Marketing Audit: Strategic Analysis for Kerb Global Parking Company

This report presents a marketing audit for Kerb Global Parking, a company specializing in parking solutions. It begins with an executive summary and an overview of their services, followed by an external analysis which includes customer, competitor, market, and environmental analysis, including a SWOT analysis. The report assesses Kerb's customer base, identifies competitors like Park-Mobile, and examines market opportunities in Malaysia. It also explores preliminary strategic options, focusing on market development using the Ansoff matrix. The report then details a strategic marketing plan, outlining Kerb's vision, mission, product offerings, strategic objectives, and launch strategies, including budget allocation and expected ROI. The conclusion summarizes key findings and emphasizes the importance of market development for business growth. The report references academic journals and books to support its analysis.

Marketing Audit

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
Brief overview of the products or services......................................................................................3
External Analysis.............................................................................................................................3
a) Customer Analysis..................................................................................................................3
b) Competitor analysis................................................................................................................4
c) Market/Sub-market Analysis..................................................................................................4
d) Environmental analysis...........................................................................................................5
e) Preliminary strategic options..................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

EXECUTIVE SUMMARY
This report is discussed on the Kerb global parking which is the market leader of the
Malaysia deals in providing convenience to people for parking their vehicles and facilitates into
planned their parking in the advance . Report has covered discussion on customer, competitor,
market analysis etc., so as to know and gather scope for development of a market and led
strategy which would results into accomplishment of the opportunities for the firm.
Brief overview of the products or services
The overview of this report is entitled for Kerb global parking which is the Malaysia
company formed by two individual who are being passionate about their technology ability to
solve real world problem of the parking congestion and also lack of the parking in any public
places (Klychova, et. al., 2017). Kerb offers to their customer an App which is helpful for people
to locate right places for parking along with pre-booking of spaces for parking in return of price
paid to the company. KERB is not just about parking cars. Any parking platform that
understands global opportunity needs to cater to multiple vehicle types. Almost 2bn people
worldwide use a scooter as a family transportation vehicle, while Developed World’
opportunities abound in the areas of parking for camper vans and renting and leasing boat
moorings.
External Analysis
a) Customer Analysis
Kerb has approx 2 billion active customer on their apps to whom they serves with
parking space for multiple vehicle types. As, manager's of the Kerb are highly committed for
their product or services. Kerb uses business to customer model, in which they directly reach to
its customer via assistance of the mobile software or apps. When customer's are opened their app
, they will easily find affordable parking space near to them, they can select booking time or date
and park their vehicle (Ahmad, et. al., 2016). Kerb customer's has great in number's and they
attracting its prospective customer's using cultivated services and regular up-gradation of the
App. Almost 2 billion customer's worldwide uses a scooter as a major family transportation
vehicle, while ‘Developed World' opportunities abound in the areas of parking for camper vans
and renting and leasing boat moorings. While doing analysis of customer, department is required
to understand its own marketing strength along with determine per customer per space. In

context of Kerb, its customer analysis is really unique and diverse to reach to new app user or
customer's.
Target market for Kerb in Malaysia will be people who uses cars on daily basis along
with those who visits malls or shopping complex and looks for safer parking. Different people
have different time for parking. Thus, Kerb is having right option to targets them using time
categorization in its apps or software. Moreover, this would be led to positive customer reaction
or behavior in given set of time. Generally, customer behavior would be expected as positive in
given time period.
Moreover, Kerb has right option to invite participation of more customer's to its app by
inviting free services for initial time to the customer. The purpose of customer analysis is also to
setup new strategic partner with support of existing customer's.
b) Competitor analysis
Competitors of the Kerb is Park-Mobile, which is currently a marker leader with almost 4
billion customer in all over around 40 countries with wonderful product offering. Park-Mobile is
currently competing Kerb in the location of the Malaysia (Yee, et. al., 2017). Due to unique
diversification from app to physical process, park-mobile has reduced time wastage due to non-
operation of the apps, in case of non availability of the network. Moreover, its necessary for
Kerb to do research on competitor to know its own potential to operates. Also, its helps firm to
realize its USP and supportive process by helps of which they can operates effectively in any of
the defined market. If talks about competitor, Kerb have hurdles in form of the JomParking and
Selangor's mobile parking which are also two threats for Kerb to builds its offering. Due to such
competitor, Kerb manager's has decided to take decisions in form of bringing innovation to their
offering to be act as cost and time effective (Klychova & et. al., 2017).
For this, research will be put down to find competitors and identify their impact by doing
advance analysis & post-analysis of pressure built. Its not unique to innovative with process App,
but unique about effective customer service to its clients (Nunley & et. al., 2016). Through this
brand loyalty could be expected by determining each & every for changes in services to
customer to avoid threat severe competition.
c) Market/Sub-market Analysis
Kerb which is one of the potential enterprises has potential to attracts more customer on
basis of both demographic and geographic.

