With the information provided below prepare a 5C analysis and SWOT analysis, for an appliance repair company.

1.0 Executive Summary

ALMAR Appliances Services is a full service electronic repair business opening in the revitalized section of Galveston, TX. Two of the tenants of the center, George's A.C. and Affordable Air & Heat, have signed third party repair agreements with ALMAR Appliances Services. ALMAR Appliances Services has a contract to provide authorized warranty service for selected manufacturers.

In addition to commercial customers, ALMAR will be open to the public for repairs of consumer electronic products with or without warranty service. The residential community in Galveston has seen explosive growth and will serve as a strong customer base for ALMAR Appliances Services.

The owner of ALMAR, Cesar Almaguer, has 25 years of experience in the field of consumer electronics repair. His reputation for excellence is well established.

ALMAR Appliances Services will have a staff of two electronics technicians in addition to Cesar.

1.1 Mission

ALMAR Appliances Services aims to offer high-quality electrical repair services with a focus on convenience and rapid service. Additionally, ALMAR Appliances Services is technologically savvy with computerized monitoring of all parts inventory, to ensure that critical parts are always in stock, while keeping a balanced level of inventory to maximize inventory turnover. Finally, ALMAR Appliances Services has strong relationships with the regional vendors who are capable of shipping major parts rapidly (on an overnight timeline in most cases).

ALMAR Appliances Services is about building a strong professional relationship with all our customers that is grounded in honesty, fairness and integrity of service.

1.2 Keys to Success

ALMAR Appliances Services keys to success include:

• Exceptional, expedient, and convenient electrical repair services.
• Building a strong professional relationship with the customer base.
• Rapid order and delivery of electrical part items.

2.0 Company Summary

ALMAR Appliances Services is a start-up business managed by Cesar Almaguer. The economic growth of Galveston in the last several years has resulted in a revitalized community with numerous new services and businesses. As a result, the areas need for reliable and convenient electrical repair services has substantially risen as well. ALMAR Appliances Services will position itself to capitalize on the growing need of the middle- and upper-class market for quality electrical repair service in the metropolitan area. The company will be privately owned by Cesar Almaguer, with most of the additional funding coming from a ten-year SBA loan.

2.1 Start-up Summary

Cesar Almaguer will invest personal funds. The remainder of the required financing will come from a ten-year Small Business Administration (SBA) loan. The following table and chart show projected initial start-up costs ALMAR Appliances Services.

2.2 Company Ownership

Cesar Almaguer privately owns ALMAR Appliances Services.

3.0 Services

ALMAR Appliances Services are the following:

Service Contracts/Factory Warranty Repairs/Out of Warranty Repairs

• Washer/Dryer: General Electric, Kenmore, Maytag, Whirlpool, Amana and Frigidaire.
• Refrigerators: Frigidaire, General Electric, Kenmore, and Whirlpool.
• Cooking Ranges: General Electric, Whirlpool, Frigidaire, and Maytag.
• Televisions: Philips Magnavox, RCA, Sony, and Zenith.
• DVD Players/VCRs: Panasonic, RCA, Sony, and Toshiba.
• Camcorders: Sony, JVC, Panasonic, RCA, and Sharp.

4.0 Market Analysis Summary

ALMAR Appliances Services focus is on meeting the demand of the local resident customer base, as well as service agreements with Georges A.C. and Affordable Air & Heat. ALMAR Appliances Services relationships with these two large tenants of the Galveston Shopping Center will serve as a solid foundation for the growth of the business. The company estimates that about 60% of revenues will come from the two business customers. It is estimated that these contracts will grow yearly at 15%. The remaining 40% will come from local walk-in traffic from local residents. We estimate that this segment of potential customers will grow by 15% annually. Over time, serving the local customer base will become the core of the business.

4.1 Market Segmentation

The table and chart below further estimates the total market potential of services rendered by ALMAR Appliances Services in the metropolitan area.

4.2 Target Market Segment Strategy

The market of electronic repair services is very competitive. The majority of the successful electronic repair shops have strong local customer support from years of faithful service. The niche where ALMAR Appliances Services positions itself represents one convenient location for business clients and local residents. The Galveston area has been booming with middle- and upper-class residential housing. Currently, there is no established electronic repair service in the area. ALMAR Appliances Services success in obtaining service contracts from the two major electronic product tenants of the Galveston Shopping Center immediately establishes the business as the local focus for electronic repairs.

5.0 Strategy and Implementation Summary

ALMAR Appliances Services will succeed by offering its customers high quality and convenient electronic repair service. Each satisfied customer is a potential of five new referrals so the quality of our workmanship is key to growing the business.

5.1 Competitive advantage

The competitive advantage of ALMAR Appliances Services is its people. Location and marketing will attract new customers, but without quality people, you will not keep them. Cesar Almaguer knows this from working 25 years in the electronic repair business.

5.2 Sales Forecast

The following table and charts show the projected sales forecast for ALMAR Appliances Services.

Table: Sales Forecast

Sales Forecast
	Year 1	Year 2	Year 3
Sales
Service Contracts	$137,000	$142,000	$155,000
Walk-In Customers	$98,000	$110,000	$120,000
Total Sales	$235,000	$252,000	$275,000
Direct Cost of Sales	Year 1	Year 2	Year 3
Service Contracts	$5,550	$6,200	$6,800
Walk-In Customers	$4,700	$5,500	$6,000
Subtotal Direct Cost of Sales	$10,250	$11,700	$12,800

6.0 Management Summary

Cesar has hired electronic repair technicians, Rodolfo Macias and Tonny Huerta, to join ALMAR Appliances Services.

Rodolfo Macias has 15 years of experience in the field of electronic repair.

Tonny Huerta joins ALMAR Appliances Services after working in the electronic repair field for 10 years in the greater Houston area.

Both technicians have a history of exceptional workmanship and excellent customer relationships.

6.1 Personnel Plan

The following is the staffs repair certification.

Cesar is a certified to perform repairs on the following products.

• Washer/Dryer: General Electric, Kenmore, and Maytag.
• Refrigerators: Frigidaire and General Electric.
• Cooking Ranges: General Electric and Whirlpool.
• Televisions: Philips Magnavox and RCA.

Rodolfo Macias is a certified to perform repairs on the following products.

• Washer/Dryer: General Electric, Whirlpool, Amana, and Frigidaire.
• Refrigerators: Kenmore and Whirlpool.
• Cooking Ranges: Frigidaire and Maytag.
• Televisions: RCA, Sony, and Zenith.

Tonny Huerta is a certified to perform repairs on the following products.

• Televisions: Philips Magnavox, RCA, Sony, and Zenith.
• DVD Players/VCRs: Panasonic, RCA, Sony, and Toshiba.
• Camcorders: Sony, JVC, Panasonic, RCA, and Sharp.