Easy Wash Business Plan: Marketing Research and Analysis

This business plan, titled 'Easy Wash,' meticulously analyzes the target market for a mobile car wash service. The plan identifies both B2C and B2B customer segments, including vehicle owners, busy individuals, seniors, dealerships, mechanic garages, and delivery businesses. The marketing research incorporates primary data collected via Survey Monkey, which revealed insights into customer preferences, vehicle ownership, and car wash habits. Secondary research leverages IBISWorld reports to analyze industry trends, growth rates, and employment figures within the Canadian car wash sector. A focus group study further explores customer expectations regarding car wash services, emphasizing the importance of discount, reliability, and moderate pricing. The plan outlines the business opportunity, industry analysis, SWOT analysis, and key success factors, along with a marketing plan detailing product description, pricing, distribution, target markets, competitive analysis, and marketing strategies, including advertising, promotions, and social media approaches. The research findings are presented in appendices with survey data and focus group insights.

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Name of the Student
Name of the University
Author Note

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Target Customer
The target customers can be understood to be the primary target market of the
company whom the firm intends to cater in the long run (Kotler et al., 2018). In consideration
of this, for the Easy Wash business, the firm has intended to target the following group of
individuals and groups:
1. B2C: The primary target segment of the firm can be essentially mentioned to be the
Business to Consumer groups. In consideration of this, it is effective to understand
that the business will be mainly targeting the customers who are the consumers and
use their cars for their personal purposes. In this segment the following groups are
being targeted.
People with vehicles
The first target segment which is being targeted can be mentioned to be the people
with vehicles. In consideration with this, it becomes essential to understand that in the
broadest strength, this target segment is being focused on as they are the ones who own the
different cars and related facilities.
Busy individuals
Various individuals often enjoy washing their cars on their own and hence, do not
become the ideal target market for this kind of a service. However, others who have busy
schedules or may be the professionals may not have the time to engage in the same and in
consideration of this, this service would be appropriate for them (McQuarrie, 2015).
Seniors
The seniors refer to the senior citizens who often require the services of the enterprise
to upkeep and maintain the car and its related facilities.

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2. B2B: The B2B target marketing can be essentially mentioned to be that kind of a
target marketing whereby, the business targets other businesses who may be
appropriate for the enterprise services. The different businesses being targeted by the
firm can be mentioned to be as follows:
Dealerships
The dealerships can be stated to be the car dealerships who sell cars and often keep a
certain number of cars in their stores and to upkeep the car and engage in its maintenance
would be essentially required to ensure that they are being able to take the services of Easy
Wash to ensure success.
Mechanic Garages
The mechanic garages also deal in the car business and related repair services. Hence,
Easy Wash has targeted the mechanic garages so that the Garage will be able to clean the car
before delivery and thereby maintain the brand image.
Delivery Business
The firm has targeted various delivery businesses as well as they often have to use
commercial and personal vehicles to take the goods to the customer and in order to ensure
success, their car must always remain clean. By taking the services of the firm, the delivery
business can carry out the operations successfully.
Marketing Research
In order to engage in marketing research various mediums have been adopted so as to
see to it that the research takes place in an effective manner (Brace, 2018). In consideration
to this, the Primary method of survey has been adopted by making use of the Survey monkey.

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This is then followed by the Secondary research using the IBIS report. A focus group study
has also been undertaken.
Primary research
The medium of Survey monkey was made use of in order to collect information from
the various customers and understand their viewpoint. The participants who were questioned
belonged mostly to the age group 17-25 and 25 to 35. (Refer to Appendix 1). When they were
asked about their plans to purchase the car, 92.45% of the responded that they would like to
purchase a car in the future and in the long run.
In line with this, in the primary research, the respondents were also asked about the
kind of vehicle they own, and in consideration of this, the responses were quite varied, and
the majority of the vehicle owners owned Sedan, SUV or a coop.
Through the survey, the different customers were also asked about the method of car
wash. Only 32% of the respondents mentioned that, they use a home service car wash facility
in order to get their car washed. In consideration of this, the customers also answered that,
they were attracted to the On the Go car wash service due to the low prices and the
convenience provided to them. Regarding the Easy Wash, the different customers mentioned
that, 67% of the respondents, would like to see the services of Easy Wash whereas, all of
them agreed to it that they would like to receive customer points which they would make use
of for discounts and other such purposes.
Secondary research
According to Ibisworld.com (2020), in the last five years, the operations related to Car
wash and auto detailing industry in Canada have rebounded to a great extent in consideration
with the recessionary conditions. With association to this, the main reason behind the raise
can be mentioned to be the increase in the per capita disposable income which has thereby

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fueled the demand for such consumer-oriented services. Another reason why the industry has
been able to prosper can be rightfully contributed to the increase from other downstream
markets as well which is a result of the increasing pressure from the electric, water and other
regulatory costs which has then contributed towards the increase in the profit margins of the
industry (Marketresearch.com ,2020). In line with this, it is expected that in the coming five
years, the Canadian economy is expected to put more vehicles on road which will then
increase the car wash service demands (Keegan, 2017). The growth rate of the industry has
been 4.6% and in line with this, the industry earned a total of $1bn in Canada in 2019. The
industry employment has also been increasing and is currently at 17716 (Statista.com, 2020).
Figures 1 and 2
(Source: Ibisworld.com, 2020)
Focus Group
As per the focus group result, it could be rightfully assessed that the industry has been
growing rapidly as the number of users with the cars have been increasing. The main purpose
of the focus group was to find out the manner in which the customers tend to perceive the car
service. In consideration of this, the topic of discussion was the services which the customers
expect at a home car wash service (Refer to Appendix 2). The focus group revealed that, the

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customers tend to like the car service which offers discount, is reliable and the price of the
service is moderate. Hence, the Easy wash services can be stated to be quite moderate in
terms of the expectation of the customers and in association with this, they will be able to
attain success with the market.

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References
Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Ibisworld.com (2020). Car wash [online]. Available at:
https://www.ibisworld.com/canada/market-research-reports/car-wash-auto-detailing-
industry/(Retrieved on: 31 Jan 2020).
Keegan, W. J. (2017). Global marketing management. Pearson India.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing
management: an Asian perspective. Pearson.
Marketresearch.com (2020). Car wash [online]. Available at:
marketresearch.com/IBISWorld-v2487/Car-Wash-Auto-Detailing-Canada-12353851/
(Retrieved on 31 Jan 2020).
McQuarrie, E. F. (2015). The market research toolbox: a concise guide for beginners. Sage
Publications.
Statista.com (2020). Car wash [online]. Available at:
https://www.statista.com/statistics/681679/car-wash-machine-count/ (Retrieved on:
31 Jan 2020).

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Appendices
Appendix 1
..\survey.pdf
Appendix 2
Focus group
 A group of 10 customers who showed interest during the survey were selected for the
focus group.
 They were served refreshments
 A discussion on the ideal car wash services were conducted
 It was found that the Reliability of the car company was one of the most critical
features which any customer looked out for in a service.
 In addition to this, the price of the service could also be understood to be another
crucial factor which was preferred by the particular customers
 Additional features were the time flexibility, customer ratings and feedback system
along with loyalty points
 The customers preferred that they were given considerate loyalty points which could
be encashed later on.
 In line with this, the focus group discussion ended on a positive note whereby it was
understood that each customer had their own set of needs which should be fulfilled
accordingly.