CMI 132 LEVEL 1:2

LECTURER MR K MASHERO

GROUP 3 MEMBERS
VINCENT M CHIWANZA R233976J
RUVIMBO Y NDEBVU R234048B
SHEILA MKOPFA R198868T
CINDRELLA MAVUDZI R236303C
MOREBLESSING J MAULANA R2216266P

MARKETING PLAN FOR PRESTIGE AUTO CARE

TABLE OF CONTENTS
EXECUTIVE SUMMARY……………………………………………………………………………………………………….1
CHAPTER ONE……………………………………………………………………………………………………….….……….2
Company introduction………….………………………………………………...………………………………6
Vision, mission, core values…….…………………………………………………….……………………….6
CHAPTER TWO………………………………………………………………………………………………………………….7
Situational analysis…………………………………………………………………………………………………15
Micro-environmental Factors…………………………………………………. ……………………………17
Intermediary Environment……………………………………………………. …………………………….20
Macro-environmental Factors……………………………………………………. …………………………23
CHAPTER THREE……………………………………………………………………. ………………………………………….24
Marketing Objectives………………………………………………………………………………………………24
CHAPTER FOUR ……………………………………………………………………………………………………………. ….26
Marketing Strategies…………………………………………………………… ……………………………….26
CHAPTER FIVE…………………………………………………………………………………………………………………….27
Tactical Marketing Programs, Action and Budget……………………………………………………27
CHAPTER SIX……………………………………………………………………………………………………………………….32
Evaluation and Control……………………………………………………………………………………………32
CHAPTER SEVEN……………………………………………………………………. …………………………………..34
Contingency Plan…………………………………………………………………………………………………….34
CHAPTER EIGHT………..………………………………………………………………………………………………………35
REFERENCE…………………………………………………………………………………………………………………………37
EXECUTIVE SUMMARY

Wealthburry Investments t/a Prestige Auto Care is a registered company incorporated under
the company's Act chapter 24: 03 and licenced as an auto body shop company, Prestige Auto
Care (PAC) Company is a locally owned company providing car body repairs and spray-
painting services. In addition to the latter services, other services include automotive body,
paint refinishing, mechanical and interior upholstery and repairs.

Prestige Auto Care is excited by the availability of rapidly advancing technologies in the
environmental business sector and the variety of opportunities and intellectual challenges
they provide to our dynamic staff. Prestige Auto Care provides a complete range of collision
repair services for all types of vehicles handling everything from minor repairs to full-scale
body rebuilds. In addition to its general body repair capabilities, the company offers a variety
of specialized services.

At Prestige Auto Care, the company really focus on follow-through in every aspect of
company workmanship, from the first time a customer is contacted to all the way through to
the end of the repairs, “by staying in constant contact with customers, letting them know that
the company really cares about their vehicles.” Prestige Auto Care has assets which are
needed for all major and minor damages enabling the company to produce the quality and
best service ever.

Prestige Auto Care’s marketing plan is to be the leading company specializes in panel
beating, spray painters, vehicle maintenance, car building and car valet services. At Prestige
Auto Care, the aim is to take the hassle out of getting client’s vehicle repaired using superior
skills, equipment, knowledge and to be able to deliver premium spray painting and panel
beating services to the customers at the most favourable prices. At the state-of-the-art body
shop, Prestige Auto Care panel beat, and spray paint a variety of vehicle brands amongst
them: Nissan, Datsun, Hyundai, Mazda, Ford, Mercedes Benz, Toyota, Isuzu and Chevrolet.
In addition to the mentioned vehicle brands, Prestige Auto Care also do panel beating and
spray painting of heavy trucks and all kinds of buses delivering the best and premium service.
CHAPTER 1: INTRODUCTION

1.1 BACKGROUND
● Zimbabwe’s leading company providing a complete range of collision repair services
for all types of vehicles; Panel beating, spray painting, refinishing, wheel alignment,
tyre balancing, internal upholstery, chassis straightening suspension repairs, vehicle
polishing, windscreen repairs, auto trimming and towing services.
● Established 28 August 2018 with a main office in Harare, Belvedere
● PAC is a full member of the Motor Industry Association of Zimbabwe and meets all
the set standards.
● Seeks to be a one-stop-shop for all automotive solutions
● The company is excited by the availability of rapidly advancing technologies in the
environmental business sector, as this provides company dynamic staff with a variety
of opportunities and intellectual challenges.
● At Prestige Auto Care, they work on both large and small projects. To ensure the
desired finish and colour of each project. The company use the best products such as
Spies Hecker and Standox paints. Precise colour matching and colour coding of
vehicle paintwork is guaranteed through the use of a state-of-the-art paint mixing
bank which consists of all the main paint toners. Company state-of-the-art paint
booths provide a clean, well-lit, well-ventilated enclosed area for spray painting
quality finishes.
● As vehicles become more advanced, so do the number of electronic systems in them.
At Prestige Auto Care, there is skilled and qualified auto electricians to handle all
your electrical problems. Not only do they possess good practical skills, but they also
have excellent problem-solving skills.
1.1 Vision
To become the leading panel beating and spray-painting company in Zimbabwe and
beyond

1.2 Mission
 To Maintain the market leader position of excellence and prompt service in providing
customers with the best complete range of collision repair services for all types of
vehicles; Panel beating, spray painting, refinishing, wheel alignment, tyre balancing,
internal upholstery, chassis straightening suspension repairs, vehicle polishing,
windscreen repairs, auto trimming and towing services

1.3 Core Values

● Honesty
Prestige Auto Care stands with what it says.

● Accountability
Accepting responsibility for delivering real value to the customers and stakeholders.

● Commitment
Being dedicated and proud of the company workmanship.

● Respect
Treating all the customers in a courteous and respectful way.

1.4 What Prestige Auto Care Seeks to Prove

To the Industry

That they are the best leading company providing a complete range of collision repair
services for all types of vehicles; Panel beating, spray painting, refinishing, wheel
alignment, tyre balancing, internal upholstery, chassis straightening suspension repairs,
vehicle polishing, windscreen repairs, auto trimming and towing services.

