MKTG 460 Ashworth

Ashworth Mechanical Services - Pierre Part

MKTG 490 Fall 2014

Ed Boudreaux

Alex Mayo

Morgan Bundy

Tyler Daigle

Jamal Charles

Boudreaux, Mayo, Bundy, Daigle, CharlesAshworth - MKTG 490 HEM

Tables of Contents

Executive SummarySynopsis

Situation AnalysisAnalysis of the internal environmentAnalysis of the customer environmentAnalysis of the external environment

SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats)StrengthsWeaknessesOpportunitiesThreatsAnalysis of the SWOT MatrixDeveloping Competitive AdvantageDeveloping a Strategic Focus

Marketing Goals and ObjectivesMarketing GoalsMarketing Objectives

Marketing StrategyPrimary and Secondary Target MarketsOverall Brand StrategyProduct StrategyPricing StrategyDistribution StrategyPromotion Strategy

Marketing ImplementationStructural IssuesTactical Marketing Activities

Evaluation and ControlInput ControlsProcess ControlsOutput ControlsEmployee Self-ControlSocial controlImplementation Scheduling and TimelineMarketing AuditAdvertising

AppendixOld to New Loan Cover Sheet

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Executive Summary

Synopsis-overall marketing plan, outline conveys main thrust of the marketing strategy and its execution, purpose is provide overview of plan that identify key issues, introduction, last part written

Situation Analysis

Analysis of the internal environment

When taking a look into Ashworth Mechanical Services’, A.M.S. internal environment, there are abundantly clear concerns that need to be fixed in order to create a successful company. By fixing these issues, A.M.S. will potentially create a long-term list of core competencies. The company was recently founded on August 1, 2014. This here is one of the first issues that need to be discussed. By having such a brand new company the first and primary obstacles is establishing a brand image and a true customer base. To get the word out about A.M.S. they need to be able to reach more people. A.M.S. just seems to not have a structure Also dealing with this issue, there are an abundant number of start up cost that needs to be covered, for example: tools, equipment, work truck and tow truck, computer and information system, employees, property, and many other essential aspects for running a business. Currently, Chris Ashworth, CEO and Founder, does not want to get into any debt for the start up of his company. He has been personally debt free since 2006 and has no credit history since this time. Since, the lack of having enough financial support and credit history to ensure a loan for the business; this is another major obstacle that needs to be overcome. Without having the essential tools to do a majority of the potential jobs and work that can come in the future, this company is sure to have a hard time finding the correct customer base that it can service. Chris also works a full time job, about 50 hours a week, at Suatton driving and working on trucks, as well as trying to get A.M.S. started. The lack of time and dedication need of time to correctly and efficiently is another internal issue that has to be addressed soon. If A.M.S. wants to succeed, Chris needs to devote all of his time into his business to ensure a profitable business. Like the old saying goes, “You only get out, what you put in”. Juggling a family, bills, and a business is a hard thing to do, but that is a part of being an entrepreneur. Those 50 hours a week working at Suatton can be transformed into many successful actions to help A.M.S. get it’s feet on the ground. Another, virtual issue is the lack of employees and help given to A.M.S. Currently, Chris handles all of the “actual” work of mechanical serving while, his wife, with no education or experience, is handling all the important front and back office work. She is in charge of everything but, the actual servicing work. The business will run into a majority of their problems in the future if she is not trained properly or if they do not employ someone to assist her with the proper ways of running a business. A.M.S. also currently does not have a marketing plan at all. A.M.S. currently only has a Facebook page as well as basic business cards that Chris and his wife created themselves. Mostly, they rely on family and friends and their positive word-of-mouth. They will need to expand their marketing techniques for its business operations.

