5.0 Strategies

Different strategies will be adopted to achieve the goals and objectives of the company. Those strategies are;

5.1       Market Penetration

We will invest 10% of our profits on advertisements every year. We will advertise heavily on the popular local radio stations and newspapers. After expanding into more than one city, we will use TV media as well for advertising purposes.

To attract new customers, different small packages will be introduced for their convince, affordability and to increase their loyalty.  

5.2       Differentiation

We will be giving most convince to our customers i.e. time saving, superior services i.e. high quality car wash, fun i.e. washing car by adding different colours in water and exemplary customer service, by charging them the most affordable prices for all these services.

5.3       Market Development

In the first two years we will expand our business into different areas of the city to make it convenient for our customers. Later on the same strategy will be used to move to other cities and make automatic car washing bays in different geographic locations of those cities.

5.4       HR Strategy

After expanding into different geographical locations, we will heir technicians for automatic car washing machines. We will make sure that the automatic car washing machines work smoothly and the problems do not arise more often. If incase problems arise so that those problems can be solved quickly and easily.   

4.0 Objectives

1.      Capture 10% market share in first year and increase market share by 10% every year for at least three years.

2.      We will increase our profits by 15% every year.

3.      Build brand awareness, increase the customer base and develop brand equity.

4.      Our goal is to become the leading car washing service provider in N-W.F.P during the next five years.

5.      Expand and establish the Touch-Free Car Wash service provider in the city with in two years and in five years in N-W.F.P.

6.      Quick solutions to the problems in the automatic car washing systems.  

In addition to the above goals we will survey our customers and make changes in our programs and add services to meet their changing ideas in the marketplace.

3.7. SWOT MATRIX

	Strengths—S	Weaknesses—W
	1.    First Automatic Car washing equipment in the locality. 2.    Convenience 3.    High quality services i.e. cleanliness. 4.    Exemplary customer service. 5.    Advertisement 6.    Use of generator 7.    We do not waste water but recycle it.	1.        If equipment goes out of order, it will take time to be fixed. 2.        Entering into an industry without prior experience. 3.        Constant volume of business required for expenses. 4.        Not easily accessible from the whole city.
Opportunities—O	SO—Strategies	WO—Strategies
1.        We are entering a market Niche. 2.        Total number of vehicles (jeeps and Cars) is more than 86000. 3.        Numbers of cars are increasing 25 percent annually. 4.        30% target customers possess good Model of cars i.e. 2000 and above. 5.        A high likelihood of repeat business. 6.        Awareness is increasing in people about time saving and cleanliness. 7.        The infrastructure is not very good. 8.        Lack of quality services. 9.        People spending patterns will change if Mardan is given the status of big city. 10.     The geographical expansion is easy. 11.    Automatic car washing is a great fun for customers.	1.    We will invest 10% of our profits on advertisements every year. (O1, O6, O11, S1, S5) 2.    To attract new customers, different small packages will be introduced for their convince, affordability and to increase their loyalty. (S2, O5) 3.    We will be giving most convince to our customers, superior services and fun by charging them the most affordable prices for all these services. (S2, S3, S4, O8, O11)
Threats—T	ST—Strategies	WT—Strategies
1.        Electricity is a big problem in the country. 2.        A downfall in the economy, reducing the power of spending money. 3.        No awareness about automatic carwash. 4.        The perception that there is not a difference in quality between a hand and machine wash. 5.        Hand washing bays can compete by offering very low prices. 6.      No technicians available in the local market to fix the automatic car washing machine.		1.        Business will be expanded in the city and then in the province. (W4, T5) 2.        We will heir technicians for automatic car washing machines, so that machines work smoothly and the problems do not arise more often. (W1, T6)

3.6 External factors Evaluation Matrix

Key External Factors		Weight	Rating	Weighted Score
Opportunities
1	We are entering a market Niche.	.20	4	.80
2	Total number of vehicles (jeeps and Cars) is more than 86000.	.10	3	.30
3	Numbers of cars are increasing 25 percent annually.	.10	3	.30
4	30% target customers possess good Model of cars i.e. 2000 and above.	.05	1	.05
5	A high likelihood of repeat business.	.02	3	.06
6	Awareness is increasing in people about time saving and cleanliness.	.05	4	.20
7	The infrastructure is not very good.	.03	2	.06
8	Lack of quality services.	.01	3	.03
9	People spending patterns will change if Mardan is given the status big city.	.01	1	.01
10	The geographical expansion is easy.	.07	4	.28
11	Automatic car washing is a great fun for customers.	.02	3	.06
Threats
12	Electricity is a big problem in the country.	.15	4	.60
13	A downfall in the economy, reducing the power of spending money.	.05	1	.05
14	No awareness about automatic carwash.	.10	3	.30
15	The perception that there is not a difference in quality between a hand and machine wash.	.02	2	.04
16	Hand washing bays can compete by offering very low prices.	.02	3	.06
Total		1.00		3.20

3.5. Internal Factors Evaluation Matrix (IFE)

Key Internal Factors		Weight	Rating	Weighted Score
Strengths
1	First Automatic Car washing equipment in the locality	0.15	4	0.6
2	Convenience	0.20	4	0.8
3	High quality services i.e. cleanliness.	0.12	3	0.36
4	Exemplary customer service.	0.05	3	0.15
5	Advertisement	0.07	3	0.21
6	Use of Generator	0.05	3	0.15
7	Recycling of water	0.02	3	0.06
Weaknesses
8	If equipment goes out of order, it will take time to be fixed.	0.1	1	0.1
9	Entering into an industry without prior experience.	0.1	2	0.2
10	Constant volume of business required for expenses.	0.07	2	0.14
11	Not easily accessible from the whole city.	0.07	1	0.07
Total		1		2.84