To its customers

That it is a one stop shop with best and quality outcome ever for all repair services, panel
beating and spray painting for all types of vehicles.

To its employees
 Wealthburryt/a Prestige Auto Care values the contribution that the employees add to the
company’s sustainable growth and business success through continual development of
competencies, talent retention and increased staff engagement and motivation.

Customer Satisfaction

At Prestige Auto Care, achieving and maintaining high levels of customer satisfaction is
dependent on taking a comprehensive approach to quality control on every job, regardless
of the size. Each vehicle is inspected by several experts before delivery.

Competitive Environment

The quality of service and the number of providers in the Motor Body Repair Industry
constantly fluctuate. Prestige Auto’s competitive edge will be in attracting and retaining
its customers with highly trained technicians and estimators, up-to-date equipment and
excellent quality. Prestige Auto strive to have a strong return-customer base.

Convenient Estimation Processes

Free quotes and estimates are performed onsite, and the company carry out free estimates
within a 50-km radius from the Harare Main Post Office.

1.5 Nature of business

Prestige Auto Care is into motor industry providing a complete range of collision repair
services for all types of vehicles; Panel beating, spray painting, refinishing, wheel
alignment, tyre balancing, internal upholstery, chassis straightening suspension repairs,
vehicle polishing, windscreen repairs, auto trimming and towing services.

The company work on both large and small projects. To ensure the desired finish and
colour of each project the company use the best products such as Standox paints. Precise
colour matching and colour coding of vehicle paintwork is guaranteed through the use of
a state-of-the-art paint mixing bank which consists of all the main paint toners. Company
state-of-the-art paint booths provide a clean, well-lit, well-ventilated enclosed area for
spray painting quality finishes.
1.6 Resources
The company resources comprise of human, equipment and financial.

1.7 Competencies
The company has competencies in the following areas like research and development
capabilities, highly trained technicians and estimators, up-to-date equipment and excellent
quality. Prestige Auto Care strive to have a strong return-customer base. Through the use
of superior skills, equipment and knowledge Prestige Auto Care is able to deliver
premium spray painting and panel beating services to the customers at the most
favourable prices.

1.8 Environment

Wealthburryt/a Prestige Auto Care is located within an industrial area which gives its
proximity to some of its major customers. Furthermore, the location of the company is
located closer to the main airport road where some of the major customers pass by.
Chapter 2 -Situational analysis

External environmental analysis-PESTELG

Political Environment

Zimbabwe operates under a presidential system of government, with the ruling party
Zimbabwe African National Union-Patriotic Front (ZANU-PF) holding power since the
country's independence in 1980. The political environment in Zimbabwe has been
characterized by several factors that can impact businesses, including:

1. Political Stability: Zimbabwe has experienced periods of political instability and

social unrest in the past. However, since the political transition in November 2017,
which led to the resignation of former President Robert Mugabe, the country has seen
relative stability under President Emmerson Mnangagwa. Nonetheless, political
tensions can still arise, and it's essential for businesses to monitor the situation
closely.

2. Government Policies: The Zimbabwean government has implemented various

policies over the years that can influence businesses. These policies include
indigenization laws, which require companies to have a majority shareholding by
indigenous Zimbabweans. It is crucial for businesses to comply with these regulations
to operate legally.

3. Economic Challenges: Zimbabwe has faced significant economic challenges,

including hyperinflation, currency instability, and a shortage of foreign currency.
These issues can affect businesses' ability to import necessary equipment and spare
parts, impacting the operations of a panel beating organization.

4. Corruption: Corruption has been a concern in Zimbabwe, and businesses might face
challenges associated with bribery, favoritism, and bureaucracy. It is important to
navigate these issues carefully and ensure compliance with anti-corruption laws and
ethical business practices.
5. Government Support: The Zimbabwean government has expressed a commitment to
attracting foreign investment and revitalizing the economy. Initiatives such as the
"Zimbabwe is Open for Business" policy have been introduced to promote investment
and improve the ease of doing business. Businesses operating in the country can
benefit from engaging with relevant government agencies and taking advantage of
available support programs.

6. Land Ownership: Land redistribution and agricultural policies have had a significant
impact on the economy in Zimbabwe. While panel beating organizations may not be
directly affected by land-related issues, it is important to be aware of potential
spillover effects on the broader economy and business environment.

Economic Environment

The current economic environment in Zimbabwe had a significant impact on various

industries, including the panel beating sector. Panel beating organizations, which
specialize in repairing and restoring damaged vehicles, have faced several challenges due
to the economic conditions prevailing in the country.

Inflation and Currency Instability: Zimbabwe has experienced severe inflation in

recent years, leading to a significant devaluation of the local currency. This has made it
difficult for panel beating organizations to source raw materials and spare parts at
affordable prices. The fluctuating exchange rates have also made it challenging to
maintain consistent pricing for their services, causing uncertainty for both the business
and customers.

1. Limited Access to Foreign Currency: Zimbabwe has faced foreign currency

shortages, which further hinder the operations of panel beating organizations. Since
many spare parts and equipment are imported, the scarcity of foreign currency has
made it difficult for these businesses to acquire the necessary resources for their
operations. Delays in importing necessary materials can lead to longer repair times
and reduced customer satisfaction.

2. High Cost of Imported Equipment and Tools: The panel beating industry heavily
relies on specialized tools and equipment for repairs. However, the cost of importing
these items has significantly increased due to the depreciation of the local currency
and import restrictions. The high costs make it challenging for panel beating
 organizations to invest in modern equipment, hindering their ability to provide
efficient and high-quality services.

3. Decline in Vehicle Ownership and Demand: The economic challenges faced by

Zimbabweans have led to a decline in vehicle ownership and demand. Many
individuals and businesses are unable to afford the cost of purchasing and maintaining
vehicles. As a result, the demand for panel beating services has decreased, impacting
the revenue and profitability of panel beating organizations. This decline in demand
has also increased competition among existing businesses, intensifying the struggle
for survival.

