Car Accessories Marketing Plan

Done By Group 1 Class 2

Tutors' name: Darren Morris

Done By

ID

Amal Darwish

201101509

Zainab Alawi

201000419

Basma Abdulrahim

20900262

Sara AlMansoori

20900113

Table of contents

1.0 Executive summary ................................................................................................. 4

2.0 Business overview and objectives.............................................................................. 5
2.1 Automobile industry overview...............................................................................5
2.2 The business objectives ........................................................................................5
3.0 Environmental analysis ............................................................................................ 7
3.1 Strengths ............................................................................................................7
3.2 Weaknesses ........................................................................................................8
3.3 Opportunities ......................................................................................................8
3.4 Threats ...............................................................................................................9
4.0 Customer driven strategy ....................................................................................... 10
4.1 Segmentation strategies ..................................................................................... 10
4.1.0 Demographic segmentation strategy ............................................................. 10
4.1.2 Geographic segmentation strategy ................................................................ 10
4.2 Target market profile ............................................................................................. 11
4.2.0 Differentiation strategy .................................................................................... 12
4.3 Brand positioning .................................................................................................. 12
5.0 Analysis of marketing mix (including services dimension) ........................................... 13
5.1 Product elements .............................................................................................. 13
5.1.0 The product three levels ............................................................................... 13
5.2 Price element .................................................................................................... 15
5.2.0 Internal factors ............................................................................................ 15
5.2.1 External factors ........................................................................................... 16
5.3 Place and distribution elements .............................................................................. 17
5.4 Promotion elements .............................................................................................. 18
5.4.0 Promotion objectives....................................................................................... 18
5.4.1The integrated marketing communication .......................................................... 19
5.4.2 Promotion mix ................................................................................................ 19
5.4.2.0 Sale promotion ......................................................................................... 19
5.4.2.1 Public promotion ...................................................................................... 19
5.4.2.2 Advertising ............................................................................................... 20
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5.4.3 Advertising places ........................................................................................ 20

5.4.4 Advertising budget....................................................................................... 20
5.4.5 Advertisements evaluation ........................................................................... 20
5.5 Service elements ................................................................................................... 20
5.5.0 External ......................................................................................................... 20
5.5.1 Internal .......................................................................................................... 21
6.0 References ........................................................................................................... 22
7.0 Appendix .............................................................................................................. 23

1.0 Executive summary

The research draws attention to the fact that the growth rate of the automobile industry
was 33.88% in 2010. Further investigations reveal that this market had a recession by the
end of 2007 which had impacts on the automobile industry. In 2009, the market was much
worse with sales amount of 10.4 million units only. However, sales increased rapidly at the
mid of 2011 which brought the automobile industry a life again. This report discusses the
elements that affect the success of car accessories business.
To begin with, the business micro environment is dealing with risk of many weaknesses such
as low capital, lack of experience, tight schedule and the brand reputation. On the other
hand, several strengths are available like the effective promotions and the unique business
idea, high quality products as well as the hard working team members. Moreover, the main
threats of the macro environment of the business are the high competition in the market
day, the law which limits the usage of car accessories in Bahrain. In addition to that, the
business opportunities are mainly the high demand on car accessories, strong buying power
of customers in Bahrain and the fact that tax are not imposed in Bahrain. Overall, these
opportunities increase sales and returns of the business. In addition, the main target market
was decided using the geographic and the demographic segmentation strategies. Mainly, the
business is targeting car owners of polytechnic students aged from 18 to 25 with the level
income of 400-600BD of their families. It was observed, however, that the business brand
(Level Up) takes place near to the low price, reasonable quality section of the brand
positioning map and the biggest competitors of the business are Carrefour and Lulu
hypermarket.
The marketing mix elements were analyzed and so was the service dimension. Therefore,
the three products levels were considered. Moreover, the prices of the products were set
using the penetration strategy including bundle as well as product line pricing strategies.
Also, many promotion types were considered to achieve the main objectives of the
promotions, which are stimulating demand, creating awareness and combating with
competitors. The promotion types are sale promotion, public relation and advertisements.
Finally, the business will take place in building 16 in the polytechnic and high level of services
will be provided from organized, fast process and helpful staff to suitable physical
environment.
In summary, the business aims to achieve 125BD for profit, cover the costs which are total of
100BD and achieve 75% of customers' satisfaction in addition to learn from this experience.
4

