Dissertation Title:

Setting up of an Automated Car Wash in Srinagar

Dissertation framed by: Kamran Bilal

WIC ID: 0157mwymwy1015
Supervised by: Dr Vincent Wee
Programme Enrolled: Masters in Business Studies

Submitted in the partial fulfilment towards the award of:

Masters in Business Studies (MBA)

March 2017
Contents
1.0: Introduction ..................................................................................................................................... 3
1.1: Industry Background ........................................................................................................................ 3
1.2: Business Opportunity ....................................................................................................................... 4
1.3 Purpose and Rationale ...................................................................................................................... 4
1.4 Terms of Reference .......................................................................................................................... 5
1.4.1 Research Objectives ................................................................................................................... 5
1.4.2 Research Objectives ................................................................................................................... 5
1.4.3 Research Framework ................................................................................................................. 5
2.0.0: Overview ....................................................................................................................................... 7
2.1: Marketing ......................................................................................................................................... 7
Market Segmentation ................................................................................................................... 8
2.2: Quality Service............................................................................................................................... 10
Service Quality Defined ................................................................................................................. 10
SERVQUAL Model.......................................................................................................................... 10
2.3: Human Capital ............................................................................................................................... 12
2.4.1) Critical classification of human capital ......................................................................... 12
(ii) The Gardener Classification of Human Capital ...................................................................... 12
(iii) The Schultz/Nelson-Philips Classification of Human Capital ............................................... 12
(iv) The Bowles-Gintis Classification of Human Capital ............................................................. 13
(v) The Spence Classification of Human Capital .......................................................................... 13
2.4: Value Proposition .......................................................................................................................... 13
2.4.1: Creating a Successful Value Proposition ................................................................................. 14
2.4.2: Elements of an effective value proposition ............................................................................ 14
3.1: Research Methodology ................................................................................................................. 16
3.1.0 Research methods ............................................................................................................. 16
3.2.0 Sampling design and target respondents ........................................................................... 17
3.5.0 Data collection methods .................................................................................................... 17
3.6.0 The consideration of Ethical Issues................................................................................... 18
3.7.0 Conclusion ........................................................................................................................ 18
4.0 DATA ANALYSIS ........................................................................................................................ 19
4.1 PRIMARY DATA ANALYSIS ................................................................................................ 19
Business Implication....................................................................................................................... 37
5.1 Figure .............................................................................................................................................. 39
5.2 Business Model Elements ......................................................................................................... 39

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 5.2.1 KEY FACTORS: .................................................................................................................... 39
Marketing Management ................................................................................................................... 40
5.2.2 Key Activities ............................................................................................................................ 40
5.2.3 Key Resources .......................................................................................................................... 40
5.2.4 Value Proposition ..................................................................................................................... 40
5.2.5 Customer Relationship ............................................................................................................. 41
5.2.6 Channel .................................................................................................................................... 41
5.2.7 Cost Structure .......................................................................................................................... 41
5.2.8 Revenue Stream ....................................................................................................................... 41
5.2.9 Customer Segments ................................................................................................................. 42
5.2.10 Identity ................................................................................................................................... 42
6.0: Business Plan ................................................................................................................................. 43
6.1: Vision and Mission ......................................................................................................................... 43
6.2: Marketing Plan ............................................................................................................................... 43
7.0: Bibliography ................................................................................................................................... 44

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 Auto Cleanse Car Wash

1.0: Introduction

1.1: Industry Background

The author has come up with a business plan of launching an automatic car wash in the
Srinagar city of the state of Jammu and Kashmir, which is a state in northern India. The idea
of opening an automated car wash came up as the province of Kashmir experiences four
seasons in a year and the roads are dusty moreover when it rains and snowfalls, the roads
become muddy and dirty. Due to this the cars become really very dirty. The city of Srinagar
is a valley surrounded by mountains and the main business hub for commercial and
administrational offices and shopping malls is in the city. In the city of Srinagar, there are
only few automatic car washes available and for that people have to que up for the whole day.

So in this business proposal, the author will talk about the opening an automatic car wash
naming it Auto Cleanse Car Wash. The car wash will be opened in the area of Hyderpora
where there is hub of car showrooms and mechanics. The location identified is strategic
locations for the auto cleanse car wash. The entrepreneurs are looking for a venture in a
feasible and profitable environment. So it will be beneficial to make a study on feasibility and
profitability for opening this small scale business in the city of Srinagar.

The automobile industry in India has expanded rapidly in the past two decades due to the
increase in the car sales annually. As India has got a huge population and the country is
spread on a vast land. The automobile industry is growing day by day and so are the servicing
needs for the cars increasing rapidly. The car services industry and mainly the car washing
industry is going up with the changing lifestyle of the people and as we talk about the people
of Srinagar, the weather remains cold for almost 4-5 months, the people also find it
convenient to get their cars washed at the car washes.

There are several showrooms of various companies such as that of Ford, Toyota, Nissan,
Volkswagen, Hyundai, Honda and Maruti Suzuki. These are showrooms as well as service
centres for the customers. The customers get all the servicing of the cars done at their
respective car company centres. But the washing is mainly done at the private Car Wash

3
stations. The car sales are growing annually and gradually in the state of Jammu and
Kashmir.

1.2: Business Opportunity

The study of opportunity is an empirical and assessment method, which is utilised to
conclude whether a projected business proposal or a venture will be profitable or not. The
project needs to be analysed from various aspects such as marketing, economic,
technological, and geographical so to be sure that the business is sustainable and lucrative.
There are some of the car washes, which are profitable but not that much as they could have
been by using these automatic machines and the ones which have it, they have not marketed
properly and have not established an image in the market. Hence, the study of feasibility is
very important for opening a start-up of a small scale or a large scale.