4. Reduced Disposable Income and Consumer Spending: The economic hardships

have resulted in reduced disposable income for individuals and businesses. As a
result, vehicle owners may prioritize essential expenses over non-essential repairs,
leading to a decline in demand for panel beating services. Customers are more likely
to postpone or forgo repairs, affecting the revenue stream of panel beating
organizations.

5. Skills and Manpower Shortages: The economic challenges in Zimbabwe have led to
a brain drain, with skilled professionals seeking better opportunities abroad. This has
created a shortage of skilled panel beaters and technicians, making it difficult for
organizations to find and retain qualified staff. The lack of skilled manpower can
result in lower quality repairs and decreased customer satisfaction.

Socio-economic environment

The current socio-economic environment in Zimbabwe has a profound impact on panel

beating organizations. The socio-economic factors intertwine with the economic
conditions to create a complex set of challenges and opportunities for these organizations.

1. Declining Disposable Income and Consumer Spending: The socio-economic

challenges faced by Zimbabweans, including high unemployment rates, low wages,
and poverty, have resulted in declining disposable income and reduced consumer
spending. This directly affects the demand for panel beating services as vehicle
owners prioritize essential expenses over non-essential repairs. Panel beating
organizations experience a decrease in customers and revenue, leading to financial
difficulties and reduced profitability.
 2. Informal Sector Competition: The high unemployment rate and limited formal job
opportunities have driven many individuals into the informal sector, including the
automotive repair industry. Informal panel beaters often operate with lower overhead
costs and can provide services at lower prices compared to formal panel beating
organizations. This creates intense competition and pricing pressures for established
panel beating businesses, making it challenging to maintain their market share and
profitability.

Technology environment

The current technological environment in Zimbabwe has both positive and negative effects
on panel beating organizations. While technology offers opportunities for efficiency and
improved service delivery, certain factors within the technological landscape can also present
challenges.

Limited Access to Technology: Zimbabwe faces challenges related to technology

infrastructure and access, including limited internet connectivity and unreliable power supply.
These limitations can restrict the adoption and utilization of advanced technologies by panel
beating organizations. Without reliable access to the internet and power, it becomes difficult
to leverage digital tools, online marketing platforms, and cloud-based software solutions that
could enhance operational efficiency and customer engagement.

Availability of Specialized Equipment and Tools: The panel beating industry relies on
specialized equipment and tools to perform repairs effectively. Technological advancements
have led to the development of advanced tools, computerized diagnostics, and repair
equipment. However, the availability of such specialized technology in Zimbabwe may be
limited due to factors such as high import costs, currency instability, and restricted access to
foreign markets. This can hinder panel beating organizations from acquiring and utilizing the
latest technology, potentially affecting the quality and efficiency of their services.

Digital Marketing and Online Presence: In an increasingly digital world, having a strong
online presence is crucial for any business, including panel beating organizations. Online
marketing platforms, social media, and websites play a significant role in attracting
customers, promoting services, and building brand reputation. However, limited access to
technology and digital skills may impede the ability of panel beating businesses in Zimbabwe
to effectively leverage digital marketing channels. This can result in missed opportunities for
reaching a broader customer base and competing with businesses that are more digitally
savvy.

Technological Advancements in Repairs: Technology has advanced in the automotive

industry, including advancements in vehicle manufacturing, materials, and repair techniques.
Newer vehicles often incorporate advanced technologies such as sensors, advanced driver-
assistance systems (ADAS), and computer-controlled components. Panel beating
organizations need to keep pace with these advancements to effectively repair modern
vehicles. However, the limited availability of training programs, access to technical
information, and affordable equipment upgrades in Zimbabwe can pose challenges for panel
beaters to acquire the necessary skills and tools to handle these advanced repairs.

Automating Administrative Processes: Technology can streamline administrative

processes, such as invoicing, inventory management, and customer relationship management.
Automated systems can improve efficiency, reduce errors, and enhance customer service.
However, the adoption of such systems may be limited in Zimbabwe due to cost barriers, lack
of technical expertise, and inadequate infrastructure. Panel beating organizations may face
challenges in implementing technology-driven administrative processes, leading to
inefficiencies and potential customer dissatisfaction.

Lack of Technical Support and Maintenance: Technology requires ongoing support and
maintenance to ensure optimal performance. Inadequate technical support and limited access
to spare parts and repairs for technological equipment can disrupt the operations of panel
beating organizations. Equipment breakdowns and delays in obtaining technical assistance
can impact productivity, repair quality, and customer satisfaction.

Lack of Insurance Coverage: Many vehicle owners in Zimbabwe do not have

comprehensive insurance coverage due to the high cost of premiums and limited insurance
options. Without insurance, individuals are less likely to invest in repairs for minor damages
or cosmetic improvements. This lack of insurance coverage reduces the potential customer
base for panel beating organizations, leading to decreased demand for their services.

Limited Access to Financing and Credit: Access to financing and credit facilities is often
limited in Zimbabwe, particularly for small and medium-sized businesses. Panel beating
organizations may struggle to secure loans or credit lines for expanding their operations,
purchasing new equipment, or investing in technology and training. The lack of financing
options can hinder growth and limit the ability of panel beating organizations to modernize
and meet customer demands.

Infrastructure Challenges: Zimbabwe's socio-economic environment is characterized by

inadequate infrastructure, including poor road conditions and limited access to utilities. These
infrastructure challenges have a direct impact on panel beating organizations as damaged
roads increase the risk of accidents and vehicle damage. Additionally, unreliable power
supply and limited access to water can disrupt the operations of panel beating workshops,
affecting productivity and customer service.

Skills Development and Training: The socio-economic challenges faced by Zimbabwe have
also affected the education and skills development system. Limited access to quality training
programs and a brain drain of skilled professionals have created a shortage of qualified panel
beaters and technicians. Panel beating organizations struggle to find skilled workers and may
face difficulties in delivering high-quality repairs, impacting customer satisfaction and the
reputation of the business.

