Cedric Car Parts Shop

Marketing Plan
 Table of Contents
Strategic
Plan & Focus Situation Analysis
01 • Mission 02 • 7S Internal
• Vision • PESTLE External
• Objectives • SWOT Analysis
• TOWS Analysis

Market Marketing Program,

Product-Focus Strategy, & Tactics
03 • Marketing 04 • Marketing Mix
Segmentation - Product
• Target Market - Price
• Product - Place
Positioning - Promotion
Executive
Summary
Cedric Car Part Shop assisted in the development of this
marketing strategy. The first portion begins with an
introduction to the company’s history, firm, and products.
They informed us about their objectives, how they keep their
business consistent and what they hope to accomplish in the
next few years. We were able to discover the seven elements
using the 7s Analysis, and some assessments and
recommendations for the firm’s operation. The PEST Analysis
is the next step followed by SWOT and TOWS Analysis.
Furthermore, the company’s market segmentation, target
market, and product positioning sections has been discussed
and its marketing mix which is the combination of factors that
affect how the business provides items, their quality, prices,
discounts, how they operate, and where they operate. The
references section contains articles that assisted us in better
understanding the marketing strategy. Finally, the appendices
include photographs of the establishment as well as survey
questions that were employed in the development of the
marketing plan.
 Introduction
An automotive spare parts and accessories business, Cedric Car Part
Shop was established in 1996 with a capital of Php 350,000 and has
been in service for 25 years. The small business is located in Piela
Sampaloc 3, City of Dasmarinas, Cavite. Ever since, the owners have
been passionate about cars and that also includes maintenance of
vehicles – this motivation led them to establish a small business which
in time has grown and given them profit. Because of the excellent
service of the business, they were able to expand and already have
another one branch located in Sabutan, Silang, Cavite.
 01
Strategic Plan & Focus
Cedric Car Parts Shop’s
Mission, Vision and Objectives
 Strategic Plan & Focus

Mission Vision Objectives

“To give the best quality “To establish a 1. To establish a strong
commanding presence in market presence in
and services the
Cavite
customer always the market and to give a
2. To earn good financial
wanted.” good quality service over returns for its owners
the years.” 3. To delight customer with
high quality automotive
part and services; and
4. To make employees earn
with benefits and good
relationship within the
business
 02
Situation Analysis
7S Internal, PESTLE External,
SWOT and TOWS Analysis
 7S Internal
• Always make sure the products don’t have defect before selling.
01. Strategy • Ensure customer’s satisfaction is always met whether in products or
services.
• Competitive pressure – selling the products at the right price and
offers discounts to get the trust of customers.

• Owners of the shop values modesty and commitment in the job.

02. Structure • The shop has different departments such as inventory, finance
which collaborate with each other in order for the operations to run
smoothly.

• Usual weekdays operation: from opening the store, cleaning the

03. Systems products and machines. Checking of inquiries, tallying the sales,
doing the inventory, and cleaning the shop before closing.
• On Sundays: the shop always does general cleaning.
• Interactive with questions from customers.
 7S Internal

• Employees are well-disciplined and hardworking.

04. Shared Values • Owner treats employees as part of the family and make sure they
are in a good condition to work.
• They immediately entertain and assess client’s requests and do the
very best to deliver great customer service.

• Checking employees’ day after work.

05. Style • Giving free food to employees.
• Collaborating and supporting one another.
• The shop manages the business by properly organizing all the pans
and time before and after the day.
 7S Internal
• Consists of cashier, the person in-charge, and the labor for services.
06. Staff • People who manage the finance and other departments came from
the family.
• In labor, two people have experiences in automotive – they are
skilled and knowledgeable in parts of cars.
• Another qualification: diligent, disciplined, committee and punctual.

• In a span of 25 years, the shop has always been the top provider of
07. Skills automotive parts and services within the area.
• Employees knows how mechanics and electrical works.
• Commitment is a must to get employed in the shop.
• Even with great performance, the shop is not complacent, they
continue to assess their employees on how they do in the work.
 PESTLE External
Political
01 • Any political activities have no impact on how
the business manage. Also, there is no current
or pending legislation or law that could affect
the business.

