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This paper will discuss environmental scanning marketing procedures and describe how the environment affects marketing in relation to the automobile detailing business Environmental scanning is the process in which a firm continually collects and evaluates information about its external environment There are six main categories of environmental data to consider when evaluating marketing decisions These are social forces demographic forces economic forces technological forces political and legal forces and competitive forcesSOCIAL FORCES Potential customers in the automobile detailing business include both car dealerships and private customers such as familiesDEMOGRAPHIC FORCES The most important demographic force affecting the detailing business is the location of people There is a better chance for business in a commercialized area with dealerships than in a residential area with familiesECONOMIC FORCES The automobile industry needs to be analyzed for the high and low points of buying during the year For example around December people do not tend to purchase new cars therefore causing a slow period in the industry This affects the amount of customers in the detailing business as wellPOLITICAL AND LEGAL FORCES The automobile detailing business should be aware of environmental and zoning laws that may vary from state to stateCOMPETITIVE FORCES There is relatively low concern for competition from foreign-based firms since the automobile detailing business is a service provided on a personal level However there may be competition from other businesses in the areaThere are several marketing procedures to consider when increasing customers in the automobile detailing business It is especially hard for smaller businesses to get started One of the most important marketing tools used is personal selling Sending a person from one car dealership to the next with fliers is a good way to promote the company Word of mouth can also attract customers such as families who may need their car cleaned but not a daily basis Another example of a marketing procedure is to identify loyal customers and offer them special discounts The
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