Ecological environment

The current ecological environment in Zimbabwe can have both direct and indirect effects on
a panel beating organization.

Climate Change and Extreme Weather Events: Zimbabwe has been experiencing the
impacts of climate change, including erratic rainfall patterns, prolonged droughts, and
increased frequency of extreme weather events such as cyclones. These changes can lead to
significant challenges for a panel beating organization. Floods and heavy rains can damage
vehicles, increasing the demand for repairs. Conversely, droughts can result in water
shortages, affecting the ability to clean and paint vehicles properly.

Environmental Regulations and Compliance: Zimbabwe has been implementing stricter

environmental regulations to protect its natural resources and ecosystems. This includes
regulations related to waste management, air pollution, and hazardous substances. Panel
beating organizations need to ensure compliance with these regulations to avoid penalties and
maintain their reputation. This may require investing in environmentally friendly practices,
such as proper disposal of hazardous materials and adopting sustainable technologies.

Natural Resource Availability: The availability and affordability of natural resources, such
as metals, paints, and solvents, can significantly impact a panel beating organization.
Zimbabwe's economy heavily relies on mining, and any disruptions or changes in the
availability of key resources can affect the cost and availability of raw materials for panel
beating processes. Fluctuations in resource prices can impact the organization's profitability
and operational efficiency.

Biodiversity Conservation: Zimbabwe is known for its rich biodiversity, including national
parks and protected areas. These ecosystems are crucial for the country's tourism industry,
which often involves transportation services. Panel beating organizations serving the tourism
sector need to be mindful of the ecological sensitivities and follow sustainable practices. Any
negative impact on wildlife habitats or protected areas can harm the organization's reputation
and lead to legal consequences.

Customer Awareness and Preferences: The current ecological environment in Zimbabwe

has led to increased environmental awareness among consumers. Many people are concerned
about sustainability and environmental responsibility. Panel beating organizations that
demonstrate eco-friendly practices, such as using water-based paints or implementing
recycling programs, are likely to attract environmentally conscious customers and gain a
competitive advantage.

Infrastructure and Access: The ecological environment in Zimbabwe, including the

condition of roads and transportation networks, can impact the logistics and efficiency of a
panel beating organization. Poor road infrastructure due to natural disasters or lack of
maintenance can delay the transportation of damaged vehicles or hinder the delivery of repair
services. This can affect customer satisfaction and overall business performance.

ETOP

Opportunities Threats

Increasing Demand for Repair Services: The Increasing Regulatory Compliance:

ecological environment in Zimbabwe, including Stricter environmental regulations in
extreme weather events and poor road Zimbabwe pose a threat to panel
infrastructure, can lead to an increased demand beating organizations that fail to
for panel beating services. Floods, storms, and comply. Non-compliance can lead to
accidents can damage vehicles, creating an
opportunity for the organization to provide
repair and restoration services
Adoption of Sustainable Practices: The growing
environmental consciousness among consumers
and the implementation of stricter
environmental regulations in Zimbabwe present
an opportunity for panel beating organizations
to adopt sustainable practices. By using eco-
friendly materials, implementing recycling
programs, and reducing waste generation, the
organization can appeal to environmentally
conscious customers and gain a competitive
edge.
Tourism Sector: Zimbabwe's tourism industry
relies on transportation services, including
vehicles that may require panel beating services.
By catering to the tourism sector, the
organization can tap into a lucrative market and
establish partnerships with tour operators,
hotels, and wildlife reserves, further expanding
their customer base.
penalties, fines, and reputational
damage. The organization must stay
updated with environmental laws and
invest in necessary infrastructure and
practices to ensure compliance.
Resource Availability and Cost: The
availability and cost of essential
resources such as metals, paints, and
solvents can pose a threat to panel
beating organizations. Fluctuations in
resource prices or scarcity due to
mining disruptions can impact the
organization's profitability and
operational efficiency. Ensuring a
stable supply chain and exploring
alternative suppliers or materials can
mitigate this threat.
Changing Customer Preferences: As
environmental awareness grows;
customer preferences are shifting
towards eco-friendly and sustainable
services. Panel beating organizations
that fail to adapt to these changing
preferences may lose customers to
competitors that embrace green
practices. It is crucial for the
organization to align its services and
marketing strategies with evolving
customer demands.
Green Technologies and Innovation: The -
ecological challenges faced by Zimbabwe can
drive the development and adoption of green
technologies and innovative solutions in the
panel beating industry. Embracing advanced
repair techniques, utilizing energy-efficient
equipment, and exploring alternative materials
can enhance operational efficiency, reduce
costs, and position the organization as a leader
in eco-friendly repairs.

Total 4 Total 3

Competition

1. Market Saturation: The panel beating industry in Zimbabwe has a relatively high
number of service providers, which leads to market saturation. There are numerous
established panel beating workshops and repair centers across the country, ranging
from small independent businesses to larger, well-known companies. This saturation
increases competition as organizations vie for customers and market share.

2. Quality and Reputation: In a competitive industry, maintaining a strong reputation for

delivering high-quality repairs is crucial. Customers seek panel beating organizations
that can restore their vehicles to their pre-damaged condition effectively. Companies
 with a history of providing excellent craftsmanship, reliable services, and timely
repairs are likely to stand out and attract a loyal customer base.

3. Pricing and Affordability: Price competition is a significant factor in the panel beating
industry. Customers often compare prices and assess the value for money when
choosing a service provider. While some customers prioritize affordability, others
may be willing to pay a premium for superior quality and service. Competing
organizations must find a balance between offering competitive prices and ensuring
profitability.

4. Technological Advancements: Staying abreast of technological advancements is

essential for remaining competitive in the panel beating industry. Innovative repair
techniques, advanced equipment, and computerized diagnostic tools can improve
efficiency, accuracy, and customer satisfaction. Organizations that invest in these
technologies and continuously upgrade their capabilities have an advantage over
competitors relying on outdated methods.

