JMJ MARIST BROTHERS

NOTRE DAME OF MARBEL UNIVERSITY

ALUNAN AVE, CITY OF KORONADAL

PMM 107 MARKETING MANAGEMENT

MARKETING PLAN FORMAT

 l. EXECUTIVE SUMMARY

Tampakan Self-Service Car Wash owned by Edgar Paña based in Municipality of

Tampakan, South Cotabato is currently executing car wash for all types of vehicle.

Their are dozens of reason why people want to start their own business because
in the first instance, owning and running your own business can be more satisfying and
fulfilling than working for someone else. In addition when you own your business you
have more spare time to spend with your family and friends. Furthermore you can help
people using your products or services to improve people’s lives.

The owner believed that people will come to the car wash not only to have their
cars cleaned and detailed. Additionally, the car wash will provide excellent service,
efficiently cleaning for customer's cars so that they will be repeat users of the service.

The businessman Edgar has various businesses and the one that caught my
attention the most was his car wash. Car wash for business is a good opportunity for
them because Tampakan is not centralized like Marbel. And most of them their source
of income are farming. It’s an advantage to their business for the owner especially if it
rains because the road is not all paved it is muddy when it rains there is a possibility
that the car is dirty and they need to take it to the car wash to be clean and pleasant to
look at. However when summer the road are dusty and it can affect people with sinusitis
or any type of sickness like fever that everyone need to avoid because we are facing
pandemic (covid-19) it’s a virus that spreading and might cause of death, in this case
we need to be more careful when it comes to our health and keep the vehicle cleaned to
make comfortable while driving. From my perspective the services are satisfying and
worth it to come again.

The First opening of business is good it’s a wide space for all types vehicle’s
and the hose with high pressure that’s ideal for deep cleaning, sometimes the owner
offer to do car wash if he is not busy specially to the girls sometimes they are not good
when it comes to car wash. For a few months the car wash was dirty there were various
garbage’s scattered around but this is not the reason, more people still go to Edgar’s
car wash and it grows even more as time goes on.

Self-service car washing is a lively and profitable business, running a business

it’s a risk taker before to achieve the goal we need to undergo the process for the
success of the business as long as the business increase they can add more or have
franchise for car wash business 2 or 5 years from now the business aims to convert a
larger percentage of people away from machine car washes.

ll. MISSION STATEMENT

The mission of Tampakan car wash is to provide top-quality washing and detail
service for vehicle car owners in wash will work to keep satisfied in order to maintain
customer service. Self-service car washes are typically better for your vehicle than
automatic car washes there is less likelihood of scratching, more likelihood of getting
your car spotless, and a more affordable option than paying automatic car wash.

lll. SITUATIONAL ANALYSIS

Tampakan car wash is entering their first year of operation. Edgar Paña believes
that a comprehensive marketing strategy will be key to the success of the
business. Tampakan car wash offers a self-car washing service Edgar and his family
build the car wash.  The basic market need is self-car washing service that is far less
abrasive than the traditional automatic car washes.

A. MARKET SUMMARY

Tampakan car wash keeps good information about the market and knows a great
deal about the target customers.  This information will be coherent to better understand
who is served, their specific needs, and how tampakan car wash can better
communicate with consumer.
 B. MARKET DEMOGRAPHICS (GEOGRAPHIC, DEMOGRAPHICS BEHAVIOR
FACTORS)

The profile for Tampakan car wash target customer consists of the following
geographic, demographic, and behavior factors:

GEOGRAPHICS

 The immediate geographic target is the Municipality of Tampakan.

 The targeted customer is those with vehicles that live in this area because almost
everyone here has vehicles.

DEMOGRAPHICS

 The reason for this difference in the male to female ratio is generally explained by
the fact that men typically care more about their automobiles.  Men are more likely to
spend money on their cars with accessories and are more likely to buy a car as a
reward for some accomplishment as a treat for themselves.  Women tend to view
cars more so from my perspective.  Using this line of perceptive, women are
more likely to use the automatic car wash as they are less concerned
about protective their precious car.
 Both female and Male are target costumer for Self-Service car wash

BEHAVIOR FACTORS

 The most target customers lease their cars.

