Dallas Detail Inc. Marketing Plan
Dallas Detail is a private company with two detailing shops based in the Dallas/Ft. Worth metroplex. Dallas Detail decided to enter the car care industry because we believe there is a need for a well-managed national car care retailer that can deliver an excellent customer experience. Dallas Detail's strength as a company is rooted in its unique history and operating philosophy that can be summarized as follows:
Well Capitalized Ownership: Dallas Detail was established with a large contribution of private equity from its hands-on management team. At Dallas Detail, the shareholders are the management.
Prototype Store: Since the company's inception, Dallas Detail has been committed to the continuous improvement of its operating model. Dallas Detail's owners have learned many valuable lessons from servicing nearly one million customers annually at various car washes and detailing services throughout the country. Dallas Detail has been able to transform this knowledge into the evolution of a prototype store design for the future.
Best Retail Locations: Dallas Detail has located both of its stores on high-quality real estate. This reflects the company's fundamental belief that our services need to be conveniently located on the commuting or shopping routes of our customers.
Multi-Product Offering: Dallas Detail believes in offering multiple services on one site in order to deliver one-stop customer convenience, as well as improved business economics.
Poised For Growth: With 100% internally generated revenue growth virtually guaranteed for next year, Dallas Detail is considering the opportunity to accelerate its growth beyond that level. Dallas Detail is capable of executing an aggressive roll out of new stores well into the foreseeable future.
Management Team: Our core management team has a proven track record of growing and managing a car detailing business. Their prior experience has come from companies such as Mazda Services, Details R Us, and Wash and Detail.
Retail Team: Dedicated car care veterans manage our store operations. These individuals were either groomed internally or carefully selected with experience at top performing car care centers. Dallas Detail believes that top talent is required to operate a store properly and the company is committed to recruiting, training, retaining, and properly compensating the best employees in the industry.
Our marketing challenge is to position our product and service offerings as the high-quality, high value-add alternative to a regular car wash and a must-have for buyers and sellers of new and used cars.
Environmental Analysis
Dallas Detail features two facilities, which typically offer a full service or exterior soft cloth car wash and car detailing. Each product offering includes high-quality brand names such as Chevron, Pennzoil, Coca Cola, and Blue Coral. The company is owned by three experts in car detailing and hires only the area's most experienced employees. In the near future, Dallas Detail intends to open three additional stores.
The Marketing Environment
There are well over 100 million cars and trucks on the road. And every single one of them needs to be washed. Statistics show people are holding on to their cars longer and taking better care of them, including having them washed and detailed on a regular basis. A study of Dallas car owners showed that six out of ten purchased car detailing services at least once a year.
Target Markets
Dallas Detail's targets mostly members of the private sector. Our target market is owners of vehicles that are one or more years old. The company will also offer services for owners of new vehicles.
Current Marketing Objectives and Performance
Before a car owner's vehicle shows the long-term effects of acid rain, sun, bird droppings, tree sap, and all the other elements attacking the finish, Dallas Detail offer services to prevent this damage and extend the life of the car's paint and its interior. Dallas Detail's staff is made up of certified experts who stay up-to-date with the latest technologies. This ensures that every car, motorcycle, boat, plane, or any vehicle brought into Dallas Detail gets the meticulous finish and protection it deserves both inside and out.
Detailing by definition not only makes vehicles look terrific and extends the life of the paint but when it comes time to sell a car, nothing will increase the value like a well-maintained finish. Detailing a car just before selling is a specialty at Dallas Detail and can raise the asking price immediately. Dallas Detail can make vehicles look like they just rolled off the showroom floor.
The company is focused on creating a one-stop car wash and detail for clients of all ages and backgrounds that appreciate high-quality, affordable detailing services. Approximately 90% of Dallas Detail's customers come back for future services.
The company is currently debt-free except for the mortgage on both properties. This year, the company expects to see revenues of $800,000.
SWOT Analysis
Strengths
Dallas Detail shops are designed for customer comfort, quick processing time, uncompromised safety, and high-quality results.
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