Assignment on

Marketing Plan on “EngineCare” an Online

Based Vehicle Mechanic Service

Course Title: Marketing Management

Course Code: 04145224
Program: MBA (Regular)

Prepared for:
Mr. Syed Habib Anwar Pasha
Chairperson & Associate Professor
Department of Business Administration
Eastern University

Prepared by:
1. Saika Islam
ID: 241600001
2. Tanuja Nowshin
ID: 241600022
3. Shanta Saha Tuly
ID: 241600023
4. Nafisa Arafat
ID: 241600002
5. Fabiha Sadrin Bushra
ID: 241600029
Table of Contents
Acknowledgment........................................ 1
Executive Summary.................................... 1
Environmental Analysis..............................2
The Marketing Environment.......................2
Target Market………………………………….3
SWOT Analysis.............................................5
Matching Strengths to
Opportunities/Converting Weaknesses and
Threats ……………………………................. 6
Marketing Objectives .................................. 7
Marketing Strategies ................................... 8
Marketing Mix .............................................. 10
Marketing Implementation…………………...12
Evaluation and Control……………………….14

Acknowledgment
We would like to extend our heartfelt gratitude to Associate Professor Mr. Syed
Habib Anwar Pasha of Eastern University. His guidance and support have been
instrumental in affording us the invaluable opportunity to delve into the creation of
a groundbreaking marketing plan, unveiling a new dimension in Bangladesh.
Under his tutelage, we embarked on an exploratory journey into frontier
technology, fostering an environment where our research flourished, leading us to
the development of innovative implementation strategies. His mentorship has been
truly inspiring, enabling us to unearth exceptional ideas that promise to shape our
endeavors. Furthermore, we extend our sincere appreciation to dedicated team
members. Their unwavering commitment and collaborative spirit were integral in
not only meeting but exceeding the challenges imposed by time constraints.
Through our collective efforts and mutual support, we have successfully brought
this project to fruition. Once again, we immensely grateful to our course mentor
Syed Habib Anwar Pasha Sir and our incredible team for their unwavering
dedication and collaborative spirit in making this project a resounding success. A
heartfelt thanks to all who contributed and worked tirelessly on this project.

Executive Summary

“EngineCare” introduces a whole new web based mechanic service for on the road
or at home vehicles.Customer service is another element of service strategy.
Usually, the company’s offer includes some form of customer service, of service
support services. This can be a minor part of the service or a major part of the total
offering. Service support services contribute to the augmented service, as defined
by the three levels of service. Without doubt, support services do also belong to the
significant individual service decisions because they contribute to the customer’s
overall brand experience. The key is to keep customers happy after the sale in
order to build lasting relationships. EngineCare basically cares customers’ needs &
wants. Our service helps those people who get stuck in the middle road or trip
because of their vehicle problem. Then service mechanic immediate go there and
fix the problem. That’s our service.
Once our service has assessed the value of various support services to customers, it
must next assess the costs of providing these services. It can then develop a

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package of services that will both delight customers and yield profits to the
company.

Environmental Analysis

As a mobile mechanic service, we promise to provide a distinctive and unique

service first time in Bangladesh. According to our collected information till there is
no such type of business introduced in our business area. So, we assume that we
are go to reach the potential customers who are truly need our business support.
We have our responsive team who will response immediately to our customer call
and our mechanics who are ready to fix any vehicle damage at earliest possible
time. There will be a free tool customer service mobile number for any feedback,
complain and inquiry about our service. By providing an immediate service we
want to establish our brand name in customers mind and in the same time we will
make profit

The Marketing Environment

1. Political Factors

 Government Policies: Changes in government regulations and policies

regarding funding could affect EngineCare's operations.
 International Relations: International partnerships and collaborations might
be influenced by diplomatic relations and trade agreements.

2. Economic Factors

 Economic Conditions: Overall economic stability, inflation, and currency

fluctuations can impact client engagement.
 Funding Opportunities: Availability of grants, loans, or government support
for mechanical garages might affect EngineCare's financial planning.

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 3. Technological Factors

 Rapid Innovation: The fast-paced nature of technological advancements can

affect the relevance of services offered. Continuous updates in the types of
services are necessary.
 Infrastructure Development: Availability and advancement in technology
infrastructure that EngineCare relies upon for servicing.

4. Environmental Factors
 Sustainability and Green Initiatives: Growing awareness of environmental
issues might influence EngineCare's policies towards sustainability, campus
operations, and curriculum development.
 Energy Consumption: Efforts to reduce energy consumption and adopt
renewable energy sources within EngineCare’s operations.

5. Legal Factors
 Compliance and Regulations: Adherence to motor vehicle laws, data
protection, and intellectual property rights concerning research and
curriculum development.
 Employment Laws: Laws affecting employment, especially for mechanics,
and managers may impact recruitment.

