A Service plan for Greenhills-Car Accessories, Tires and Servicecenter, Inc. (G-CATS)

• Main Authors: Chang, Michelle Lim, Dy, Eleanor Lynn Tan, Ngo, Joveline Lo, Sy, Jennifer Lim
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16836
• Institution: De La Salle University

G-CATS Greenhills-Car Accessories, Tires and Servicenter Inc., the pioneer one-stop-shop for automotive supplies and services in the country today. Despite a phenomenal five year rise from 1989 to date, G-CATS still has more to offer following recommended goals and objectives to be presented in this paper. On a short and medium-term period, keeping in mind its Greenhills Edsa location, this paper proposes to increase G-CATS present AB market sales by ten (10) per cent annually and penetrate the corporate market by ten to fifteen (10 to 15) per cent. On the long term with the establishment of another branch along the Ayala Alabang area, targeted expansion should increase sales by fifteen (15) per cent annually from the AB and corporate markets. Increase in G-CATS revenue will arise mainly from the following: (1) extended service hours, (2) improved credit terms for corporate accounts through incentive promotions, (3) employee training to upgrade customer service, (4) computerized development program through the AutoInfo service for Privilege Cardholders and (5) an expansion program in the long term. Extending service hours on Saturday which is peak working day from six to eight p.m. will attract more clients resulting in additional income. Revenue generated from added customer service hours will offset overtime pay for employees based on regular pay on top of basic salary of twenty-five (25) per cent and other additional expenses. Mass media advertising that will be needed for income generating features such as these will be minimal considering that it will also include other G-CATS promotion gimmicks to be detailed further on in this paper. It will include direct mail/postcard announcements to selected long-time clients, newspaper ads with discount coupons in a major daily, and non-traditional advertising such as streamers posted in strategic locations around the GMA area. An investment of P 879,672.21 shall be appropriated for the entire service plan. However, inspite of this whopping figure, a net income of P 2,176,362.36 will still be obtained. The reason behind this phenomenon is that the payoff comes with repeat business and referrals by satisfied customers. It is a fact that the people do appreciate good and quality service, and they will come back again and bring along potential clients to the company creating a snowball effect. To ensure that the objective stated in this service plan are accomplished accordingly, various evaluation and monitoring methods shall be performed. A series of customer contact efforts such as survey forms and focus group discussions shall be facilitated. Surveys and questionnaires will be conducted to gather effective feedback on the efficacy of the service planned programs. Lastly, a Usage, Attitude, and Image (UAI) study will be done to measure the impact created on customers after the implementation of the plan.