5. Customer Service and Convenience: Providing excellent customer service and

convenience can differentiate a panel beating organization from its competitors.
Factors such as responsiveness, communication, transparency in pricing and repair
processes, and offering additional services like pick-up and drop-off options can
enhance the customer experience. Organizations that prioritize customer satisfaction
can build a loyal customer base and gain a competitive edge.

6. Differentiated Services: Some panel beating organizations in Zimbabwe differentiate

themselves by specializing in specific vehicle types, such as luxury cars or
commercial vehicles. By catering to niche markets, they can position themselves as
experts in handling particular vehicle categories, attracting customers with specific
needs. Offering additional services like insurance claim assistance or warranty
programs can also help organizations differentiate themselves from competitors.

7. Industry Regulations and Compliance: Compliance with industry regulations is vital

for maintaining a competitive position. Panel beating organizations must adhere to
legal requirements related to environmental standards, occupational health and safety,
and licensing. Companies that demonstrate a commitment to regulatory compliance
and meet industry standards are more likely to gain trust and credibility among
customers.
Competition

1. Target Markets Served: The panel beating industry in Zimbabwe primarily serves
individual vehicle owners, insurance companies, fleet operators, and car dealerships.
Individual vehicle owners represent a significant portion of the market, seeking repair
and restoration services for their personal vehicles. Insurance companies often
contract panel beaters for vehicle repairs covered under insurance policies. Fleet
operators and car dealerships also require panel beating services to maintain and
refurbish their vehicles.

2. Product Attributes: Panel beaters in Zimbabwe offer a range of services to address

various vehicle damage issues. These services include dent removal, body repair,
paintwork, framework alignment, chassis straightening, and general vehicle
restoration. Quality workmanship, attention to detail, and precision in restoring
damaged vehicles are crucial product attributes that customers seek. Furthermore,
timeliness in completing repairs and delivering vehicles in excellent condition are
important aspects of the service provided by panel beaters.

3. Pricing: Pricing in the panel beating industry varies based on the extent of damage,
the type of repair required, and the labor and material costs involved. Panel beaters
typically assess the damage and provide customers with detailed cost estimates before
commencing the work. Competitiveness in pricing is essential, as customers often
compare quotes from different panel beaters to choose the most cost-effective option.
Some panel beaters may also offer different pricing tiers based on the level of service
and quality provided.

4. Promotion: Promotion plays a crucial role in the panel beating industry in Zimbabwe
to attract and retain customers. Traditional marketing methods such as print
advertisements, radio spots, and flyers are still used, but digital marketing channels
have gained significant prominence. Many panel beaters maintain websites and social
media profiles to showcase their expertise, display before-and-after images of
repaired vehicles, and engage with potential customers. Positive word-of-mouth
referrals and customer testimonials also contribute to the promotion of panel beaters.

5. Distribution Network: In the panel beating industry, the distribution network

primarily refers to the physical locations of panel beating workshops and their
coverage areas. Panel beaters typically establish their workshops in convenient
 locations with good accessibility. They may also operate mobile units or offer towing
services to cater to customers unable to transport damaged vehicles to the workshop.
Maintaining a wide coverage area enables panel beaters to reach customers across
different regions and expand their customer base.

6. Services Offered: In addition to the core panel beating services, many panel beaters
in Zimbabwe offer related services to enhance customer convenience and satisfaction.
These services may include wheel alignment and balancing, vehicle detailing, glass
replacement, upholstery repairs, and mechanical repairs. Providing comprehensive
solutions under one roof distinguishes panel beaters and helps them attract a larger
customer base.

CURRENT DISTRIBUTOR NETWORK

In the panel beating industry in Harare, the majority of panel beaters typically utilize two
main types of distributor networks: local suppliers and strategic partnerships.

1. Local Suppliers: Local suppliers play a crucial role in the distribution network of
panel beaters in Harare. These suppliers provide a wide range of products and
materials needed for panel beating and vehicle repair. Some common examples of
local suppliers include:

a) Auto Parts Wholesalers: Panel beaters often establish relationships with wholesalers
specializing in auto parts and supplies. These wholesalers offer a comprehensive range of
products such as paints, primers, body fillers, abrasives, tools, and other consumables
required for repairs. Local suppliers like Mazuda Auto Parts and Zim car parts are prominent
wholesalers serving the panel beating industry in Harare.

b) Paint Manufacturers/Distributors: Paint is a vital component of panel beating, and panel

beaters rely on local paint manufacturers and distributors to procure quality paint products.
Companies like Dulux, Plascon, and Duraline are well-known paint manufacturers with
distribution networks in Harare, supplying a variety of automotive paints and coatings.

c) Spare Parts Dealers: For extensive repairs or replacements, panel beaters often require
genuine or aftermarket spare parts. Local spare parts dealers such as Auto world, OEM Auto
breakers, and AutoZone serve as key members of the distribution network. These dealers
provide access to a wide range of vehicle components, from body panels and lights to
mechanical parts, enabling panel beaters to source the necessary parts for their repairs.
 2. Strategic Partnerships: Panel beaters in Harare also establish strategic partnerships
with other industry players to enhance their distribution networks. These partnerships
often involve collaboration with:

a) Insurance Companies: Insurance companies are major stakeholders in the panel beating
industry. Panel beaters forge relationships with insurance companies to become preferred or
approved repairers. By being part of an insurance company's network, panel beaters gain
access to a steady stream of customers and receive referrals for repair work covered by
insurance claims.

b) Towing and Recovery Services: Towing and recovery services play a crucial role in the
distribution network of panel beaters. When vehicles are involved in accidents or require
major repairs, panel beaters often collaborate with towing and recovery service providers to
transport damaged vehicles to their workshops. These partnerships ensure a seamless flow of
damaged vehicles to panel beaters' facilities.

c) Vehicle Dealerships: Strategic alliances with vehicle dealerships can be beneficial for
panel beaters. By partnering with dealerships, panel beaters gain access to a network of
customers who may require repair or restoration services. Additionally, panel beaters may
provide warranty repairs or refurbishment services for used vehicles sold by the dealership,
further strengthening the distribution network.

