沈良駿
Shen, Edward |
| Keywords: | 汽車
汽車保養
Auto
Auto Care |
| Date: | 2015 |
| Issue Date: | 2015-08-03 13:25:15 (UTC+8) |
| Abstract: | 汽車保養連鎖店
Auto Care Plus is an automotive service and repair center that is catering specifically for the female clienteles. We are unlike other stereotypical auto centers that female customers are generally hesitant to go. Auto Care Plus will be a place that are female friendly. We will provide simple and honest explanation about the work is required to the car. In addition, we will have a clean separate his/her bathroom, luxurious waiting lounge with coffee shop and free reading materials, free WIFI access across the facility, and even a nail salon.
Auto Care Plus plans to launch a marketing campaign as the “go-to” center when it comes to a women’s mind for such related auto work. We will market ourselves not only through the traditional marketing channel such as newspaper ads, targeted mailing, and word of mouth references, but also take full advantage of the internet and social networks with targeted website marketing.
Auto Care Plus will find an existing service center to purchase, and then lease the property in order to lower the capital expenditure. We need a total of $1 million dollars for an initial investment and we believe we will break even at the last quarter of year 6.
Auto Care Plus will plan for expansion if the sales trajectory is on par with our projection by end of year two. We will look for smaller facility located around the first service center within 10 mile radius.
1. Introduction 1
1.1. Introduction 1
1.2. Business Opportunity 1
1.3. Competiticve Advantage 2
1.4. Market Strategy 3
1.5. Funding Request 3
2. Company Overview 4
2.1. Market Needs 4
2.2. Business Opportunity 6
2.3. Company Mission 7
2.4. Auto Care Plus Solution 7
2.5. Existing Solutions 8
2.5.1. High-End Solutions 8
2.5.2. Low-End Solutions 9
2.5.3. Mid-End Solutions 10
3. Products 12
3.1. Product Description 12
3.2. Full-Service Car Maintenance and Collision Repair 13
3.3. Lounge 14
3.4. In-House Coffee Shop 16
3.5. In-House Nail Salon 18
4. Marketing Plan 20
4.1. Overview of Automotive Repair and Maintenance Service Market in the US 20
4.2. Total Available Market 22
4.3. Target Market 24
5. Marketing and Sales Strategies 26
5.1. Targeted Direct Mailing 26
5.2. Targeted Websote Advertosomg 27
5.3. Word-of-Mouth References 27
5.4. Print Advertising 28
5.5. Public Relations 29
5.6. In-Store Brochures 29
5.7. Customer Loyalty Program 30
6. Location 33
6.1. Leasing 33
6.2. Purchasing 34
7. Pricing Strategy 35
7.1. General Pricing Strategy 35
7.2. Repair Maintenance Service Pricing 35
7.3. Pricing of In-House Coffee Shop and Nail Salon 36
8. Financial Projections 37
9. Operations 41
9.1. Repair Operation 41
9.2. Systems 43
9.3. Financial Transaction 44
9.4. Spare Parts Inventory Management 44
9.5. Regulatory / Legal Issues 45
10. Personnel 46
11. Risks 47
12. Future 49
12.1. Expansion Plans 49
12.2. Diversion 50
12.3. Exit Plan 50
13. Reference 52
14. Appendix 53 |
| Reference: | 1. Automotive Industry Analysis 2015 – Cost & Trends. Retrieved 15th May, 2015 https://www.franchisehelp.com/industry-reports/automotive-franchise-industry-report/
2. Targeting High Income Adults. Retrieved 13th August, 2014 http://www.marketingzone.com/2689-targeting-high-income-adults?page=0,4
3. The 2013-2018 Outlook for Automotive Repair Shops in the United States by Philip M. Parker. 9th January, 2013
4. The 2007-2012 Outlook for Automotive Repair Shops in the United States by Philip M. Parker. 28th September, 2006
5. Car Sales at 10-Year Low by Bill Vlasic. 2nd July, 2008
6. Social Class in the United States by William Thompson & Joseph Hickey. 2005 https://en.wikipedia.org/wiki/Social_class_in_the_United_States
7. Everything you wanted to know about women (drivers) were afraid to ask by Jim Walczak. Retrieved 1st September, 2014 http://4wheeldrive.about.com/cs/forwomenonly/a/aa092202b_4.htm
8. Women Customers are Changing How Cars are sold. Retrieved 17th May, 2015 http://www.ranone.com
9. Auto Repair Shops Industry Snapshot. Retrieved 13th August, 2014 http://www.cevforbusiness.com
10. EZ Lube Offers “Certified Female-Friendly Service” by Garrett McKinnon.
http://www.noln.net |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
97933004 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0097933004 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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