02 • Economic
The demand stayed the same. 03 Socio-Cultural
• In the beginning of the • The age, population growth rate, religious beliefs,
pandemic, the demand gender norms, class structures, internet usage
decreased as people having patterns, conventions and beliefs, and lifestyle
financial problems. choices affect customer’s preferences.
• As the shop has been operating 25 years, the
recommendation and social relationship could affect
the preference of customers.
• Changes in demographics and values has a
possibility for fewer customers.
 PESTLE External
04 Technology
• Machine is a tire changer that aids tire
technicians in dismounting and remounting
tires on vehicles. With this new technology,
the performance could increase resulted to
more satisfied customers, effective service,
and more income.

Legal
05 • Changes in laws and regulations has no impact in the shop.

06 Environmental
• Stress environment affects the operation of the shop.
• Another is pollution when recycling betteries –
recycling old batteries reduces waste and reduces the
need to use new raw materials and components.
 SWOT Analysis
Strengths
1. Has always been the area’s leading
supplier of automotive parts and
services.
2. Proprietor has a strong desire to
start a business because of his
passion for automobiles.
3. Specializes in high-quality auto
accessories and parts.
4. Provides excellent service.
5. Provides the best quality products
in an affordable price.
6. Has been able to extend and grow
another location.
7. Effectively communicates the
business and its product to the
target market.
8. All personnel are well-disciplined
and dedicated to their jobs.
9. Values comfortabilty and the
trust of their customers.
10. Establishes a strong market
presence.
11. Earns good financial returns for
its owners.
12. Makes employees earn with
benefits and good relationships
within business.
 SWOT Analysis
Weaknesses

1. Competitive pressure of 6. Limited distribution

employees/workers
7. The dependent growth rate
2. Lack of employees/workers
8. Power of bargaining
3. Limited financial resources
9. Lack of product differentiation
4. Poor marketing skills
10. Lack of machineries.
5. Social relationships affect the
preference of customers
 SWOT Analysis
Opportunities
1. Evolving industry that can use to
sustain good qualitty of products.
2. Constant product innovation.
3. Developing techniques to
promote product using technology
and social media.
4. Changing life-style of consumer.
5. Market expansion such as car
wash. The location has a lot of
drives that pass by the shop.
6.Become battery dealer to
another shop.
7. A designing and accessories
business is the trending
automobile business now.
8. Make an alliance. It might be
better for those people who have
the same interest in the business.
9. Women drivers are increasing. It
might help if a person has an
interest in automobile
maintenance.
10. Complacent rival firms. They
are well-known around the area as
a shop of car parts.
 SWOT Analysis
Threats
1. Automobile rising competition
2. Number of best-selling betteries
besides Motolite and Yokohama
3. Different consumer preferences
4. Inactive economy
5. Rising technology such as smart
vehicle and electrical vehicle.
6. Competitors afford to purchase
advanced machines to repair cars.
7. People chose to use bicycle and
motorcycle than cars because of
heavy traffic.
8. High cost production due to
inflation.
9. Unavailability of skilled labor
due to pandemic as people are
getting sick.
10. Unstable government policies
due to rising active cases of
Corona virus which cause people
to stay at home.
 TOWS Analysis
S1 – The shop has always been the
area’s leading supplier of automotive
parts and services.
O6 – Become battery dealer to another
shop.
Strategy: Since the shop has been
operating for a long time and is leading
in supplying automotive parts/services,
it is likely that they are well-known in
the area
Strength and Opportunities (SO)
S2 – The proprietor has a strong desire to
start a business because of his passion
for automobiles.
O8 – Make an alliance.
Strategy: Birds with the same feather
flock together. Show eagerness in your
business to attract people with the same
goal and interest in the business.
 TOWS Analysis
Strength and Opportunities (SO)
S5 – The shop provides the best quality
products with an adequate price that
customers can afford and suits what the
business offers.
O4 – Changing life-style of consumer.
Strategy: Maintain on offering quaity
product to the customer to trust the
business. This will also make them safe
and comfortable while using the
product.
S6 – The shop has been able to extend and
grow another location.
O5 – Market expansion such as car wash. The
location has a lot of drives that pass by the
shop.
Strategy: Use the capability of extending
business by looking at a place who has more
potential consumers of the Car part shop
such as establishing car wash.
S7 – The shop effectively communicates the
business and its product to the target market.
O9 – Womens drivers are increasing.
Strategy: Do a marketing strategy like
promoting business on posters or social
media showing the capability of women about
cars, this will attract them to the business.
 TOWS Analysis
Strengths and Threats (ST)

