MKT 412

FINAL REPORT

VEHI
CLE
SOLU
TION
 Report on Local Car Garage: Vehicle Solution

Course: MKT412
Service Marketing
Section: 05

Semester: Summer 2022

Submitted To
Ms. Zarjina Tarana Khalil
Senior Lecturer, Department of Marketing and International Business, SBE
North South University, Dhaka-1215

Submitted by: Group 3

SL Name Student ID

1. Rownok Mostafiz 1921252030

2. MD Abdullah 1921916030
3. Mehjabin Mahbub 2021303630
4. Iftekharul Bari 1822095030

Submission Date

August 30th, 2022

 Table of Contents

Vehicle Solution – Service Audit ................................................................................................... 4

Environment ................................................................................................................................ 4
Customers .................................................................................................................................... 5
Services ....................................................................................................................................... 6
Place ............................................................................................................................................ 7
Prices & Costs ............................................................................................................................. 7
Promotion .................................................................................................................................... 7
People .......................................................................................................................................... 7
Servicescape ................................................................................................................................ 8
Process ......................................................................................................................................... 8
Competition ................................................................................................................................. 9
Service Blueprinting ....................................................................................................................... 9
Key Elements of Physical Evidence: .......................................................................................... 9
Inspection & Analysis ...................................................................................................... 9
Color Lab: ...................................................................................................................... 10
Customer Waiting Room................................................................................................ 10
Key Fail Points .......................................................................................................................... 11
Waiting Line Issue: ........................................................................................................ 11
One Electronic Parts Repairing Counter: ....................................................................... 11
Shortage of Spare Parts: ................................................................................................. 11
Possible Solution: ...................................................................................................................... 11
 Vehicle Solution – Service Audit

Environment
 Vehicle solution is a profit based independent business. They have only one outlet which
located in Vatara, Dhaka. They are the official dealer of Honda Bangladesh. Also, Honda
Bangladesh is their strategic partner.
 Surrounding of this business entity is changing rapidly because of many development
projects around this area. However, this change is positive for their business. Their
customers used to come via Nodda which is a very narrow road. However, customers
from Uttara, Abdullahpur, Nikunja etc. can come directly by 300 feet road now. Apart
from that, as Bashundhara R/A is developing rapidly number of customers are increasing.
 Vehicle solution is somewhat technology sensitive. However, because of their strong
partnership with Honda they can manage it easily. Economical shifts and policies might
affect their businesses. For example, heavy tax on automobile parts and machineries. It
can have a positive impact also, if purchasing power increases in the economy.

Entry Point of Vehicle Solution

Customers

Elite City Person GEN - Z

10%
20%

• Wealthy Individuals • Youths

• 30-60 • 18-28
• Mostly male • Mostly male
• Businessmen/Management • Students
• Mostly Graduates • Outgoing

• Mostly Dhaka
• Mostly Dhaka • NSU/IUB/AIUB/EWU Students
• Bangladeshi/Some foreigners

Upper-Middle Industrial

30% • Upper middle class 40%

• 30-50
• Mostly male & Few Female • Corporations & Business
• Job holders • Small / Big entities
• Family
• Dhaka / Chittagong
• Dhaka
Services
Vehicle solutions provide almost every kind services regarding cars/bikes. Some of their primary
services are:

 Engine suspension. (All mechanical support)

 Electric part repair.

 Wheel & Tire services.

There are some other services available. Those are:

 Car wash.

 Painting.

 Denting Service.

Vehicle solution is not a brand. They don’t have any clear brand identity or branding elements. It
is a service specific local organization.

They somewhat standardized the service like car wash. They have done customization on body
painting, where they paint the car as per customer’s requirement.
Place
 Vehicle solution located in Vatara. Customers come to this location for the service.

 However, they offer special services to some of their clients. Specially, influential
individual and industrial clients.

 There is not internet presence.

Prices & Costs

 Vehicle solution have some standard pricing but they are flexible in terms of pricing.
 Payment depends on the complexity of the service. So, it varies customer to customer.
 Their main costs are: Rent, Wages of employees (Total 60) and raw materials.

Promotion
According to the owner, they don’t have any promotional activities. Word of mouth is the only
way customers get to know about them.

