Soapy Rides Car Wash
This sample marketing plan was created with Marketing Plan Pro software.
Soapy Rides is entering their first year of operation. Mark believes that a comprehensive marketing strategy will be key to the success of the business. Soapy Rides 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.
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The profile for Soapy Rides' target customer consists of the following geographic, demographic, and behavior factors:
Soapy Rides is providing the market with a premium hand car wash service for the East Meadow community. SR seeks to fulfill the following benefits that are important to the customers:
The market trends for the car washing industry has been a gravitation from hand washing to automatic washing machine facilities. This trend has been fueled by the progression of technology. The automatic washing machines have become less expensive and more efficient over the last few years to the point that it is typically cost effective to invest in these machines.
While one might presume that this would lead to the demise hand washing, the abrasiveness of the machines will never be appropriate for expensive automobiles. This trend will luckily not have a significant impact on hand washing facilities that have a sufficiently large customer base that posess expensive cars. Luckily for Soapy Rides which does have an upper end clientele, market supply will decrease and demand will increase.
The car washing market has seen steady, 4% growth for the last six years. 4% growth is forecasted for the next four years.
The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing Soapy Rides.
There is one other hand car wash shop in East Meadow. 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 Soapy Rides 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 Soapy Rides targets will be more cost conscious, so prices will be approximately 30% less for these customers to promote volume usage.
Soapy Rides will provide the following services:
Soapy Rides keys to success are:
Soapy Rides is still in the speculative stages as a start-up organization. Its critical issues are:
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