Kapspares Company’s Marketing Project for Miami

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Table of Contents

Introduction
Target market
Marketing mix
The satisfaction of the client
References

Introduction

The product that the company wishes to sell is car auto spares. These products are experiencing an increase in demand in the United States. Most automobiles stores lack the spares that are needed to push the transport sector ahead. Therefore, instituting a store that will supply the society with spares will ensure that the transport sector is improved. Most recently, there have been alarming alerts from most car owners who argue that they have to strain to get spares for their vehicles once they break down (Fisk, 2009). The firm will concentrate on Miami whereby the availability of auto spares is minimal. The auto spares will largely come from the United States automobile industry. The company will have the mission statement of providing quality and advanced auto spares to customers by ensuring that it meets its set values. The firm aims at enhancing the customer’s experience with their products by offering quick feedback to the clients’ inquiries.

Target market

The target market for the spares is mostly stakeholders in the transport sector. This includes car owners, public vehicles, and other related users. The selection of this target was out of centrifuged market research that aimed at grouping the consumer segments (Bowman, 2010). The research verified that public vehicles were increasing their use for spares. This is apparent because the respective vehicles are always involved in accidents on the roads. The study also indicated that most car owners have to get spares by importing them from afar dealer. Thus, the research concluded that the car owners (personal cars and public vehicles) would use the spares. The project finalized that this target market will benefit from the project since it will be able to get the spares at a convenient time (Cooper, 2009). Also, the project aims at making sure that the prices of the spares are kept fairer. Thus, the consumer will be promised to get quality spares at a fair and reasonable price.

However, this project will be subjected to direct and indirect competition. There are home-based firms that sell the spares. Nevertheless, the home-based firms sell the products at a higher cost. The selling of products at higher prices scares the client away. Thus, Kapspares will ensure that the clients get the spares at low prices. The indirect competition will also be observed from the international firms that supply auto spares into the country. The firms normally supply the products at very low prices to kill the local firms. However, Kapspares will deal with this type of competition by promoting nationalism in the business (Bowman, 2010). The clients will have the feeling that they will be helping their country by buying from Kapspares.

One of the challenges the firm is likely to experience is inadequate funds. This is because the firm will need to have modern equipment in the garages. Fisk (2009) argues that failure to go about technological advancements can make firms make losses. Also, failure to embrace technological advancement can make a firm succumb to the hands of the competitors. The other challenge is marketing. The firm is at a crossroads not knowing the effective methods to market the business. The business administration argues that social media and posters will assist the firm to give the public information regarding the products. However, the same management thinks that advertising in the newspaper is the most effective method to reach customers since most car operators read the newspaper (Cooper, 2009). However, the administration has resulted in carrying out extensive market research to determine the best option to market the products. The firm opts to take advantage of its capabilities by using its team of employees to facilitate operations. The firm also aims at recruiting professionals who will guide the whole process of repairing cars.

The company will welcome collaboration with other competitors to enhance the services. This will cause the division of profits and costs that will lead to an increase in the scope of operation (Cooper, 2009). The Company will solicit with Rodaspares to enter into a partnership. This is because Rhodaspares is the widely known company in the provision of auto spares in Miami.

Marketing mix

Product

The products given by Kapspares will be unique. This will involve putting the name and logo of the firm on the products. This will make sure that the clients identify the firm they are purchasing products (Bowman, 2010). Also, the products will be packaged in unique packaging. This will ensure that the product is differentiated from close substitutes from the competitors. The product will cater to all social classes mostly focusing on the middle and upper classes.

Price

The price of the products will be given by carrying out market research. The market research will identify the trends and preferences of the client. The price of the auto spares will depend on the nature of the market. If the market is having a higher demand for the products, a price below that of the competitors will be given. During the low season, the price will be the one to retain the customers (Cooper, 2009). However, the low season in this type of business is not anticipated. This is because each time vehicles are breaking down. In case, a low season is experienced, the firm will be expected to devise various pricing strategies to retain the customer pool. To cut short costs from selling products at lower prices, the company would ensure that it solicit with wholesalers who will quote the lowest cost.

Place

The business will target most urban centers in Miami. Furthermore, the business will strive to open stores where there are no other stores in the urban centers offering the auto spares (Cooper, 2009). Also, the firm will find it important to open branches in the local/remote areas where accessibility to auto spares is not exhibited. This will ensure that the customer in the village is catered for to increase the number of customers. In terms of place, the project will solicit with the government to open stores nearby bus stops. This will ensure that the clients’ needs are addressed immediately. This will be on the move to create customer loyalty, which Bowman (2010) argues that it is the basis of any business. (Cooper, 2009) adds that failure to satisfy clients leads to minimal profits that automatically throw most firms out of the business. Miami would be the headquarter of the business ensuring that all territories get the auto spares on time. The selection of Miami is that it is strategic. The location is suitable because getting in spares from another region is easy. There are no trade tariffs to bring in auto spares in Miami.

Promotion

The promotion of the products will be fostered by discounts. Clients will receive a small percentage deduction once they purchase at the stores owned by Kapspares. The other kind of promotion would be a free inspection (Cooper, 2009). Clients who visit the garages will benefit from free car checkups to investigate where there is a problem. Also, a client who buys spares at the respective garages will receive free fitting of the spares. There will be no charges whatsoever towards the installation of the spares, as far as the installation is done by mechanics from Kapspares (Bowman, 2010). The other type of promotion that will accompany the clients is the free delivery of their cars after service. Those cars that need to be serviced for days will need the mechanics to deliver the cars to the clients freely at the time agreed.

The satisfaction of the client

All the above phenomena in the plan will bring satisfaction to the clients. This is because the location will be strategic. The clients will be able to get the spares at their convenience. Also, the price of the products will make the clients satisfied. Kapspares will promote cheap spares to increase the loyalty of the clients. The promotion technique employed will ensure more customers are drawn nearer. This is because the consumer will benefit from free checking and free fitting. Rival companies such as Rodaspares do not offer these promotional packages (Cooper, 2009). When the collaboration with the competitors comes to reality, Kapspares will be able to increase its scope of work. The collaboration will ensure that the business reaches diverse markets even out of Miami.

References

Bowman, D. (2010). Market Response and Marketing Mix Models: Trends and Research Opportunities. Boston: Now.

Cooper, R. (2009). Product Innovation and Technology Strategy. Ancaster: Product Development Institute.

Fisk, P. (2009). Gamechangers: Creating Innovative Strategies for Business and Brands. Hoboken: John Wiley & Sons, 2014.

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