INDUSTRY ANALYSIS-PORTERS FIVE FORCES

Porter's Five Forces is a framework used for industry analysis, which assesses the
competitive forces that shape an industry's attractiveness and profitability.
1. Threat of New Entrants: The panel beating industry in Harare, Zimbabwe, may have
a moderate threat of new entrants due to the following factors:

● Capital requirements: Setting up a panel beating business requires a

significant initial investment in equipment, tools, and facilities. This acts as a
barrier for new entrants.

● Brand loyalty: Established panel beating businesses with a good reputation

and customer trust may have a competitive advantage over new entrants.

● Government regulations: Compliance with local regulations, licensing

requirements, and environmental standards can create barriers for new
businesses.

2. Bargaining Power of Suppliers: The bargaining power of suppliers in the panel

beating industry in Harare can be considered moderate to high due to the following
factors:

● Paint and spare part suppliers: Suppliers of paints, spare parts, and other
materials used in panel beating can exert influence on the industry through
pricing, availability, and quality.
 ● Limited number of suppliers: If there are only a few suppliers of key
materials, it increases their bargaining power.

● Switching costs: Switching suppliers may involve costs and disruptions to the
panel beating businesses, giving suppliers some leverage.

3. Bargaining Power of Buyers: The bargaining power of buyers in the panel beating
industry in Harare is typically high due to the following factors:

● Availability of alternatives: Customers have the option to choose from

several panel beating service providers, creating competition and giving
customers more power.

● Price sensitivity: Customers tend to be price-sensitive and may request

competitive quotes, pressuring panel beaters to offer competitive prices.

● Low switching costs: Customers can easily switch to another panel beating
service provider if they are dissatisfied with the service or price offered.

4. Threat of Substitutes: The threat of substitutes in the panel beating industry in

Harare can be considered moderate to high due to the following factors:

● Do-it-yourself repairs: Some vehicle owners may opt to perform minor

repairs themselves, reducing their reliance on professional panel beating
services.

● Alternative repair methods: PDR (Paintless Dent Repair) and other

innovative repair techniques may provide alternatives to traditional panel
beating methods.

● Insurance preferences: Insurance companies may recommend or require

repairs from specific panel beaters or authorized repair centers, limiting
customer choices.

5. Competitive Rivalry: The panel beating industry in Harare is likely to have intense
competition among existing players due to several factors:

● Numerous competitors: There may be a large number of panel beating

service providers in Harare, creating a crowded marketplace.
 ● Low switching costs: As mentioned earlier, customers can easily switch
between panel beaters based on factors such as price, reputation, or service
quality.

● Industry fragmentation: The industry may be fragmented with many small

and independent panel beaters, intensifying competition.

CURRENT TARGET MARKETS

1. Description of the Target Market:

● Vehicle owners in Harare: The primary target market for Prestige Auto Care
would be vehicle owners residing in Harare, Zimbabwe. This includes
individuals, families, and businesses that own cars, trucks, and other vehicles.

● Demographic profile: The target market may include a diverse range of

customers in terms of age, income levels, and occupation. This could range
from individuals who own personal vehicles to companies with fleets of
commercial vehicles.

● Geographic focus: The primary focus would be on customers within Harare

due to the company's location and operational capacity.

2. Product Usage:

● Panel beating and collision repairs: The core offering of Prestige Auto Care
would be providing panel beating and collision repair services. This includes
fixing body damage, dents, scratches, and repainting damaged vehicle panels.

● Restoring vehicles to their pre-accident condition: Prestige Auto Care's

services would aim to restore damaged vehicles to their original condition,
ensuring that they are safe, visually appealing, and roadworthy.

● Additional services: The company may also offer related services such as
paintwork, dent removal, auto detailing, upholstery and other cosmetic
enhancements.

3. Market Size Estimates:

● Vehicle population: The market size estimate would depend on the number of
vehicles in Harare. According to the Zimbabwe National Statistics Agency, as
of 2019, there were approximately 1.9 million registered vehicles in the
country, with a significant portion being in urban areas like Harare.

● Accident rates: The market size for panel beating services would also be
influenced by the frequency of road accidents and incidents resulting in
vehicle damage. Accident statistics and insurance claims data can provide
insights into the demand for repair services.

● Competitor analysis: Assessing the market share of existing panel beating

companies in Harare would provide further insights into the potential market
size for Prestige Auto Care. Market research and industry reports specific to
the panel beating industry in Zimbabwe would also be valuable sources for
market size estimates.

Strengths Weaknesses

State-of-the-Art Facilities: The Limited Market Reach: The

organization has invested in modern organization's operations and
equipment, tools, and technology to customer base may be confined to
enhance the efficiency and quality of Harare, limiting their reach to a
its panel beating services. This specific geographic area. This could
includes advanced diagnostic tools, restrict their growth potential and
paint mixing systems, and precision leave them vulnerable to economic
repair equipment, enabling them to fluctuations or market saturation in
deliver accurate and precise repairs. the local market.

Technical Expertise: The Limited Digital Presence: The

organization possesses a highly skilled organization have a weak online
and experienced team of panel beaters presence, and a weak unresponsive
who are proficient in various repair website, minimal social media
techniques and have extensive engagement, and limited online
knowledge of vehicle structures, marketing efforts. This hinders their
materials, and painting processes. This ability to reach and attract potential
expertise allows them to deliver high- customers who rely on digital
quality repairs and meet customer channels for research and service
expectations. discovery.

+Strong Customer Relationships: Pricing Pressures: The panel beating

The organization prioritizes customer industry in Harare is highly
satisfaction and has built a reputation competitive, leading to pricing
for delivering high-quality repairs and pressures. The organization struggles
excellent customer service. Through to differentiate itself based on other
effective communication, personalized factors like quality and other
service, and timely completion of additional services, thus they are
repairs, they have established long- facing challenges in maintaining
term relationships with customers and profitability and attracting price-
enjoy a positive word-of-mouth sensitive customers.
reputation.

