The Sucess of Driver Designated Service - Research Paper Example

? Driver Designated Service Task Introduction A “designated driver service” is a business that is both beneficial to the owner and the clients. This is because the owner benefits from the proceeds produced by the commerce while the clients are guaranteed of their security. The business is highly competitive because it is being operated by several individuals who strive to impress through different tactics incorporated in the business. This unit examines the procedure of developing a suitable marketing plan for a designated driver service. The Marketing Plan The demographic environment of Los Angel’s city is made up of a diverse population. The populace consists of men and women whose education levels vary from person to person. Los Angeles is a city with a large population because of the high level of birth rate. The residents also have various perceptions governing their interactions within the society. Religious beliefs also vary from person to person because the country does not have a state religion. All this factors plays a crucial role in influencing market plan for organizations. The 4Ps of the marketing mix that are taken into consideration in the marketing of the service involve “product,” “price,” “place” and “promotion.” Marketing The owners should know the strengths and challenges within the business. The knowledge by the owners provides a burly base for the operation of the industry because the threats and opportunities are easily predicted by the owners. Secondly, the customers should be educated on the benefits of business and how it works. It should have some distinct features that distinguish it from other similar services offered by other businesses (Heather & Stockwell, 2004). The location for conducting the business should be clear and reachable by the clients. Security of the clients should be guaranteed by the company. The business should not be positioned at a location where there are no unlawful doings happening in the area. It should also be located in strategic positions. Promotion The service of providing designated drivers should be widely promoted using various strategies such as advertising and sales promotion to market it to the prospective clients. Promotion also acts as a tool for educating buyers on the existence and payback of the service in the market. Service Review The service of providing designated drivers was instigated to help drivers who are excessively drunk safely reach home. My “designated driver service” company is different from other competitive companies because it drives clients from home in their own vehicles, while another driver follows the designated driver to pick up the designated driver. It is efficient because the designated driver goes as far bringing a clients’ vehicle within their reach. The designated driver service has certain impediment that limits the efficiency in delivery of the service. The first impediment is that the designated drivers are a popular lot in the society, but residents do not fully utilize the services they offer. This is because individuals are still used to the conduct of drinking and driving. The drunk drivers who cause accidents in most cases always go on drinking sprees without hiring designated drivers. A designated driver does not necessarily have to be a person who is engaged to work in a company, but can also be the one who goes with colleagues out on a drinking spree and refrains from drinking alcoholic beverages (Heather & Stockwell, 2004). Target Market and Segmentation The city that I am targeting is Los Angeles. It has a high population compared to other states in the United States. The city and the market are located in the United States. The populace of the city is diverse because of the numerous ethnic groups present within the city. The market behavior in the city is also unpredictable as a result of the large population. Many individuals are operating different businesses within the city and I strongly believe that my company will immensely benefit from offering the designate driver service in Los Angels because of the active life in the city. Job security in Los Angeles is an issue of concern within the city because there are contradicting views regarding the constitution of job related activities. The market condition has pitfalls like redundancy shifts. Residents will be motivated to purchase my products because of the friendly and sincere relationship that the company advocates between the designated drivers and the customers (William, 1996). The growth rate of the targeted Los Angeles markets is unstable because of the constant increase in the population. The rate of unemployment in the city is determined by the annual increase of population within the city. Unemployment rate is constantly shifting leading to unpredictability of the city’s general market conditions. The unique feature making the targeted market appealing for running of the business is that most of the city residents love their cars. This is a good opportunity for my drivers’ designated service because most of my clients will be the drunk drivers who require help to drive their cars home. Secondly, the city is full of individuals who love to rock during the night. This will promote targeted market for my driver designated service business because of availability of clients (Babor, 2010). The demographic characteristics of the targeted market consist of adults who are legally authorized to take alcohol and are mostly composed of males. Majority of individuals in the targeted market are middle income earners who are extremely dependent on small businesses. Los Angeles city has psychographic tendencies towards their daily activities is that individuals should not deny themselves of the plea sure accompanying life. They believe in the popular saying “All work without play makes Jack a dull boy.” Value proposition and Competitive Edge The target market opportunities are that