CLIENT: PRESTIGE AUTO REPAIR SERVICESPresenters: Omeir Syed, Akila Kushan, Mahmoud Abou Shaban

INTRODUCTION

Company & Industry Analysis

Objectives Recommendations

AGENDA

■ Macro-Environmental Trends■ Key Issues■ SCOT Analysis■ Financial Objectives■ Marketing Objectives■ Recommendations■ Action Plan & Implementation■ Budget Plan■ Monitoring Tools to Measure Success

MACRO-ENVIRONMENTAL TRENDS

Demographic Environment■ North York’s Population (2011): 667,840

■ 45% of the population live in apartment buildings; 37% in houses

■ Average income of North York: $64,000

■ 31.9% of people get their service from car dealerships

Economic Environment

■ Light vehicle sales increased by 3.6% in 2014

■ Total vehicles owned per household has grown by 5.7% over the past 5 years

■ One household with a vehicle spends about $822 on repair services per year

■ Employment in Canada increased by 35, 400

Natural Environment

■ Costs for raw materials increased over the last 5 years

■ Chrome paints are now used for paint jobs

■ Body shops must use water-based paint products to reduce VOC emissions

■ Concerns over safety hazards caused by aluminum dust and steel parts

■ Proper ventilation systems can reduce the exposure of exhaust fumes

■ Proper waste management system

Technological Environment

■ New tools plug in to the ECU of the vehicle to find out the issue

■ Hybrid and electric cars pressure technicians

■ Crash control technologies can hurt demand for body services

■ Car manufacturers have taken advantage of social media to communicate with customers online

Political/Legal Environment■ Canada’s Express Entry program for skilled workers

from abroad

■ Government of Canada restricts the use of paints with high VOC

■ Workers must follow WHMIS training and comply with Occupational Health & Safety Act

■ Apprentices must obtain a certification before working

in the apprenticeship program ■ Auto repair shops in Ontario must register to become a

certified member of the Automobile Protection Association (APA)

Socio-Cultural Environment■ Most owners today take extra care of their

vehicle and bring it to repair shops

■ Women are more likely to return to the same service centre every year than men

■ Urban residents are more likely to go to a service centre 4 times a year than someone who lives in a rural area.

■ Customers want to be updated on the progress of their car’s repair or job

Key Issues ■ Lack of secondary source of

income

■ Fewer jobs to do when luxury cars are not on the road

■ No engagement online on social media

■ Lack of networking with third-party associates

■ An out-dated Mobile app

■ Lack of outdoor and indoor advertising

■ Lack of incentives for customers retention

■ Lack of brand awareness in neighbouring cities

S.C.O.T ANALYSISStrengths, Challenges, Opportunities & Threats

Strengths ■ Qualified and Experienced mechanics■ Lifetime warranty■ Mobile App■ Active on Facebook and Twitter■ Connections with car rental companies■ Repetitive customers■ Higher Profits through Luxury Cars ■ Positive Brand Image in Luxury Car repair market

Challenges

■ No testimonials by customers on the website

■ No towing services on Sunday

■ Lack of advertisements

■ Higher prices in luxury car repairs

Opportunities ■ Increasing demand for luxury vehicles specially by baby boomers

■ Increasing number of vehicles on the road

■ Increasing collisions

■ Exposure to a growing population in North York area

■ Shifting demand for body repairs from dealerships to private body shops

■ Demand for apprenticeship programs

Threats ■ Environment protection rules

■ Increasing raw materials costs

■ Increasing labour costs

■ Fluctuating exchange rates

■ The emergence of crash-alert technologies

■ Head to head competition

FINANCIAL & MARKETING OBJECTIVES

Financial Objective

To Increase Annual Revenues by December 2016 (2%)

Targeting the segment of non-luxury car owners for repair and body services. (servicing a 2nd market)

In-store sales of car products (alloy wheels, air filters, etc..)

Marketing Objectives

To Help Increase Brand Awareness in Nearby Cities

■ North York region contains a large population in which PARS Moto’s target can’t all be reached

■ Promoting the body shop across the following cities can help build the brand awareness

RECOMMENDATIONS

Hire New Mechanics to Service Non-Luxury Cars

Rationale:

Gain competitive advantage They need more mechanics

Action Plan:

Develop job postings Develop an apprenticeship program They should also be posted on student careers site

Develop a Differentiated Pricing Scheme

Rationale:

Customers expect affordable costs

Action Plan:

Conduct market research to understand the average cost of services

Assessing labour costs and material costs Introduce a discounted price model Take effect in April 2016

Build In-shop DisplaysRationale:

Secondary source of revenues Maintain the level of profits

Action Plan:

Use the extra space available in the lounge area Decisions can be made after reviewing feedback from

customers Will be installed for May 2016

EXAMPLES

Create a Points-Based Loyalty Program

Rationale:

Increase customer retention

Action Plan:

