Detailed Business Plan for Mobile Car Care Limited (MCCL) Project

This project presents a comprehensive business plan for Mobile Car Care Limited (MCCL), a mobile car care service operating in India. The plan addresses the problem of inadequate car servicing facilities, especially for breakdowns. MCCL proposes three divisions: inland, tourist, and personal mobile care services. The business model outlines key partners, activities, value propositions, customer relationships, resources, channels, customer segments, cost, and revenue structures. The plan includes detailed market analysis covering political, economic, social, and technological factors. It also addresses customer and supplier feedback, competitor analysis, and pricing models, including price skimming and premium pricing. The plan aims to provide superior breakdown rescue services, authentic spare parts, and customer care services to address market needs.

Business Plan of Mobile Car Care
Limited(MCCL)

Description of entrepreneurship
research activities
 Problem or opportunity landscape: Mobile Car Care
Limited would be serving cars suffering from breakdown.
The Indian road network is the second largest in length
as per global ranking. The Indian consumers are
demanding and purchasing more cars. However, the
number of service stations to serve these cars in the
event of breakdown is far from adequacy. It is against this
landscape of disparity between the breakdown rate and
the available car servicing firms MCCL would function.
 Problem that MCCL would solve:MCCL would provide
breakdown repair services to cars. The company would
also provide cars with authentic parts like wheels and
headlights as well as petrol from reputed companies like
IOCL.
 Existing landscape:The number of servicing firms
serving breakdown cars are insufficient in the existing car
servicing landscape. There are dearth of car repair
services in the interior parts of the country.
 Stakeholder mapping(Figure)
Influence/power
Meet their
needs(managem
ent, employees,
government)
Key
Players(Custome
rs, investors)
Least
important(emplo
yees of
suppliers)
Show
consideration
(Society)
Interests of stakeholders

Idea or technology proposed
 The business idea would
revolve around a mobile car
care service which would
enable change of tire and light
as well as refilling of mobile
oil. The name of the company
would be Mobile Car Care
Limited (MCCL) which would
be based in Mumbai,
Maharashtra, India.

Idea or technology proposed contd…
 Division 1: Inland mobile care repair services: The
inland mobile care repair services would cater to cars
facing breakdown. The drivers upon facing breakdown in
cars can use a helpline number or an application accessible
on smart phones. The customer care would receive the
calls and upon knowing the location of the cars would
divert the call to the office of MCCL serving that particular
area. The concerned regional office would then contact its
suppliers like MRF and Indian Oil Corporations for tyres and
petroleum respectively.
 Division 2: Tourist mobile car care repair services:
The tourist mobile car care repair services would cater to
the tourist cars which may face breakdown on the ways to
sightseeing trips. MCCL would in this case tie-ups with
hotels which would use the breakdown services of the
company. This would be ensured by tie-ups only with three
star properties and upwards.
 Division 3: Personal mobile car care services: MCCL
would provide on-demand car care services catering to
owners of trucks, buses and cars. The owners of these
vehicles can call the customer care service operator for car
care services at their homes, offices and garages. The
customer care executive would redirect the calls to the

Business Model for production/service delivery
Business Model of Mobile Car Care Limited (MCCL)
Key Partners Key activities Value proposition Customer relationship Customer segments
1. Suppliers of tyres like MRF.
2. Suppliers of mobile oil like
IOCL.
3. Suppliers of head lights and
spare parts.
4. Suppliers of mobile and
internet connection namely
Vodafone.
5. Suppliers of finance like
State Bank of India
6. Suppliers of stationary etc
1.Providing mobile car care services to
cars.
2. Providing mobile car care services to
intermodal networks.
3. Personal car care services.
4. Customer care services via telephone,
applications and email.
1. Superior car care
services on broken
down cars, buses and
trucks.
2. Intermdodal and
doorstep car
breakdown repair
services.
3. Round the clock
customer care to
attend to calls.
4. An extensive fleet of
trucks to cater to
multiple customers
simultaneously.
5. Trained staff to
attend to needs of
customers promptly.
1. Strong relationship with customers by
providing superior breakdown rescue
services to vehicles.
2. Providing authentic spare parts, Tyres
and headlights.
3. Providing a wide range of mobile oil
from different brands.
4. Giving advices to customers on
vehicle maintenance.
5. Continuous communication with
customers on social media platforms.
6. Offering discounts.
1. Indivdiual car
owners.
2. Logistics
companies.
3.Tourist carriers.
4. Companies owning
their own cars
Key Resources Channels
Financial resources, technology, fleet of
rescue cars, knowledge, employees,
fixed assets
1. Chain of service centres, offices,
website accessible on smart phones,
laptops and desktops.
2. Mobile apps
3. Helpline numbers
Cost structure Revenue structure
Fixed costs(taxes and rent on property etc)
Variable costs(salaries, rescue vehicle maintenance costs, stationary
etc)
Semivariable costs(electricity, telephone, internet etc)
Generation of revenue providing mobile car care services all over India