The credibility study is an exploratory and expository gadget used to recognize if a proposed
business believed is sensible/beneficial or not." (L.Fonollera, 2009). The attempt should be
focused on structure particular estimation like fiscal, advancing, development, and land in
order to guarantee that the business is productive and practical. The same associations in
Jammu fail to make advantage, in perspective of its range and wrong organization. Hence, the
likelihood study is significant for opening the try.

Perceiving the target business segment, progression and esteeming according to buying
power of our target business area are fundamental components for finishing the lucidness and
benefit. "The business visionary should have a shrewd considered who the customer or target
business segment will be. Learning of the target business division gives a reason to choosing
the best possible advancing action methodology that will suitably address its issues." (Robert
D. Hisrich, 2005). Our target business areas are the explorers, undergrads, customers and the
business bunch.

1.3 Purpose and Rationale

({The purpose and rationale of this study is to determine the factors that affect decision of
customers in choosing the car washing service in the valley of Kashmir. This study is to be
done on hypothetical basis. This study will be examining and classifying various aspects,
which will be affecting the customers in any manner. Hence, this can help in resolving the

4
faults and shortcomings of this business by understanding the customers, which will lead to
the better establishment and performance of the businesses.})

1.4 Terms of Reference

Terms of reference covers three important areas from which the investigation will be focused;
these areas are research questions, research objectives and research framework that would
give the direction of scope of the entire project as to what areas are going to be covered.

1.4.1 Research Objectives

In general, research objectives describe what we expect to achieve by a project. Research
objectives may be linked with a hypothesis, or used as a statement of purpose in a study that
does not have a hypothesis.

i) To analyse the effects of marketing in establishing an Automated Car Wash in

Srinagar J&K, India.
ii) To examine the importance of quality service on setting up an Automated Car
Wash in Srinagar J&K, India.
iii) To investigate the role of human capital on setting up an Automated Car Wash in
Srinagar J&K, India.
iv) To find out the effect of Value proposition in establishing an Automated Car
Wash in Srinagar J&K, India.

1.4.2 Research Objectives

i) How does marketing effect in the success of establishing an Automated Car Wash
in Srinagar J&K, India.
ii) What will be the impact of quality service for long term in setting up an
Automated Car Wash in Srinagar J&K, India.
iii) What will be the role and importance of Human capital in establishing an
Automated Car Wash in Srinagar J&K, India.
iv) What will be the effect of Value proposition on customers in setting up an
Automated Car Wash in Srinagar J&K, India.

1.4.3 Research Framework

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 Independent Variables Dependent Variable

Marketing

Quality Service Setting up of Auto

Cleanse Automated Car
Value Proposition Wash in Srinagar

Human Capital

Figure 1.1: Research Framework

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 Chapter 2: Business Review
2.0.0: Overview
{{The second chapter of this project is based on the review of various theories, business
models, concepts and frameworks that are related to the Automatic Car Wash business. The
review to be presented will merely cover the arena of business for the four independent
variables considered for this project that is Business process, Marketing, Service Quality and
Human Capital. However other areas different from business are not going to be incorporated
so as to draw deep understanding of each variable in business yet connected to the subject
matter which has to do with the Automatic Car Wash business. }}

2.1: Marketing

////According to the marketing mammoths Kotler and Keller 2008, "Marketing administration
is "the workmanship and art of picking target markets and getting, keeping, and developing
clients through making, conveying, and imparting prevalent client value". The idea audits the
procedure used to figure out what products or administrations might hold any importance
with clients and the methodology to use for advertising blend. It additionally investigates the
way toward comprehension, making and conveying quality to focused business markets and
clients. Philip Kotler likewise characterizes promoting as, 'Fulfilling wants and needs through
a trade procedure'.

The American Association of Marketing characterize marketing administration as the way

toward arranging and executing the origination, valuing, advancement and conveyance of
thoughts, products and administrations keeping in mind the end goal to make, trade and fulfill
individual and hierarchical targets (Grnroos, 1989).

Marketing as a subject showed up in the United States in the initial segment of the twentieth
century in the educating of courses doing with appropriation, especially wholesaling and
retailing. Business analysts, in their enthusiasm for unadulterated hypothesis, had ignored the
foundations that help an economy capacity. Demands plus supply curves just demonstrated

7
where cost may settle however don't clarify the chain of costs the distance from the maker
through the wholesalers through the retailers. So early advertisers filled in the scholarly
crevices left by business analysts. By and by, financial matters are the mother art of
marketing.

Marketing is to a greater degree an art and calling than an artistic expression. The American
Marketing Association and the British Chartered Institute of Marketing are freely chipping
away at expert accreditations for expert marketing and advertising. They trust that tests can
be developed that can recognize qualified marketers and fraud marketers.

In the contemporary universe of marketing a few methodologies seem to overwhelm the

action where the act of marketing is done by gathering of people focused. For instance in
addressing the need of individual clients; relationship marketing is prevalently utilized today
where organizations are presenting a few measures which keep solid ties of association with
their clients accordingly profiting by client maintenance for the duration of business life this
contemporary methodology is worked under the mode called business to clients B2C (Hewett
& Krasnikov, 2016). The other methodology is called business marketing where the
fundamental accentuation is put over relationship between one organization and another
through the method of business to business B2B and social promoting which is done through
organization's inclusion into social exercises to manufacture positive picture to people in
general consequently increase open offer over its produce. (Davcika & Piyush Sharmab,
2016).

Market Segmentation

Auto Cleanse Car Wash segments its customers by type of car ownership. We believe that the
type of car that a person owns says volumes about their driving, and, therefore their car
washing requirements.

1. New car owners: Owners of more current cars are well on the way to utilize a hand
auto washing administration. These proprietors take incredible pride in their autos and
will convey them frequently to the wash and detail administration. The objective with
these clients is to advance normal utilization of the wash and detail administration.
The point is to illuminate these clients that Auto Cleans Car Wash will keep their auto
looking tantamount to it did the day they drove it off the parcel.

