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Market Strategy

Target Marketing
Soapy Rides targets its customers by type of car ownership. It is notable to mention that, SR believes that the type of car that a person owns indicates volumes about their driving, therefore their car washing and detailing requirements. New car owners: It is time to clear that, owners of newer cars are more likely to use a hand car washing service. These owners take pronounced pride in their cars and will bring cars frequently to the wash and update details of the car. The objective with new car owners is to encourage them to use of the car washing and detail service. The goal is to make sure that new car owner will keep their car looking as good as it did the day they drove it off the lot.

Older luxury car owners: This kind of people have either owned their expensive luxury cars for many years or are unable to pay for the expenses of a new luxury car but want the feel of comfortable driving. Hence, both of these groups want to keep their cars in the updated form possible. I would like to note that, there are a vast amount of people who have bought second-hand cars and those people will frequently spend a lot of time in their cars and will place upper level importance on keeping their cars looking good. Therefore, these owners will bring their cars regularly to car washing and system update services..

Sports car owners: These type of car owners younger or middle-aged men and will prefer to take care of their cars whenever they have time and money. They will also pride themselves on the look of their car and will have their car hand washed weekly. These drivers will have a special detail, but will keep their cars so new the detail will not be essential very often.

Lifetime owners: Following that, a huge amount of these people have owned their cars for more than five or six years, and are more likely to be women or older people. In fact, they are committed to their cars as friends and though they can purchase a new car, they will bring their car in for a wash occasionally, especially when the car is dirty. They like their cars to look presentable, and want make their car look good but are not tied up in the look of their car. Therefore, they will not have a detail carried out on their car unless they are selling it. Local businesses: There are some local businesses have fleets of cars and small vans that must be kept clean to maintain their company image and prestige. These businesses will be looking for a cheap, efficient car washing service to accomplish this service, and will prefer to use a car wash service during the week rather than during weekends, like the general public.

Market Demographics
The profile for Soapy Rides' target customer includes geographic and demographic factors. Geographic factors: It is clear to note that, the geographic target is area of TPM in Bukit Jalil. A 25 mile radius is in need of the service, however, 87% of the business will be from a seven mile radius. Demographic Factors:


Male Female

It is notable to mention that men typically care more about their automobiles. Men are more likely to spend money on their cars with accessories. Women tend to view cars more so as an object of utility. In fact, women are more likely to use the automatic car wash as they are less concerned about preserving their "precious" car.

Market Needs
Soapy Rides is providing the market with a finest hand car wash service for the TPM community and population of Kuala-Lumpur. SR pursues to fulfil the following benefits that are important to the customers: Exemplary customer service- The target customers have money and are used to having first-rate customer service. In other words, they will not frequently use SR unless they get finest service. High quality washes- The target market value a higher quality wash for their upper-end cars. Convenience- The hours of operation as well as the time needed to provide the service must be convenient and fast respectively, to gain market share. Market Trends While one might assume that this would lead to the decease hand washing, the abrasiveness of the machines will never be suitable for expensive automobiles. This trend will luckily not have an important influence on hand washing facilities that have a satisfactorily a vast amount of customer base that possess expensive cars. Luckily for Soapy Rides which does have an upper end clientele, market supply will decrease and demand will increase.

SWOT Analysis
Following SWOT analysis consists of the key strength and weaknesses within the company, and describes the opportunities and threats facing Soapy Rides.


Good relationships with many outlook customers in the target market. Build strong family name recognition and equity in the community. Well trained employees. Comfortable location Weaknesses

Need of reliance on outside investors. The learning curve associated with entering an industry without direct prior experience. There is need to have a fairly constant volume of business to support the necessary service



Further participation within a steadily growing industry. A high likelihood of repeat business. The ability to decrease the fixed costs as a percentage of an individual sale as volume increases. Usage of social media for advertising Usage of updated technology and modern information system to encourage customers to use service of SR.

Threats. There is future potential competition from local service providers. Potential collapse in the economy and reducing discretionary spending may affect to business. The perception that there is not a difference in quality between a hand and machine wash.

Keys to success:
Continue to take a modest fiscal approach, expand at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to. Build brand awareness, increasing the customer base and developing brand equity. Establish Soapy Rides as the top hand car wash service provider in TPM and Bukit Jalil area.

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