My Summary

I have created this blog so that the students get an idea about strategic plan when they make it as an assignment. I did not make any changes and uploaded it as it is. I wrote this plan during my MBA. Kindly do not copy paste this material.
I hope it will help quite a few out there. If you want to read it from the start you have to start from the bottom.
For any further help you can always leave a comment or send me an email on jawadghani@gmail.com. I would love to help students. 

19.0 Executive Summary

Touch-Free Automatic car wash is a new facility to the people of this Region. The area of KPK has certainly lots of opportunities. As we are starting from Mardan, it is the second largest city in the province. The competition in this region are not that fierce as no one provides automatic car washing facility, but still the existing manual car washing bays (competitors) can not be ignored. As the number of cars is increasing at high rate and most of the middle class families are having cars and the awareness of importance of time and quality customer service is increasing, therefore these customers can be targeted easily to capture good market share and increase it rapidly.

This strategic plan should be implemented effectively to make this project successful and profitable in this competitive 

18.0 Contingency Planning

The contingency plan will be followed if the original plan does not work according to the expectations and changes are required.

ü  If the plant is not working properly and is having problems more often, service will be stopped and expertise will be called. Services will not be restarted till it is made sure that such problems do not occur. Such problems can make a bad label on the industry and the business.

ü  If touch-free automatic car wash initially fails to attract good numbers of customers with existing strategies, the price that is charged for each wash will be decreased and will be advertised heavily to attract customers, once the customers start coming they will be retained by high quality of service, saving of time, good customer relation by quality customer service.

ü  If the customers are coming more rapidly and most of customers want to have full service i.e. interior/exterior cleaning, for that purpose new car cleaners will be hired for rush hours and wedges will be given on per car basis.

17.0 Strategy Evaluation

Strategy evaluation is a very important process to check whether the strategies are implemented properly or not. For that purpose the balance scorecard of our strategies is;

Touch-Free Car Washing’s Balance Scoreboard
Financial		Actual	Target*	Responsibility
1.	Captured Market Share		2%	Owner/OM
2.	%age increase in the no. of cars serviced		0.5%	Owner/OM
3.	Total revenue		Rs. 650,000	Owner/OM
4.	Revenue growth		2%	Owner/OM
Customers
1.	Retaining Existing Customers		20%	Operation Manager
2.	Customer satisfaction with the quality of service		95%	Operation Manager
3.	Customer satisfaction with the convince		98%	Operation Manager
4.	Customer satisfaction with the customer service		95%	Operation Manager
Managers/Employees
1.	Employees Absenteeism		2%	Operation Manager
2.	Employees satisfaction and performance to pay criteria		90%	Owner
3.	Decrease employees turnover		5%	Operation Manager
Operation/Process
1.	Number of Plant Accidents		3	Plant Incharge
2.	Decrease the waiting time of customers		5%	Operation Manager
3.	Improvement in service quality		5%	Operation Manager
4.	Increase employee productivity		2%	Owner
Social Responsibility
1.	Decrease wastage of water		2%	Plant Incharge

* The target figures are given for the first three months. These targets will change for every quarter.

The strategy implementation will be checked every three months (Quarterly). Targets will be set before the period starts and it will be made sure that the targets are achieved in every quarter.  

Customer satisfaction will be measured by the forms those will be filled by the customers randomly. That will include questions about their satisfaction level about quality of service, convince and customer service.

Employees will be observed and asked about their work and performance to pay criteria. 

16.0 Positioning

We are the first automatic car washing providers in the area and that will be used to position our self in the market along side other qualities of our services that we provide. People will be made aware of the time saving factor, as their car will be washed in less than five (5) minutes of time if they need a simple car wash only. Customers will be given convenience, as they will be given the facility to book their turn by making just a phone call to save their precious time.

We will also provide high quality of services to our customers by using quality products to clean their cars.

As the customer service provided in this locality is not of that good quality, therefore customers will be provided with exemplary customer service and care.   

15.0 Market Segmentation

Our customers are all car owners in the locality. But as the city is a big city and its not easy for all the customers to reach one car washing bay easily. Another problem is that all the customers do not need same kind of service. Therefore we will be targeting different segments. That will be done on two basis, those are:

15.1     Geographic Segmentation

The population of the city is round about 1800 thousands having 86 thousand cars. Therefore we will try to establish automatic car washing bays in every locality that is ten different locations.

15.2     Behavioral Segmentation

Customers need different kinds of services and therefore benefit sought segmentation will be followed and customers will be provided three different kids of services to choose among what they like. Some times the customer needs only a simple car wash and his car is clean from inside, or may be because he is in a hurry for that purposes we will be providing him the Exterior car wash that includes basic car wash, interior vinyl and tire cleaning.

Some customers need Detailing that includes basic car wash, cleaning, and shampooing, it does not include exterior waxing or buffing.

The other kind of service that will be provided is Interior/Exterior Wash that includes basic car wash, vacuuming of inside and trunk, shampooing, inside window cleaning, interior vinyl and tire cleaning. 

14.0 Organization Culture

The organization culture should be very respectful to every one that includes employees of all levels and customers.

Culture should be very customer oriented. Customers will be dealt with great respect, care and polite. In case of any incident and mishap between customers and employees or business, employees will be taught not to speak loudly and give respect to the customers and listen to them. Operation managers should be asked to solve such problems.

The operation managers will be asked to work on perceptive management so that every one in the organization can feel important. Managers will be asked to make a polite and truth based culture in the organization.  A kind of culture will be developed where customers, employees and other people will not be deceived to catch the attraction by unfair means.  

Employees will be given training and development sessions to improve their skills and loyalty to the organization. They will be rewarded for their hard work by giving them increase in their salaries on performance base.