The Target Market(s)

The target market for EngineCare can vary depending on factors such as the
specific services offered, the geographic location, and the business model of the
service provider. However, generally, the following segments are likely to be part
of the target market:
 Individual Vehicle Owners: This includes individuals who own cars,
motorcycles, trucks, or other vehicles and need maintenance, repairs, or
diagnostic services. These individuals may prefer the convenience of

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 booking services online and having the mechanic come to their location or
providing remote assistance.
 Fleet Owners and Managers: Companies or organizations that manage
fleets of vehicles, such as delivery companies, taxi services, or rental car
companies, may require regular maintenance, repairs, or diagnostics for their
vehicles. EngineCare can offer efficiency and convenience in managing
these needs.
 Rideshare and Delivery Drivers: Individuals who work for rideshare
companies like Uber or Lyft, or delivery services like DoorDash or Uber
Eats, rely heavily on their vehicles for their livelihood. Quick and
convenient access to mechanic services, especially during off-peak hours,
can be highly valuable to them.
 Busy Professionals and Families: People with busy schedules who may not
have the time to visit a traditional mechanic shop during regular business
hours may find EngineCare particularly appealing. The flexibility of
scheduling appointments online and potentially receiving services at their
home or workplace can be a significant benefit.
 Tech-Savvy Consumers: Consumers who are comfortable with technology
and prefer digital solutions for their needs are likely to be attracted to online-
based mechanic services. These individuals may appreciate the convenience
of using a website or mobile app to book appointments, track service
progress, and communicate with mechanics.
 Urban Dwellers: People living in urban areas where parking is limited or
where it's inconvenient to bring a vehicle to a traditional mechanic shop may
find EngineCare especially attractive. Mobile mechanics who can come to
their location or offer remote assistance can be a convenient solution for
them.
 Price-Conscious Consumers: Some consumers may be attracted to only
EngineCare for their potentially competitive pricing compared to traditional
brick-and-mortar shops. By operating with lower overhead costs, online-
based services may be able to offer competitive rates for their services.
Overall, the target market for EngineCare encompasses a diverse range of
consumers and businesses who value convenience, efficiency, and reliability in
their vehicle maintenance and repair needs.
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SWOT Analysis

Strengths
1. The EngineCare is growing market
2. There are constant innovation and advancement.
3. Provides good quality of service.
4. Staffs are highly qualified.
5. It has Reasonable price.
6. It provides Better Customer service
7. Provides repair services 24 hours
8. It is easily accessible and available.

Weaknesses
1. The operational and maintenance cost is high.
2. Competition from other alternative online vehicle service platforms.
3. Market strategy is ineffective.
4. Still not able to keep strong position in the marketplace.
5. Lack of capital
6. Lack of knowledge about competitors’ products
7. Problems on understanding technical limitations

Opportunities
1. Increasing demand for Online Based services

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2. Growth in business and production
3. Expansion of services in many cities.
4. Less competition
5. Bangladesh becoming more digitalized.

Threats
1. Cost of production may rise.
2. Severe competition from other online based services
3. The compliance issues or regulation changes may increase the costs
4. Rapid advancement and innovation in technology may increase investment
5. Customers may purchase less due to economic downturn
6. Consumer preferences may change and they may switch to alternative options

Matching Strengths to Opportunities

1. Strength: Provides good quality of service and better customer service.
Opportunity: Increasing Demand for Online based services
Strategy: It can align with giving better quality and customer service to get more
customer satisfaction together by keeping in mind the growing demand for online
based services which can help the business stand strong and be long lasting.
Strength: The staffs are highly skilled and they provide repairing services which is
easily accessible and available
Opportunity: There is growth in business and production and services are
provided in many cities.
Strategy: It can align with qualified staffs giving services which is easily available
that can increase the goodwill and reputation of the business together with growth
in business and services provided in many cities which can give the business a
brand image and establish the business and expand it in a large scale.

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Converting Weaknesses and Threats.
1.Weakness: The operational cost is high and lack of capital.
Threats: The cost of maintenance and repairment may rise.
Mitigation: Reducing the overall cost of maintenance and repairment and
expenses to avoid more losses and generate more capital so that the business can
sustain long term.

2. Weakness: Competition from other alternative online vehicle service platforms

and Lack of knowledge about the competitor’s product
Threats: Consumer preferences may change and they may switch to alternative
options.
Mitigation: The competition from other alternative online service platforms may
be reduced by adding more features and innovation in the services for more
competitive advantage together with gaining more understanding and knowledge
about the competitors by studying them and analyzing their position so that we can
stay more updated.

Marketing Objectives

1. Increase brand awareness: Focus on increasing visibility and recognition in the

local community through targeted advertising, social media campaigns, and
participation in local events.