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On a positive note, A.M.S. has a numerous of potential aspects that can be used to benefit the company. Chris is a very skilled mechanic; he can work on any engine. He has a vast knowledge of engines and anything automotive related. He has experience in every aspect of the automotive industry. He has been working on all types of automobiles since he was very little. He can completely take apart and rebuild a whole vehicle or build a vehicle from scratch. He holds many certifications. He also attended Demort Community Technical College, where he enhanced many of his skills. With his previous experience he was able to skip over majority of his classes, as well as, being placed in advancement classes. Here he also took extra classes to broaden his knowledge. Although, he did not graduate with a degree, due to personal and life reasons, he maintain a 4.0 GPA, but in the automotive industry it’s all about experience and not schooling or degrees. He also knows how to weld and cut all types of metals. Another great aspect is the fact that Chris is willing to learn and work on any type of vehicle there is, even if he has not worked on that specific vehicle before. He has an internal drive to learn from outside sources to get the knowledge he needs in order to work on that specific vehicle. His statement, “I will do whatever it takes to get my business started and profitable”, also shows just how strong his drive is for his company. His knowledge is highly rated and very key aspects that will make this business go far. Chris has run a previously business in Christie, Texas. Here, he ran a small shop that did car audio equipment setup and basic customization of vehicles. It was a very successful business but, when he moved to Pierre Part, Louisiana after his marriage he had to close his business. On Top of all of his experience and knowledge he has won many awards and accomplishments.

Analysis of the customer environment

The primary target market of A.M.S. is anyone in need of mechanical services from the consumer and the business market. A.M.S. wants to grab any and all business from anyone that needs any type of mechanical work. This is due to the fact that Chris, himself, can work on anything. His major market is locally centered from any area around Pierre Part, Houma, Thibodaux, and Gonzales. He focuses his work on Highway 70 and 1. Since, A.M.S. is a mobile mechanical servicing business. It currently starts charging a small mileage fee around 30 miles away from Pierre Part. The major weakness is the lack of current customers and awareness of the business itself. They solely rely on basic social networking and personal references for their business. This lack of brand image awareness is a major hurdle that needs to be conquered. A.M.S. prices are extremely competitive with any dealership or any other mechanical servicing business. Currently, he roughly charges about $55 an hour, with a planned increased to $75 once the business gets larger, compared to roughly $100 an hour anywhere else. A.M.S. parts costs are also relatively cheaper than any other mechanical servicing business. It charges anywhere from 10%-25% margin on the parts compared to other dealerships that charge anywhere from 50%-100% depending on the parts needed. As stated before, A.M.S. currently has no business or marketing structure from being such a new company, so this gives the marketing team a great flexible opportunity to create new valuable and measurable marketing objectives. One major political struggle that can be potentially devastating is the fact that the business is currently run by Chris and his wife. This can cause many future business and personal

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problems. Working with family in any type of business world business and personal life will always be intertwined. This can cause lack of judgment, issues, and put a strain on the business and their personal relationship.

Analysis of the external environment

Ashworth Mechanical Services is a very low cost mechanical repair company; however, it does have many powerful competitors that compete on prices, services offered, quality, and years and customers established. A major issue currently is the proper type and level of business insurance needed to correctly be insured to work on many jobs and with many potential businesses as well as consumers. Yet, being the only mobile mechanic in this area is a huge strength for A.M.S.

SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats)

Strengths

Ashworth Mechanical Services has much great strength that will help the business to succeed and stand out from other competitors. One of the biggest strength is their core competencies are the fact of how flexible and mobile the company is. Chris will come to you anywhere in his market at any time of the day or night to work on your vehicle. This is what the business is based off of and it’s solid foundation of business. “We will come to you, day or night”, stated by Chris. Another great strength is the availability of time he will offer. He will be able to work on any customer’s vehicles whenever it’s convenient to the customers either by appointment or on-call. Chris is also a very fast mechanic then a majority of mechanics. He can easily cut down half of the customers wait time. That is a major issue with most of the competitors with being so big and having so many customers. They may not be able to work on the customer’s vehicle that day and the fact they will have to wait countless hours to get their automotive fixed. Chris can usually cut the work time into about half compared to any of his competitors. This helps gives the customers a sense of relief due to the fact that the competitors usually have a long wait time. This also helps reduce the cost to the customers as well. They can even watch him do the work and maybe learn a thing or two about their vehicle. Chris’s knowledge about the automobiles also a huge plus for the company. Being able to know what to do on any vehicle or engine opens up his potential customer base to everyone. This causes no limitations to what he can work on and provides him with a great strength that all his competitors cannot copy. Most competitors focus on one potential market like gas-engines, diesel, marine, or small engines, while A.M.S. focuses on all. Another strength that A.M.S. has is Chris’s long list of experience, certifications, and awards he has accomplished.