2.0 Business overview and objectives

2.1 Automobile industry overview
The automobile industry main products are automotives and relevant parts and accessories.
According to Carwale team 2010, the growth rate of this industry was 33.88% in 2010.
However, the industry suffered from a recession which started in 2007, "automobile
industry introduction", (n.d) states "Americas cars market dropped to nearly 13.2 million
sold units for the year which is less than the sales in 2007 by almost 2.9 million. However,
sales started growing rapidly in 2011 in emerging nations such as India, Brazil and Chile. In
addition, U.S.A car sales represented good growth of 11.55 million units during 2010. The
biggest positive trend in automobile industry sales has been in China, where dealers were
helped by the government to sell about 13.6 million units in 2009 and almost 14 million in
2010. What is more, many observers expect Chinas market to grow from 20 to 25 million
units annually over the midterm.
About the industry competitors, Toyota, Nissan, Hyundai and Kia are some of the biggest
competitors of the industry. Customers are attracted to their affordable prices, satisfying
warranties and high manufacturing quality. Further example, Hyundais sales increased to
5.74 million units during 2010, which made it the forth in sales below Toyota, GM and
Volkswagen.
This chart was created according to Carwale team 2010.

Growth in Automobile Market

30000
25000
20000
15000
Production
10000
5000
0
2006

2007

2008

2009

2010

2.2 The business objectives

The business aims to achieve the following objectives:

Selling all the 23 pieces of car accessories to Achieve profits of 125 BD in the market
day.

Achieve 75% of customers' satisfaction during the four hours of trading by providing
excellent services.

Cover the business cost which is 100 BD, aiming that the sales revenue will be 125
BD in the market day.

Learn from the experience of running a small business project.

3.0 Environmental analysis

SWOT analysis is a strategic planning tool used to understand and study the strengths,
weaknesses, opportunities and threats of the business. This strategic planning tool will help
and support the process of converting the business's weakness to strengths and the threats
to opportunities.
Strength

Weakness
Affordable prices and attractive,

Low capital

colorful products

Tight schedule

tempting sale promotions and

Lack of experience

effective advertisements

Brand reputation

Strong relationship with many

Short trading time during the market

students and tutors

day

Hard working business members

Opportunities

Threats

High demand on car accessories

High competition

No tax in Bahrain

Banning or limiting the usage of some

Young customers advantage

Economical and political factors

car accessories in Bahrain

Customers' perspective of high quality

products.

3.1 Strengths
The business team work: The first strength is the hard working business team which makes
the tasks get done as fast as possible. Also, the business's relationships with many students
and tutors will support sales since they will buy from us instead of the competitors.
The promotion elements: An additional strength is the promotion strategies which will
convince customers that the products are high quality and just as they aspire to gain and
buy. Different types of advertisements are used, from billboards and posters to sending
advertisements by email to customers, which adds value to the products. Also, our sale
promotion and face book page will attract customers.
The products and the prices: The provided car accessories are attractive, stylish and
practical and they are high quality. The prices of the products are anther strength as they are
in the low average (2-5 BD) which is affordable by the majority of the students because
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according to the survey the mean number to their budget is 10 BD. Moreover, successful
pricing strategies will be applied, like bundle and product line pricing strategies and they are
expected to attract customers and make high returns.
Finally, the polytechnic student's services center will help the business in sending
advertisements on email to all of the students in an easy way.

3.2 Weaknesses
Low capital: the lack of liquidity decreases the number of products that can be brought to
the market day. Also, low capital makes the business has to decrease the expenses. For
example, marketing department cannot provide special packaging, before the business
makes high returns and expand, and only one billboard can be provided. So, the business
members will be under pressure in how to use the capital wisely and professionally.
The brand name: customers' perspective of the brand is that it is a new brand which is
started by a number of students who have no experience in the business. So, consumers are
expecting low quality of products and poor services. This issue will make it harder for our
brand to survive between competitors and means that Level Up brand needs a long time to
become popular and trusted by customers.
Tight schedule: it is difficult to manage a plan and run a business project in short time. This
problem puts the working team under pressure and might make the business run
unprofessionally.
The lack of experience: this problem made the business project difficult and confusing and
made the business marketing plan face the risk of mismanagement.
The group work: the business group members are working together for the first time. This
problem has created some difficulties in communication and caused misunderstanding in
some situations.
Short trading time: the business is facing the problem of short time for trading during
market day, which is four hours only. This might decrease the opportunities in making good
sales and attracting customers to the business.