2. Expand customer base: Implement strategies to attract new customers, such as

offering discounts for first-time customers, referral programs, or partnerships with
local businesses.

3. Utilize Social Media: Post regular updates on platforms like Facebook and
Instagram, showcasing before-and-after work, tips for car maintenance, and special
offers.

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4. Enhance customer retention: Develop loyalty programs, provide excellent
customer service, and offer incentives for repeat business to encourage customers
to return for future servicing needs.

5. Promote specific services: Highlight specialized services offered by the

business, such as eco-friendly car maintenance, express servicing, or specialty
repairs, through targeted marketing campaigns.

6. Improve online presence: Enhance the business's website with informative

content, optimize for search engines, and utilize online review platforms to build
credibility and attract new customers.

7. Increase revenue: Set targets for revenue growth through up selling additional
services, promoting maintenance packages, or expanding into related services such
as car detailing or accessories sales.

8. Establish partnerships: Collaborate with other local businesses, such as auto

dealerships, car rental agencies, or insurance companies, to cross-promote services
and expand the customer base.

9. Monitor and analyze performance: Implement tracking mechanisms to measure

the effectiveness of marketing efforts, such as website analytics, customer
feedback surveys, and sales data analysis, and adjust strategies accordingly to
optimize results.

It's not only about convincing people to use our services once; it's about building a
brand that they trust and recommend to friends and family.

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Marketing Strategies

o Target Marketing:
For target marketing, we are using “Differentiated Marketing”
So, our company will target several market segments and offer different types of
services according to customers. Our target market is divided into two segments
“Inside Dhaka” & “Outside Dhaka”.
We’ll be serving according to demands of customers
# Inside Dhaka: As we all know “Dhaka” is the busiest city in our country. Every
service is available here. Customer can easily get their service with a call. It’s quite
easy to get a service. As our company is an online based service company, people
inside Dhaka won’t be interested in our service much. As there are so many
competitors so, this market is not out priority. Though we’ll provide service in
here, it will be as normal as we provide in remote areas. If any customers contact
us, we are going to provide mechanic for their vehicle.
#Outside Dhaka: We differentiated market in two segments & this is our main
target area. It is quite easy to get service inside Dhaka but when you are travelling
in different parts of our country, it’s quite impossible to find a mechanic in remote
areas. That’s where our service starts. We are going to provide repairing service in
those remote areas where the mechanics are unavailable or not familiar.

Here is a list of some Roads & Highways:

Sl.no. Route Length
1 Dhaka- Camilla-Chittagong-Cox’s bazar 455 Km (283 mi)
2 Dhaka-Manikganj-Bogra-Thakurgaon-Panchagarh 507km(315mi)

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3 Dhaka-Sherpur-sylhet-jaflong 286km(178mi)
4 Dhaka-Magura-Jhenaidah-khulna 252km(157mi)
5 Dhaka-Pabna-Rajhshahi 150km(93mi)

In those routes, mechanics are not available that much. And it’s quite tough to find
mechanic. And sometimes people face some issues of “unskilled mechanic”. They
do not give good service. So, people face a lot of sufferings. We’ll provide skillful
mechanics and best service at customers’ location.

Marketing Mix

1. Product
People go to mechanic garage to fix their vehicle; it is a common scene that most
of the mechanics are under aged and amateur. And well, they are prone to making
mistakes which may cause further damage. However, we are offering qualified
adult mechanics who are highly trained to make your vehicle run on its wheels. We
are going to provide 24 hours service anywhere in our country.
Anyone who knows how to use internet can download the app or visit our website
to get the service available. It's time saving, easily accessible and also offers a
high-quality performance.

2. Price
We're offering this service at an affordable rate for you to get easy access to our
service. Price amount of services will be available in our website and app, and
when the mechanic identifies the problem, you will be charged at a fixed rate. And
if you get dissatisfied with our mechanic's work, you can drop a complaint in the
customer care corner of our website. If proven wrong, we guarantee your money
back.

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3. Place
EngineCare assist customers in times of emergencies throughout the whole country
and also on the way to the remote or undeveloped areas like Khagrachari,
Bandarban, Rangamati, Netrokona and so on. Though even it seems windy and
rainy in those places, we try to provide our services in the best possible way. We
can reach to the spot through online or phone calls to repair any vehicle like heavy
or light commercial vehicle, passenger car and two-wheelers. We refit the engine-
work, under car or connecting air-conditioned in automobile systems unerringly.

4. Promotion
 Content Marketing: Develop a user-friendly website include service details,
pricing, booking options, and customer testimonials. Utilize search engine
optimization (SEO) techniques to improve online visibility.

