scrubadub
DESCRIPTION
case studyTRANSCRIPT
Slide 1
Presentation onSCRUBADUB Auto WashGroup members:Rasana ShresthaAastha BistaNikita AgarwalGarima PaudelSwachchha PokharelSerina Rajkarnikar
Brief background of the case studyScrubadub Auto Wash
Largest auto wash chain in Boston Owner : Marshall Paisner, Elaine
8 locations
Sales more than $5 million
Continued growth increase of 10% in annual sales
Provides superior services charging more than competitors, still maintaining higher market share and profit margin.
1992 disastrous economy
Scrubadub had best year
Expertise in science of cleaning cars
Employees sweat the details that define experience for customers
Company track buying habits to improve customer service
Managers and employees think from the customers point of view
Looks beyond to anticipate how customer will feel about the services
Shows concern towards customers
Focused on automating functionsCash management(to free up funds to invest in labor, computer operations and customer services)
7 lessonsPay attention to the details
Know the customers
Mine new prospects
Fix the problems
Customer satisfaction
Training & incentives to ensure good service
ENTREPRENEURIAL CHARACTERISTICSMarshall Paisner
SWOTSTRENGTHWEAKNESSOPPORTUNITIES (company)Customer retention
Shows more concern towards customers customers satisfied
Track customers buying habits reminding & suggesting them.
Franchising
Introduction of own innovation
THREATSExcessive services for free
Customers can take unnecessary benefits from the company
Increase in cost
People may perceive it negatively
OBJECTIVES OF THE VENTURESWhich type of marketing philosophy has Scrubadub adopted? Do you think this is the best choice? Why or why not? Offering superior service
Value customer demands and satisfaction
Yes, since it has captured the entire market share
What methods of marketing research were used by Scrubadub? What additional research could it do to better understand its customers?Feedback mechanism to evaluate quality
Service questionnaire - to ensue its inside cleaning services are as per customers expectation.
Professional shoppers report experience of customer (customer views)
Do you think the promotional activities of Scrubadub could be improved and/or extended?No, Scrubadubs promotional activities is sufficient in the current situation because the market is fully responsive till date.
To sustain in the competitive environment, continuous improvement that has been also applied by Scrubadub which is essential in the long run to gain competitive advantage.
What kind of forecasting method do you believe would be appropriate to estimate Scrubadubs market potential? Naive forecasting method can be used to estimate Scrubadubs market potential since the interval the customer take the services is usually a fixed time.
Easiest among the forecasting method
Estimation is done with the previous satisfaction level and the volume of sales recorded.