Customers can earn points from services Number of points rewarded depend on the service They will get these cards once they opt in for PARS’ service

membership Implement the program in March 2016

Hire a Social Media ProfessionalRationale:

Effective social media management thought all the platforms

Action Plan:

Develop the objectives Assign the tasks to a Digital marketing agency Request for services from the agency in January 2016

Expand the Professional Network Rationale:

Personal injury lawyers Tow truck companies

Action Plan:

Find out personal injury lawyers and towing companies in North York online

Approach them through business visits

Update Mobile ApplicationRationale:

It lacks features that customers seek often, (e.g/ status of vehicle repair job)

Their last update was from 2013, they need an updated version with bug fixes

Action Plan:

Update with features including hours of operation and live feed of camera

Collect feedback from customers to review

Deploy a BillboardRationale:

Lack of outdoor advertisement Increase brand awareness Can help obtain brand impressions near high-traffic areas

Action Plan:

Find strategic locations to have billboard placed Broadocks Dr. and Keele St. and car dealership and apartment

buildings Months: April, May, June, July, and August

Billboard

Place of Interest:

Intersection: Broadoaks Drive and Keele Street

Print BrochuresRationale:

To inform customers about PARS’ services and its mobile application

State how customers can use the app to get rewards, in-app deals, and estimates for services

Action Plan:

Print the brochure from FedEx or Vistaprint Place these brochures on the front desk of the office February 2016

Distribute FlyersRationale: To increase brand awareness and reach a wider market Promote the shop to nearby neighborhoods and urban areas

Action Plan:

Contact newspaper publications, particularly the North York mirror

Book advertisement with the newspaper issue at least 2 weeks prior

Submit creative material to the publication a week before Distributed in the peak season, between March and June

Give Out Feedback Forms to Customers

Rationale:

Customers can provide input and feedback on the services Marketing can collect insights

Action Plan:

This feedback form will be letter-sized, and include fields to answer questions

Feedback form will be available in February 2016

Send Monthly E-newsletters to Customers

Rationale:

E-mail customers Monthly e-newsletters to inform about services and new promotions

They can also highlight information about – Upcoming auto shows– New products and– Tips for customers to maintain their car

Action Plan:

Allow site visitors to subscribe to e-newsletter Newsletters February 2016

Buy Car AccessoriesRationale:

Need supplies and accessories to stock the in-store displays

Action Plan:

Buy supplies from wholesalers Buy accessories such as cleaning products and refreshers Available to sell in June 2016

Improve the WebsiteRationale:

Increase traffic on PARS’ website Post a job posting for Mechanics and apprenticeship program

Action Plan:

Include links of social media channels on the website footer Job postings should be posting in a new page called

“Careers”

ACTION PLAN TIMELINE

FLOWCHART

    JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC1 Hire new

mechanics to service non-luxury cars

X                      

2 Develop a differentiated pricing scheme.       X                

3 Build in-shop displays         X              

4 Create a points-based loyalty program

    X                  

5 Hire a social media professional

X                      

6 Expand the professional network

X X X X X X X X X X X X

TIMELINE

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

7 Update the Mobile App X X X

8 Deploy a billboard     X X X X X X        9 Print brochures   X                    10 Distribute flyers     X X X X            

11 Give out feedback forms   X X X X X X X X X X X

12 Send out monthly e-newsletters   X X X X X X X X X X X

13 Buy car accessories

          X            

14. Improve the website X                      

TIMELINE

BUDGET

■ Hire new mechanics to service non-luxury cars

■ Develop a differentiated pricing scheme.■ Build in-shop displays.■ Create a points-based loyalty program■ Hire a social media professional■ Expand the professional network■ Update mobile application■ Deploy a billboard■ Print brochures■ Distribute flyers■ Give out feedback forms to customers■ Send monthly e-newsletters to customers■ Buy supplies and car accessories■ Improve the website

2%2%10%2%10%1%10%30%3%10%5%2%8%5%

Total 100%

MEASURING & MONITORING

Monitor PARS’ Main Website Using Google Analytics.■ Google Analytics – to determine the volume of traffic to

website■ Evaluate how effective PARS Moto’s website is in making

an appointment online■ Apprenticeship Program page - how long they stayed there

to read the page■ Can view the number of unique visits, bounce backs, click-

throughs

Monitor PARS’ Social Media Channels■ Social Bro + Hootsuite - to monitor customers and

followers■ Find out what issues and concerns followers have ■ Evaluate results of social media activities

Evaluate Feedback From Customers

■ Find out which services customers often request for ■ Collect data on customers’ rating on every customer touch

point ■ Reviewing feedback can help them train their employees ■ Also use the feedback to improve their mobile app

Monitor Accessories Sales

■ Keep track of the number of sales■ Control the costs by changing suppliers ■ Generate reports every 3 months

QUESTIONS?