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. 

13.0 Performance and Pay Criteria

Employs will get annual increase in their salaries. 4% increase will be given to every employee while up to 10% increase will be given on performance based. Performance of the employees that includes plant in charge, car cleaners, office boy and security guard will be measured by the Operation Manager, and the performance of operation managers will be measured by the CEO, at end of every year. Employees will be judged under the criteria which matches their work responsibilities. Some the basic judgment criteria will be:

1.      Technical knowledge

2.      Time Management

3.      Planning, budgeting and forecasting

4.      Reporting and administration

5.      Communication skills

6.      Delegation skills

7.      Equipment/machinery skills

8.      Meeting deadlines/commitments

9.      Creativity

10.  Problem-solving and decision-making

11.  Team-working and developing others

12.  Energy, determination and work-rate

13.  Leadership

14.  Adaptability and flexibility

15.  Personal appearance and image

12.0 Policies

12.1    Guideline

1. A vehicle shall only be washed if it is dirty (clumps of mud on vehicle, decal obscured, excessively dusty, etc.).
2. If the car wash is less than 100% satisfactory customer should let the operation manager know while they are at the car wash.
3. Service will be provided on first come first serve basis (FIFO). Booking made by phones calls will be accepted as first come.
4. The customers who make bookings on phone are suppose to reach the bay atleast ten minutes before the time is given to them, or else they might lose their number. It is on the discretion of operation manager. 

12.2    Rates

1. Interior/Exterior cleaning        150 Rs.
2. Detailing                                 120 Rs.                       
3. Exterior Basic Car Wash         100 Rs.

            (Car washing rates can be changed accordingly by the CEO)

12.3    Other Polices:

There are certain other polices which should be followed to accomplish the goals and objectives.

12.3.1 Office Policies:

1.      Touch-Free car wash will open at 7am precisely and will remain open till 8pm. Employees are suppose to reach at 7am and leave at 8pm.

2.      Employees can take 30 minutes break for Prayers and lunch. No more than two employees shall leave the office at once. Employees shall only leave on the permission of Operation Manager.

3.      Every operation manager will be given a separate office. He will be provided with latest computer according to the needs of office.

4.      All the employees have to sign the attendance register as they reach for work and leaving for home.

5.      Employees can make 12 leaves a year. More than 12 leaves will be deducted from their salaries.

6.      Reaching late or going early from office will be considered as half leave.

7.      Three half leaves will be considered as one leave. 

8.      Blue-collar workers will be hired on the basis of skill and attitude.

9.      No female worker will be hired for blue-collar job.

10.  Office supplies should not be consumed for personal use.

11.  No employee should talk against the business to the customers or in general public.

12.  No one should talk in high pitch with any employee of the office.

13.  No harsh and immoral words or phrases should be used inside the office.

14.  Office discipline should be maintained by all the employees.

15.  Employees shall remain loyal to the business.

16.  All the employees should follow all the rules written in the policy and generally accepted rules for offices.

17.  Any misconduct should be communicated to the CEO.

18.  CEO will make a committee of three to take decision against any employee if he/she misconducts or do not follow the rules.

12.3.2 Dress Code Policy

1.      Managers and sales representatives should wear paint, shirt with a tie. On Friday they can wear casual dress.

2.      Blue-Collar workers should wear the uniform that will b provided by the company.

12.3.3 No Smoking Policy

1.      No employee is allowed to smoke in the office.

11.0 Resource Allocation

In the beginning of the business till the SBU’s reach to a good number, company will work on centralized resource allocation.

11.1    Financial Resources

1.      10% of profits will be allocated to the advertisements.

2.      20% of the profits will be invested into new SBUs.

11.2    Human Resources

Number of employees for every car-washing bay:

1.      Operation manager                  1

2.      Plant Incharge                         1

3.      Car cleaners                             3 (can be increased if required)

4.      Office boy                               1

5.      Security guard                         1

11.3    Physical Resources

1.      Resources required for car washing will be provided when the stock limit will reach 25%.

2.      A high voltage generator will be provided to all the bays to run the system smoothly in case of power failure.

3.      Water recycling equipment will be fixed in all the bays to save the water and electricity.

Lands will be rented for long term for making car washing bays at different locations.