Business Plan : Bentley car Dealership PDF

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 ALAM IMTIAZ - 16-32838-3  MD. SUMON HOSSAIN, - 16-32780-3  TARIK Adnan SETU - 16-32840-3  ANINDITA HOQUE, - 16-32722-3  MUSHFIKA TABASSUM USHNO, - 16-32763-3 1|Page 4th December, 2016 Musrat Mou Assistant Professor Dept. of Management Faculty of Business Administration American International ...

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ALAM IMTIAZ MD. SUMON HOSSAIN, TARIK Adnan SETU ANINDITA HOQUE, MUSHFIKA TABASSUM USHNO,

- 16-32838-3 - 16-32780-3 - 16-32840-3 - 16-32722-3 - 16-32763-3

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4th December, 2016 Musrat Mou Assistant Professor Dept. of Management Faculty of Business Administration American International University Bangladesh Subject: Submission of the Busi ess Pla Repo t of Be tle Dear Ma’a , It has been a great pleasure for us to work on this Business paln analysis. This report was made possible by 5 homosapiens. It is prepared after having a full analysis on the Topic based our course concepts. We have tried our best to follow your given guidelines to make this report and hope that we won't disappoint you. The report gave us an opportunity to apply what we have learned to the real world. We sincerely hope that you will admire our teamwork. Sincerely yours, ALAM IMTIAZ MD. SUMON HOSSAIN TARIK Adnan SETU ANINDITA HOQUE MUSHFIKA TABASSUM USHNO

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Would like to express my deepest appreciation to all those who provided me the necessary Information to complete this report. A special gratitude I give to Tarik Adnan & Sumon Akash whose contribution in stimulating suggestions and encouragement, helped me to coordinate my project especially in writing this report. Furthermore I would also like to acknowledge with much appreciation the crucial role of Google.com, who gave the permission to use all required equipment and the necessary materials to complete the Busi ess pla o Be tle ”. A special thanks goes to Tarik Adnan who helped me to assemble the parts and gave suggestion about the Plan. Last but not least, many thanks go to the head of the project, Imtiaz alam whose have invested his full effort in guiding the team in achieving the goal. I have to appreciate the guidance given by other supervisor as well as the panels especially in our project presentation that has improved our presentation skills thanks to their comment and advices.

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The Ranger Automobiles Pvt. Ltd. is a startup of the dealership business as a private limited. Its strategy is to serve the premium class niche market of the industry. The company would be the dealer of the Bentley of the Volkswagen Group which is situated in the England. There are many untapped potential markets within the industry that desires the high quality, stylish and world class premium cars. The company is starting business in Bangladesh itself because of the higher potential in Bangladesh market caused of the developing country and the population of the country increases rapidly.

Contents Business Plan ............................................................................................................................... 6 About Bentley .............................................................................................................................. 7 Eye to Detail ........................................................................................................................................ 8 The business profile ..................................................................................................................... 9 About Ranger Automobiles Pvt. Ltd:................................................................................................... 9 Targeted Market and Customers ........................................................................................................ 9 Growth Trends in this Business......................................................................................................... 10 Pricing Power .................................................................................................................................... 10 The Vision and the people .......................................................................................................... 11 Our Mission ....................................................................................................................................... 11 Vision................................................................................................................................................. 11 Values ................................................................................................................................................ 12 The people................................................................................................................................. 13 Communication ......................................................................................................................... 15 Computer and Communications Tools ............................................................................................. 15 Organization and insurance ........................................................................................................ 16 Business organization ....................................................................................................................... 16 Professional Consultants................................................................................................................... 16 Licenses ............................................................................................................................................. 16 Insurance........................................................................................................................................... 16 Premises .................................................................................................................................... 17 Accounting & Cash flow ............................................................................................................. 17 Financing ................................................................................................................................... 18 Acquisition ................................................................................................................................ 21 Marketing Plan .................................................................................................................................. 24 Advertising and Promotion Plans...................................................................................................... 24 The Competition ............................................................................................................................... 26 Growth Program ........................................................................................................................ 27

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A business plan is an official statement of a set of business goals, the reasons why they are believed attainable, and the plan for reaching those goals. It may also contain background information about the organization or team attempting to reach those goals.

The business goals being attempted may be for-profit or non-profit. For-profit business plans typically focus on financial goals. Non-profit and government agency business plans tend to focus on service goals, although non-profits may also focus on maximizing profit. Business plans may also target changes in perception and branding by the customer, client, tax-payer, or larger community. A business plan having changes in perception and branding as its primary goals is called a marketing plan.

Operational plans describe the goals of an internal organization, working group or department. Project plans, sometimes known as project frameworks, describe the goals of a particular project. They may also address the project's place within the organization's larger strategic goals Business plans may be internally or externally focused.