3.3 Opportunities
High demand on car accessories: the high demand on car accessories and the increasing
sales in this market are opportunities to the business. The costumers now are ready to
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spend money in auto accessories more than ever (Rochester, 2011). Younger generations
are aspiring to change their vehicles with model and advanced staff which makes car
accessories market grow and increase. This is an advantage to the business as it is targeting
young customers. According to 2011 Automotive Accessory, the market report shows that
44% of buyers intend to spend $1,810 on accessories. In addition, accessories play important
role in sale of 12% of all vehicles and car sold. Steve Bruyn CEO of Foresight Research stated
that Its surprising to see the dramatic influence that accessories have across the brand on
all vehicle types.
Bahrain economy: Bahrain economy has increased by 5.4% which is a good standard of GPD.
This is an opportunity to the business since it shows a strong buying power of customers in
Bahrain (Bahrain economic development board, 2010).
Political factors: tax is not imposed in Bahrain. So, when the business expands, this will be
an advantage as the business will have the freedom to use all of the profits to use it for
many purposes like opening more than one branch ("Free trade agreements", 2012).

3.4 Threats
Banning and limiting the usage of some car accessories in Bahrain: According to
traffic.gov.bh, general directorate of traffic in Bahrain set up several rules in accessorizing
cars. First, there is a limitation as of the size and type of wheels permitted. Besides, approval
must be obtained if the color of the car is to be changed. When this happens, car owner will
need to visit the general directorate of traffic to update the information in their system and
have a new ownership certificate be issued. In addition, stickers drawings and typing on cars
are permitted, except the companies cars. Moreover, the car fails in inspection if tinting
used exceeds the 30% light obstruction. These rules can decrease the business sales in the
future, when the business expands.
High competition: many competitors have entered this market as the nature of the market
does not require lots of expenses and technologies. As a result, the customers cannot be
loyal all the time for one brand (Huascar& Mohamed, n.d). Also, the competition is high on
the market day since there will be two other businesses investing in car accessories. As a
result, customers might prefer to buy from the competitors, especially if they have provided
more attractive products and lower prices. This issue will reduce consumers and sale
revenues.

Customers' perspectives': lots of studies have shown that customers connect high price with
high quality. Therefore, customers might not buy from our brand due to the low prices
which is associated with low quality (D.P.S & Soma Sen, 2004).

4.0Customer driven strategy

4.1 Segmentation strategies
4.1.0 Demographic segmentation strategy
For our small business, the business considered the customers' age, gender, generation and
income level in order to determine the target market. These elements of the strategy play a
significant role in customers' choice to car accessories.
The businesses' is targeting car owners aged from (18-25) years old from both genders with
the income of 400-700 BD. Age plays an important role in this business as license in Bahrain
can be gotten by people aged from 18 and above. Also, customers from (18-25) will be very
interested in the products. In fact, survey found that 100% of the polytechnic students who
have done the survey are aged from 18-25 years old.
In the polytechnic, there are almost 1150 parks which become full of cars every day. So,
there is a good number of car owners in the polytechnic.
Customers belong to generation Y due to the fact that they were born in the early 1990s.
This generation is larger than generation X and greater than Baby Boomers. The business is
targeting them as they are comfortable with technology and computer, which an advantage
to the business because it has considered providing car DVD screens and sound systems in
the future. Also, car industry is aggressively targeting this generation of car buyers.
Furthermore, generation Y will buy one of every four new cars sold in United States which is
a great opportunity to the business since its targeting car owners (Armstrong & Kotler, 2009)
4.1.2Geographic segmentation strategy
The area where the business will be trading in is the campus which is shared by the students
and staff of polytechnic and university of Bahrain. However, the business is targeting
polytechnic students only as they are more likely to come to the market day. On the other
hand, the campus unshaded parks and Bahrain climate which is very hot and dry is creating a
need to car shades and glass tents which is an opportunity to the business.

