J&K AUTO REPAIR 1
1. Marketing plan summary
J&K Auto Repair (J&K) will build a customer base made up of local community members
and drivers on the nearby highway. It will establish a reputation of a trustworthy business
with an experienced staff and competitive prices. J&K will gain an advantage over its
competitors by being one of the only local shops to offer both auto repair services and
auto parts for sale.
2. Market research
The Bureau of Economic Analysis and Bureau of Labor Statistics show that many
members of the local community work for the nearby university. These jobs pay well,
and many university employees earn well above the area’s cost of living. There is a strong
market for non-student residents.
Half of the university students have a car on campus. The university is roughly a two-hour
drive from the nearest major city, which means many students drive long distances for
internships and to visit family.
3. Target market
J&K estimates that 80% of its customers will come from
the local community, including the university, while the
remaining 20% will come from drivers on the nearby
highway.
3.1 Local community
The local community members represent the largest
share of J&K’s customer base, and are the best
opportunity for repeat customers.
3.2 University students and staff
J&K is located near a university. Creating awareness
about the business on campus will turn students and
university staff into customers.
This example marketing plan is provided by the Small Business Administration.
Get help starting and running your small business at SBA.gov.
J&K Auto Repair
Marketing Plan