S1 - Cedric Car Parts

Shop has always been
the area's leading S4 – Cedric Car Parts Shop provides excellent service.
supplier of automotive T6 – Competitors afford to purchase advanced machines
parts and services. to repair cars.
T1 - Automobile rising Strategy – Have a team who can do door to door labor for
the customer to show them how convenient the shop is.
competition
T2 - Numbers of best-
selling batteries besides S6 – Cedric Car Parts Shop has been able to extend and
grow another location.
motolite and yokohama
T10 – Unstable government policies due to rising active
Strategy – Double the
cases of coronavirus which cause people to stay at home.
effort on offering Strategy – Do have an Online shop where consumers can
quality products to the order what they want this will help the shop to continue its
consumer while being activities while we’re on pandemic.
connected with them.
 TOWS Analysis
Strengths and Threats (ST)
S7 – Cedric Car Parts Shop effectively
communicates the business and its
product to the target market.
T3 – Different of consumer preferences
Strategy – Try to have some fliers
consisting of different design of product
or Have some survey/online survey for
your consumer about their product
preference to know what the customer
demands.
S8 – All of the personnel are well-disciplined
and dedicated to their jobs.
T9 – Unavailability of skilled labor or workers
due to pandemic because people are
severely getting sick.
Strategy – Provide a list of contacts of
employees who can work part time for the
shop in case the original workers are not
available. Make sure that the part timers has
experience in automotive.
 TOWS Analysis
W1 – Competitive pressure
O2 – Constant product innovation
Strategy – Keep on innovating
products to maintain the quality
and advancement of the business
this will help to have the trust and
loyalty of the consumer.
Weaknesses and Opportunities (WO)
W2 – Lack of employees/workers
O5 – Market expansion such as car
wash. The location has a lot of
drives that pass by the shop.
Strategy – Expanding the business
means more job opportunities to
make profit. Hire skilled workers or
labor that will handle the
operations of the car wash area.
 TOWS Analysis
Weaknesses and Opportunities (WO)

W4 – Poor marketing skills

O3 – Developing techniques to promote product using technology and social media
O10 – Complacent rival firms. They are well known around the area as a shop of car parts.
Strategy – They are well established around the area because of excellent service for 25 years,
however creating social media pages and other things that can be made on the internet to
promote the business and its products/services would be an advantage for the business.

W5 – Social relationships affect the preference of customers.

O7 – A designing and accessories business is the trending automobile business now and most
of the youth are passionate towards remodeling their cars and are ready to spend some real
cash on it.
Strategy – Be informed about the latest design of accessories and follow what is trending in
auto especially on your location and on the internet.
 TOWS Analysis
W9 – Lack of product differentiation
O1 – Evolving industry that can use
to sustain good quality of products
O2 – Constant product innovation
Strategy – Invest in innovation of
ordering new products that are
latest or in demand to keep
customers attracted.
Weaknesses and Opportunities (WO)
W10 – Lack of machineries
O2 – Constant product innovation
Strategy – To be able to stay in
the competitive market, the shop
has to provide new machineries to
improve the service and serve
more customers.
 TOWS Analysis
Weaknesses and Threats (WT)
W1 – Competitive pressure
W3 – Limited of financial resources
W9 – Lack of product differentiation
T7 – People chose to use bicycle and motorcycle
than cars because of heavy traffic and the virus
W1 – Competitive pressure
Strategy – Establishing a business is a risk and
W4 – Poor marketing skills
continuous operation is a risk. Since
T1 – Automobile rising
bicycles/motorcycles are in demand because of the
competition
virus and traffic the shop can start investing in
Strategy – Start creating
bicycles since these are less expensive than
some attractive advertising
motorcycles and if profit comes then that would be
on social media to have a
the time to invest more. The shop is widely known
unique impression on your
and trusted so customers will choose to buy there
business.
than other shops, investing in different products
would make the business more interesting for the
customers.
 TOWS Analysis
Weaknesses and Threats (WT)

W5 – Social relationships affect the preference of customers

T3 – Different of consumer preferences
Strategy – Always ensure that your customers are heard and feel comfortable in your
business. Gain their trust and loyalty by providing them good customer service and labor
which they could recommend your business to their friends. Another is to go with the flow,
monitor what is trending and analyze how to attract consumers by offering different designs
on products.

