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2.0 Situation Analysis Metro Parking has been both a professional car park operator and system integrator, which provides high-calibre car park services to meet customers’ needs since 1992 (Metro Parking 2010). Throughout the years, Metro Parking has proved to be incomparable in the industry and is the only car park management company with numerous accomplishments. 2.1 Market Summary Metro Parking is well known and respected as Singapore’s first-rate consultancy, service and equipment provider in the parking industry (Metro Parking 2010). Therefore, marketing will be the key to the development of Metro Parking’s product and service awareness as well as the growth of the clientele base. Target Markets •Building developers •Commercial building owners •Management Corporation Strata Title (MCST) •Competitors 2.1.1 Geographic Factors Metro Parking targets business consumers, therefore the target markets are segmented geographically instead of using demographics or psychographics characteristics as these two types of segmentation are usually more applicable for consumer markets. Since Metro Parking’s target market lies solely in Singapore, it is impossible to differentiate them into zones because ultimately the company looks forward to covering as many areas as possible. The company’s car parks cover almost all parts of Singapore. It is the preferred partner for themanagement of car parking facilities from various industries such as commercial, residential, industrial, government and hospital (Metro Parking 2010). Metro Parking is currently managing 34 car parks varying from car park management services and sales of parking equipment in Singapore. Page 12 of 20
2.2 SWOT Analysis 2.2.1 Strengths Opportunity Matrix Success Probability High Low 3 1.The only car park operator that receives national awards like Customer-Centric Initiative (CCI) and Excellent Service Award (EXSA) from Spring Singapore. It is also a certified On-The-Job training (OJT) centre approved by Institute of Technical Education (ITE). These are the unique selling points for Metro Parking. 2.The only car park operator which doubles up its role as an operator as well as a system integrator that owns and sells car park equipment. Customers have greater flexibility in choosing appropriate services from Metro Parking. 3.Being recognised as the Top 500 Small Medium Enterprise (SME) companies by Spring Singapore. This award helps to add value to the company brand equity. 4.Metro Parking has a good support team in ensuring the deliverance of after-sale services.It has dedicated Area Managers to service the clients and perform regular maintenance for car park equipment. Diagram 2.2.1(Self-created 2012) Page 13 of 20AtractvenessLowHigh124
2.2.2 Weaknesses Threat Matrix Probability of Occurrence High Low 2 1 1.Metro Parking is not as experienced ascompared to its competitors in terms of thematurity of its car park equipment. It hasless than 10 years of experience and isconsidered in the growth stage.