Portland Mobile Auto Inspectors
Strategy and Implementation Summary
Portland Mobile Auto Inspectors’ strategy to gain customers will based on an emphasis of their competitive edges. These include a sophisticated level of automobile repair expertise as well as the thoroughness of the inspection. Portland Mobile Auto Inspectors sales strategy will be to communicate these competitive advantages. The advantage of convenience should be quite obvious to the consumer.
5.1 Competitive Edge
Portland Mobile Auto Inspectors’ competitive edge is its level of expertise and thoroughness of the inspections. Dan, owner and chief technician is industry certified as a master mechanic. This certification provides him the requisite background and knowledge to perform any and all aspects of the inspection.
In addition to Dan’s expertise, Portland Mobile Auto Inspectors’s other competitive edge is the thoroughness of the inspection. With the use of sophisticated test equipment, Portland Mobile Auto Inspectors is able to offer the same level of completeness of an inspection that a stationary mechanic would otherwise be able to offer. No aspect of the vehicle is left uninspected. Portland Mobile Auto Inspectors’s inspection will provide the necessary confidence to purchase a used car.
5.2 Sales Strategy
The sales strategy will be based on communicating Dan’s automobile experience and the thoroughness of the inspection. While Dan is capable of performing a thorough inspection, there will be a bit of ambivalence of the prospective customer that must be overcome in regards to how thorough an inspection can be without a garage.
With this information communicated, it will not be difficult to convince the prospective customer as the mobile inspection service is significantly more convenient than the current service offerings.
5.2.1 Sales Forecast
First month will be used to set up the mobile office. There will be no sales activity during this time period. Beginning with the second month, there will be some sales activity, and it is forecasted that sales will steadily grow thereafter. Profitability will be reached by month six.
|Year 1||Year 2||Year 3|
|Used car purchasers||$51,900||$87,000||$93,000|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Used car purchasers||$3,633||$6,090||$6,510|
|Subtotal Direct Cost of Sales||$3,633||$6,090||$6,510|
Portland Mobile Auto Inspectors will have several milestones early on:
- Business plan completion. This will be done as a roadmap for the organization. This will be an indispensable tool for the ongoing performance and improvement of the company.
- Set up of the mobile office.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|Business plan completion||1/1/2001||2/1/2001||$0||ABC||Marketing|
|Set up of the mobile office||1/1/2001||2/1/2001||$0||ABC||Department|