EXPRESS LUBE IN SAN ANTONIO

Express Lube in San Antonio

Abstract

Express Lube is entering their first year of operation. Mark believes that a comprehensive marketing strategy will be key to the success of the business. Express Lube offers a premium car maintenance service provided by a well-known local family. The basic market need is a premium car maintenance service that is far less abrasive than the traditional automatic car maintenances.

Table of Contents

Abstract2

Background4

Target Markets4

Market Analysis4

Market Demographics5

Geographic5

Demographics5

Behavior Factors6

Market Needs6

Market Trends6

Market Forecast7

Market Growth7

Target Market Growth8

SWOT Analysis8

Competition9

Keys to Success10

Critical Issues10

Marketing Strategy10

Marketing Objectives11

Financial Objectives11

Target Marketing11

Marketing Ps13

Marketing Mix15

Marketing Research16

Implementation Milestones16

Marketing Organization17

Recommendations17

Worst Case Risks May Include18

References19

Express Lube in San Antonio

Background

Express Lube possess good information about the market and knows a great deal about the target customers. This information will be leveraged to better understand who is served, their specific needs, and how Express Lube can better communicate with them.

Target Markets

Market Analysis

Market Analysis

2009

2010

2011

2012

2013

Potential Customers

Growth

CAGR

Individuals

12%

43,000

48,160

53,939

60,412

67,661

12.00%

Businesses

1%

9

9

9

9

9

0.00%

Other

0%

0

0

0

0

0

0.00%

Total

12.00%

43,009

48,169

53,948

60,421

67,670

12.00%

Market Demographics

The profile for Express Lube' target customer consists of the following geographic, demographic, and behavior factors:

Geographic

The immediate geographic target is the city of San Antonio, Texas.

A 25 mile radius is in need of the services, however, 87% of the business will be from a seven mile radius.

The total targeted population is just over 43,000.

Demographics

Male: female- 63%: 37%. The reason for this discrepancy 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 as an object of utility. Using this line of reasoning, women are more likely to use the automatic car maintenance as they are less concerned about preserving their "precious" car.

40% of the households have an income exceeding $70,000.

73% of the target population have an undergraduate degree, 39% have a graduate degree.

Behavior Factors

43% of the target customers lease their cars.

Individual and family image is personified by the type and condition of the automobile that they have.

Market Needs

Express Lube is providing the market with a premium car maintenance service for the San Antonio community. SR seeks to fulfill the following benefits that are important to the customers:

Exemplary customer service- The target customers have money and are used to having excellent customer service. They will not regularly use SR unless they receive excellent service.

High quality - The target market value a higher quality maintenance for their upper-end cars.

Convenience- The hours of operation as well as the time needed to provide the service must be convenient and fast respectively, to gain market share.

Market Trends

The market trends for the car maintenance industry has been a gravitation from maintaining to automatic maintaining machine facilities. This trend has been fueled by the progression of technology. The automatic maintaining machines have become less expensive and more efficient over the last few years to the point that it is typically cost effective to invest in these ...