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0102
Desire is the key to motivation, but it’s the determination and commitment to an unrelenting pursuit of your goal - a commitment to excellence - that will enable you to attain the success you seek. -Mario Andretti
05
CHAPTER 1I n t roduct ion
ContentsAIM Tuning . . . . . . . . . . . . 06History . . . . . . . . . . . . . . . . 08Brand . . . . . . . . . . . . . . . . . 10Dimension . . . . . . . . . . . . . 15Survey . . . . . . . . . . . . . . . . 18
07
From basic maintenance for your street car to all out prep for your race car, AIM has the factory-trained knowledge, tools and experience
to accomplish any Miata project
0108
Brief History
AIM Tuning first opened its garage doors in September of 1999 on the corner of 30th and Georgetown road
in an old gas station. The business took off and three months later they moved to their current location on
Gasoline Alley. The owner Shane Benson sees the business as vehicle to help him achieve his goals and
the goals of his Miata customers. Miata’s are described, as very personal cars, much different from the
normal commuter car, with a ton of personality; just like their owners.
09
Part of AIM Tuning ‘s success
can be attributed to small
the amount of competition
nearby and the niche market
that they have cornered with
their focus only on one car.
Their specializing has helped
drive traffic to them that would
otherwise be relegated to a
non-specialized business.
However, their specializing
has also limited the amount of
work they are able to do, but
staying true to this particular
one model has proven to
be vital in the success of
his business, with a very
consistent flow of work. While
the business is currently at a
consistently successful point,
its future is uncertain. When
I asked where he wanted the
business to be in five years he
expressed that unfortunately
the business will probably be
closed. The physical demands
of the job have provoked
him to brainstorm new
avenues for the future such
as focusing more on parts
and information. Ideally the
business could continue under
new ownership, but currently
it’s the vast automotive
knowledge and experience
that Shane has acquired that
has lead to AIM Tuning’s
success.
0110
Brand Essence
Attributes//
Benefits//
Values//
Personality//
Essence//
Performance, and maintenance for the street or track
vast of experience and knowledege on particular car model
quality work at a fair price, 1 year warranty on all work
Loyal, friendly, trustworthy, honest
AIM Tuning
011201
4D Branding
Functional
Mental
Social
Spiritual
Specialized service: maintenance and performance on Mazda Miata for street and track
The right thing: customer knows that he wants the best in performance and reliability for car
Popularize: create a Miata trend by showing others the possibility of performance and reliability that can be achieved
Friendly: small size creates a personal inviting feel for costumers
13
Brand Prism
Relationship
Physique
Personality
Culture
Self-Image
Reflection
trusting, friendly, personable, big city shop with a small town feel
maintenance and performance on the Mazda Miata
trustworthy friend that will help you with anything automotive
small shop offering large benefits
do what is best for you and the vehicle in the long run go to the pros
top notch Mazda Miata work for the fairest price
15
Time
Authenticity
Time Movement
Technology
Tired
Tired
Retro
High-Tech
Futuristic
Futuristic Present
Compared to other automotive shops
Avant-Garde
Handmade
Dimensions
011601
Which category includes your age?18-20 – 35%21-29 – 62%30-39 – 1%
How confident of a driver are you?Fair - 7%Moderately - 28%Very - 66
If money was not an issue what kind of modifications would you perform to your vehicle?Motor Performance - 49%Suspension and Handling - 15%Paint and Visual - 26%Stereo and Interior - 10%
Would you ever consider taking your vehicle to a specialized shop that does maintenance as well performance modifications to your specific type of vehicle, or feel more comfortable with a dealership? Why?
I would feel more comfortable with the dealership.
I go where I receive the best price and warranty on parts. I will not go to a shop without checking out some kind of review or having a reference by someone I know
It depends. Dealerships usually cover things with warranty, but specialized shops tend to have better options
17
Survey
A research survey was conducted to bring insight into how others interact with their vehicles. The data was used to get an understanding on the importance of vehicle performance and modifications and how they felt about taking their vehicle to a specialty shop to have the work done as opposed to a factory dealer.
19
CHAPTER 2Current S i tuat ion
ContentsSWOT Analysis . . . . . . . . . . 20System Map . . . . . . . . . . . . . 22Personas . . . . . . . . . . . . . . . . 24
012001
Strengths//specialized with few competitors//All changes can be immediate//All customers work with the owner/operator
//Customers very few//Small/easily overlooked//Owner has limited company’s life//Company centered around single car
//All works needs to be quality or lose few return customers//All customers work with owner/operator//Company is one person dependent
//Acquire new lifelong customers//Talk to others to maintain company focus//National not just regional
Opportunities
Weaknesses
Threats
21
After conducting research on the AIM Tuning as well as its main
competitors a SWOT Analysis was used to view where the company
excels and where it falls short.
