Southeast University

Marketing Plan of a new Service

“BD Car Parking”
Group Information Form
Course Title Marketing Management
Course Code MKT (201)
Section 1

Submitted to
Iftekhar Shahab Uddin
Lecturer
Southeast Business School
Southeast University
Submitted by:
Sl Name ID

1 Sumaiya Akter 2020010000063

2 Rashid Al Shihab 2020110000012

Chowdhury
3 Israt Jahan Naba 2020110000011
Chowdhury
4 S.M.Adnan Doza 2020110000003
New Service Marketing Plan

Company Overview
SAAN software ltd is a digital IT firm which works for development of software and apps. In
December, 2021 four student of Southeast University thought about the busy roads of Dhaka
where car parking in a safe place is a challenging issue. So they plan to establish an IT firm
where people can get services through a Mobile Apps. SAAN software ltd plan to launch their
first Mobile Apps called ―BD Car Parking Apps.‖ From this apps consumer will find vacancies
around where they are located for park their car in busy Dhaka City. Companies’ mission is
world’s first-class IT development firm who will solve the daily problems of people by using
mobile apps and software. SAAN software ltd believes in serving the people and the country;
not only in doing business and making profit.
―BD Car Parking Apps‖ is totally a new product or services in Bangladesh. In foreign country,
2 or years ago a parking apps launched like this. But in present condition of the roads of Dhaka
City, its demand on situation for parking a car in a safe place. Sometime we see, people park
their cars at the side of the roads and it occurs traffic jam on the tiny roads of Dhaka City. This
app will help people and reduce traffic jam on roads. So its necessary for this situation.
SAAN software ltd operate this apps and our team add free spaces/parking area on ―BD Car
Parking Apps‖ Maps. Dhaka City Corporation Govt. free spaces, Shopping Malls parking area,
Office area parking and house-building free spaces are added on the maps. We contract with
free space area owner first then consumer will find automatically park area through apps
location. There is a head office in Banani, Road #11, House #66 of SAAN software ltd where
consumer can contract directly for any reason. The apps will maintain from head-office.

BD Car Parking
New Service Marketing Plan

2. Situational Analysis:
On this part of this report, here we discuss about the present situation and market condition that
why & how we decided to launch ―BD Car Parking Apps‖
2.1 Market Summary:
SAAN Software Ltd is a IT firm which works for developing on IT sector in Bangladesh. Our
company’s first product or service is ―BD Car Parking Apps’. This apps helps people to find
better place for parking car that means it works on transportation and roads. In Bangladesh so
many industry or company works in IT sector and develop their apps which works on transport
and roads like Uber technology Inc. CRUNCHBASE is a mother company of so popular
PATHAO apps. This type of industries works on IT development and their market place is
Roads & Highway department. We know about the market competition that there are many IT
firm but our IT firm idea is innovative. There is a lot of pressure on the roads for vehicle and
people face harassment for park their car. Bangladeshi people specially Dhaka Cities people
now well generated and most of the people using smartphone and apps. People using Google
Maps for find perfect location. Ride sharing is now more popular. After summarizing all market
situation, our company has a high chance to get success.
2.2 Market Demographic:
Market demographic is a group or slice of the population, such as a gender, an ethnicity, or
people born in a certain time period. People can be divided by social class or income, location,
climate (like desert or tropical), language, and a host of other features that enable people to be
classified together as a group. Here we target Dhaka Cities people who use private car and
specially those people who drive their car as self-drive. We analysis market and most probably a
20% of car owner drive self and faces problem. Here we segmented many categories of people
like: service holder, house wife who goes for shopping, middle age people, self-driven vehicle
etc.
2.3 Market Needs:
Market needs are the things that customers require when purchasing a product or service. Every
business must find out about their customer's needs. Now globalization has changed the world’s
situation. People often very busy at work and no one waste their time. In Dhaka City roads are
very busy and people moves many times one place to another for work. Now it’s challenging
every day to find a safe place for parking. It also wastes time. The road often crowed with cars
parked here and there. So now its market need that a mobile apps which will help to find parking
place. If we launch BD Car Parking Apps, people will definitely use these apps. We have a great
opportunity to success for this type of market needs.

