Auto Hicksville Analysis

Paper Summary:

This paper examines Auto Hicksville, an auto repair start-up. It presents a market analysis which includes a thorough analysis of the PEST analysis (political, economic, social and technologic factors influencing the business environment), competition, market demand and supply, consumer behavior and capacity/ability to buy the services offered by Auto Hicksville, marketing mix and financial analysis (including break-even sales and financing recommendations). The paper contains tables and graphs.

Table of Contents:
Executive Summary
Mission
Keys to Success
Introduction
Organizational Structure
Personal Background Analysis and Organizational Responsibilities
Organizational Chart
Marketing
Marketing Goals
Marketing Objectives
PEST Analysis
Political Factors
Economic Factors
Social Factors
Technological Factors
The 4Ps
Product
Price
Placement - Location
Promotion
The Market
Market Analysis Summary
Market Segmentation
Target Market Segment Strategy
Market Needs
Market Trends
Market Growth
Competition
Sales Forecasting
Accounting
Financial Analysis
Break-even Analysis
Sources of Capital
Financial Ratios
Appendix

From the Paper:

"The company will position its service to target the low to medium income market segments as the economic recession is estimated to last longer. Moreover, this segment is likely to own cars of longer usage period, which usually require more repair services. The company will adopt a lower margin on its price quotations and will increase profit by increasing the quantity of customers served."
"The same type of margin will be adopted for auto-parts acquired from its vendors. For emergency repairs and auto-parts orders, an extra 20% will be charged over the normal price and the company will guarantee the repair within 48 hours from the moment the car enters its auto shop."

Sample of Sources Used:

• Bureau of Transportation Statistics, accessed April 2008, www.bts.gov
• City Data, accessed April 2008, http://www.city-data.com/
• NYS DMV - New York State, Department of Motor Vehicle. 2006. http://www.nydmv.state.ny.us/
• Simply Hired, accessed April 2008, www.simplyhired.com
• US Census, 2000 - www.census.gov

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