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4.2 Target market profile

The main target market is the young polytechnic students of car owners who have passion to
cars. They love driving and they consider their cars as a partner.
In the polytechnic, there are almost 1150 parks which become full of cars every day. So,
there is a good number of car owners in the polytechnic.
The business is mainly targeting polytechnic students aged from 18-25 years old, full with
energy and pride of owning a car. The population in Bahrain is 1,214,705 and the target
market is part of the largest age group in Bahrain, which is (15-64 years old). This group
represents 77% of the people in Bahrain and (Anonymous, 2011).
This age group (15-65 years old) in Bahrain has 595,244 of males and 339,635 of females
(Anonymous, 2011). In polytechnic and according to the students' services center, males'
present 44.8% of the students and females presents 55.2% of the university students.
However, Survey found that 70% of males are interested in purchasing car accessories while
only 30% of females are interested in it. So, the business is expecting bigger number of male
customers and will provide car accessories that suit their aspirations.
On the income level, their income level is from 400 BD to 600 BD. Survey found that this
income level is provided by 55% of Bahrain polytechnic students'. Moreover, it appears from
the survey that 50% of the students cares more about quality when they by a product while
the other 50% are looking for affordable prices. Since these two percentages are very close,
the business considered providing both, the affordable prices and the high quality products.
Also, survey found that males want their car accessories to express their personality which is
all about self-confidence, independent and braveness. So, they wanted their cars to look
fancy and beautiful in as much as they need it to be comfortable and practical. Furthermore,
survey found that females want their car accessories to reflect cuteness and beauty. So, the
business considered providing car accessories which suits each gender.
The target market belongs to generation Y due to the fact that they were born in the early
1990s. Moreover, generation Y is comfortable with technology and computer, which is why
the business will consider providing car DVD screens and sound systems in the future. In
addition, car industry is aggressively targeting this generation of car buyers. This generation
is expected to by one of each new car in the market. This fact is a great opportunity to the

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business since it means more of car owners of the targeted generation (Armstrong & Kotler,
2009)

4.2.0 Differentiation strategy

The business aims to make the brand glow and become recognizable in the market. For the
sake of that, the business provides special bundle of high quality car accessories that cannot
be found elsewhere in Bahrain. Also, the business provides tempting sale promotions like a
discount of 10% on mugs and steering wheel covers. Moreover, when customers by two
stickers they get the third one for free. These sale promotions attract customers to the
business and increase sales. In addition, concentrated strategy is applied. So, one main type
of products is provided for one main target market.

4.3 Brand positioning

Customers see Level Up as a new brand which was started by number of students who do
not have experience in this business. Therefore, they identify the brand as a brand that
provides acceptable quality products for low prices. Also, their potential value proposition is
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same for less, which means that they expect the same benefits of car accessories for lower
prices.
Furthermore, Carrefour is a worldwide retailer which provides high quality products for
reasonable prices and it is the biggest retailer in the market and it is the business's first
competitor. Moreover, Lulu and Ansar gallery are smaller retailers and their products tend
to be low quality and their prices are low. Ramez is the weakest competitor and it has many
branches which provide very low quality products for very low prices.

5.0 Analysis of marketing mix (including services dimension)

5.1 Product elements
5.1.0 The product three levels

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According to the three product levels, the chosen business is car accessories for all types of
seasons and occasions to suit all the customers and satisfy's all their needs. The main
products are analyzed as the following.
The core product is the product itself that is being sold to the consumer. The business
products are steering wheeling covers, car mugs, set of car accessories, car shades, car
fresheners, perfumes and pillows. These products will guide the customers to practice their
daily life positively and newly without facing the trouble of the hot weather of Bahrain as
some car accessories can reduce the heat. Also, the products will differentiate their cars
from others. Moreover, the benefits of car accessories are that they bring comfort to the
driver and reduce the heat and sunlight that accesses the car especially in the parking area.
An additional benefit is that cars accessories add a new look to the car and make it attractive
and fancy. The business will be selling these products in the Bahrain Polytechnic market day
where it is a big opportunity for us to show the provided products and get a good number of
customers.
The Actual product is the brand name, features, logo and packaging that the business is
going to use to develop the products. The features of the products are that they make it
easier and more practical for the consumer to practice their daily life transportation. Also,
they add up value to the car look. However, in the future, the business will be providing the
latest technologies and the products are made to satisfy the needs of customers. The
business will provide the products packaged in bags which include the brand name, logo,
slogan in the main colors which are orange and beige. In addition, Level up is the name of
the brand and the slogan will be Lets take your car to another level!
Augmented product is the services and benefits that come with product such as warranty,
delivery, payments and instructions. When the business expands, Warranty will be provided
for three months for each product. But for the time being, warranty is not available because
the business will take place in the Polytechnic market day, where a few amount of each
product is provided due to the tight budget. At the moment, the customers can make orders
for any customized products and the delivery service is provided.

