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Choice of Business

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by

Myra Mufti

on 4 December 2013

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Transcript of Choice of Business

RAPIDO REPAIR SERVICE
design by Dóri Sirály for Prezi
Choice of Business
Identification of customer need
Developed nations
Local observations
Local demand
No such business exists
First of its kind

Target Market
Customers with cars

High income level group
Locations
Bedian/Burki Road
Raiwind Road
Ring Road
Dharampura/Sadr
Kasur Road
Ravi Road

Implementation
&
Conclusion
Marketing Mix
Price
Pricing Strategies:
Market Penetration Strategy
Market Skimming Strategy

Discounts:
Cash discounts
Selective Service Discounts


Credit Terms:
Credit card facility
Place
On the go service

Towing facility from point to the workshop of customers choice

Pilot program in Lahore only



Market Segmentation
Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation
SWOT Analysis
STRENGTHS
THREATS
WEAKNESSES
OPPORTUNITIES
Expansion
Number of cars increasing everyday
Line extension
Expansion of business in othercities

No benchmarking

Future changes in pricing strategies

Competitors
Easily copyable
Change of trend
People might switch to other means of transport
Import duties on car
Increasing prices of fuel

Reach location in 5-10 min
Skilled workers
Own workshop
Caters to all areas of Lahore
Resources
Strong planning & management team
Proper organizational structure
Service Profit Chain
Internal service Quality
Trained employees
Skill development
Vocational training
Satisfied & Productive Employees
Increased efficiency & effectiveness
Greater Service Value
Creating value for customers
Capturing value from customers
Satisfied loyal customers
Strong relationship with customers
Healthy service profits &Growth
Increased profitability
Long term sustainability of firm
Opportunities for expansion

Promotion
Two categories of promotion:

Above the line Method (Mass marketing)

Below the line Method (Niche Marketing
Techniques in ATL:
Radio (Rasta FM-88.8 Lahore)
Local newspaper (consistent marketing)
Social media (facebook)
Word of mouth
Website
Billboards

Techniques in BTL:
Flyers (distribution at the routes of high traffic, gas station, car insurance companies and motels)
Sales promotion (coupons, free gifts, discounts, loyalty incentive)
Brochures (given to the customers after taking services)
Money refund policy (encourage customers to try our services)


Sales promotion
Public Relations
Product
Positioning:
Attracting maximum customers by awareness

Brand Name:
Easy to pronounce
Indicates the quality and level of our service
Distinctive
Extendable


Organizational Structure
A full crew of 56 employees:
Managers
IT workers
Advertisement Consultants
Electricians
Mechanics
Branch Workers
Tracking/Phone Exchange Workers

Working & Resources
24/7 service to customers
1 on-the-go vehicle at each point
2 shift bases
12- hour shifts
7am-7pm
2 backup on-to-go vehicles at headquarters

14 vehicles equiped with:
Towing facilities
Professional tools
Minor spare parts
1 professional electrician
1professional mechanic
Everything to get the vehicle going
Full transcript