fractions of the populace in the city are social drinkers who take their time to drink in social places such as bars, thus demand for the service is created in the process. Secondly, the population of Los Angeles is on an upward trend because the numbers of the residents augments yearly, resulting in a growth of the market. Lastly, the targeted Los Angeles market is different from other markets because the majority of the inhabitants love partying; as a result, there is an active night life full of merry making and drinking within the city. The marketing plan for the service of providing drivers to clients who have had plenty to drink is challenging (Heather & Stockwell, 2004). The 4Ps of the marketing mix that are taken into consideration in the marketing of the service involve “product,” “price,” “place” and “promotion.” SWOT analysis Strength The clients are a source of strength to the company. A solid client base will secure the company against unseen risks within the company. A company can not excel in its operation without a demand for the services or commodities from the clients. Weaknesses The policies incorporated in the business when examined are a source of weaknesses to the company. The company’s employees are discouraged in working for the corporation because of the actions in use against them, when suspected of being involved in unlawful activity within the company. Opportunities The strategies the company incorporates in the business acts as opportunities in achieving the objectives. The strategies avail opportunities to make amends in the operation of the business like measuring the effectiveness of resources and changing the ineffective ones with effective ones. Threats The competition within the target market will act as a threat to the company because competitions are always unhealthy for businesses in any background. The targeted market is a large city; therefore, various activities are taking place within, and as a result, the level of competition is high. Marketing strategies Marketing The designated driver service requires efficient and effective marketing to be known by the targeted clients. The best promotional method for the service amongst clients is by use of advertising (William, 1996). Advertising Advertising of the company’s services takes considerations of various factors like the business location and initial capital for starting the business. The initial startup capital, for the business I have approximated is roughly one million dollars. The capital will be proportionately distributed in purchasing resources and hiring the staff of the company. Half of the capitol will be used in purchasing and marketing vehicles that would be used by the clients. The company’s name will be given different brand names when being advertised to attract the clients’ attention. The rest of the capital will be divided into marketing of the business, and paying of the company’s expenses and staff (Heather & Stockwell, 2004). Personal selling Secondly, the promotional method I would use includes personal selling, which will provide my customers with the chance to intermingle with the potential clients and influence their perception regarding hiring of the service when out drinking. Personal selling of the service presents the client with an opportunity to clarify points which he is missing regarding how the service works (Babor, 2010). Pricing The price charged for the provision for the service should be one that is payable by the targeted clients. The prices should neither be high nor low since high prices will chase the clients away, whereas low prices will lead to a decline in the company’s profits. The prices for designated driver service are to be agreed and paid prior to the release of the service to avoid conflicts that may arise because of failure in payment (Babor, 2010). Sales Strategy Marketing A good business of a driver designated service involves winning the clients loyalty to preserve a clientele base. The owners should know the strengths and challenges within the business. The knowledge by the owners provides a burly base for the operation of the industry because the threats and opportunities are easily predicted by the owners. Secondly, the customers should be educated on the benefits of business and how it works. It should have some distinct features that distinguish it from other similar services offered by other businesses (Heather & Stockwell, 2004). Pricing The price charged for the provision for the service should be one that is payable by the targeted clients. The prices should neither be high nor low since high prices will chase the clients away, whereas low prices will lead to a decline in the company’s profits. The prices for designated driver service are to be agreed and paid prior to the release of the service to avoid conflicts that may arise because of failure in payment. The location for conducting the business should be clear and reachable by the clients. Security of the clients should be guaranteed by the company. The business should not be positioned at a location where there are no unlawful doings happening in the area. It should also be located in strategic positions. Conclusion Conclusively, the success of the designated driver service requires implementation of sound strategies. The applications of the marketing 4Ps are key aspects influencing the success of a business. Promotional strategies such as publicity and personal advertising market the existence of the product to prospective clients, explaining the benefits of the service to them. References Babor, T. (2010). Alcohol: No ordinary commodity: Research and public policy. Oxford: Oxford University Press. Heather, N., & Stockwell, T. (2004). The essential handbook of treatment and prevention of alcohol problems. Chichester, West Sussex, England: Wiley. William, D. J. (1996). Preventing alcohol-related problems on campus: Impaired driving: A guide for program coordinators. Darby, Pa: Diane Publishing Co. Read More