W6 – Limited distribution
T10 – Unstable government policies due to rising active cases of coronavirus which cause
people to stay at home.
Strategy – Have an online shop where you can sell the product, in this case the distribution
of the product will be widened and also it is useful now in a pandemic.
 03
Market Product-Focus
Marketing Segmentation, Target
Market, and Product Positioning
 Marketing Segmentation
1. Needs and Wants

Motolite and Yokohama Car Tires

Batteries

- Motolite was a famous car battery
while Yokohama batteries are prices
significantly lower than imported
brands across segments, from the
entry-level to premium variants.
- Contain tectile cor ply, inner
liner, and sidewall, etc. In this
automobile parts, it includes 3
or more component needs
segment.

- With the needs and wants and

satisfaction of consumer, it’s their
choice what is the best battery for the
car.
 Marketing Segmentation

VARIABLES SEGMENTATION PRODUCT

Location Urban- which located in Cedric Car parts shop serving and selling
Dasmarinas City automobile parts in this area which
consists of a number of population.

Another branch was located in the

Municipality area of Silang. The business
sells automobile parts and services
Suburban- Another knowing that this area has a lot of people
branch of the business using cars and other travelers going to
was located at Silang another town.
Cavite
 Marketing Segmentation
3. Demographic Segmentation

VARIABLE SEGMENTATION PRODUCT DESCRIPTION

Age Teenager- beginner A person with age 18 and above is allowed to

Middle Ages drive. With age monitoring, the business can
Senior Citizen or arise and earn profit due to the fact that a
Retiree person with an automobile can now buy
services in the business.

Gender Male, Female, LGBT There is no option when it comes to gender

identity. All genders can drive and buy services
in the business.

Income Professionals, People who have different professions such as

executive, broad, drivers and other workers that earn an average
etc. income can buy services and automobile parts
in the business.
 Marketing Segmentation
4. Psychographics Segmentation

Psychographic Segmentation Description

cluster Variables

Personal Interests Travel and Sports A person with an interest in driving to go

travel and sport is part of the business
target consumer.
 Marketing Segmentation
5. Behavioral Segmentation

Variables Segmentation Product description

Purchase Regular, Occasional Cedric shops specialize in serving the regular or

frequency frequent consumer travelers segment like
businessmen, professionals, etc. instead of
consumers who are the occasional user.

Usage rate Heavy user, the The shop has specialized products or services
medium user, or to those heavy users, while regular users offer a
light user product that is occasionally purchased.

Loyalty Absolute, strong, A consumer with loyal status such as the

Status Medium, Small absolute-to small offering a set of different
benefits.
 Target Market
The automotive battery market can be divided into 4
categories based on application of consumer preferences and
type of motive: two/three-wheeler batteries, car and light van
batteries, heavy motor vehicle (HMV) batteries, and electric or
hybrid vehicle batteries.

The shop targets those consumers who are eligible to drive,

people with cars and people who can afford to buy products and
services.

Product Positioning
Cedric Car Parts Shop exercises to give a good quality of
product and maintain good services to consumers and
relationships.
 04
Marketing Program, Strategy, &
Tactics
Marketing Mix
(Product, Price, Place, Promotion)
 Product
Cedric Car Part Shop sells best-
quality car accessories and auto
spare parts such as car tires,
batteries, interior, tire seal, and
many more which are stored
and supplied from San Pedro,
Laguna.
When it comes to the
packaging of the products,
Cedrick Car Part Shop is in-
charge of using the right
packaging material. Usually, the
business uses a box with
protective packaging material
Place
Cedric Car Part Shop is
located in Piela Sampaloc 3, City
of Dasmariñas, Cavite and also
has another branch at Sabutan,
Silang, Cavite.
Price
The company offers best quality
products with an adequate price that
customers can afford. The following
are the list price of their product:
1. Battery (Motolite, Yokohama) -
ranges from Php 2,000 to Php 10,000
2. Tire - ranges from Php 700 to Php
5,000
3. Interior - Php 200
4. Tire Steal - Php 150
Marketing
Cedrick Car Part Shop using Value
Mix (4Ps) Price Strategy which offers high-
quality products with more value of
money.
Promotion
The shop uses different kinds
of advertising like personal
selling, sales promotion, and
direct marketing strategy
Thank You!
 References

https://www.investopedia.com/terms/p/pest-analysis.asp

https://taxacctgcenter.ph/rmc-60-2020-registration-tax-compliance-o
nline-sellers-philppines/

https://www.autobatteries.com/en-us/installation-and-recycling/batte
ry-recycling
Appendices

Pictures of the Shop

Pictures of Survey Questionnaire
Pictures of Survey Questionnaire