Weaknesses

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Ashworth Mechanical Services have a considerable amount of weaknesses that need to be conquered in order to provide a profitable long-term business. Most of the weaknesses that A.M.S. has are due to the newness of the company and over time with a strong sense of urgency, dedication, and planning to the business, these will be resolved easily. The first weakness that needs to be address is the lack of structure of the company. Without a plan or structure a business is sure to fail; “it’s like a ship without a rudder, it has no purpose or sense of direction.” Next, the lack of brand image and awareness is another major that needs to be worked on soon. Without having a marketing plan or structure must be fixed. The lack of having customers not know who and what you do is a major issue for company failure. Without properly reaching your target market is a sure way to close doors. By being such a new business A.M.S. needs to get the word out of their existence to their target market. Funding and financials is another major aspect that needs to be fixed with urgency. Without having the essential property, plant, and equipment A.M.S. can’t effectively penetrate their market. Chris is currently lacking all the tools and equipment needed to work on all the vehicles he can potentially work on and service. This cuts back on potential and very profitable jobs that can come across his path. The lack of having an actual physical address and property station can be detrimental. Currently, Chris uses other customers or friends shops, if need be, to work on some vehicles, but only with their permission, on their schedule, and if it is available. The need for a work truck and tow truck are also big concerns. A.M.S. will also need to get certified in working a tow truck, as well. Technology is also a major weakness. In today’s world, the convergence of technology is a major push. The need for proper technologic information system is key. Currently, A.M.S. uses a basic application on Chris’s smartphone to handle transactions and invoices. It is very limited and does not have very important functions that need to be recorded, analyzed, and evaluated properly. Other than the application A.M.S. does not have any type of accounting or business software. This needs to be changed, updated, and monitored constantly to ensure proper functions. Having a lack of employees, proper training, and internal support is another weakness that must brought to attention? Currently, the only employee, besides Chris, is his wife who takes cares of all the internal business functions, while Chris handles all the services. Chris’s wife does not have any previous experience or education in running a business. If she is to continue on as a major part of the company she needs to be proper trained and assisted. Handling and running a business and being an entrepreneur is a difficult, time-consuming, and strategic way of life that needs to be delicately nurtured in order for survival. Each business aspects needs to analyzed and planned efficiently and efficiently or the business will undoubtedly fail. Once the business starts picking up with more business from customers Chris and his wife will have a hard time managing everything by themselves they will definitely need help and must hire more experienced employees to assist in the business operations.

Opportunities

The opportunities for Ashworth are endless and it must take advantage of any and all opportunities to get and stay ahead of the competition. Currently, Ashworth focuses mainly on other businesses working on diesel trucks during the beginning of the start-up, to ensure payment for services, but will branch out to all types of automobiles, engines, and

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services. Being such a new company, with a rare competitive advantage, there is tons of room for flexibility to establish a great foundation and business sound structure. Ashworth must also create a motto or slogan that will demonstrate its core values and services. Being so new also gives Ashworth the opportunity of structuring and promoting a successful, different brand imagines targeting its market. It must take advantage of the fact that no one knows what the business is and create a solid foundation to attract and retain customers. The opportunity for expansion is huge. Ashworth must take advantage of this in the future when it is feasible from new locations, new services offered such as customization, audio equipment and installation, restoration, and new builds. Also expanding the market further out across Louisiana will be very profitable business move. Ashworth could also contact local technological schools such as Vol-Tech and Fletcher to put on classes as well as hire new apprentices for potential employment. They must also market themselves to all surrounding businesses that use vehicles in their daily operations and obtain contracts with them to service and maintain their fleet. This will ensure a constant stream of work and money flow. Ashworth can also do things around the community to get their business name out. Also, by giving away free bumper stickers, magnets, and other promotional items is a great way to increase customer flow of the business. Ashworth can also put into place a loyalty program for its customers such as after spending a certain amount they will get a certain amount off of their next service. Also, by establishing a roadside assistance program can be very profitable. Ashworth can charge a recurring monthly fee for basic roadside assistance services, such as unlocking doors when the keys are left inside, change and replacement of tires, three gallons of gas when stranded, jumping-off dead batteries and replacement of batteries. Also having a lack of computer and information system can be overcame to become an opportunity by installing a state of an art system that will record, analysis, and help maintain all operations of Ashworth.