8
2. Older luxury car owners: These individuals have either possessed their top of the
line extravagance cars for quite a while or can't manage the cost of the cost of another
extravagance car however need the vibe of loose driving. Both of these gatherings
need to keep their cars fit as a fiddle conceivable. The individuals who have
purchased second-hand vehicles will frequently spend numerous hours in their cars
and will put high significance on keeping their cars looking great. These owners will
acquire their cars for normal washes and intermittent subtle elements.
3. Sports car owners: These individuals are frequently more youthful or moderately
aged men and will respect the look of their cars as imperative. They will likewise
pride themselves on the look of their cars and will have their cars washed (in any
event) week after week. These drivers will have an infrequent subtle element,
however will keep their cars so perfect the point of interest won't be essential all the
time.
4. Lifetime owners: A number of these individuals have claimed their cars for more
than five or six years. They are appended to their cars as companions and however it
might be more sensible for them to buy another car, they will acquire their car for a
wash at times, exactly when the car is dirty. They like their cars to look satisfactory,
and need to keep it fit as a fiddle however are not tied up in the look of their car.
Therefore, they won't have a point of interest did on their car unless they are offering
it.
5. Dealerships: There are new and utilized car dealerships inside three miles of the
proposed area of Auto Cleanse Car Wash. A few dealerships frequently use outside
auto wash centers to detail their vehicles before they are set available to be purchased.
Furthermore, there are fifteen other auto dealerships inside a seven miles span of Auto
Cleanse Car Wash.
6. Local businesses: Some neighbourhood organizations have fleets of vehicles and
little vans that must be stayed with clean to keep up their picture. These organizations
will search for a financially savvy, productive auto washing administration to play out
this administration, and will like to utilize an auto wash service amid the week instead
of amid weekends, similar to the overall population//////

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2.2: Quality Service
Service Quality Defined
Zeithaml characterized service quality in business connection by tending to it as the measure
of viability which looks at execution and hopes; an organization frames the que of promises
through its notices, verbal exchange or expression of web by means of online networking and
previous experience of clients which make desires to clients where the powerful conveyance
of sevice as guaranteed demonstrates a superior execution in this manner alluring
administration quality (Zeithaml, 2010). As indicated by American Library Association an
organization which offers services of high caliber is in the state of addressing clients' needs
yet stay significant and aggressive in its territories of exhibitions (Hernon, et al., 2014).

SERVQUAL Model
This is the plan of action which measures the execution of services conveyed to clients in the
event that it matches with the desires settled on before the choice to buy the service. This lists
a few components of estimations where every component is analysed whether it has
distracted the harmony between its execution and expectancy. In some circumstances, there is
unevenness simply lower than what was normal, it is said that there is a cavity in the nature
of that service provided. The cavity of quality service was then measured utilizing ten
components to be specific dependability, responsiveness, fitness, access, cordiality,
correspondence, believability, security, physical assets and comprehension the clients then
later to date the component were arranged into five specifically unwavering qualities, effects,
service confirmation, responsiveness and emapthy. (Grigoroudis & Siskos, 2015).

Reliability: The capacity at service served plays out the expected service in exact behaviour.

Assurance: It is the subsequent result brought about by representatives of a specific

organization on the matter of passing on trust to clients over the services provided. This is
rests on the level of certainty that workers have and it is worked by the learning obtained in
regards to the service.

Tangibles: These are physical impressions of the services, this is because of the aim that,
service is intangible yet an organization could brand it tangible by physical proof like the
amenities utilized and additionally all hardware's utilized to proceed service.

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Empathy: This is completely about the affinity of kindness which a business shows to their
clients.

Responsiveness This is taken by the purpose of readiness and being responsible to clients at
whatever point of time an issue arises else if there is requirement for additional help;
organization with quality services will provide its clients with brief reaction not at all like
those with lower quality of service. (Caruana & Schembri, 2016).

Strengths of Servqual

Most users would agree that a comprehensive and through examination of service needs and
service quality provides ab invaluable approach to improving service quality. SERVQUAL
provides detailed information about:

Customer perception of service (a benchmark established by your own customers).

Performance levels as perceived by customers
Customer comments and suggestions
Impressions from employees with respect to customers expectations and satisfaction.

Limitations of Servqual;

There have been number of studies that doubt the validity of the 5 dimensions. And of the
uniform applicability of the method for all service sectors. According to an analysis by
Thomas P.Van Dyke, Victor R Prybutok and Leon A. Kappleman, it appears that the use of
difference scores in calculating SERVQUAL contributes to problems with the reliability,
discriminant validity, convergent validity, and predictive validity of the measurement. These
findings suggest that caution should be exercised in the use of SERVQUAL scores and that
further work is needed in the development of measures for assessing the quality information
services.

11
Auto Cleanse Car Washs success is based on the service quality which it is going to provide
the customers.

2.3: Human Capital

Human capital is referred to the combination of competence, skills, ability and knowledge
embodied in human being: such combination which plays an important role in the
determination of labour productivity (Yamauchi, 2010).

2.4.1) Critical classification of human capital

There are various theories put forward by different scholars to explain about human capital as
classified below:

(i) The Becker Classification of Human Capital

Human capital is merely used in the process of production with more complexity making it
unidimensional object; it is from human capital the productivity of workers in performing
different tasks gets to be increased yet the increase of productivity differs due to differences
in terms of tasks performed, different organisation and difference in situations exposed to
workers. Moreover, human capital from Beckers view is also considered as stock which
provides input useful in the production function thus the knowledge, skills, competence and
ability of workers (Benzoniy & Chyruk, 2015).