Bentley Motors Limited is an English company registered in UK, they are into designing, developing and manufacturing luxurious cars under brand name Bentley. Bentley Motors Limited was established on 18th January 1919 by Mr. W. O. Bentley in Cricklewood, North London. Historically this brand has changed couple of hands in 1931 Rolls Royce motors bought Bentley from its makers and manufactured it till 1980s but when they became bankrupt they sold it to Vickers in 1980. After 18 years in 1998, Vickers sold the brand to Volkswagen group. Currently its part of giant Volkswagen AG group and its headquarters is based out of Crewe, England. Bentleys are renowned to be handcrafted and their iconic designs. They also have other distinguishable characteristics like superlative comfort, refined and exhilarating driving experience and its ultimate performance record. Their design philosophies have won them prestigious 24 Hours of Le Mans award 6 times. Some of the iconic Bentley models are Bentley Speed 6, Bentley-4½ Liter, Bentley Continental, Bentley-Arrange and Bentley Turbo-R. As of 2016, Bentley produces only 4 models and its variants Continental Flying Spur, Bentayga, Continental GT, and Mulsanne. Most Bentleys are still assembled at their original Crewe factory in London, but some variants of Continental & Flying Spur are made at a second factory in Germany. For many, possessing a Bentley is not merely about reaching from position A to B but it’s a out a i i g the e ith flai a d elega e i a o d ith a ode a el of i o ati e technology & classical hand workmanship at the apex of English extravagance. Bentley is e ol es a o g ideologies a d the pe eptio of B itish ess i its design and image philosophy. Bentley has flourished in global luxury car market with this differentiating its position. Every car made by Bentley is completed by their team of expert artists in leather work, metal work and wood work. The meticulousness of the present-day meets the passion of their heritage to deliver the apex of luxury and a car that is uniquely created for their lovers.

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“Both relaxing and exhilarating, a Bentley signifies an intensely personal journey. For the driver, it means entering a world of luxurious high-performance. For the brand, it represents the skills, passion and pride of their people. Their craftsmanship is evident throughout, right down to the initials carefully etched into the upholstery inside every car. An individual hallmark of absolute quality.” (Bentley Motors - About Us)

Every car is hand-crafted from the scratch in Crewe, and from there its luxurious voyage begins to White workshop. It take around 400 hours to complete one car. 570 kg of steel and aluminum is melted and welded by the 83 employees under eye of the masters in metal work. A devoted team polishes the joints by hand till it is completely undetectable. Once painted it seems like made up from one solid piece of metal.

Colors are selected according to individual order out of 120 Bentley's drawn-out palette. Each color reflects the nature of the holder. Each car is corrosion proofed and then hand pai ted fo a e e oat th oughout. Fi all it’s sa ded, polished a d uffed ith softest la ’s ool fo a out hou s to get its sig atu e i o fi ish.

Bentleys are known for indulgent wood work with base of walnut, cherry or oak of 10 varieties of veneers. After choosing veneer it is mirror matched, sanded and cured for 72 hours and polished last time before fitting it.

Close to 3000 bull hides are sourced each week at leather workshop. Hides come from Northern Europe, and each hide is checked and marked by experts. It takes around 150 hours of work to craft all leather interior by hand. The process ends with etching of their initials inside the upholstery

At the heart of every Bentley super car is that one W12 engine, which is also handcrafted. Once completed every engine goes through regressive testing and eventually signed off by the specialist.

The Ranger Automobiles Pvt. Ltd. is a startup of the dealership business as a private limited. Its strategy is to serve the premium class niche market of the industry. The company would be the dealer of the Bentley of the Volkswagen Group which is situated in the England. There are many untapped potential markets within the industry that desires the high quality, stylish and world class premium cars. The company is starting business in Bangladesh itself because of the higher potential in Bangladesh market caused of the developing country and the population of the country increases rapidly.

Operating in markets of both established and emerging economies presents challenges for Ranger Automobiles Pvt. Ltd. It is clear from day one that the targeted clients are highincome groups who want to buy into the symbolism and history of the Bentley brand, seen though the prospect customers would inherently know that they could purchase a vehicle with similar performance and specification for less than half the price. We are aware that the needs and preferences of the target groups in the emerging economies may differ from those of its prospects in developed economies, who are typically older or retired males, highly edu ated a d high ea e s. I o pa iso , Be tle ’s ta get o su e s i e e gi g markets are often the young, less educated entrepreneurs who share a number of important commonalties. They have a solid appetite for Western-branded luxury goods, from which they presume superior quality as a fundamental attribute associated with these goods—quality may mean design, materials, technology, performance and craftsmanship, but also attributes such as the tradition and the heritage of country of origin, uniqueness traits and perceived superiority and exclusivity. Recognizing the differences and the opportunity to be had from differentiating its targeting efforts, Bentley launched its value p opositio ased o B itish ess i its e l fou d a kets hile ef eshing its original value proposition of luxury, performance and exclusivity in its traditional markets.

