MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan MKT-FPX5416 Consumer Insights

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Executive Summary

Rollin’ Auto is a car maintenance company that distinguishes itself in the industry by providing premier at-home service. Utilizing this unique model, Rollin’ Auto has already achieved success throughout the city and has cultivated a growing base of loyal customers. With this retained clientele, Rollin’ Auto appears to maintain a healthy level of business. However, there remains an opportunity for Rollin’ Auto to further expand its customer base and increase its workforce beyond the current two employees. We envision a future where Rollin’ Auto operates a fleet of service trucks and employs staff positioned across a wide geographic area. Once we have sufficient employees on the road, we can ensure prompt responses to emergency needs and extend our at-home services to a larger segment of the population.

To adopt a pragmatic and strategic approach, Rollin’ Auto has conducted a background analysis of potential consumer risks and concerns that could impede business growth. This analysis addresses challenges such as how consumers differentiate at-home services like those offered by Rollin’ Auto from traditional automotive shops like Tires Plus and Goodyear. Additionally, we have explored the issue of consumers who undervalue the services provided by our at-home model, often assuming that they must visit a physical auto shop for certain services and perceiving Rollin’ Auto as a lesser alternative. These challenges have been paired with appropriate research plans, including sampling and data collection scenarios. Upon completion of the research plan and data collection, Rollin’ Auto will possess a comprehensive playbook of evidence to inform marketing strategies and positioning. This proactive approach to gathering consumer data and developing a targeted plan is essential for realizing Rollin’ Auto’s aspirations.

Introduction

Rollin’ Auto is a car maintenance and servicing company that caters to the modern demand for convenience and instant satisfaction among consumers. What makes Rollin’ Auto unique is that we do not operate a physical auto shop; instead, we bring our services directly to the customer. Customers can easily request service from the comfort of their own driveways, and we arrive equipped with our trucks and tools to assist as needed. This model was designed to create value in ways that traditional shops have not. For instance, when visiting a conventional auto shop, customers must sacrifice both time and comfort. They not only need to drive to the shop but also spend an uncertain amount of time in a waiting room. From the outset, we anticipated that our services would appeal to families with busy schedules, individuals working from home, and those who cannot afford to have their vehicles towed to a physical shop. Our assumptions have proven correct, as evidenced by the consistent increase in customer demand Rollin’ Auto has experienced since our launch. Customers from a diverse socio-economic background have reached out to us and have utilized our services repeatedly. Many customers express their preference for the luxury of having their vehicles serviced at home, with time savings cited as the primary reason for their preference for Rollin’ Auto.

We have encountered a few challenges that we must address directly to sustain our success. The at-home service provided by Rollin’ Auto is unlike any experience most customers have had, which means we need to persuade them to switch from traditional auto maintenance shops. However, we have found that once we win a customer over, they are extremely satisfied with the convenience and comfort of having their car repaired right at their doorstep. Nevertheless, we must continue to attract customers from our competitors to build a viable and sustainable business. Relying solely on our current small pool of loyal customers will hinder our expansion.

MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

Another challenge we face relates to a fundamental aspect of automotive maintenance. While we have the advantage of servicing customers who require routine maintenance, such as oil changes and standard upkeep, we also cater to larger tasks like part replacements, new tires, and troubleshooting automotive issues. However, we have noticed that some potential customers perceive Rollin’ Auto as merely an oil change or tire change service due to our at-home model. This perception prevents some potential customers from seeking assistance for various automotive problems, as they do not believe we can provide the help they need. These two challenges are the most significant obstacles to our plans for future growth. We must devise a strategy to address both consumer comfort with traditional automotive shops and th