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The brand logo

It will be an image of a car with the name of the brand and the brand slogan appears with it.
The colors of the brand logo will be orange and beige. These colors and this brand name are
chosen in order to differentiate the business from other businesses and attract the
customers to the new products in the market. By creating the brand name and logo, the
business aims for brand loyalty in the future. This will also benefit the customers as they will
be able to easily identify our high quality products and they will have the opportunity for
self-expression.
The brand development: The business considers using both line extension and brand
extension to expand. Since the business has different products, using line extension in the
future will be considered for some of the products. For example there will be different
perfume smells provided such as vanilla, strawberry, cherry. In addition, there will be
different sizes (small, medium and large) for the perfumes, stickers and pillows. Using brand
extension, hopefully in the future, if the business turned out to be successful, the business
will invest in a different category which is car wash and spare parts store.
Packaging: The business will place the products in plastic bags with the brand name logo,
slogan and main colors (orange and beige) will be used. Also, a section to wrap gifts will be
available with the special customization that the customer desires. Moreover, labels will be
placed on each product with the instructions, price and brand name. Business cards will be
distributed for each customer who visits the business table in the market day whether they
buy the products or not.

5.2 Price element

5.2.0 Internal factors
According to the internal and external factors which influenced the business's pricing
decisions, the objectives are to have a good reputation and affordable prices in order to
attract customers. The business is expecting good profit from trading high quality products.

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The objectives of the pricing are to keep the business running smoothly, maximize profit,
maximize profit margin and lead the market with the high quality products. On the market
day the business will try to sell all the products at an affordable price in the short run.
The business's capital is an amount of 100 BD, which was collected from the group
members. The expenses will be 10 BD for advertising, 15 BD for customized t-shirts with the
brand name printed on them, while the 75 BD will be for purchasing car accessories. The aim
is to have 25% profit on each product in the long run.
The price decisions were based on the products, the design and packaging. Since there are
different products, some of them can be customized by the customer; they can choose
different colors and designs. The products will be distributed in the Polytechnic campus
market day. Therefore, the customers will only be students and staff. There will be a 10%
discount offer on steering wheel covers and mugs.
The business chose to have affordable prices for the products to make them achievable by
everyone, especially the target market. By deciding on all the four Ps, the business will reach
the target profit, to cover all the expenses and to have a fair amount in return.
The business group negotiated and took the prices and strategies into consideration to come
up with a decision.
5.2.1 External factors
While there two other businesses investing in car accessories in the market day, the business
is facing high competition. The members chose not to set the prices very high neither very
low because according to the investigations and research about the car accessories industry,
it was observed that they had higher prices than the business does. Therefore, the business
has to have the best quality products and the most affordable prices in order to gain the
most customers.
Since there are other groups selling the same products and competing, if the business chose
to have high prices, the demand on the products will go down. There is always a relationship
between price and demand in every product or service. Elastic demand is when the demand
on a product increases or decreases depending on its price. If the price of a product is very
high, the demand will decrease, but if the price is low the demand will increase. Inelastic
demand is the opposite, people will buy the product no matter how high or low the product
is if it was essential. The business's products will have elastic demand, which is why the
prices should be chosen wisely.
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In order to reach the pricing objectives, the business will apply the cost plus and penetration
pricing strategy. The penetration pricing strategy is for price sensitive customers and the
demand will increase due to the affordable prices.
By having affordable prices for the products, the business will attract a large number of
customers and will encourage them to buy the products and at the same time it will create
awareness.
The pricing strategies that will be used are product bundle pricing and product line pricing.
For the product bundle pricing, there will be a set of products combined and put together to
sell them all for a lower price. As for the product line pricing, the products will be priced
depending on their sizes and different features such as sizes of perfumes and stickers and
their different scents. The price range is from 2-5 BD.
For the price adjustment strategy, we will use psychological pricing in order to make
customer believe that the price is cheaper than what it really is. For example, the price that
will appear on the label will be 2.999 BD.