 Individual and family image is personalized by the type and condition of the automobile
that they have.
 MARKET NEEDS

Tampakan car wash is providing the market a self-service car wash for the
Tampakan community.  Tampakan car wash seeks to fulfill the following benefits that
are important to the customers:

 Standard customer service- The target customers have money and are used to having
excellent customer service.  They will not regularly use Tamapakan car wash unless
they are satisfied for the service.
 High quality washes- The target market value a higher quality wash for their vehicles –
The time of operation as well as the time needed to provide the service must be
convenient and fast.

MARKET TRENDS

The market trends for the car washing industry have been attraction from hand
washing to automatic washing machine facilities.  This trend has been worked by the
progression of technology.  The automatic washing machines have become expensive
than self-service car wash and more efficient over the last few years to the point that it
is typically cost effective to invest than automatic car wash machines.

While one might believe that this would lead to the slowly disappear hand
washing it because of automatic self-service car was, the gentleness with care of self-
service defend to the owners of the car will it can be appropriate for expensive
automobiles or any types of vehicles.  This trend will luckily not have a significant impact
on the automatic car wash facilities that have a sufficiently large customer.

SWOT ANALYSIS

The following SWOT analysis captures the key strength and weaknesses within
the self-service car wash, and describes the opportunities and threats facing Tampakan
car wash.
 STRENGTHS

 Good relationships with many perspective customers in the target market.

 Strong family name recognition and equity in the community.
 Well efficient services.

WEAKNESSES

 The need for support on outside.

 The learning related with entering an industry without direct former experience.
 Lack of knowledge when it comes to build or run the business.

OPPORTUNITIES

 Participation within a little by little 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.

THREATS

 Future/ potential competition from a franchised firm.

 The economy might fall, reducing unrestricted spending.
 The perception that there is no difference in quality between a self-service and
automatic machine car wash.

COMPETITION

There is one other self-service car wash. It is quite new and is trying to compete
with automatic car washes by offering low prices. However, it is not
targeting the customers who seek quality cleaning.
 The customers who is targeting have their cars washed based on the quality of the job.
They do not mind spending a little more each week to have their car washed and waxed
in order to keep the paint work in excellent shape.

PRODUCT OFFERINGS

Tampakan car wash will provide the following services:

 Self-service car wash

 Check up for any kind of vehicles

KEY TO SUCCES

Tampakan car wash keys to success are:

 High quality services.

 Customer service.
 Convenient

I. CRITICAL ISSUES

Tampakan car wash is still in the speculative stages as a start-up organization.

Its critical issues are:

 Tampakan car wash is not the first self-service car wash in the Tampakan area.
 First car wash hose with high pressures that’s ideal for deep cleaning.
 Continue to take an undefined financial approach, expand at a reasonable rate, not for
the sake of development in itself, but because it is economically wise to.
 Build brand awareness, increasing the customer base and developing brand equity.
 lV. MARKETING STRATEGY

The marketing strategy will be to develop brand equity, increase customer

awareness of Tampakan car wash, and build the customer base.  The strategy will use
several different methods to achieve these goals.

A. MARKETING OBJECTIVES

 Steadily increase market share every quarter.

 Develop brand awareness and acceptance, quantified by a decrease in customer
gaining costs.

B. FINANCIAL OBJECTIVES

 Increase the margin profit by a quarter.

 Achieve a double digit growth rate each year for at least the first three years.
 Develop competences in delivery of the service through work-flow analysis.