(ii) The Gardener Classification of Human Capital

According to a social psychologist Howard Gardner, the complexity of human capital is made
simple in the eyes of psychology; therefore it can be referred to as dimensional object
because there are many dimensions used to measure elements of human capital; a good
example is seen from skills, there are different type of skills where one may be better in one
skill and not good in other skills thus some are skills in one dimension and unskilled in other
dimensions the evidence which have had seen in various practical evidences of professional
differences where people are skilled in their professional and unskilled in other peoples
professions (Becker & Smidt, 2016).

(iii) The Schultz/Nelson-Philips Classification of Human Capital

Human capital is referred to as the capacity of workers in adapting things merely on the
unpredictable situations like change in business environment workers are required to adapt
some capacities in order to balance the disequilibrium happened. However aligned with this,

12
human capital may also being used in other functions though this of balancing disequilibrium
is mostly used (Aryee, et al., 2016).

(iv) The Bowles-Gintis Classification of Human Capital

Human capital is merely referred to as workers capacity to adopt work in an organisation
hence accepting the hierarchy or capitalist society. As in this classification, the function of
schools relies on the instilling of correct ideologies and approaches towards life of people (Jr,
2012).

(v) The Spence Classification of Human Capital

The measures which are used to determine human capital are mostly done as ability than
being done through characteristics yet used in production process (Idowu, et al., 2015).

Generally, the three first classifications that are the Becker, Gardener and Schultz/Nelson-
Phips are agreeing that human capital are forming an important ingredient in the production
process hence production of profit to firms where skills, abilities, knowledge and competence
are said to be the determinant of such classification though viewed with different approaches.
Also the classifications of Bowles-Gints produce same implications to the three
classifications above yet the Spence classification stand against all other classifications
(London School of Economics , 2016).

2.4: Value Proposition

A value proposition is a business or marketing statement that a company uses to summarize
why a consumer should buy a product or use a service. This statement convinces a potential
consumer that one particular product or service will add more value or better solve a problem
than other similar offerings. Companies use this statement to target customers who will
benefit most from using the company's products, and this helps maintain an economic moat.

A value proposition is a promise by a company to a customer or consumer segment. It is an

easy-to-understand reason why a customer should purchase a product or service from that
specific business. A value proposition should be a clear statement that explains how a product

13
solves a pain point, communicates the specifics of its added benefit, and states the reason
why it's better than similar products on the market. The ideal value proposition is concise,
and it appeals to a customer's strongest decision-making drivers.

2.4.1: Creating a Successful Value Proposition

A company's value proposition communicates the number one reason why a product or
service is best suited for a customer segment. Therefore, it should always be displayed
prominently on a company's website and in other consumer touch points. It also must be
intuitive, so that a customer can read or hear the value proposition and understand the
delivered value without further explanation.

A successful value proposition has a bold headline that communicates the delivered benefit to
the consumer. The headline should be a single memorable sentence, phrase or even a tagline.
A sub-headline is often displayed below the main headline, expanding on the explanation of
delivered value and providing a specific example of why the product or service is valuable.
The sub-heading can be a short paragraph between two and three sentences, with bullet points
below the sub-heading to list the key features or benefits of the product. This allows
consumers to scan the value proposition quickly and pick up on the product features. Added
visuals increase the ease of communication between business and consumer.

Value propositions can follow different formats, as long as they are unique to the company
and to the consumers it is servicing. However, all effective value propositions are easy to
understand and demonstrate specific results from a customer using a product or service. They
differentiate a product or service from any competition; avoid overused marketing
buzzwords; and communicate value within five seconds of reading it. (Cooper, T, 2008)

2.4.2: Elements of an effective value proposition

In the modern worlds ultra-competitive marketplace, a critical factor in determining the

success of a company is how good of a job it does of identifying, expressing and
communicating a unique value proposition to potential customers.

A companys unique value proposition is a primary marketing tool. A value proposition is a

concise statement of the value that the company offers through its goods or services. The
proposition is crafted to communicate the idea that consumers can receive the highest

14
possible value or benefit from purchasing the companys products, greater value or benefit
than they can receive from any other companys products. A company's value proposition is
often included in its mission statement.

There are essentially three elements to a good value proposition. The first involves
identifying the company's main target market, the consumer group that is likely to provide the
bulk of the companys sales. A business needs to have a clear idea of who its ideal customer
is and shape its value proposition to appeal to that customer. A company must identify
key demographics, such as age, singles versus families or income levels and then design its
value proposition to speak to that target market.

The second key element of a value proposition is the specific value the companys products
offers. A company must clearly answer for its potential customers the question of why they
should choose the companys products over all other available choices. Some companies
offer value in the form of lowest price. Others offer the value of highest quality. Time saving
is another potential value. If a company markets a proprietary technology or product not
available from any other source, then that is a unique value that it offers consumers.

The third element of a value proposition covers how a company meets the individual needs or
desires of its customers. This element is aimed at appealing to the emotional side of the
customer and establishing a relationship that hopefully engenders ongoing brand loyalty.

As an example of using a well-crafted, unique value proposition, assume a small business in

the highly competitive market of film lighting equipment seeks to enter the market with a
strategy that enables it to compete with much larger, well-established companies. The
company identifies its target market as lighting directors working in the film and television
industry who are concerned with being known for providing the best possible production
lighting. The lighting company distinguishes itself from its competitors, much larger
companies that carry every possible equipment brand, by carrying only one brand of
equipment, the brand that research has shown as being universally considered the best. The
company then goes to market with the slogan, Do you want to be known for providing the
best lighting, or the cheapest lighting? Not only can the company be successful in gaining a
large share of the market, but it can also do so while selling the higher-priced, premium
equipment brand.

15
Having an easily communicated and recognizable value proposition is increasingly important
in the modern world where people are bombarded by an overload of information from a
variety of media sources and where there are numerous competitors for a companys
business. Successful firms craft their unique value propositions prior to entering the
marketplace and design their business operations in accord with their value propositions.