5.3 Place and distribution elements

We have chosen seats covers to explain the supply chain for it. According to
chinahaibo.manufacturer.globalsources.com , Zhejiang Haibo Auto Accessories Co.Ltd is
China Company which exports car accessories to Middle East .One of car accessories that
Zhejiang Haibo Auto Accessories Co.Ltd exports to Bahrain is Seat Cover. The basic
17

material of seat cover is cotton The basic material of seat cover is cotton .After harvesting
Cotton, it is sent from farms to fabrics factories. There, the workers select the Cotton to
separate it and clean it in order to prevent the manufacturing process from damaging it.
After that, the Cotton enters in manufacturing process to make it Canvas .This canvas
must be finely woven. Fabrics factory storages the canvases and sends them to car factories.
There, the canvas entre in different processes such as design, assembly, cut and sewn
together. Every seat cover should be suitable with the stringent set of quality control
guidelines which are the company want to provide and offer them to customers. The car
factory store, package and put labels of the brand name on seat covers. Then, the goods are
shipped using planes and ships to Bahrain; each car company takes its own amount from
goods and makes its own strategies to sell them on Bahrain markets. Then, the authorized
agent company sold it to retailers. For example, hypermarkets, car store and garages. The
business will purchase the accessories from retailers or wholesalers. Therefore, it was
decided to purchase the products from Ansar gallery.
In market day, Level Up will be distributed in building 16 at Bahrain Polytechnic on June 122012 .usually, tables in the middle of the hall are the tables that customers first look at. So,
the business will try to get that table. In addition, some strategies are considered to open car
accessories store in the market.

5.4 Promotion elements

5.4.0 Promotion objectives
The business's promotion aims to achieve the following:

Create Awareness about the brand name and the car accessories that the business
is providing.

Stimulate Demand for car accessories in order to increase sales and make profits.

Combat with Competitors: there are two other businesses investing in car
accessories in the market day. So, we want customers to choose to buy from our
brand instead of the competitors.

Convince customers that the products are high quality.

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5.4.1The integrated marketing communication

The Brand logo:

The brand name is Level Up and the brand message is: let's take your car to another level!
This brand message is based on emotional appeal which is the excitement. The business will
consider two main colors (orange and page) which will be used in advertisements, face book
page, staff t-shirts, brand logo as well as packaging. Therefore, one main message will be
delivered to the customers and conflicting messages will be avoided. Also, the brand will be
recognizable.

5.4.2 Promotion mix

The business considered the pull strategy in the Promotion mix. This strategy depends on a
lot of advertisements to attract customers.
5.4.2.0 Sale promotion
We will offer two sale promotions in the market day. There will be 10% discount on steering
wheel covers and car mugs in the first trading hour. Also, there will be special offer on the
stickers, which is when customers buy two stickers; they get the third one for free.
When the business expands, 50% discounts and bigger offers will be provided. For the time
being, that is not possible due to the limited capital.
5.4.2.1 Public promotion
For the time being, and due to the tight budget, we will use one type only of public
promotion which is social media. A page on face book will be created and the products and
special offers will be announced on it.
When the business expands, the business will organize an event like blood donation
campaign. Then, one newspaper will be asked to write about this event. This will help in
19

increasing the popularity of the brand and will attract consumers. This event can be
evaluated by the number of donators and then the business should look at the sales if it was
increased or not which will show the success of the event.

5.4.2.2 Advertising
The following advertisements will be used:

Attractive posters

Send advertisements on emails to the polytechnic students and stuff

Banner

5.4.3 Advertising places

15 posters will take place in building 8, 11, 5, 26, 20 and the cafeteria as they are the most
crowded areas in the polytechnic, meanwhile one banner will be placed in building 11 .This
will increase the number of our potential customers.
5.4.4 Advertising budget
The advertising budget is quite tight due to the low capital. Therefore, the affordable
method will be applied. Therefore, the total budget is only 10 BD. The 10 dinars will be spent
on the banner. Printing the posters will be done by a relative for free and is sending
advertisement on emails will not cost anything.
5.4.5 Advertisements evaluation
The business need to measure the success of the each promotion type. Furthermore, sale
promotions, posters, banner and email advertisements can be measured by looking at the
sales and the number of customers. If they have increased, then the sale promotion was
successful. About the face book, the business can measure it by number of likes.