Industry Experience: The -

organization has a significant presence
and established history in the panel
beating industry in Harare. Their
experience gives them an advantage in
terms of market knowledge, customer
trust, and a strong referral network.
They understand the local market
dynamics and have insights into
customer preferences and needs.

financially stable

Total 5 Total 3
CHAPTER 3

MARKETING OBJECTIVES

3.1 Corporate objectives

● Increase Market Share

● Enhance Customer Satisfaction
● Improve Operational Efficiency
● Embrace Sustainability Practices
● Continuous Improvement and Innovation
3.2 Marketing objectives

● To increase the market share by 12% by year end.

● To increase customer base by 22% by June 2024

● To have a 98% customer retention rate by the end of the year 2024

● To grow the brand physically by 30% by June 2024

CHAPTER 4

MARKET STRATEGY

The organisation will use the Ansoff matrix and the Porters’ generic strategies. The Ansoff
Matrix, or Ansoff Box, is a business analysis technique that provides a framework enabling
growth opportunities to be identified. It can be used by PAC to consider the implications of
growing the business through existing or new products and in existing or new markets. Each
of these growth options draws on both internal and external influences, investigations, and
analysis that are then worked into alternative strategies.

4.1 The Ansoff Matrix

Market Penetration Market development

-price reduction -new geographic markets such as Bulawayo
-new uses and Gweru
- Geographical expansion
- Online store
Product development Diversification
-new products
-revamping the new products

Focusing on selling your current goods or services into your current markets will help you
increase your market share. Because it poses the least level of risk, this is the initial plan that
the majority of firms will think about.

When putting this strategy into practice, PAC can take the following actions:

• Maintaining or growing the market share of present products: This can be done by
implementing a strategy that combines advertising, sales promotion, and competitive pricing
techniques. This would include concentrating on the sales and marketing divisions in charge
of overseeing the product's pricing and promotion.

• Encourage existing customers to use your product or service more frequently. This is
another strategy for increasing market penetration.

Market Development

Selling current items into new markets is a part of this. There are numerous ways to
implement this strategy.
 ● Emerging Regional Markets

This can entail branching out to new areas or selling to new towns or cities. In this situation,
PAC can increase its market share by entering additional towns like Bindura, Marondera, and
some towns in nations where they are not currently investing as much time and energy.

• Modifications to a new product or service

PAC only needs to service its products in order to access a completely new market. This
could be accomplished by differentiating its packaging from that of the competitive markets
in order to create a brand image that is appropriate. The firm logo will be on the packaging.
But there is a need.

Product Development

Changes to business processes are necessary for this expansion strategy, including the
addition of a research and development department to prepare the market for new items.

PAC can start creating new product lines for the current markets, such as by introducing
goods with novel features. Brand expansion is one of the ways that can be used. Using an
established brand name on a new product in a different category is a frequent strategy for
launching new products. This enables the business to capitalize on its current consumer base
and brand loyalty. However, this is a high-risk tactic because it's impossible to forecast
whether it will be successful, and if a brand extension doesn't work, it could hurt the parent
brand.

Cost control techniques

The use the internet to minimize fuel costs for sales representatives as well as online
promotion to cut advertising costs. These techniques are there to control the costs as a
strategy to achieve the set objectives.
Chapter 5: Tactical Marketing Programs and Budget Tactical Decisions:

Target Market: PAC is an inclusive brand that focuses on being service provider for all of
their target market: from the most those with third party insurance to those who are more
affluent who have the comprehensive cover.

Segmentation

Geographic Segmentation for PAC will be the different regions in the country such as the
Zimbabwean provinces.

Psychographic Segmentation PAC will group customers according to their lifestyles and
values so as to understand the reasoning behind their purchases and behaviour. The panel
beating industry is composed of those people who feel that their cars must resemble what
they were in the first place. These are fashion conscious hence have a different lifestyle.

Social Class: lower class, middle class, and upper class, all classes.

Behavioural Benefits sought: Consumers are looking for benefits such as convenience,
affordability, quality, and range.

Loyalty status: Customers are highly loyal to store brand.

Targeting strategy

PAC must use differentiated panel beating products through as a brand aimed at targeting to
increase market share therefore differentiated targeting strategy will be adopted.

Differentiated targeting strategy will allow the company to psychologically differentiate its
products from competing ones in such a way that the customers regard PAC brands to be
totally different.

POSITIONING

Positioning is how a product is perceived in the mind of the consumer relative to competitive
products. PAC must position itself in terms of quality, durability, and lifestyle.

Tactical Decisions: Product

PAC must provide customers with an expanded range of innovative panel beating and related
products. Other products include DIY panel beating solutions, free vehicle check ups and
other ancillary service.

Tactical Decisions:

Promotion Promotional Objective The main promotional objective for PAC will be to
increase market share by 12% by June 2024

Promotional budget will also be used to persuade and remind customers about the company.

Strategies: An integrated promotional mix approach will be used to achieve marketing plan
objectives and gain efficiency by substituting one promotional tool for another as its
economies become more favourable to make sure information gets to where the customer is.

Advertising: PAC advertising will focus on bringing about product conviction and purchase
mostly for cosmetics and other non-medicinal products. The main medium will be effective
and efficient customer service targeting residents and visitors from other areas. Advertising
will utilize mainly for its ability and the need to reach mass and segmented audiences through
cosmetics, health and beauty products, fitness products and equipment.

Digital marketing: PAC will use social networking sites such as Facebook, Twitter, and
Instagram to communicate with its customers, requesting feedback and generating new ideas
and any recommendations. Digital marketing has the advantage that the company can
personalize the communication messages to meet the individual needs and circumstances of
the retail customers.