BD Car Parking
New Service Marketing Plan

2.4 Market Trends:

Market trends are tendencies in markets, analyzed by companies, to better inform their business
practices. Explore examples of market trend analysis through customer needs, technology
advancements, and market demographics. In present situation people depends on technology. In
Covid-19 pandemic situation all other sector of business faces problem but mostly IT sector has
improved and profitable business. After analyzing market trends, our targeted customers
definitely use these apps and we hope that consumer will in-line this service. So we must
participate in IT sector apps business. In future, there will be a huge opportunity because day by
day use of technology trends increase.
2.5 Market Growth:
The market growth rate is a key factor to be considered when calculating the development of a
specific product in a particular market. The rate at which a market's size is increasing. This is
usually expressed as a percentage per annum. 5 years ago in our country online users are 10%,
now this theme increase in 50%. Day by day it increase and e-commerce business expanding
day by day. People accept the challenges of new world and using technology and online
platform heavily. Market growth rate analysis is one of the most important parts for our new
product. Its our brand new product and it based on IT sector. Vehicle on roads increasing day by
day. Roads of Dhaka city became very busy. Car is a valuable thing. Owner must maintain it
properly. One should not want to park their car on in-secure place. So a safety zone of parking
will be very popular also. We hope that, after 5 or 10 years later market growth rate will be 80%
of this product.

BD Car Parking
New Service Marketing Plan

3. SWOT Analysis
Below is the ―Strengths-Weaknesses-Opportunities-Threats‖ (SWOT) analysis for Go-Park’s
business operations. The table shows the company’s strengths and weaknesses and the potential
opportunities and threats.
3.1 Strengths (internal)
∙ Unique service app
∙ Can be scaled up nationally and globally
∙ Innovative app that will make finding a parking spot quick, cheap and easy ∙ Has no
competitors in the locality/community/city.
∙ Relatively cheap service app
∙ Trial version will allow users to know if they want to use the service
3.2 Weakness ((internal)
Inexperienced management and employees
∙ High cost start-up and promotion
∙ High chance of malfunctions, glitches or bugs
∙ Not everyone has a smartphone or an android capable of using the service 3.3
Opportunities (external)
∙ Expand nationally and internationally
∙ Implement social media to help promote the app
∙ ―In App‖ advertising (major revenue source)
∙ Establish a good and reliable service app and improve it as much as possible ∙ Population
growth leading to more cars
3.4 Threats (external)
∙ Limited financial funding for start-up costs and launch of app
∙ New competitors are likely to provide same service in other cities
∙ Government and ACCC regulations
∙ Lobbying groups influencing consumer perceptions
4. Competition
Similar competitors: .Each company is provided with a product similar to this application!
These applications include Google Maps application( Google Earth application, Maps and all of
them offer continuous offers and services throughout the year an these applications are a strong
competitor to us. But what distinguishes us is that we will be specialized in finding parking lots
and parking areas

BD Car Parking
New Service Marketing Plan

5. Product Offering
Product offering represents what is externally presented to the market for the markets use. Our
BD car parking app is most essential service for our Dhaka city because of our traffic system. In
our Dhaka city there are many area has no parking place that’s why vehicles standing on the
road and creating traffic jam. By using our BD parking app any drivers and vehicle owners can
make their parking easily and solve out the parking problem. It also make a great impact in our
traffic system.
6. Keys to Success
Lack of parking space is prevalent in big cities. The reason is simple- the number of cars is
increasing exponentially and the parking space mostly remains the same. These days, many
people are opting for cars, and this approach makes it increasingly difficult to find an ideal place
to park their cars.
Busy streets and highly populated suburbs where a lot of offices and commercial complexes are
present can make the parking issue more complex for commuters. Tow-away zone is another
nail in the coffin!
The on-demand BD parking app development can give a robust and real-time solution to these
issues. Apart from resolving traffic congestion, the on-demand parking app can offer the
convenience of booking a parking space in advance.
If your business revolves around the car parking in metros, the parking app development is the
need of the hour. People, who are looking for the best available parking spots near their offices,
find your app very useful.
A survey has revealed that 30% of the traffic issues are because people are searching for traffic
spots in the city. A Statista report has revealed that some of the big cities across various
countries face the worst traffic congestion.
7. Critical Issue
The overall survey ranked the top issues as:
1. Driver shortage
2. Driver retention
3. Fuel prices

4. Driver training standards

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5. Truck parking
6. CSA
BD Car Parking
New Service Marketing Plan

