Case Study: Soapy Rides

Soapy Rides Car Wash will be the prominent car wash for luxury vehicles in Melbourne. It is owned by Andreas Zervoudis, a young entrepreneur who has worked in the family car repair business for over 15 years. Having owned a car repair shop in Melbourne for over 30 years, the Zervoudis family is well known and respected in the neighbourhood.

Andreas believe that the new company will have a great success not only because has the family name but plus this Soapy Rides provides great service to the customers in a good price. More than this , people will come to the car wash not only to have their cars cleaned and detailed, but also as a social outing to meet up with and chat with Andreas and his father Antony. Additionally, the car wash will provide …show more content…
This area has a number of benefits. More than 40% of households in the immediate neighbourhood earn over $70,000 annually. Soapy Rides will have 20% of the hand car wash business in the Melbourne by the end of year six, and it aims to convert a larger percentage of people away from machine car washes, which damage a car's finish. Soapy Rides will maintain a 95% gross profit margin and make 11% net profit margin after 12 months of operation.
Soapy Rides in a while will be close one year of operation. Andreas believes that a comprehensive marketing strategy will be the key to the success of the business. Soapy Rides offers a premium hand car washing service which provided by a very good reputation. The basic market need is a premium car washing service that is far less abrasive than the traditional automatic car washes. A hand wash avoids any damage in the color of the car.
The profile for Soapy Rides' target customer consists of the following geographic, demographic, and behaviour factors: …show more content…
• 73% of the target population have an undergraduate degree, 39% have a graduate degree.

Behaviour 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.
Marketing Needs

Soapy Rides is providing the market with a premium hand car wash service for the Preston community. Soapy Rides seeks to fulfil the following benefits that are important to the customers:
• Exemplary customer service- The company focuses to customers who have money and they want to spend it having excellent customer service. They will not regularly use Soapy Rides unless they receive excellent service.
• High quality washes- The target marketing value a higher quality wash 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

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