People
Vehicle solution has amazing frontline staffs. They maintained a disciplined work environment.
All the employees were uniformed and well behaved.
 Skilled worker for different services.
 Training and learning facilities for employees.
 Other customers were not an issue, as a very few customers were present there.
 There is a customer service section. Their customer service agents are professional and
helpful regarding the billing process or any other queries.
Servicescape
 The building is a large “C” shaped landscape.
 Their organization maintained much more professional approach compare to the industry.

Process
 The service process is very simple and there is very little direct involvement of
customers.
 Customers will need no background knowledge of the service to avail it.

Spare Parts Painting Color and paint

Car Wash Booth Color
Lab

M Denting Section
ec
ha
ni Me
ca cha
l nic
Se al
cti
A/C & Electronics
on Billing
&
Custom
Inspec er
tion & Service
Analy W
sis hee
l&
Tir
e
Entry

Service Landscape
Competition
 Their main competitors are other local garages. The location of their business is kind of a
market of garage. There are plenty of garages around this place.

Service Blueprinting

Key Elements of Physical Evidence:

 Inspection & Analysis: Usually in every vehicle repairing store, the customer came
with the car and told to them what the problem is. And they try repair that or provide that.
Sometime the car owner might be confused what the main problem is, and get repair
wrong parts of the car, and the customer repeatedly facing the same problem.
In the “Vehicle Solution”, there is a specific section with specialist, after the entry point named
“Inspection and Analysis”. The basic activity of it, inspect the car when it arrives by the
specialist, to identify the exact problem. Most of the time the customer doesn’t face same type of
problem after receiving the service from the “Vehicle Solution”. That is one of the special
service that customer get from here. That kind of service is rare in our car service industry. That
one of the most key element, that the own customer loyalty.
 Color Lab: In the “Vehicle Solution”, the customer can paint their car with customize
color. They have a color lab, where different colors have been mixed to create any kind
of color just like RGB color have been created. Usually, in the car repairing store,
customer doesn’t get much option to paint their color. There are selective some common
color and they have to choose from them. Here, they get the flexibility to make their own
color and paint with them. That is another reason to attach with the customer for long
period of time.

 Customer Waiting Room: In the “Vehicle Solution”, they have a nice, clean
waiting room for the customer with air conditioning system. In Bangladesh, we barely
see this type of facility in the car repair stores. In most of the store, the customer need
stand beside the working place, best a customer can get, a chair to rest his legs. That is
another key element of “Vehicle Solution”. From which they are getting customer
loyalty.
Key Fail Points

 Waiting Line Issue: On an average busy day, the road to ‘Inspection and Analysis’
through the ‘Entry’ section, tests the level of the customer's zone of tolerance. Vehicle
Solution garage is situated in Vattara surrounded by a market of garages all connecting to
the main road which increases the time frame of decision making for the customers.
There are two possible ways to reach the garage, the way through Nodda consists of a
narrow structured road which causes the main road to face gridlock because of the queue
of vehicles. The automobiles kept for pick up after servicing give the rise to more
blockage. As 10% of their customers are from Elite sectors, they tend to favor and make
pathways, provide special treatment which may affect and drive away the 20% of their
Gen Z customers because of feeling less valued and for their level of impatience. 30% of
their Upper-Middle class customers are mostly job holders or self-driven. Losing
customers because of the road structure is a key failing point.

 One Electronic Parts Repairing Counter: Only one counter for repairing A/C
and electronic parts leads to commotion when more than few automobiles require the
same service. It takes up unnecessary space and becomes time consuming. Moreover,
other counters would have to wait if all the services are yet to be completed. Most
external parts or equipment are not essential while this service is encountered so that the
need of more than one or more counters would ease the process.

 Shortage of Spare Parts: In the middle of encountered service, sometimes the

problem and its solution take time and the shortage of immediate spare parts delay the
process and energy, creating uncertainty of the parts being perfect to purchase or not as
most of them are bought locally and in a limited amount of time. It drains the motivation
of the employees which may shift to the next day of work

Possible Solution:
 They have a lot of space. If they set up another inspection booth at the back of the
landscape, they can shift the waiting line and use their free space. They can avoid
blocking the main road.
 They have only one booth for electronic parts. It delays the process, if multiple cars have
electronic issue. As per our observation, electronic repairing doesn’t require that much
equipment and maximum customers take this service along with another primary service.
They can provide this service in primary counter.
 As their business doesn’t include selling parts of vehicle. They can set up a partnership
and set up an automobile parts shop inside their landscape. Which will minimize the
service time and cost as they don’t have to go outside to bring different parts.