Threats

Ashworth does have a numerous amount of threats that can take away and prevent the capture of potential market share. One of the main threats facing A.S.M is local mechanics in Pierre Part and the surrounding areas, along with vehicle dealerships that offer mechanical services. Local auto repair shops in Pierre Part that directly affect A.S.M. includes Crochet Auto Services, Waguespack Motors, and Automotive Remodeling Services. Being that Ashworth is a mobile mechanic company, traveling to the clients in surrounding areas gives the company an advantage, but also opens A.S.M. up to new threats. Servicing clients in the Houma and Thibodaux area means that it will directly compete with mechanical service companies in the area as well. In Houma alone, the list of competitors include Sammy’s Automotive, Midas Auto Services and Tires, Naquin’s Super Service, R&M Transmissions, along with many other smaller, locally owned shops. In Thibodaux there is Steve’s Auto Care, Goodyear Auto Service Center, Twin’s Auto Repairs, Protire Auto Care, Chabill’s Tire and Auto Service, Hotard Automotive, Daigle’s Auto and Body Repair. A.S.M. also has a threat from local car dealerships. Potential clients who have recently purchased new vehicles will be inclined to bring their vehicle to the dealership for repairs because of the warranties that they offer. A.S.M. will have to overcome these threats by providing

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premium service and a competitive price along with the convenience of being the only mobile mechanic in the area.

SWOT Matrix:

Strengths:Mobile mechanic workFlexible hoursKnowledge on mechanical workFast workVariety in work

Opportunities:Student employmentLoyalty program for customersMore diversification of services

Weaknesses:Lack of employeesLack of resourcesNew businessLack of customersLack of establishment

Threats:Large established competitorsCompetitors brand loyalty

Developing Competitive Advantage

After assessing Ashworth’s strengths and opportunities, a competitive advantage can be developed. Ashworth’s mobility, flexibility, high quality, and quick work will all become major parts in their differentiation advantage. Ashworth can offer clients services that are currently not offered by competitors in the area. Ashworth can charge premium prices than his competitors because of the being able to provide mechanic work at their current location. His mobility and fast work will become a strong selling point for the business. This will not only create brand loyalty with his customers, but to secure his competitive advantage, Ashworth should start using the customer base he is collecting to promote his business through word of mouth. This is a free way for Ashworth to start getting his company known throughout the community. He can also provide customers with business cards and bumper sticks to further promote his business. Another differentiation advantage that Ashworth has is the availability of the business. His competitors provide mechanic work during normal work hours and because Ashworth is a mobile mechanic, he can exploit this to his advantage. His availability during the work hours as well as after hours, gives him a strong advantage over his competitors. Since he is providing services to customers after hours, he can charge premium prices to these customers increasing his profits. To make this sustainable however, Ashworth needs to again create customer loyalty. Providing a loyalty program with his customers will provide incentive for repeated business as well as encourage more word or mouth.

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Developing a Strategic Focus

Establishing a strategic focus will provide a roadmap for Ashworth’s goals and objectives. The strategic focus should be about gathering more customers. Ashworth’s lack of resources to spend money on large marketing campaigns means that Ashworth will be reliant word of mouth and social media for brand image. Increasing their employee base will help increase the amount of work being done by the company. Having internships with technical college for exchange of student help will help this weakness for low cost. Further diversify of their mechanical work will increase the variety of customers. A strategy that focuses on eliminating these weaknesses will expand the business further. Ashworth’s strategic focus should stress the customer wants of fast service and availability to create their competitive advantage of quick work during most of the day. This will provide those customers, who will pay extra for convenience of having a mechanic at their home, a new alternative. Following the strategic focus will model Ashworth’s success in the industry.

Marketing Goals and Objectives

Marketing Goals and Objectives

The main goal and objective of Ashworth would like to achieve would be to increase their customer base by increasing brand recognition while obtaining funds to market and expand as soon as possible. Ashworth would like to get it’s name out there to Pierre Part and surrounding areas to attract and retain new customers and business contracts in the automotive industry as a reliable and dependable auto and mechanical repair service provider. Ashworth would like to do this by different types of advertising such as: newspapers, magazines, billboards, businesses, word of mouth, and social media. A goal to help this is to get quotes on all different types of advertising, as well as, different promotional items to either give out or sell. Also, a goal to help with marketing will be to create an exciting, eye catching, and up to date website to increase their brand recognition. This can also lead to more ways of advertising such as paid spots on Google and Facebook. Another goal of Ashworth is to attract and retain customers. It can attract new customers by handing out business cards and flyers to local consumers and businesses and if needed do a small presentation to explain all the services it offers and explains the benefits, strengths, and opportunities of working with Ashworth. Obtaining customers is one of the hardest and strenuous any business has, especially on with very little financial support to achieve this goal with. This leads and connections to its next goal of obtaining essential finances needed for start-up, marketing, and operation purposes. A.M.S. needs to acquire this cash soon to start on these activities. The money will be used to purchase: property, equipment, tools, marketing items, everyday necessities, and a computer and information system. All of these purchases will lead to a widen scope of consumers and businesses that can be serviced affectivity and efficiency. The last goal of Ashworth is to retain its clients