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The market for our services is growing at an unprecedented rate in foreign country. The Bentayga sport-utilit ehi le f o Be tle a e the o ld’s ost e pe si e “UV, ith a sti ke p i e that’s oughl se e ti es the a e age a sold i the U.“. But appa e tl the high p i e poi t is ’t s a i g off u e s. - By Denver Nicks from Time Magazine (2016) According to the research firm IHS Automotive, sales of high-priced vehicles are expected to increase markedly by 2020, perhaps by as much as a fifth, on blossoming demand from growing wealth in China and the United States.

Initially, our pricing power will be limited by what other Car dealers charge. However, we are the first car dealer company that is officially bringing The Bentley Cars to Bangladesh. There are limited competitors in our country for Bentley cars. We expect our business to be built by favourable word-of-mouth services to satisfy our Honourable customers. I therefore expect that our reputation will gain us a degree of pricing power. We will Start off by launching some specific Bentley Models in Bangladesh to test the want for this product in ou ou t . The Models ill e as Follo ’s

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Bentley Continental GT Auto (price – 78000$) Bentley Continental GT 6.0 W12 Auto (price – 69000$) Bentley Continental Flying Spur 6.0 W12 Flying Spur 4dr Auto (price – 76000$) Bentley Continental GTC SPEED 6.0 W12 CONVERTIBLE Auto (price – 170000$) Bentley Mulsanne 6.75 4dr Auto (price – 240000$)

If we meet our desired goal we plan to expand our business by bringing in More Luxurious models

Our Mission is to provide an experience to each and every customer that is beyond their expectations in a friendly, professional and efficient manner, creating true consumer value. We will treat our customers as we would our family, helping them meet their transportation needs. By achieving our goal, we can create an environment which fosters continued growth and recognizes the contributions of our employees and we will encourage our team members to succeed and to improve themselves. We will create a fun, friendly and family atmosphere. We will create and maintain a presence in the community. We will be active in local and regional organizations and activities. We want to be your life-long provider of vehicle sales and service products. We a e Dedicated to Quality, Committed to Excellence.

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A vision statement is a written picture of the best we can be as an organization. It describes an organization in its ideal state and is future-oriented. We will listen to our Customers and team members. We will ask questions (not assume) seeking to understand specific needs, desires, and expectations. We will seek to understand before we will seek to be understood. We will work in an environment of mutual trust and respect. We will be caring and responsive to requests while being honest and timely, avoiding false expectations. We will think in terms of exceeding Customer expectations while doing what is fair; i.e. striving to go the extra step that transforms Customer Satisfaction into Customer Enthusiasm. We will make it happen. Speed is essential in creating a win-win culture for the Customer and Capital. We will follow-up ith the Custo e to e su e that the Custo e ’s e pe tatio s were met or exceeded. We will seek to continually improve our skills and the quality of our products and services in the eyes of our Customer. We will be proactive by anticipating the needs of our Customers and team members.

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A value statement identifies a field of play in which an organization must operate to allow it to move quickly toward its vision. 

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Trust and Respect: Our greatest asset is our team members. Open and honest communication will build trust and allow the contribution of individual strengths to the improvement of the team. Commitment: We are committed to being the best. There is no place for halfhearted efforts. We will choose measurable goals and work diligently to achieve them and celebrate our successes. Supportive Environment: In our environment everyone, team members and Customers, are cared for, supported, and treated in a fair and reasonable manner. Safety: Every effort will be made to ensure the safety of our Customers and team e e s. If a u safe o ditio is oti ed it is ea h a d e e tea e e ’s responsibility to see it is resolved. Personal Responsibility: Team members take ownership of their actions. We accept the responsibility, accountability, and authority to overcome obstacles and reach beyond the best. We will work objectively to resolve issues quickly and completely. We will contribute to the solution.

Name

Age

Position

Education

Imtiaz haque

23

Marketing Manager

Sumon Uddin

25

Tarik Chowdhury

30

Finance Manager HRM Manager

Anindita khan chowdhury

20

BBA from Aiub , MBA from IBA BBA from Aiub , MBA from IBA BBA from Aiub , MBA from IBA BBA from Aiub , MBA from NSU

Mou rafikunnesa

21

Production and Quality Manager Assistant Manager

BBA from Aiub , MBA from IBA

Md. Fareesa Tabassum

20

Marketing

MBA from AIUB.

Ishita Hoque

25

Legal Advisor

Law from DU

Khan Abdullah

25

Cashier

BBA from AIUB

Iqbal Hossain

25

Supervisor

Parisa Sarkar

25

Shafayet Alom

23

Customer Service Accountant

BBA from Pabna University BBA from Brac

Kuddus miauddin

23

General Worker

BBA from NSU SSC from adamjee cantonment college

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Human Resource Manager Marketing Manager Managing Director

Finance Manager

accountant s

Cashier

Production & Quality Manager

Assistant Manager

Supervisor

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