7. Speed limiters
8. Infrastructure funding
9. Insurance cost and availability
10. Shortage of diesel technicians
8. Marketing Strategies
These apps do not only provide a solution to the drivers of while looking for a parking spot for
their car but also offers them a hassle-free experience without having to keep roaming around
the parking lot again and again in search of a spot. These apps have made life easier as one can
make a booking for a spot before in hand so that there is no last-minute disruption.
To start with it, there are six steps in using parking finder apps. Take a look at these steps:
∙ Searching: Initially the users locate their car on the app with the help of the GPS or by
entering the address they are at.
∙ Comparing: Next up, the users lookup for parking spots available for them and compare which
one suits them best according to the price and distance of both of them.
∙ Booking: Thirdly, the driver of the car books a spot for themselves and get access to it with a
unique code.
∙ Paying: All payments are done online. The fourth step is making the payment of the parking
spot booked.
∙ Driving: The app then helps the drivers reach the spot with the help of navigation. This helps
in a seamless parking experience.
∙ Parking: The last step is parking the car at the spot reserved by the driver.
8.1 Mission
6

Our purpose is to have a specific parking area in all areas of Dhaka city put in place through the
parking app. People will be able to find out which area has a parking Zone.
BD Car Parking
New Service Marketing Plan

It is the goal of the parking program to support its philosophy through the following objectives:
∙ All information and service of BD car parking app will be provided to all people of Dhaka city
∙ To support transportation on Dhaka city all areas in a manner that ensures safety, efficiency,
and consideration of environmental impact and sustainability
∙ Tomaintain efficiency with parking allocation and minimizing permit dissimulation ∙ To
coordinate event parking and transportation to ensure quality customer service
∙ To maintain parking facilities in a safe, clean and usable condition by coordinating such efforts
with other campus offices
8.2 Marketing Objectives
⮚ Implement a comprehensive update of the Parking & Commuter Services website. ⮚ Implement
facility improvements to support additional use of alternative
transportation services.
⮚ Develop and publish annual report which includes information concerning carbon emissions
associated with Parking & Commuter Services programs.
⮚ Implement an improved parking management software solution which includes smart parking
and permit features.
⮚ Conduct Parking & Commuter Services market and feasibility study to support long range
capital outlay plan.
8.3 Financial Objectives
Price
Pricing is the most dependent method of increasing revenue potential for car parking industry as
the space is limited and defined and time is just the mode of charging extra or less. Some of the
prevalent physical rate fences are as follows.
Charging different rates as per the location of the parking facility (commercial area, city centre,
park or lake Etc) is one of the ways where the cost of renting the area by
8.4 Target Threats
The place that is kept for the parking zone needs a security of the owner of the place and those
who will park the car need a security. So that an unknown person can not log in to the BD car
parking app.For this, a security will be made to identify the app users. For this, those who want
to log in to the BD car parking app, then the users login by scanning NID card.
8.5 Positioning
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Our product BD car parking app is fully new for our country. This is the first time in our country
SAAN Ltd. Company launching this app. So I think this is the new era development of our
country.
BD Car Parking
New Service Marketing Plan

8.6 Strategies
We will do product development through BD car parking app.Car parking app development is
an effective solution for easy finding parking lots, and as a result, business growing. For the
rental car industry, the parking app is an efficient instrument for time optimization and fewer
traffic offenses, as many of them were made when the driver was trying to find a parking lot. In
addition, the app can help save money, as the driver could see the closest parking place and the
cheapest one. Smart parking app development is also eco-friendly. It helps to reduce air
pollution as the driver spends less time searching for parking.
8.7 Marketing Mix
Marketing mix are Product, price, place, promotion

Product
Our product service is BD car parking app. With this BD car parking app we can go to any area
of Dhaka city and we can all do car parking.
Price
With our BD parking app a price is kept when people park their car. The price is fixed based on
how many hours car parking is kept in that place and also the price is taken based on the
location.
Place
In order to park the car we have to find a vacant space on the side a road in all areas of Dhaka
city in all areas there everyone can easily car park through BD car parking app.
Promotion
We will promote our BD car parking app as it is social media advertisements on Facebook,
Instagram also with social media influencer we can promote our BD car parking app, also we
can promote through advertisement in TV
8.8 Marketing Research
The BD Car Parking Systems Market study inspects changing market trends, major segments,
top investment pockets, value chain, competitive landscape, and regional scenario in great
detail. The BD Car Parking Systems Market studies analyses growth rate, product price, profit,
capacity, production, supply, demand, market growth rate, and forecast through 2025 for the
world's major regions. The Automatic Car Parking Systems Market is studied using various
techniques and analyses in order to give reliable and in-depth information about the industry. It
is planned into sections to cover various elements of the market for a better understanding. The
reader will have a better understanding of each region's growth potential 8
by delving further into each of the areas.
BD Car Parking
New Service Marketing Plan