Market analysis and Segment
structure
 Political factors
 Political stability: India is a politically stable country with a strong central government and is the largest democracy in the
world. The country has a parliamentary government with the Indian Constitution at its helm.
 Bilateral relationships: India has strong bilateral relationships with most of the countries in the world which is one of
the biggest driving factors encouraging market developments. Torney (2015) opines that bilateral relationships between
countries pave ways for expansion of multinational companies. This is because multinational companies expand into host
countries to get access to new consumer base, capital base, supply chains and talent bases to increase their efficiency of their
operations. As as India is concerned, the country has strong relationships with countries across Asia, Africa, Europe, North
America, South America and the Asia-Pacific region. Moreover, the country has a strong relationship with regional organisations
like the European Union.
 Laws and regulations: The Government of India makes laws and regulations for the entire countries while the state
governments form laws for the respective states. The laws direct the operations of the business organisations and have to be
incorporated with their strategies (Nankervis et al. 2016).
 Taxation: Taxation is a one of the most area of corporate strategy making which is directly under government control. The
graph below shows that the corporate taxation rate in India is 35 percent at present. The Hindu, one of the leading English
dailies read in India reports that the several Indian business conglomerates Hinduja Group of Companies have suggested a slash
in the tax rate to 25 percent. However, the government declined to accept the proposal of corporate tax rate deductions
 Terrorism: Terrorism is one of the biggest political threats which India faces which has significant negative impacts on the country.
 Internal political threats: India experiences political threats which lead to strikes and economic closedowns giving way to
vandalism.

Market analysis and Segment
structure contd…
 Economic factors
 Gross Domestic Product and per capita
income: Gross domestic product is one of the
most important economic factor affecting the
economic activities of a country.
 Exchange rate of INR: The second important
economic factor which would come into play
while analysing the economic factors affecting a
business organisation is exchange rate of the
domestic currency against foreign currencies.
 Supply chain: The third economic aspects which
companies should take into account while
operating in the market is supply chain. Singh
(2016) mentions that automobile service
providing companies required acquisition of
immense amount of automobile parts like screws
of different sizes, parts of while and component
of car engine. It can be pointed out in this respect
that India owing to its booming automobile
sector; already has a strong supply chains of
automobile parts.

Market analysis and Segment structure
contd…
 Social factors:
 Income and lifestyle of the people: The
income and lifestyle of the people residing in a
country have direct impact on the demand of
goods and consequently on the sale of products.
As far as India is concerned, the per capita income
of the country is showing (Tradingeconomics.com.
2019). This means that the disposable income
available to the people residing in India has
increased.
 Social customs: MCCL would be required to
consider the salient features while providing car
servicing services to its customers in India. The
Hofstede graph shown below shows that there
exists a very high power distance among the
Indian families, most of which are joint families.
This means that service providing personnel of
MCCL should consider this hierarchical structure
while serving customers.

Market analysis and Segment
structure contd…
 Technological factors:
 Advancement of automobile technology:
Provision of mobile car care services of MCCl would be
directly affected by advancement of automobile
technology. Wieland, Vargo and Akaka (2016) mention
that automobile industry is undergoing immense
levels of advancement due to continuous innovation
which is commencing both in large and small scale
firms in the industry.
 Advancement in information and
communication (ICT) technology: The
advancements in the Indian information and
communication technology have heralded the
advancements in the automobile industry which
would enable MCCL to conduct business efficiently in
the country.
 Cyber theft:The third factor which MCCL needs to
consider while making its business strategies would
be cyber theft.

Prospect feedback
 Customers: The company must encourage the customers to give their
feedbacks regarding their service experiences on the app and the on
page of the official website of the company dedicated to gain
feedbacks. The company would also encourage the customers to
express their feedback on the social media sites like Facebook and
Instagarm.
 Employees: MCCl would similarly aim to gain feedbacks from
employees on regular basis to ensure they experience high levels of
customer satisfaction. This would enable the company to bring about
changes in the working methods of the employees and also bring
about changes in the compensation methods to ensure high level of
employee retention.

Prospect feedback contd…
 Suppliers: The company should send mails and if possible arrange
for face-to-face conferences with prospective suppliers. Then the
company should obtain quotes from them on prices of different types
of automobile parts. Then the company should enter into procurement
contracts with the suppliers which qualify according the to the supplier
codes set by the company.

Analysis of one, three and five year
customer base
 One year customer base analysis: The MCCL should analyse the customer feedback in
the first year since it would be in the initial phase.
 Three years customer base analysis: As far as MCCL is concerned, the company would
face competition from new firms owing to the growing lucrativeness of the sector. Thus, at
this stage, the aim of MCCL would be gaining customer feedbacks to ensure it is able to
meet their expectations. They firm simultaneously should ensure that its competitors are
not able to poach its customers with their products.
 Five years customer base analysis:The aim of five years analysis would be pointing out
gaps in the market which MCCL can fill by expanding its product line. The company should
integrate the customer feedbacks to bring about innovation and also identify the gap in the
market. The company should aim to bring about innovative products to ensure higher levels
of customer satisfaction. The company should also aim to acquire to brands, if required to
respond to the customers’ feedbacks more appropriately (Pan, Huang and Gopal 2017).