Chapter 3: Research Methodology

3.1: Research Methodology
3.1.0 Research methods
Research method is the study of presentation of data where the presentation is done is two
different forms leading into two types of research methods called quantitative research
method and qualitative research method.

Quantitative research method is done by presenting data into measurable entities merely in
the order of numeric applying the approach of mathematical. Data in this type can be
measured and represented in the manners of statistics; for example, the computation of
statistics for central tendencies say arithmetic mean, mode, median and standard deviation are
all stand as example of research method belong to quantitative data. In addition to this,
quantitative research method can be represented in terms of charts like histogram, pie-charts
and other forms of paragraphs (Bryman & Bell, 2014).

Qualitative research method is done in opposite approach to that of quantitative. In this type
of research methods, data are expressed in the form of explanation where the researcher may
undergo deeper in the explanation because the nature of it open a wider room for further
discussion unlike the quantitative research method which limit the researcher to express the
findings based on the numerical results found. (Gillian, 2012)

From the type of questionnaire survey which would contain both close ended questions and
open ended question to signify quantitative research method and qualitative research method
hence to be used in further chapters of data analysis. (Sanders, 2013)

16
3.2.0 Sampling design and target respondents
Target respondents are also known as sample units for research work; these are individuals
who are beloved to have correct information about the matter researched hence stand as
important ingredient towards the provision of primary data.(Emma, 2013).

The target respondents would efficiently being identified when a sampling design has been
highlighted. In reaching a point of identifying the sample units, five stages are concerned;
they are starting with the definition of population to be targeted mostly used in the
explanations of samples to be used in the particular research, clarification of the sampling
frame, choosing of sampling technique, evaluation of the sample size and execution of the
appropriate sampling process to be ascertained in research work (Uprichard, 2013).

For the successful accomplishment of this research, there are 125 sample units going to be
targeted as the main respondents towards research questions to be executed as data providers
and very important part the fulfilment of this project. The location of the survey is Srinagar,
Jammu & Kashmir because it is the area of context scoped for the project where people
around there are the very ones with right information regard and they are going to be reached
randomly so as to save time and run above the limitations of budget constraints.

3.5.0 Data collection methods

Data are the very inputs which are used to produce information. Data may either be primary
if they are collected fresh from the field or not yet used by any other scholar and secondary
data are those which have been used hence remain as secondary literatures to be reviewed.
Since the analysis of literatures has been done in the chapter of data analysis, the focus to this
study will therefore concern with the collection of primary data.

As said by Wilson (2014) primary data are found as fresh findings obtained from the field of
research through different methods. For example, interview, questionnaire survey and
observational are the methods used to collect primary data (Wilson, 2014). This project
instead have had employed questionnaire survey because it is easy to reach the target
respondents at cost effective when this method is employed. Moreover, questionnaires may
either be administered and self administered where in the survey of this project both methods
will be implemented depending on the channel used to reach the target respondents. For
example, those who are going to be reached physically are going to be reached through
administered questionnaire and those whom are going to be reached through postal mails and
electronic mails are going to be reached through self administered because there will be no

17
one to give further details whenever needed unless they contact the researcher. All in all, the
results of primary data to be obtained are going to produce useful materials for chapter four;
the chapter of data analysis while opening the way for further chapters of business plan.

3.6.0 The consideration of Ethical Issues

As discussed on the methods above there are 125 respondents to be surveyed; they will never
be surveyed without considering ethical issues hence the study to bear moral ethic. Due to
this, the researcher considered three important issues which in turn will induce moral element
to this study. The first one is thus, privacy of the respondents where all the information
answered will be used for the stated purpose meanwhile personal information will be held
confidential, consent of respondents and acknowledgement of other scholars, whom their
works have used to reproduce findings for this project.

3.7.0 Conclusion
The entire chapter of research design has been succeeded effectively where in terms of
research methods both quantitative and qualitative are employed, in terms of sampling design
random method of research is going to be used to reach 125 target respondents in Srinagar,
Jammu & Kashmir. In terms of collection method, questionnaire survey is going to be used
with both of its type of administered and self-administered depending on the location where
the respondent will be. In ethical issues, privacy and acknowledgement of authors are being
considered in the study.

18
 Chapter 4: Data Analysis
4.0 DATA ANALYSIS

4.1 PRIMARY DATA ANALYSIS

1. Gender.

00

43

57

Figure 1 Gender

Table 1 Gender

Gender Respondents

Male 57%

Female 43%

Under this survey we came to realize that the ratio in surveyors is 57% of males and 43% of
females

2. Age

19
 7

11
32
15-26
27-35
36-45
46-60
24
60+

26

Figure 2 Age

Age Respondents
15-26 32%
27-35 26%
36-45 24%
46-60 11%
60+ 7%
Table 2 Age

This overview was done to check diverse sorts of age gatherings which are accessible in the
study , in order to connect with greatest potential surveyors. In this study age gathering of 15-
26 is of greatest number that is 32%. While age bunch 27-35 is having a 26% and behind that
are the general population of age gathering 36-45 which had great rate of 24%, while
proceeding onward to the following age gathering of 46-60 had a nearly low having a %
number then the 60+ individuals had 7% of surveyors.

3. Income

20
 7
8
28
10-20k
20-30k

21 30-40k
40-50k
50+

36

Figure 3 Income

Table 3 Income

Income Surveyors
10-20k 25%
20-30k 37%
30-40k 22%
40-50k 10%
50+ 6%

The review was put to look at the pay of the general population or the surveyors. The general
population with 10-20 k of compensation are in 25% while individuals with 20-30k are the
maximum in number with 37%, 22% individuals are from 30-40k and 10% individuals are
from 40-50k while just 6% are from 50k above pay extend.

