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r the Jalandhar people. Mobile car wash seeks to fulfil the following benefits that are important to the customers :

· Exemplary customer service: the target customers have money and are used to having excellent customer service. They will not regularly use Mobile car wash unless they receive excellent service.

· Convenience: The hours of operation as well as the time needed to provide the service must be convenient and fast respectively to gain market share.

· High quality washes: the target market values a higher quality wash for their upper end cars.
Market growth

The car washing market has seen steady, 4% growth for the last six years. Growth is forecasted at 4% for the next four years.

Market trends

The market trends for the car washing industry have seen a gravitation from hand washing to automatic washing machine facilities. This trend has been fuelled by the progression of technology. The automatic washing machines have become less expensive and more efficient over the last few years to the point that it is typically cost effective to invest in these machines. While one might presume that this would lead to the demise hand washing, the abrasiveness of the machine will never be appropriate for expensive automobiles. This trend will not have a significant impact on hand washing facilities that have a sufficiently large customer base that possess expensive cars. Mobile car wash targets upper end client and with market supply decreasing demand for its services will increase.

Market segmentation

Mobile car wash segments its customers on the basis of type of car ownership. Mobile car wash believes that the type of car a person owns says volumes about their car washing and detailing requirements.

· New car owners: owners of new cars are more likely to use a hand car washing service. These owners take great pride in their cars and will bring them often to the wash and detail service. The goal with these customers is to promote regular use of the wash service. The aim is to inform these customers that mobile car wash will keep their car looking as good as it was the day they drove it from the showroom.

· Older luxury car owners: these people have either owned their high end luxury cars for several years or are unable to afford the expense of a new luxury car but want the feel of relaxed driving. Both of these groups want to keep their cars in the best possible shape. Those who have bought second hand cars will often spend many hours in their cars and will place high importance on keeping their cars looking good. These owners will bring their cars in for regular washes and occasional details.

· Sports car owners: these people are often young and middle aged and will regard the look of their car as important. They will also pride themselves on the look of their car and will have their car hand washed atleast weekly.

· Lifetime owners: many of the people have owned their cars for more than 5 or 6 years. They are attached to their cars and though it may be more sensible for them to purchase a new car, they will bring their car for wash occasionally when the car is dirty. They like their cars to look presentable and want to keep it in good shape.

· Local businesses: some loca