Blue color states about the launching of the firm in Malaysia by 2020. Market is high for
this firm and due to its user friendly apps, Kerb is under strong bars to grow its marketing
suitability on a wider basis (Baumgarth, et. al., 2016). Key success factor for Kerb is its app
which is highly user friendly, potential idea higher in value and operates in the red ocean. Core
product of the Kerb is the safe parking and also they provide support in regards to assist
customer to make sure that car has been parked properly, locked properly, doors and windows of
the car is closed completely.
Due to this, customer's are very much sure about safety of its car or vehicle in return of
money paid. Due to notification of the Apps, customer can get message on either open of door or
window (Charter, 2017). Also, due to advantage of the Kerb app, customer has advantage to save
time and cost of the excess parking location.
d) Environmental analysis
It involves situational analysis such as SWOT analysis which is as follows:
Strength Weakness
Kerb uses environmental friendly app which is
the major strength along with huge customer
base in initial two year of the business
operation in Malaysia (Camilleri, 2018). Also
Kerb is literally have severe competition from
the Park-mobile which is already established
firm into the region of Malaysia along with

due to user friendly app, its an advantage for
Kerb to go and attract local people on basis of
monthly rent or charge.
acquired base of 4 billions
Opportunities Threats
They have opportunity to use market gathering
or development as one of the strategic scope
for which Kerb have major option to built user
friendly along with giving one month
subscription at non cost.
Due to the severe competition, Kerb is in keen
position to invest huge amount of the money
and pump money on constant development of
the App. Also, initial cost of the millions dollar
is required.
e) Preliminary strategic options
In this section, market development strategy of the Ans-off matrix will be applicable. Its
a strategy where company can sell its existing product into new market. It involves identifying a
target market and finding a way to sell the products (Gilligan & Lowe, 2018). Market is diverse,
so to sell the product in market company need to apply various strategies to reach the customers.
 New geographical markets such as youth, millionaires and the corporates spread outside
of your area or selling to a new country, are new potential customers of the Kerb.
 Different pricing policies such as, for a new customer they'll provide free subscription
service for 1 month.
 App should be easy to use as youth prefer user friendly technology. Kerb should provide
user data protection service for their users.
Strategic marketing plan
Strategic marketing plan is the formal structure which is needed in response to launch
new product or services to the market (Roy, T. 2016). As Kerb is planning to launch their
product or services in the Malaysian market along with doing competitor analysis to bring
strategic position into the market.
Vision & mission: Kerb is having vision of “minimise people difficulty to park car and
vehicles to save time” and mission is to accomplishes market competencies such as potential
customer's amounted to 50 millions and purpose is to rise sales & revenue for firm in selected
market.

Product or services: Kerb global parking is specialised in providing products or service
related to the parking of the mobility by the customer's. They are looking to launch its operations
in the Malaysia market to ease customer's to park vehicle.
Strategic objective: Kerb is have to set strategic objective to acquire 60 percent of the
market and during the launch firm will tells about free subscription services for one month to
new customer's to attain their interest.
Launch and awareness: Kerb will launch their products or services within 3 months after
the setting up of an entire infrastructure and pre-process of an operation. Launch of a Kerb new
product or services will take place on 3rd September, 2019. It will in happen in big exhibition or
business fair. From launch, manager of the Kerb will try to be focus on brand awareness by
giving screen demonstration of the App and also Word of mouth will be right option to right
option to market. There is no as such STP analysis, because, its convenient for all those who uses
car. 9 months will be used for brand awareness and client acquisition.
Long term ROI: Kerb is expected to recover cost consumed by end of the 1st year along
with they are expected to ROI by the 40 percent of the total investment made. Total investment is
of $204000 and in comparison to be profitable, 40 percent of ROI is expected.
Launch budget:
Particulars Amount (in years)
Launch stage 8000
Guest arrangements 13000
Media outlay 8000
Security 10000
Food and eatery arrangements 5000
Total 44000
( in dollar $)

Particulars 9 months 1st year 2nd year
Investment 50000 40000 70000
Total 50000 40000 70000
Marketing outlay
Promotion 100000 60000 70000
Sales publicity 25000 50000 30000
Direct selling 25000 50000 30000
Total 200000 200000 200000

CONCLUSION
From the above report, it is concluded that strategic option or direction for the business
operation to rise its long term suitability of a business operation. Market development is one of
the best option for development of the market operation with the purpose to accomplishes firm
strengths along with acquiring position of a business. Thus, business environment is prominent
to develop market functioning onto the larger context.

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