21
Do you agree promoting for a start-up is vital?

40

35

30

25

20
35
15
25
10 20 19

0 1
Strongly Agre Agree Nuetral Disagree S. Disagree

Figure 4 Marketing importance

Table 4 Marketing Importance

Marketing Important or not? Surveyors

Strongly Agree 35%
Agree 25%
Neutral 1%
Disagree 20%
Strongly Disagree 19%

The purpose behind the study was to understand that is showcasing a decent alternative for a
start up. Where 35% of individuals where for it 25% additionally concurred that it is a vital,
there were likewise 1% of individuals to whom it was not related or knew insufficient, 20%
of the general population likewise indicated contradiction while 19% emphatically oppose
this idea

5 Do you agree that with special loyal discounts?

22
 45
40
40

35

30
25
25

20 18

15 13

10
4
5

0
S. Agreed Agreed Nuetral Disagreed S. Disagreed

Figure 5 Loyal Customers

Table 5 Customer Loyalty

Discounts to loyal customers? Surveyors

Strongly Agree 40%
Agree 25%
Neutral 4%
Disagree 18%
Strongly Disagree 13%

This study was to watch that is rebates a showcasing pattern to which 40% of
individuals unequivocally concurred while 25% individuals likewise upheld them up
and 4% of the general population were impartial as they were either not related or not
had enough data, then again 18% of individuals indicated solid contradiction while
13% of individuals emphatically oppose this idea.

6. Do you agree to brand identity creates awareness?

23
 29 29
30

25
22

20

15 13

10
7

0
S. Agree Agree Nuetral Disagree S. Disagree

Figure 6 Logo

Table 6 Logo

Brand Identity? Surveyors

Strongly Agree 29%
Agree 29%
Neutral 7%
Disagree 22%
Strongly Disagree 13%

This review was with respect to the logo's which are on the T shirts are a type of promoting to
which 29% of individuals demonstrated a solid assention while 29% of individuals sponsored
them up, then again 22% of the general population differ while 13% of the general population
unequivocally deviated, while 7% of the general population where nonpartisan .

7 Do you agree that Facebook is a source of marketing?

24
 45

40

35

30

25
45
20

15 26
23
10

5
1 3
0
S. Agree Agree Neutral Disagree S. Disagree

Figure 7 Social Networking

Table 7

Table 7 Social Networking

Facebook Surveyors
Strongly Agree 45%
Agree 23%
Neutral 1%
Disagree 26%
Strongly Disagree 3%

The review is in regards to the Social Promoting of the items where 45% of surveyors
emphatically concurred with pattern while 25% of the general population additionally
consented to it, then again 26% of the general population indicated contradiction while just
1% of the general population demonstrated solid difference and 3% of the general population
were not responsible to it.

8 Do you agree with costing of car wash?

25
 45
45

40

35

30 26
25

20
13 14
15

10

5 2

0
S. Agree Agree Neutral Disagree S. Disagree

Figure 8 High Cost

Table 8

Table 8 High Cost Of Coffee

High Costing? Surveyors

Strongly Agree 13%
Agree 14%
Neutral 2%
Disagree 45%
Strongly Disagree 26%

This overview was in regards to the over evaluating of an item where 13% of the general
population concurred with the reality in the meantime 14% likewise gave it a constructive
gesture, then again a colossal number of 45% indicated contradiction to this reality which
was went down by 26% individuals. 2% of individuals are the individuals who were not
identified with the question or never gave an answer.

9 Do you agree that the location of the coffee shop increases its value?

26
 100%
90%
80%
70%
60%
25 13 6 29 27
50%
40%
30%
20%
10%
0%
S. Agree Agree Neutral Disagree S. Disagree

Figure 9 Location

Table 9 Location

Locational Analysis Surveyors

Strongly Agree 25%
Agree 13%
Neutral 6%
Disagree 29%
Strongly Disagree 27%

The overview is in regards to the area and how much part does it play in estimation of a Car
wash where 25% concurred that it plays a critical part 13% supported them up. While 29% of
individuals had a contrary answer as 27% of the general population couldn't help
contradicting it, 25% emphatically differ, and 6% were not important to the question.

10 Do you agree that a brand name gives you a better atmosphere?

27
 40 39
35
30
25
25
20 23
15
15
10
5 4 Series 3
0
Series 2
S. Agree
Agree Series 1
Neutral
Disagree
S. Disagree

Figure 10 Atmosphere

Table 10 Atmosphere

Strongly Agree 25%

Agree 15%
Neutral 4%
Disagree 39%
Strongly Disagree 23%

This study is with respect to the climate which improves the auto wash is better. While 25%
of the general population emphatically concurred that it is a thing 15% likewise had a
positive gesture while a major number of 39% dint concurred while 23% firmly differ leaving
the 4% as not reacted.

11 Do you agree that value proposition is important?

28
 40 37

35
30
30

25
19
20

15
9
10
5
5

0
S. Agree Agree Neutral Disagree S. Disagree

Figure 11 Value Proposition

Table 11 Value Proposition

Value Proposition Surveyor

Strongly Agree 37%
Agree 19%
Neutral 5%
Disagree 30%
Strongly Disagree 9%

This review was proposed to check whether simply little Car Wash confide in boosted offer
while 37% determinedly agreed 19% aslo had a simultaneousness with the declaration while
30% contrast and 9% exhibited a strong inconsistency. 5% were the all inclusive community
who did not meet all necessities to this question.