Sales promotions: Sales promotion will be used to motivate sales during off-peak and
increase sales during on peak periods (month-ends). Sales promotions will be in the form of:

● Month-end promotions
● Buy any item above $10 United States dollars and get a free mask.
● Giving frequent chronic patients (clients) promotional tools such as calendars, pens, t-
shirts etc.

Tactical Decisions: Distribution

PAC outlets will be strategically located in different cities such as Bulawayo and Gweru for
the convenience of customers. Several branches will be opened at locations near to the people
for the convenience of the customers.

Channel of distribution

The services will be offered directly to customers without any intermediaries.

Tactical Decisions: Pricing

Depending on the area and the location the consumer is utilizing, prices will change. Prices
will be determined by the brand's distinctive selling propositions and supplier specifications.
For its target market, PAC outlets will charge premium fees. Customers will be able to make
purchases using a variety of methods, including cash, swipe cards, credit cards, and eco cash.
In accordance with its cost-saving more metaphors, PAC will uphold its steadfast
commitment to passing on cost advantages to its clients. PAC will use the cost-plus pricing
strategy, which entails adding a specific percentage of margin after accounting for all costs to
prevent losses, in order to maintain a strong financial position.

Tactical Decisions: People

The goal of people decisions is to satisfy customers. In order to provide consumers with the
best service possible, PAC will make sure that personnel are appropriately hired, trained, and
motivated. Employees will perform various tasks, such as serving as front-of-the-store
assistants and till operators, in order to save personnel expenditures. Additionally, internal
marketing initiatives will be put into place to guarantee that staff members comprehend,
agree with, and support the organization's marketing goals. A refund policy will be
established by PAC with the intention of compensating consumers who have a valid service
complaint, such as when they purchased the incorrect or defective product.

Marketing Marketing Tactic Marketing Cost Where

Objective Strategy Action

Increase Product Organizing Corporate $ 1 750 Harare

sales development soccer, golf, Communication
volume by hockey s Manager
70% tournament
for all our
customers

Increase our Social Implementing Marketing $5 000 PAC email

market share Networking social media Manager and all its
in excess of marketing for social
Promotion
50% example media
Facebook, platforms.
twitter
WhatsApp.

Improve the Website Adding new IT $2 000 PAC

online design features on Administrator website
ordering of the website and Sales
stock and including Executives.
quotations feedback
forums,
online
 conversation
platform.

BUDGET

Activity Amount (USD)

Sales 1,000,000.00
Cost of sales (60%) (600,000.00)
Gross profit 40,000.00
Other expenses (1 000.00)
● Marketing expenses: (500.00)
● Research and development (200.00)
● Social responsibility (500.00)
● Staff training (500.00)
● Salaries (2 000,00)
● New outlets (10,000.00)
● Administrative and other expenses (1,000.00)
Net profit before tax

Net profit 24 300.00

CHAPTER 6 EVALUATION AND CONTROL

Marketing effective rating reviews will be used to measure if PAC has managed to create the desired
brand awareness Quarterly sales audits will show if PAC achieves its sales target for the year.
Competitor’s intelligence tracking will enable PAC to see how their competitors are doing in the
market Research and developments, and advertising being major cost considerations, PAC will need
to monitor such expenses in order to maximize profitability and attain its cost reduction target.
Target will be set for all PAC branches to assess the impact of integrated campaigns on sales and
brand awareness. All branch supervisors will be-reporting weekly expenses to the financial manager
to ensure their branch expenditures are in accordance with the set budget. Periodic market surveys
will be conducted to obtain valuable feedback from customers to ensure that PAC keeps up with the
changing trends and meet the market’s needs for quality and value for pharmaceutical products.
Annual strategic control analysis will be carried out by top management to examine whether the
company is pursuing its best opportunity with respects to market, products and channels. Company
image audit to be done quarterly in order to check on the impact of promotional mix element that
will be done by PAC.

Evaluation of marketing activities will be carried out as follows.

Communication tool Evaluation method

Advertising Financial analysis, enquiry tests and recall

tests

Sales promotions Stock turn and sales

Social media Total new visits and Bounce rate

Chapter 7

7.0 Contingency plan

This final major section in this Marketing Plan is meant to prepare the reader for potential
situations that may affect the plan. In this way, the reader is with a somewhat more balanced
picture of what PAC may face as it attempts to implement the plan.

7.1 Internal Factors

• Poor coordination of departments

• Lack of funding sources (finance and cooperate accounting issues)

• Human Resources - efficiency of employees, lack of teamwork, demotivated
workforce.

• Way of administration

• Procurement processes

• IT – systems that aren’t up to date, technological ignorance

7.2 External Factors

• Competitor reaction

• Technological developments

• Legal environment

• Societal changes

• Economic variables

• Governmental concerns, for example, budgets by the government

• International variables

7.3 Mitigatory measures to reduce obstacles.

• PAC should have projects on the side, so they do not have to rely on money from
adhesives only.

• Organizational training for employees to work well and do proper marketing for the
company and public relations as well.

• Import advanced machines from abroad.

CHAPTER EIGHT

8.0 RECOMMENDATIONS

• PAC is posed as a well reputable brand locally; however, the brand awareness within
the local borders is very low. I would recommend the firm to do some promotions that are
more aggressive as compared to competitors. Mass advertising is needed using all platforms
such social media, radios, television, billboards and newspapers. Advertising is a messenger
angel which can go to many places at the same time as compared to mouth-to-mouth
advertising.

• Competitors are doing well on on-line marketing. Due to dynamic era, we are
engaged in, many customers are looking for innovation and technologically advanced
services. However, I would recommend the firm to improve the website so that it will be user
friendly and that anyone can access any information easily. I would also recommend having
someone managing the website and social media platforms updating information always and
improve on posting recent pictures of the company’s products because this have a greater
impact on prospect customers.

• PAC recognizes hard working employees for example long serving worker awards,
appraisals and bonuses which is good strategy to employee’s motivation. However, I
recommend the human resources department to have time to visit various departments and
observe how they are working, their moral and give them attention so that they feel belonging
to the organization.

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