5.5 Service elements

5.5.0 External
People: the stuff will be helpful and friendly with customers and they will show their
knowledge of the products by giving instructions about them to customers. The appearance
need to be professional. Therefore, each member will wear a T-shirt and a brash with brand
logo and slogan on it.

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Process: the business will create a positive experience to the customer. For the sake of that,
each one of the staff will be responsible for one different task. For example, one person will
be in charge for taking money from customers and will give them the change back. Another
person will explain the usage instructions for the products to the customer and give advices
to them. The packaging and wrapping gifts will be some else responsibility. However, if there
are a large number of customers everyone will do more than one task at the same time.
Physical environment: the business will take a place in building sixteen in the polytechnic.
This building is far away from where students usually are in. So, this is a disadvantage to the
business because it is hard to reach it. Inside the building, the air conditioning is poor and it
will be noisy and crowded. However, the business's table will be organized and attractive.
Also, there will be colorful, large banner with the brand name behind the table. Also, the
table will be divided into sections. one Section is for stickers, another section for steering
wheel covers and various products. Also products will be liable.

5.5.1 Internal
The relationship between the staff will be based on understanding and respect, which will
make customers comfortable to deal with the business. If the staff became under pressure
in the market day, they will their best to work as a team and face all the difficulties with a
calm manner.

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6.0 References
Armstrong, G., & Philip, K. (2010). Marketing,an introducation. Prentice Hall.
Automobile industry market research . (n.d.). Retrieved from
http://www.plunkettresearch.com/automobiles-trucks-market-research/industryand-business-data
Bahrain Economic Development Board. Economy, Economic vision 2030. (2009). The
economic development board issues its 2009 annual report and its first annual
economic review report. Retrieved from
http://www.bahrainedb.com/EDBHome.aspx.
Sanchez, H., & E. Fayad, M. The branding analysis pattern . Retrieved from
http://hsanchez.net/repository/hsanchez-BAP-aiccsa06-fnl.pdf
The demographic profile of bahrain

. (2009). Retrieved from

http://www.escwa.un.org/popin/members/bahrain.pdf
Verma, D. P. S., & Sen Gupta, S. (2004, June). Does higher price signal better quality?.
Retrieved from http://www.vikalpa.com/pdf/articles/2004/2004_apr_jun_67_77.pdf
Automobile industry growth rate sees moderation . (2010, October 11). Retrieved from
http://www.carwale.com/news/6723-automobile-industry-growthrate-sees-moderation.html
Research firm: Auto accessories are big market. (2011, August 28). Retrieved from
http://detroit.cbslocal.com/2011/08/28/research-firm-auto-accessories-are-bigmarket/
Economic free trade agreements. (2011, October 18). Retrieved from
http://www.mof.gov.bh/CategoryList.asp?ctype=free
Zhejiang haibo auto accessories co.ltd. (2012, April 23). Retrieved from
http://chinahaibo.manufacturer.globalsources.com/si/6008828966229/Homepage.h
tm

22

7.0 Appendix
The business face book account:
https://www.facebook.com/levelup.accessories?ref=tn_tnmn

The poster (the same design is used for the banner and the email advertisements)

23

Level Up is our small business project that will take a place in market day, 12-June. This
survey is prepared to find out all about your preferences to provide you the products and
services that you like the most.

Background information
Please check the box that suites you
Gender
Age
18-25

26-32

32-37

38+

The customer relationship with the products

Circle the correct answer
Have you ever bought a car accessory before?
Are you interested in buying car accessories?
On the scale of (1-5), answer the following question

Yes
Yes

No
No

What are the car accessories that you prefer the most?
1 is the most preferred
5 is the least preferred

Steering wheel covers

1
2
3
4

Car mugs
1
2

Key medals
1
2

Car pillows
1
2

Car perfumes
1
2

5
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Customer benefit sought

When you buy a car accessory, why do you buy it for?
---------------------------------------------------------------------------------------------------------------------------

The market need

What is the most important thing you look for when you buy a product?
Affordable price 1

5 Quality

Income
How much is your family income per month?
400-600
700-900
1000+

What is your budget for market day?

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