12 Do you agree with the importance of quality control?

29
 40

35

30

25
40
20
30
15
20
10
10
5

0
S. Agree Agree Neutral Disagree S. Disagree

Figure 12 Quality

Table 12 Quality

Quality control Surveyors

Strongly Agree 40%
Agree 30%
Neutral 0
Disagree 20%
Strongly Disagree 10%

This review was with respect to the nature of espresso which turned out to be consistent as
40% of the general population unequivocally concurred while 30% of the general population
concurred and the Disagreement was 20% and solid difference 10%

13 Do you agree with loyalty of consumers for a particular brand ?

30
 35
29 31
30

25

20

15 17
15
10
8
5
Series 3
0
Series 2
S. Agree
Agree Series 1
Neutral
Disagree
S. Disagree

Figure 13 Customer Loyalty

Table 13 Customer Loyalty

Consumer Loyality? Surveyors

Strongly Agree 29%
Agree 31%
Neutral 8%
Disagree 17%
Strongly Disagree 15%

This study was in regards to the client reliability to a specific bistro while 29% of individuals
emphatically consented to that reality 31% of the general population additionally consented
to it while 17% of the general population were in difference and 15% unequivocally oppose
this idea. The 8% were the general population to whom this question was not related

14 Do you agree with handover speed?

31
 100%
90%
80%
70%
60%
31 45 4 12 8
50%
40%
30%
20%
10%
0%
S. Agree Agree Neutral Disagree S. Disagree

Figure 14 Delivery Speed

Table 14 Delivery Speed

Strongly Agree 31%

Agree 45%
Neutral 4%
Disagree 12%
Strongly Disagree 8%

This review was intended to demonstrate that is quick conveyance vital , while 31%
emphatically concurred 45% consented to it while to 4% it dint have any kind of effect 12%
differ and 8% indicated enormous contradiction.
15 Do you agree consumers take into consideration the amount of products offered?

32
 S. Disagree
18

Disagree
29

Neutral
5

Agree
29

S. Agree
19

0 5 10 15 20 25 30 35

Figure 15 Variety Influence

Table 15 Variety Influence

Strongly Disagree 18%

Disagree 29%
Neutral 5%
Agree 29%
Strongly Agree 19%

This Survey is in regards to the assortment of items which may impact clients while 18%
emphatically couldn't help contradicting it 29% indicated difference and 5% were not made a
fuss over it while 29% of individuals consented to it moved down by 19% of individuals.

16 Do you agree with training staff for better performance?

33
 S. Disagree 8

Disagree 28

Neutral 6

Agree 19

S. Agree 39

0 5 10 15 20 25 30 35 40 45

Figure 16 Training Improves

Table 16 Training

Strongly Disagree 8%
Disagree 28%
Neutral 6%
Agree 19%
Strongly Agree 39%

This study was done in regards to the preparation of staff that does it assist or not and as
indicated by 8% individuals which have a solid difference likewise took after by 28% of
individuals who can't help contradicting the announcement however then again 19%
individuals concur and 39% individuals unequivocally concur with the announcement while
just 6% have no issues with the announcement.

17 Do you agree human resources have goals which sync with the company goals?

34
 S. Disagree 19

Disagree 14

Neutral 19

Agree 16

S. Agree 32

0% 20% 40% 60% 80% 100%

Figure 17 HR Goals

Table 17 HR Goals

Strongly Disagree 19%

Agree 14%
Neutral 19%
Agree 16%
Strongly Agree 19%

This review was set to see are HR objectives guided in the correct approach to which 19% of
individuals emphatically concurred and 14% of the general population additionally
demonstrated an assertion. However a major some portion of 19% stayed confounded about
the question henceforth did not take an interest while then again 16% of individuals indicated
contradiction and 19% of individuals indicated Strong difference.

18 Do you agree that recruiting on the basis should be allowed?

35
 S. Disagee 35

Disagree 29

Neutral 6

Agree 16

S. Agree 14

0 5 10 15 20 25 30 35

Figure 18 Reference in Recruiting

Table 18 Reference in Recruiting

Strongly Disagree 35%

Disagree 29%
Neutral 6%
Agree 16%
Strongly Agree 14%

The overview was done to see that if enlisting on the premise of reference is fine on which
35% of the general population emphatically differ while 29% of individuals demonstrated
their contradiction then again 6% of the general population had no say it, while 16%
conceded to it and a negligible 14% unequivocally consented to it

19 Do you agree with work contentment at a car wash?

36
 9

31 S. Agree
17
Agree
Neutral
Disagree

11 S. Disagree

32

Figure 19 Definition

Table 19 Definition Of Work

Strongly Agree 9%
Agree 17%
Neutral 11%
Disagree 32%
Strongly Disagree 31%

This overview was with respect to the meaning of the work where 9% of individuals
emphatically consented to it while 17% consented to it and 11% had no worries over it while
32% of the general population differ to the announcement and 31% had a solid contradiction.

Business Implication
These review comes about that another car wash with great qualities can underwrite in
Kashmir and in India. We had disseminated our structures to 100 individuals out of which a
large portion of them were looking forward for a Car Wash around the local area. There are
moreover authoritative implications of keeping up a business, for example, having the ability
to execute the sound and strong strategy that has been set up. Car Wash should realize
another approach to manage advancing; instead of basically spending money on displaying
and advancing, the laborers transform into the communicators of the brand. While Car Wash

37
will spend less money on publicizing, it will spend more money on its laborers.
Subsequently, they worked harder for the association likewise, propelled the brand. Car Wash
will likewise furthermore attempts to make a pleasant area additionally, even frame an
individual relationship with each of its clients. Through the associations that Car Wash will
attempt to finish, it can get a strong and unsurprising customer base that won't change or flip-
slump between different chains or brands. A capable delegate base is similarly another key to
Car Wash's accomplishment. Car Wash secures that each store accessory appreciates a wide
preparing program, indicates thing capacity, and has a promise to customer organization.

38
 Chapter 5:

5.1 Figure

5.2 Business Model Elements

The complete details about the elements of the Canvas model are given below:

5.2.1 KEY FACTORS:

There 4 major factors that have a great influence on this business: Human Resource
Management, Operations, Branding and Marketing. These factors have intense impact on
consulting firms.