9. Financials
9.1 Break-Even Analysis
A breakeven analysis determines the sales volume your business needs to start making a profit,
based on your fixed costs, variable costs, and selling price. It often is used in conjunction with a
sales forecast when developing a pricing strategy, either as part of a marketing plan or a
business plan.
The formula for a breakeven analysis is: Fixed costs/ (Revenue per unit-Variable costs per unit)
Fixed Costs
Fixed costs are expenses that must be paid whether or not any units are produced. They are fixed
over a specified period of time or range of production, and examples include:
∙ Business premises lease (or mortgage) costs over the contract period
∙ Startup loan payments (if you financed the business startup costs)
∙ Property taxes
∙ Insurance

∙ Vehicle leases (or loan payments if the vehicle is purchased)

∙ Equipment (machinery, tools, computers, etc.)
∙ Payroll (if employees are on salary)
∙ Utilities

∙ Accounting fees
Fixed costs are easy to calculate for existing businesses, but new businesses must do research to
get the most accurate figures available.
Variable Costs
Unit costs vary depending on the number of products produced and other factors. For instance,
the cost of the materials needed and the labor used to produce units isn't always the same.
Examples of variable costs include:
∙ Wages for commission-based employees (such as salespeople) or contractors ∙ Utility usage—
electricity, gas, or water—that increases with activity
∙ Raw materials
∙ Ship-ping

∙ Advertising (can be fixed or variable)

∙ Equipment repair
∙ Sales tools such as credit card processing fees
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BD Car Parking
New Service Marketing Plan

Sample Computation
Suppose that our fixed cost is Tk. 500000 (Five Lac) a year. Our total variable cost of one hour
car parking is Tk. 15. We will offer a car parking for an hour for Tk. 35, then the break even will
be:
500,000/ (35-15) =25,000 hours.
This means that parking’s occupied for 25000 hours at Tk. 35/ per hour will cover our fixed
cost, which is Tk. 500000 (Five Lac). Each car parking beyond 25000 hours will generate Tk.
20 profit for each hour of parking for each individual car.

9.2 Sales Forecast

A sales forecast is an estimation of sales volume that a company can expect to attain within the
plan period. A sales forecast is not just a sales predicting. It is the act of matching opportunities
with the marketing efforts. Sales forecasting is the determination of a firm’s share in the market
under a specified future. Thus sales forecasting shows the probable volume of sales.
Sales forecasting for a new business is more problematical as there is no baseline of past sales.
The process of preparing a sales forecast for a new business involves researching your target
market, your trading area and your competition and analyzing your research to guesstimate your
future sales. See Three Methods of Sales Forecasting and Sales Forecasting for Your Business
Plan for further explanation.

9.3 Expense Forecast

Expanse Price Prediction or Expanse Forecast can be said to be performed by an internal deep
learning algorithm (neural network) on Expense historical data. Based on the entered historical
price data, the system predicts the price of Expanse for various periods in the future. You can
view the price forecast of Expanse for various time periods in the future, such as tomorrow, next
week, next month, next year, 5 years from now, etc.
10. Controls
10.1 Implementation
Our company will have simple, decision friendly weekly, monthly, quarterly, half yearly, and
yearly report focusing on –
∙ Revenue and unit sales
∙ Expenses
∙ Customer feedback
∙ Market log (self and competitive major activities)
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BD Car Parking
New Service Marketing Plan
Promotion:
Actually, the promotion is a first step when we are launching a new product, but we make its
strategies in last. We want to make a good image in the mind of customers, so that they will buy
only our products.
In promotion our main objective is to provide;
∙ Awareness
∙ Knowledge
∙ Liking
∙ Preference
∙ Purchasing
Main Sources of Promotion:
∙ Skins
∙ Print Media
∙ Electronic Media
∙ Cable Network
10.2 Marketing Organization
The marketing team of our organization is in charge of all of the company's advertising
strategies. Other subordinates are there to assist him with sales campaigns, trade and consumer
sales promotion, and public relations activities.
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BD Car Parking