Discuss about the Social Networks and E Commerce Marketing Tools.
The company should aim to provide the customers with full services concerning the wheel alignments of their vehicles. It is essential to make sure that the wheel alignment is fine so that the drivers ensure safe driving options. The objective of this strategy is to provide value added services to the customers in order to stay ahead of the competition. This strategy should be used by the company to reach to the customers. There can be issues with the wheel alignment process which may lead to vibration in the steering wheel, pulling of the car on one side of the road and others (Yang et al. 2015). Hence, the company has decided to maintenance facilities for the car owners. The company provides full service for the wheel alignment services. The company not only provides tyre fitting services but also provides wheel alignment services. It performs a detailed wheel alignment check by inspecting the vehicle suspension as well as the steering systems (Yang et al. 2015). It checks the condition of the wheel as well as the tyre pressure (Yang et al. 2015). The laser sensors are used to determine the current settings and necessaryactions are taken. These extra services help the company to be gain competitive advantage in the market. The company engages in the four-wheel alignment services (Yang et al. 2015). This service should be implemented by incorporating this element into the marketing strategy (Yang et al. 2015). There should be extensive promotion of the wheel alignment services of the company so that the customers are aware of the unique services. The market survey shows that this is an innovative service that is not provided by all the companies. The cost of average wheel alignment will be $ 76. There would be an additional cost of $185 for the cost of extended warranty. The four wheel alignment cost is little higher as compared to two wheels.
The company must target various demographic segments for the purpose of promotion of its products (Mahmoodi-Kaleibafe2013). Different promotional strategies must be used for targeting the market segments. The company must use different features of their products to target different market segments. The company must determine the price sensitivity of the market that will determine the purchasing behavior of the consumers (Mahmoodi-Kaleibafe2013). The company must build a good reputation in the market so that it can attract the potential market segment (Kotler et al. 2015). The customers look for dealers who possess excellent reputation in the market for their high quality services (Mahmoodi-Kaleibafe2013). The consumers like to gather information from all the dealers before purchases. The customer of the modern day prefers to shop online for their needs (Kotler et al. 2015). The company mustpay attention to the needs of the consumers by giving them the opportunity of online retailing (Sharma and Lambert 2013). It must be aware of the fact that the online retailing is expected to grow significantly in the coming years. The organization must fulfil the demands of the customers (Kotler et al. 2015). The modern day customers are looking for service dealers that are time saving and involves less costs (Sharma and Lambert 2013). They want to repair their car tyres at their own convenient time and at an affordable cost. The company must capture this requirement of the clients (Sharma and Lambert 2013). They must tap the customers who display heavy dependence on their vehicles for fulfilling their transportation needs (Sharma and Lambert 2013). There are clients that prefer to select mobile tyre services over conventional tyre stores. The prices of the mobile tyre services should be made affordable so that the target market can avail it easily (Kotler et al. 2015). The company must offer lucrative discounts for the specific market segments (Kotler et al. 2015). It is also a good option to have a smartphone friendly application that would provide instant guidance to the customers regarding their car tyres. There should be online tyre services which would make it convenient for the client to avail it (Kotler et al. 2015).
The company should pay attention to extended hours as well as the radius from the base locations (Christensen and Raynor 2013). It would cover a radius of 2 km under normal service agreements. It would include the service repairing for customers who are located within 2 km from the base location (Kotler et al. 2015). However, the company should strive to provide extra services by extending their service radius. It provides services to customers who are located within 5 km from the base location at a nominal fee (Kaliske Serafinska and Zopf 2013). There must be a service offering at upper band of radius 10 km at a reasonable fee (Kotler et al. 2015). This would make the company to tap a wide range of customers from the nearby locations. The company must charge a reasonable fee for this extra service (Kotler et al. 2015). The charge should be decided in such a manner that it is beneficial for the company and at the same time it is attractive to the customers. The company must charge $100 for extended hours and extra $50 for additional kilometer outside the range of base location. It is advisable to visit a wheel alignment center after travelling 10,000 miles. The company must use sensors and inspect the rim as well as tyre assemblies for effective delivery of services.
The company should determine the capital expenditure required to set up this service infrastructure. This would require the company to determine the equipment needed for providing optimum service to the customers (Morris et al. 2015). The infrastructural costs, variable costs and the fixed costs need to be determined by the company (Morris et al.2015). There should be adequate planning of the budget and the necessary costs associated with the service delivery. It should also analyze the service costs such as expenses involving “seven days a week service” or services during the festive season (Morris et al. 2015). The company must also determine the service areas in comparison with the “travel air losses” or “lost travel time” (Morris et al. 2015). The company must know its break even analysis and how to implement the right strategy (Morris et al. 2015).
