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park equipment sales. This will also lighten and eliminate its former competitors’ fear towards Metro Parking. In actual fact, the competitors are one of the target markets that the company is targeting at in selling car park equipment. Metro Parking is adopting the mobile defense strategy through market broadening and diversification. The second strategy will be launching a bypass attack by diverting its attention to the buildingowners where this market segment is currently neglected by majority of the car park operators (Kotler et al. 2009, 348). The current trend in car park management services is that all the car park operators are paying most of the attention in participating in car park management tenders invited by Housing and Development Board (HDB). The marketing method will be using the company website as one of the communication channel. The website will also provide great source of information on the car park equipmentsale services for interested parties. Concurrently, the company will mail hard-cover Page 20 of 20
brochures printed in good glossy paper to all building owners and its competitors to communicate the goodness of its car park equipment and value-added services. Metro Parking will also organise trade talks and networking lunch to deliver its intended messages. Undeniably, the company will spend considerable expenditures in terms of monetary and time, but this will be worthwhile as it will showcase and create positive perceptions of the target markets toward the company’s professionalism and its products and services. 3.7 Marketing Mix ProductBeing a professional car park operator, Metro Parking is committed to deliver a great experience for its customers through the provision of high-calibre car park services with the use of in-house car park system and equipment. As part of the Top 500 SME companies in Singapore, Metro Parking is proud to be the only car park operator and system integrator that uses its very own in-house equipment. To further enhance branding for Metro Parking, the company offers customers a customisableequipment package specially tailored to their requirements. The package will include software and value-added services to meet the specific needs of the customers. By offering the choice of option and flexibility, customers can choose from either engaging Metro Parking to manage the car park or provide state-of-the-art parking equipment such as EPS, vehicle access control systems and cash card parking system (Metro Parking 2010). Metro Parking will leverage on information and communications technology to create a mobile application that provides drivers with a real-time update on the nearest Metro Parking’s car parks as well as the number of parking lots available in the car parks. The mobile application will be developed for iPhone and Android users as smartphones are gaining dominant in Singapore. In addition, both iPhone and Android are selected because they have the largest market share in Singapore (Lee 2011).