We are targeting to niche market because we will charge a reasonable and

We are targeting to niche market because we will

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provide our service there in short time. We are targeting to niche market because we will charge a reasonable and affordable price to them initially because we really need to flourish in the market place where we have a unique mind set regarding our service, so we hope that with these concepts where we hire middle class female drivers in order to push them out of their circumstances with paying them handsome amount of salary and also for those female students and working ladies who usually suffers a lot of problems related to transport etc., we all are much sure that definitely we will capture huge amount of market share. COMPETITION ‘She on wheel’ is completely a unique concept as well as a unique service but still our competitors exist in the market in the shape of private transport system like buses and SHE ON WHEELS Page 13 SECTION 3 MARKETI NG
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rickshaws because they are also serve the customer as we are, but we enter in the market with the concept of security of female and we also provide that service by the female drivers as well. So this service quite different to our competitors STRENGTHS Brand name Unique service Safety measure for both drivers and passenger Clean, well maintained and inspected regularly for safety and comfort Employee training program. WEAKNESS traffic problem / overcrowding vehicles on roads Male dominant country The inability to raise large amounts of Capital. The difficulty to find above average employees OPPORTUNITIES Unique business there is no special services in Karachi for female students and female working category. Participation in a high-demand industry. Better management of available resources Better marketing THREATS People are un aware of that service Government policies Corruption in traffic polices department because they mostly take bribe from transporter Business In Karachi will always under threat because of bad political and law and order situations Upcoming competitors SHE ON WHEELS Page 14
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MARKETING PLAN MARKETING STRATEGY ‘JUSTSTUFF.PK’ will start its beginning from a house. We intended a strong operational marketing strategy that is truly based on targeting both men and women who usually demands for comfortable, unique and trendy clothing so we planned to promote our service with banners which we located in front of institutions like schools, colleges or universities aimed behind to create awareness regarding our unique service and to ensure them the creative and unique idea of maintained safety in the roads of Karachi. Also appeals through pamphlets which we distribute among females and males so we will be able to get the attention of the female and male customers. Anyone can avail our service whether he or she belongs to any social class or any demographic segment or any group, our main motive is to provide comfort, and maintained conservativeness in both men and women. We also target or attract our customers through social media by making Facebook pages, and Instagram accounts .
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  • Spring '12
  • cynthiasloan

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