The company should aim to find innovative marketing tools for the promotion of their innovative products (Bojei et al.2013). It should create the web store which provides additional services to the clients. There should be discounted pricing available online who prefer to use the online tools. There should be local services available to the customers in the smartphone applications. There should also be promotion of the company in the social networking sites. It should be decided by the company about the nature of service delivery to the customers (Bojei et al. 2013). The company must decide if it wants to provide the services at the doorsteps of the consumers or at the service stores. The company should highlight the benefits of online tools over the conventional store (Mata and Quesada 2014). There should be attractive early bird offers that compel the consumers to try the service of the company. It should also try to focus on the extra benefits associated such as warranty, price, convenience and brand (Bojei et al. 2013). One of the most common marketing tools that can be used by the company is the utilization of the van prices (FratzscherSchneider and Van Robays 2014). If the company manages to find a van in which it can fit the tyres, it can effectively formulate a marketing tool (Bojei et al. 2013). There can be multiple sources of the van such as online sources or offline dealers. The price of Chevrolet Express Cargo is $ 4270, which can be used to fit tyres and wrapping the vehicles. This can be used as a marketing tool, in which the tyres can be displayed effectively in the used vans.
The company should determine the strengths of the competitors and formulate its policies accordingly. It should analyze the mobile “service market” in Australia (Verbeke 2013). The customers should be enquired about the frequency of car usage, type of use and the approximate mileage (Verbeke 2013). This should be used as a basic requirement for the formulation of various policies (Verbeke 2013). The company must charge services fee for making the fittings onsite. The company should formulate strategies for puncturing repairs at affordable costs (Padayachee 2016).It should regularly perform pricing analysis so that they are aware of their own position in the market (Verbeke 2013). The company should also provide quotes for the tyre brand available with them (Padayachee 2016). The company would be open in the normal business hours. However, the customers would be entitled to get the company’s services at an additional cost outside the regular business hours. The tyre services usually takes a day or two, though the company must also provide “same day services” for the clients seeking emergency services (Padayachee 2016).
The primary objective of Car Servicing and You Pty Limited is to satisfying the existing client base as well as gathering of new prospective clients (Kotler et al. 2015). It also aims to attract the younger generation such as students or the young working professionals (Kotler et al. 2015). The company aims to provide affordable as well as useful services that would help the clients in the long run. It is also essential to perform the analysis of the competitor in order to be ahead of the competition (Kotler et al. 2015). The recommendations would definitely help the company to bring innovative products to the different market segments. It is true that the average disposable income of a daily Australian national is increasing day by day. This makes the people to repair their old tyres or purchase new one.
References
Bojei, J., Julian, C.C., Wel, C.A.B.C. and Ahmed, Z.U., 2013. The empirical link between relationship marketing tools and consumer retention in retail marketing. Journal of Consumer Behaviour, 12(3), pp.171-181.
Christensen, C. and Raynor, M., 2013. The innovator’s solution: Creating and sustaining successful growth. Harvard Business Review Press.
Fratzscher, M., Schneider, D. and Van Robays, I., 2014. Oil prices, exchange rates and asset prices.
Kaliske, M., Serafinska, A. and Zopf, C., 2013. Optimized and robust design of tires based on numerical simulation. Tire Science and Technology, 41(1), pp.21-39.
Kotler, P., Keller, K.L., Manceau, D. and Hémonnet-Goujot, A., 2015.Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Mahmoodi-Kaleibar, M., Javanshir, I., Asadi, K., Afkar, A. and Paykani, A., 2013. Optimization of suspension system of off-road vehicle for vehicle performance improvement. Journal of Central South University, 20(4), pp.902-910.
Mata, F.J. and Quesada, A., 2014. Web 2.0, social networks and e-commerce as marketing tools. Journal of theoretical and applied electronic commerce research, 9(1), pp.56-69.
Morris, M., Schindehutte, M., Richardson, J. and Allen, J., 2015. Is the business model a useful strategic concept? Conceptual, theoretical, and empirical insights. Journal of Small Business Strategy, 17(1), pp.27-50.
Padayachee, P., 2016. The Impact of brand experience on brand loyalty: selected Caltex retail site (Doctoral dissertation, The IIE).
Sharma, A. and Lambert, D.M., 2013. Segmentation of markets based on customer service. International Journal of Physical Distribution & Logistics Management.
Verbeke, A., 2013. International business strategy. Cambridge University Press.
Yang, L., Luo, P., Change Loy, C. and Tang, X., 2015. A large-scale car dataset for fine-grained categorization and verification. In Proceedings of the IEEE Conference on Computer Vision and Pattern Recognition (pp. 3973-3981).
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