Human Resource Management: It takes care of recruiting, selecting, training of the

employees. Selecting highly qualified and well experienced proficient aides in making a
persuaded situation and makes a motivating model impacting representatives to be better
dedicated to the work. Employees play major role in running any kind of business. In fact,
they are the main capital investment of this business. If these employees have good
intellectual and interacting skill to attracts more number of customers that will boost the
business to run smoothly in a long run. They have to be too apt and prepared to answer all the

39
questions of the client. So they should be well trained. This type of business is target oriented
so the attrition is too high sometimes. Human Resource Management helps in employee
retention.

Operations: Operations includes many other departments in small and medium size
companies. It takes care of IT, Accounting, budgeting and plan of action. Operation looks
over the deals between the firm and other firms. Its responsibilities are to bring in more
options to choose from for customer. It also includes the duty of operations to help
understand the customers needs until their car is ready

Marketing Management:

Marketing is an important part of the Car wash company; business stream is initiated just
through the sales, which is the after-effect of marketing. Car Wash companies often rely on
sales and marketing to create adequate funds for further improvement of the services, thus it
is wanted to give essential focus on marketing likewise compelling marketing prompts to
branding.

5.2.2 Key Activities

As the title proposes, these are the most imperative assignments an organization must
complete with a specific end goal to satisfy its business purpose. To be fruitful, an
organization must complete key activities that are fundamentally managed by its plan of
action. They key activities of this business would be marketing, human resources and
training.

5.2.3 Key Resources

The key resources in this business would be marketers, technicians and trainers as
they play the main role in this sort of businesses. Marketers bring in customers while
technicians see the technical fault and then machines do there job this leads to a successful
application which in return generates the revenue.

5.2.4 Value Proposition

Value proposition is the value or equivalent of has been paid for any kind of service.
The service which has been provided comes with a cost if the cost matches the level of
customer satisfaction in general can be called as value proposition.

40
5.2.5 Customer Relationship
We believe in building up a trust in our customers which in return maintains the
relationship. We maintain a relationship with our customers by helping them solving all their
issues at any given time. We keep in touch with customers even after completion of their
service. We resolve their queries of any kind related to the business. Thus we build very
strong customer relationship with our customers.

5.2.6 Channel
Channels will portray on how organization will impart or achieve customer to convey
value proposition using the most viable channel. This business will deliver its value
proposition through different channels such as advertising through newspaper, distributing
leaflets, advertising on TV and internet, word of mouth and through referral call. Key
partners are also a channel to deliver our value proposition such as Workshops and Car
showrooms with whom we have a tie ups and customers who are satisfied with our services
would also pay a role or key partners as they would recommend others.

5.2.7 Cost Structure

Cost structure involves every type major cost that incurs to run this business. There
are some up-front costs to starting a business, though perhaps not so much for a consulting
business. The activities and resources to run this business cost high to an extent. This
includes low fixed costs and senior resources. There would be fixed cost to start up any type
of business. That also includes operating and non-operating costs. These costs include a
purchase of an office, furniture, and computers car wash machines and so on. Other important
cost would be incurred for the senior resources such as marketers, technicians and other
employees; their recruitment cost, salary and incentive structure. These types of businesses
do not manufacture anything so they dont have any production costs but the main investment
in this type of business would be talents. So hiring talented employees would be the major
cost for this business.

5.2.8 Revenue Stream

There is not a single business model which is complete without the revenue stream. It
gives you the source through which a business will generate its revenue. For Car wash
companies the revenue stream would be fixed fees and commissions. This business will
generate its revenue through our customers by charging them with fixed amount of fees for
the particular type of washing service.

41
5.2.9 Customer Segments
The customers can be segmented as follows

New car owners: Owners of newer cars are most likely to use a hand car washing service.
These owners take great pride in their cars and will bring them often to the wash and detail
service

Older luxury car owners: These people have either owned their high-end luxury cars for
several years or are unable to afford the expense of a new luxury car but want the feel of
relaxed driving. Both of these groups want to keep their cars in the best shape possible

Lifetime owners: Many of these people have owned their cars for more than five or six years,
and are more likely to be women

Local businesses: Some local businesses have fleets of cars and small vans that must be kept
clean to maintain their company image. These businesses will be looking for a cost effective,
efficient car washing service to perform this service, and will prefer to use a car wash service
during the week rather than during weekends, like the general public.

5.2.10 Identity
Our identity is that we provide the best options Car washing and tuning for our customers
under their budget with their car.

42
 Chapter 6:
6.0: Business Plan
Business Plan is a document which defines in breadth how the business, normally a fresh
business is going to reach and accomplish its objectives. A business plan frames out a
transcribed plot from a financial, operational and marketing. A business plan should also
provide an overview of the industry to which the business belongs and the strategies about
how it will differentiate itself from its competitors. At some times a business plan is set for an
already existing business which is going to change its direction.

A Business plan is the basic instrument that any new business requires to have in hand before
the initialising of its operations. Generally, the venture capital organisations and banks make
availability of a good business plan a criterion for investing funds in any business.

6.1: Vision and Mission

The vision of Auto Cleanse Car Wash is to enter into the market and provide best quality car
wash services for the car owners in the state and also to satisfy the customers needs. The car
wash services will be unique and innovative to be provided to the customers. The business
will also be developed and expanded in other parts of India as well which will gain the
company a recognition on a higher level.

The Mission statement of Auto Cleanse Car Wash will be easy crystal clear car wash in
minutes. The Auto Cleanse Car Wash will also add to providing the car polishing services in
the future so that the customers are highly satisfied by getting the services at one place.
Objective

6.2: Marketing Plan

The marketing plan is very vital for any organisation to reach to its potential customers. The
marketing plan for a service company would be purely on the basis of innovation and value
proposition to entice its target customers.

43
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45