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and contracts to promise a steady flow of cash and work. It needs to get as many customers and contracts as quickly as possible to spread the positive word of mouth about Ashworth’s services. Ashworth will ensure repeat and loyal customers through its customer service, excellent work provided, and wide services offered. Ashworth will be everyone’s one stop shop for all automotive and engine needs. By being so flexible and a mobile servicing mechanical servicing business will ensure loyal customers because they will not have to come in, Ashworth can go to them anywhere at any time. This establishes and allows the utmost convenience aspect for all its clients. Ashworth will stand out from any and all competitors by being the one stop mobile shop that meets all of their clients automotive and engine needs with the best customer service and highest grade of quality work done to ensure your automotive or engine is running better than ever before.

Marketing Strategy

Primary Target Markets

Ashworth Mechanical Services has a large, wide range of target markets that it can potentially be service. Ashworth will work on any type of automotive an engine there is. His only limitation currently is the distance to which he will travel, but if the customer is willing to pay for gas and mileage he will go out and service them. According, to it’s location in Pierre Part, it’s main focus will be there and surrounding areas. The convenience factor of being mobile is a major plus to anyone who would like his or her vehicle and/or engine to be serviced and maintain by Ashworth. Many consumers do not know much about vehicle and/or engine servicing or maintenance and they chose not to know more about this, so this is a major advantage of going after consumer markets. This will ensure a long-term list of potential customers that can take advantage of the benefits and services Ashworth offers. Another main target market will be any business with a fleet of vehicles that will need constant servicing and maintenance. Here Ashworth can obtain contracts and a steady flow of business. Ashworth will do all servicing and maintenance needs and upkeep of a vehicle from repairing engine from lock out mood, to changing oil, repairing all functions and parts of an automotive, to basic changing out flat tires. The great part of having such a flexible target market is that it opens all doors for business and potential clients.

Overall Brand Strategy

Currently, Ashworth Mechanical Services does not have an over branding strategy, therefore that is a top priority for Chris and his wife to complete. Ashworth offers many beneficial services that will help anyone with an automotive or engine. Chris has already established a great logo that he has placed on his personal truck, which is currently being used as his work truck until he can afford a separate vehicle, and his business cards. The future work trucks should also be wrapped with an eye-popping design to attract potential clientele. This is one of the best ways to market because being a mobile business these trucks will be on the road constantly. Also the wrap should include contact information for

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the marketing team has created a slogan that portrays the vision of the company as well as all the mobile benefits and services of using Ashworth (see slogan for reference). The combination of the logo and slogan can be used to achieve brand recognition. These can be placed on flyers, business cards, e-mails, billboards, vehicles, social media, and any other promotional items or anything dealing with the business. Creating a standard letterhead and salutation is another wonderful way to assist with brand recognition. This will give letters, e-mails, and all business documents a sense of professionalism and a great venture to intrigue customers’ emotions while potentially engaging people to do more information search on A.M.S. Having brand awareness and recognition is one of the major foundations a company must have in order to succeed, without it a business will be sure to parish.

Service/Product Strategy

A product and/or service strategy defines the main hook a consumer and/or business will do a business transaction with the initial company, it also explains the reason why the company is in business. Currently, A.M.S does not have a mission or vision statement. As discussed earlier, without having a defined structure or future vision of where the company wants to take can be very devastating. A mission statement is defined as, “a clear and concise statement, relatively short, that explains the organization’s reason for existence. It will answer the question of “What business are we in?” There are five main elements of a mission statement: Who are we? Who are our customers? What is our operating philosophy (basic beliefs, values, ethics, etc.)? What are our core competencies and/or competitive advantages? What are our responsibilities with respect to being a good steward of our human, financial, and environmental resources? While a vision statement is designed around the question of “What do we want to become?” By creating a clear and well defined mission and vision statement will be about structure to A.M.S., as well as, giving the employees a clear and virtual goal everyday to deliver top quality services and products. It will also give a collaborated effort from everyone on where the future of the company is headed and how to participate according to the standards of A.M.S. These statements will also state to the clientele what A.M.S. stands for and what is expected from the employees. Creating the mission and vision statement needs to be done by the CEO, Chris, of A.M.S. because he knows what exactly what he expects from future employees and where he plans to take and/or expand A.M.S.