C. TARGET MARKET

Tampakan car wash segments its customers by type of car ownership. Tampakan car
wash believes that the type of car that a person owns says capacities about their
driving,

1. New car owners: Owners of newer cars are most likely to use a hand car washing
service. These owners take great pride in their cars and will bring them often to the car
wash. The aim is to inform these customers that Tampakan car wash will keep their car
looking as good as it did the day they drove it off the lot. 
2. Older car owners: These people have either owned cars several years or are unable to
afford the expense of a new car/luxury car but want the feel of relaxed driving. Both of
these groups want to keep their cars in the best shape possible. Those who have
bought second-hand cars will often spend many hours in their cars and will place high
importance on keeping their cars looking good. These owners will bring their cars in for
regular washes and occasional. 
3. Lifetime owners: Many of these people have owned their cars for more than a years,
and more likely to be women. They are attached to their cars as friends and though it
may be more sensible for them to purchase a new car, they will bring their car in for a
wash occasionally, just when the car is dirty. They like their cars to look presentable,
and want to keep it in good shape but are not tied up in the look of their car. For this
reason, they will not have a detail carried out on their car unless they are selling it. 
4. Dealerships: These dealerships often use outside car wash services to detail their
vehicles before they are put up for sale. 
5. Local businesses: Some local businesses have fleets of cars and small vans that must
be kept clean to maintain their company image. These businesses will be looking for a
cost effective, efficient car washing service to perform this service, and will prefer to use
a car wash service during the week rather than during weekends, like the general
public.

D. UNIQUE SELLING PROPOSITION

Car wash hose with high pressure that’s the ideal for deep cleaning. The
Tampakan car wash have a wide space, furthermore there is a pressure tank for
better quality for service.

E. STRATEGIES

Make sure you have SMART goals (Specific, Measurable, Achievable, Relevant,
and Time-bound) gather information about your customer and look at other car wash
companies and operation to find out what makes them successful and what their
customer would prefer to see. Seek out feedback from current customer. In addition as
a business owner can create a page on different social media platforms is an excellent
way to market the business without spending large amount of money it depends on your
target market. A facebook or instagram page is a really good way not only to promote
your business, but also to engaged with your local community.
 F. MARKETING MIX (4P’S OF MARKETING)

Tampakan car wash marketing mix is comprised of the following approaches to pricing,
distribution, advertising and promotion, and customer service.

 Product- To have a better quality product services to the customers.

 Price- To have affordable service for all customers.
 Place- Car wash was a wide space for all types of vehicles and just near the market.
 Promotion- Create a Facebook or Instagram page for promotion/seasonal promotion.

V. FINANCIAL PROJECTION

This is a basis for financial data to estimate the business car wash future income
and expenses, you can see how changes to one aspect of finances such as higher
sales or lower operating expenses.

A. BREAK EVEN ANALYSIS (IN UNITS/PRODUCTS)

Break-even analysis also focuses on making sense of your fixed and variable
costs it is knowing the break-even point is helpful in deciding prices, setting budgets and
preparing a business plan.  In other words, the analysis shows how many sales it takes to
pay for the cost of doing business.

B. SALES FORECAST (6 MONTHS)

The following chart forecasts sales based upon the Market Segmentation

Strategy. Sales are seasonal in this industry, tending to be higher in the warmer
summer months, and to drop off in the winter. However, it will aim to flatten sales across
the sales cycle by targeting segments that will want to keep their cars clean and looking
good year round.
C. EXPENSES FORECAST ( 6 MONTHS)

The expense forecast will be used as a tool to keep the department on target and
provide indicators if corrections need to be made.  Additionally, it will require to
undertake analysis.

Vl. IMPLEMENTITION

The following steps identify the key marketing programs.  It is important to

accomplish each one on time and on budget. Keep records of routine maintenance and
schedule maintenance reminders based on the customer’s recommendations.

A. monitoring measures

It is important to have monitoring measures to know whether your businesses are

doing well effectively. There are many ways to monitor your business.

 Count the number of customer who visits your car wash every day. Because
unlike many other companies or businesses, customer cannot use services over
the internet.
 This way, you can ensure that you are generating as many loyal customers as
you can.
 Always tracking your Inventory it is important for your customer to know that your
car wash always have quality offerings. It can be track with an app and
programmed that will send your alerts when your supply is low when it comes to
summer season it is circumstances that out of our control.

B. contingency planning

Is a plan devised for an outcome other than in the usual expected plan are often
developed to explore and prepare for any possibility, however the purpose of
contingency is to conserve and protect the available of water supply and to minimize the
impact of water shortage during emergency conditions that will help for car wash
business.