 Social Media Marketing: Engage with potential customers on platforms like

Facebook, Instagram, and Twitter. Share maintenance tips, behind-the-scenes
glimpses, and promotions. Encourage satisfied customers to leave reviews and
interact with comments and messages promptly.

 Email Marketing: Build an email list of customers and prospects. Send out
regular newsletters with informative content, special offers, and reminders for
upcoming service appointments. Personalize emails based on customers'
previous interactions and preferences.

Marketing Implementation
Implementing the marketing strategies for EngineCare involves turning plans into
actions. Here's a tentative outline of how these strategies can be put into practice:

1. Establish an Implementation Plan by Jan 2025:

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#Assign Responsibilities: On Jan 1st; Designate roles and responsibilities within
the marketing team, specifying who will handle different aspects of the strategy.
#Set a Timeline: On Jan 10; Create a timeline with clear milestones for each
strategy to ensure progress is on track and aligned with the marketing objectives.

2. Content Creation and Distribution by Jan 2025:

#Develop a Strong Online Presence: Create a professional website by January 10
that showcases our services, expertise, and customer testimonials. Ensure it's
mobile-friendly for easy access.
#Content Calendar: On Jan 1st; Develop a content calendar outlining the topics,
formats, and publishing schedules for blog posts, videos, webinars, and social
media content.

3. Digital Marketing and Advertising by February 2025:

#Search Engine Optimization (SEO): On February 1, ensure the Optimization of
our website content with relevant keywords to improve visibility on search engines
like Google. This helps potential customers find our services when searching
online.
#Local Listings: By February 10, ensure the optimization of our business listings
on platforms like Google My Business, Yelp, and local directories. This boosts
visibility in local searches and provides essential information like location and
others.
#Social Media Management: On Feb 15th; Schedule and post engaging
content regularly on platforms relevant to EngineCare target audience.
#Pay Per Click: On Feb 25; Set up and manage pay-per-click
advertising campaigns, monitoring performance and optimizing for better results.

4. Events and Collaborations by March 2025:

#Partnerships and Referral Programs: By March 1, collaborate with other local
businesses, such as car dealerships or auto parts stores, to cross-promote each

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other’s services. Implement a referral program to encourage satisfied customers to
refer their friends and family.

5. Monitoring and Adaptation by June 2025:

#Monitoring and Analytics: On June 1st, regularly monitor the performance of
your marketing efforts using analytics tools to track website traffic, social media
engagement, and ROI. Adjust strategies as needed based on data insights.
#Customer Satisfaction Surveys: On June 15th collect feedback from customers to
identify areas for improvement and ensure high-quality service delivery.

6. Continuous Improvement by August 2025:

#Adaptation to Trends: On Aug 1; Keep abreast of industry and marketing trends
to ensure marketing strategies remain relevant and effective.
#Flexibility and Innovation: On Aug 20; Remain flexible and open to
innovative ideas, allowing for the evolution of strategies based on changing needs
and technology.

7. Review and Assessment by September 2025:

#Regular Review Meetings: On Sept 1; Conduct regular meetings to review
the progress against set objectives, addressing any issues or areas
requiring improvement.
#Evaluation and Reporting: On Sept 15; Prepare comprehensive reports
evaluating the satisfaction and impact of implemented strategies against the set
objectives.
By following a structured implementation plan, continuously assessing
performance, and adapting to changing dynamics, EngineCare can effectively
execute its marketing strategies to grab most of the market share and maintain its
position in the market.

Evaluation and Control

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1. Performance Metrics: Define metrics such as customer satisfaction, service
quality, turnaround time, and profitability to measure the firm's performance.
2. Regular Reviews: Conduct regular reviews of financial statements, customer
feedback, and employee performance to identify areas for improvement.
3. Quality Control: Implement quality control measures to ensure that repairs meet
industry standards and customer expectations.
4. Inventory Management: Monitor inventory levels of spare parts and supplies to
prevent stock outs and minimize holding costs.
5. Employee Training: Invest in ongoing training and development for mechanics
to keep them updated on new technologies and best practices.
6. Customer Feedback: Solicit feedback from customers through surveys or
reviews to identify areas for improvement and address any concerns promptly.
7. Cost Management: Monitor expenses closely and identify opportunities to
reduce costs without compromising quality or service.
8. Technology Adoption: Embrace technology solutions such as diagnostic
software and management systems to streamline operations and improve
efficiency.
9. Continuous Improvement: Foster a culture of continuous improvement by
encouraging feedback from employees and implementing suggestions for
enhancement.
By implementing these strategies, EngineCare can fine-tune its approach to ensure
its success and longevity in the industry. Through constant performance evaluation
of marketing strategies, data-driven decision-making, and responsiveness to market
fluctuations, EngineCare may optimize its strategy to guarantee efficacy and
optimize the influence of its marketing campaigns in advancing frontier mechanic
services.

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