Research Paper on:
Mobile Brake Mechanic Business II

Unformatted Sample Text from the Research Paper:
a specialist mobile mechanic service to carry out a range of services on car, van and truck braking systems. The core services will include the inspection, testing, service and maintenance,  repair and replacement of all different elements of the breaking systems. The service offered is mobile, with a fully qualified mechanic visiting a location convenient, such as a home address  or an office address. The service area will be defined in terms of a radius from a central point. The service will be offered in a same day or a  pre-bookable service. There is the aim of providing a same day service for those who call and required an appointment the same day. This will be guaranteed for customers  who call before 12 noon, for calls after this time will be accommodated as far as it possible. The same day service will carry a small premium. The service can  also be booked in advance; this will have a slightly lower cost due to the increased ease of workload planning. The service will be offered from 8 am until 8  pm, with an emergency callout for jobs requited outside of these hours. All work carried out will use approved parts and come with a 22 month or 12,000 mile  warranty, expiring with whichever occurs first. The company will also offer some complimentary services which may be carried out at the same time. 2. Branding To gain business it  is advisable for the firm to gain a strong local image associated with the product and service as well as the values that they wish to project. Aaker and  Lane (1990) see a brand as a mental box, which can be described as a set of assets, or liabilities which are associated the brand name and/or symbol.Doyle (1990) defines