MRS



INTRODUCTION

This study is based on a small firm called Universal School Of Motoring that is located in Southall, London and offers a traditional service of driving tuition.

This study looks at the feasibility of introducing a range of business services to help Universal School Of Motoring increase their number of clientele within the time period of eight months by 15%. And if feasible, what would be the most suitable services for the firm to use in terms of the local driving tuition market.

This project and business has been chosen as I work for the company and this aim is an actual requirement for the business and not just a theoretical exercise. This is also an opportunity to practice all the concepts that I have learnt during my business course and see whether or not I am able to implement these in ‘the real world’.


BACKGROUND OF THE COMPANY

Universal School Of Motoring (USM) is a small privately owned business with two employees. There are two partners (husband and wife, who are both qualified instructors), and the firm is divided into two areas with Mr. Gurpreet Anand teaching males and females and Mrs. Meena Anand teaching females who only want to be taught by a female. However, Mrs. Anand has unfortunately developed a back injury that has resulted in her having to give up teaching as she finds sitting up in an upright position very difficult.

This firm is based in Southall, London and offers a traditional service of driving tuition to the surrounding areas. The founder Gurpreet Anand established this firm in 1984 and introduced a female instructor in 1989.

Since then USM had gone from strength to strength with customers arriving in huge quantities.

THE NATURE OF THE PROBLEM

USM want to increase the number of clientele within the time period of eight months. The problem is simply how to attract more customers to their driving agency.

N.B. Initially the title was could increasing the range of business services help Universal School Of Motoring increase their number of clientele within the time period of eight months by 15%. However, information on how many clients they have at the moment was made unavailable to me, therefore it would be impossible for me to measure whether or not the increase of 15% was achieved.

USM operate in a highly competitive market where there are at least 14 other driving tuition firms of the same size as them and at least two larger firms that are nationally renowned which operate in the same area as USM.

Competitions from larger firms’ such as AA and BSM LTD use above the line promotion in the form of national radio, World Wide Web and television. This means that they are able to reach a wider target audience in comparison to USM.

The firms that are of the same size as USM are competitive in terms of pricing along with the services that they offer. This makes attracting customers very difficult. The prices that are charged by the local competitors is shown below in a table:


Name of Driving School Price Charged for 1 Hour Lesson
Bains
Bedford
Bestway
Fantasia
Hudson
Impact
MSB
Noel
USM £13
Dhoots
Amber
International
JPS
Raj
Routes £14
Bestway
Chohan £15
BSM LTD £19
AA £20

Mrs. Anand has had to give up driving tuition due to her back condition. Because of this USM have had to lose customers as inquiries from USM to potential lady clients are being turned away because of cultural reasons as females are not permitted to be taught by a male instructor, therefore they are losing sales and profits.

There is also direct competition as yet another driving school has opened in the last year and this seems to be affecting the number of new clients that USM are attracting.

Turnover of clients has also been lower recently but mainly in the last 6 to 8 months.













AIMS AND OBJECTIVES OF MY RESEARCH

AIM

My aim is to discover how USM can increase their number of clientele within the time period of eight months.

OBJECTIVES OF MY RESEARCH

1. To find out exactly who is learning to drive?

2. What factors influence their choice and why customers choose certain driving schools over others?

3. To help USM come to a satisfactory conclusion as to exactly how they intend to resolve the current customer crisis.

4. Discover a market niche.




OBJECTIVE 1

By setting myself this objective I hope to discover exactly who