Pricing Strategy

The current marketing team has assessed the current pricing strategy that A.M.S. is adhering by and believes that the current and future pricing of the services and products are extremely competitive and below the industry average, which is a great benefit and selling point to the customers. The marketing team also believes as the A.M.S. grows and expands outward they will incur a numerous of additional fixed and variable costs that will influence the profit margin, so the team recommends that the pricing strategy be continuously monitored to make sure that an appropriate profit margin is obtained.

Distribution Strategy

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Currently, A.M.S. has a small, narrow distribution strategy that can hinder the growth and financial margins. By being such a new, small business A.M.S. cannot experience economies of scale from its suppliers that other larger companies are currently experiencing. This puts A.M.S. behind the pack of current competitors. As A.M.S. continues to grow and build up more business and clientele it will be able to experience cheaper prices and discounts throughout its distribution chain. Another aspect of distribution to consider is the strategy of obtaining and retaining new consumers and business contracts. These customers needs need to be met through top quality products and services with respect to cost incurred by these customers.

Promotion Strategy

Currently the marketing team has been focusing on using social media and word of mouth as it primary ways of promotion. Not only because it allows A.M.S. to develop a strong relationship with past, present, and future customers, but also because it adds no additional cost to the company. The marketing team has also been thinking of other ways to market A.M.S., which includes Billboards and radio ads. Both of these ways will gain the target markets attention in different way. Billboards are big and impossible not to see; and if you are in need of some type of mechanical service there, it will be. Though not too many people listen to the radio any more it is still a very great way to advertise. Once the interest is gain and the need is there you’re in business.

Marketing Implementation

Marketing Implementation

Both owners and current customer are currently executing the marketing program. As far as future marketing plans both owners will also execute them. Depending upon cost of radio ads and billboard will decide which will come first, but until the money is raised for them they will advertise on the local newspaper, which is well within the budget. The newspaper advertisement can take place immediately, as far as the other two when the funds become available. The estimate total cost for all these form of advertising is $278-$23,000 per month. The cost of each are as the following: local newspaper ad $200-$20,000 depending upon publication, billboard ad $75-$2,500 a month depending upon size and location of the billboard, and radio ad $3-$500 per 60 spots depending upon station outreach area. All of which will have to monitor monthly, but after name reaches the masses can slowly regress.

Structural Issues

A.M.S. is in a market where perfect competitions exist. This means there are many buyers and seller; so many that one cannot truly affect the price. This allows A. M. S. to

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compete on a level ground and allow them to buy parts and offer competitive prices. Though these prices are relatively cheap to operating companies it does provide a major barrier for new entry. Their being so much equipment causes this and supplies need to enter into the market. As far as getting out of the market it not too hard, the only problem then will be where to put all the inventory purchase. There will not be too much overhead cost due to A.M.S. being a mobile mechanic and do not need a physical location the way other mechanic shop do.

Tactical Marketing Activities

A.M.S. will use radio ads, billboard ads, newspaper ads, social media, and word of mouth to reach its target market. I will not be hard to reach the target market because everybody that is not a mechanic needs a good mechanic for one thing or another. All of these medias will do one if not all of these three things: remind customer, inform customer, or build a relationship with customers. With these three things being the focus of the advertisement they will relate to each other and give potential and current customers a good feeling about A.M.S. The marketing team is very confident in their research and analyzes of the target market, and the three primary focuses fit them perfectly.

Evaluation and Control

Input Controls

At A.M.S., there are only two current employees, Mr. and Mrs. Ashworth. In growing this company, there will need to be more than two employees. Once the company starts growing, more time will need to be focused on the company and the need for employees will be crucial. In the hiring of new employees, all employees must be properly trained and licensed to operate and work on equipment. The finances must be handled through a CPA or with the purchase of the point of sales system or QuickBooks. The company is suffering in the marketing and advertising area. Therefore, more actions must be taken to create a brand image of the company. There will need to be a larger fund spent for both proper training and advertisement. More spent on advertising will increase the awareness of the company and this awareness will help the company grow.