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture.
Strengths// does well at connecting and
establishing a relationship with its customers
Weaknesses// Specializing hinders business
growth and customer base
Opportunites// Increase national awareness high-
lighting business strengths
Threats// Business success solely relies on one
person working on one type of car
SWOT Analysis
012201
//many return customers in racing industry
// one of the top Miata performance shop/manufacure
// Miata performance retailers
// Located in the heart of Indiana Automotive Performance
// Operates mostly through word of mouth
A IM Tun ingA IM Tun ing
Bus iness
Serv ice Locat ion
Compet i to rs
Shane Benson
Mechan ic
F inance
Des igner
Owner
On l i ne
Loca l
Torque Cars
R Speed
Racing Beat
2K Racing
Go M ia ta
JC Speed
Mazda Dea le rs
S IC Cus toms
TRU Motospor ts
Bu i l d i ng
Garage
Of f i ce
Gaso l i ne A l l ey
Mazda M ia ta
Track St ree t
Adver t i sement
Webs i te B logFacebook
Est . 1994
Per fo rmance
Nat iona l
F ly i n ’ M ia ta
Ma in tenance
Home Serv ice/Ma in tenance Contac t Us
//work focus is passion rather than business
23
Since the company that
I have chosen is very
specialized and only works
on Mazda Miata’s I found it
very difficult to locate other
competitors, both locally
Systems map is a visual reference
to view where a company sits in
relation to many different aspects
from competitors, location, adver-
tising, services, to the business.
and nationally, so there were
only a few places around
the Indianapolis area that
would be considered to
be competitors. Nationally
however, there was one shop
that was located that does
the same kind of specialized
Mazda Miata performance
work at a larger scale. The
local shops were found
to offer more of a broad
customer appeal working
on performance as well as
cosmetics on various makes
and models. Tru Motorsports
is one such shop. Not only do
they offer mechanical work but
also they offer a wide range of
products in their showroom for
purchase.
AIM Tuning is very
skilled at working on a certain
car but their specialized focus
also limits their customer base
and an increase in customer
awareness of the shop and
its offerings will increase its
Systems Map
012401
//Male//Young (23)//Single//High Performance//Turbo/Supercharger//Daily Driver//Works at BestBuy//Automotive Tech School//Street Racing
Wi l l iamYoung Gun
Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way
The three personas on the right
represent the companies current
audience. While it allows for a wider
range of customers it is obvious that
after talking to the owner that the
personas that he enjoys work the
most as well as the type of work they
seek that the racer and young gun
personas are who he would like to
more directly target.
Personas
25
//Male/Female//Older (30-50)//Bachelor/Married//No/Few Children//Maintenance/Problems//Small Performance//Miata Club Enthusiast//High School Teacher//Sunday Cruising
//Male//Young (25-40)//Single//Extreme High Performance//Entrepeneuer//Daily Driver//Successful Business//Thrill Seeker//Many Hobbies
Bi l l ShaneEnthus iast Racer
27
CHAPTER 1Future
ContentsCriteria . . . . . . . . . . . . . . . . 28Proposal . . . . . . . . . . . . . . 30Brand . . . . . . . . . . . . . . . . . 32Audience . . . . . . . . . . . . . 34So What? . . . . . . . . . . . . . 36
29
//Increase company value without increasing work
//Increase wages without decreasing customers
//Evaluate brand of company that is going to be closed or under new ownership in 5 years
Criteria
31
nnovative
iatas
Strengthen Brandimproving the company identity from logo to web will raise its selling retail value
identify target audience and raise national awareness Audience
Proposal
33
Brand
Website
Logo
Color Scheme
Opposite Left//Moordboard that expresses the feeling that the company should give off
improving the company identity from logo to web will raise its future selling retail value
establish a color set that will be used on for all branding aspects
increase web and media presence to establish national awareness
35
Audience
Target Audience
National Awarenessraise national awareness to produce more desired customer base and work while increase profitability
Opposite Left//Two personas that AIM should use as their target audience
marketing directly to target audience will produce more consistant
37
So WhatSo what?
So what?
So what?
So what?
Profits can be increased by targeting specific audience and focusing on knowledge and experience
branding is outdated
customer base is few and narrow
people are unaware of its benefits and it being one the only Miata specialty shops in the United States
company is not profiting off the specialty work performed daily