Process Controls

At A.M.S., all employees are expected to perform in a professional manner at all times while on a job. They are to stay consistent with the safety rules and regulations and follow the procedures of the company.

Output controls

Since A.M.S. is so new to the market, after all services and jobs are completed, a follow up call by management should be made to ensure the customers satisfaction.

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A good reputation for great customer service is key to getting the company’s name out.

Employee self-control

The environment of A.M.S. is determined by the behaviors and attitudes of the employees. With organizational commitment and highly set employee goals, employees will have the determination and strive to create a good work environment for the company and for their customers as well.

Social control

All employees of A.M.S. should be willing and able to work well with others and in a team-like manner. Each employee should share the same goals as the rest of the employees and the company.

Implementation Scheduling and Timeline

Marketing Audit

A marketing audit should be should be done every month to assure that the company is moving in the right direction. Every month, the CEO should hold a meeting with all employees so that the performance of the company can be examined by all and so that existing problems can be evaluated and corrected. Long-term and short-term goals should also be set for all employees and all goals should be time-bound, realistic, and specific.

Begin advertising

(professional web

page/radio/newspaper)

Hire and train a(n)

employee(s)

Lease/rent / buy a bricks and mortar location for office space

and mechanical work

(immediately)

Acquire a license and buy

a tow truck (immediately)

Evaluate

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Advertising

Advertising is a major area that is lacking for A.M.S. For the company to create awareness, local radio advertising and newspaper ads are great ways to get the name locally known. Also, creating a professional business page gives customers a better chance to learn the company and what services are provided. A professional web page will also give customers a chance to web search A.M.S. and read user reviews and contact information. Advertise that A.M.S. offers lower prices than competing companies and that there is no engine that A.M.S. cant fix. Also, use the saying, “We will come to you, day or night” as the motto for the company. By taking these advertising steps, the company will become more known in the area and the company will altogether grow.

Appendix

Old to New Loan Cover Sheet

OLD:

The purpose of Ashworth Mechanical Services, LLC is to provide service and repair of most heavy-duty trucks and heavy to light duty equipment and vehicles. I have been in the mechanic field most of my life and enjoy what I do.

The main focus of the business is to repair vehicles and equipment. I have been to college to become a diesel mechanic, which is the main focus of this business. Over the years, I have been fortunate to work on many pieces of equipment including: Heavy duty trucks and trailers, bulldozers, excavators, big buses, man lifts, forklifts, light duty cars and trucks, medium duty vehicles, gas and diesel powered pressure washers and pumps, and big air compressors to name a few. I also specialize in vehicle electronics and electronic diagnostics and am able to repair circuit boards and electronic components.

AMS will be able to go to the customer and repair their vehicle or equipment wherever they might be. The purpose of me opening AMS, LLC is because there are no other mechanics in the area and the demand for one is high because there are a lot of personal owned and company owned trucks, vehicles, and equipment that need repair. If we are able to make these customers happy and be able to provide a service that is needed in this community, we will accomplish our goals.

What makes this business special is that we are able to go to wherever the customer might be or when the customer is not using their equipment, like after normal business hours, we can go to them. And we can provide this service at a cheaper rate than the dealership since our overhead is lower.

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In the future, I would like to see this company have several employees that will help manage the workload and wider range of equipment. I would also like to have a maintenance shop where we can do major rebuilds also.

NEW:

The purpose of Ashworth Mechanical Services, LLC is to provide extraordinary customer service and top of the line automobile repair and service. A.M.S. will provide the best service and repair options, for every single customer; with extremely competitive pricing while customer focused strategy will be the key.

The primary focus of A.M.S. will always be the customer’s best interest. We will provide the best customer service with highly trained and knowledgeable automobile technicians. Our team of diversify technicians comes from many different backgrounds and hold many different certifications and degrees. A.M.S. services every single type of engine you can think of, from marine to gasoline to diesel. We also specialize in automotive electronics including: electronic diagnostics, circuit board repairs, and all electronic components.

The main competitive advantage A.M.S. offers is the mobility of the company. A.M.S. will go to the customer, “We will come to you, day or night”. The high demand for automobile services and repairs has reached an all time high due to the greatest Economic Recession since the Great Depression. Our goal is to provide the best service and repair to every customer and provide unanimous customer satisfaction.

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MKTG 460 Ashworth