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MACRO-ENVIRONMENT ANALYSIS AND STRATEGIC IMPLICATIONS
Social/Demographics:
· Women make up 65 percent of the customer base for service centers. Unfortunately, 80 percent of these customers are not satisfied with the service and repairs they receive, and 89 percent feel they are treated differently because of their gender.
· Two-thirds of the women who patronize aftermarket businesses are college-educated, and 15 percent of these women hold postgraduate degrees.
· Society highly values the actual performance of auto repair, yet it does not value the process of auto repair; distrust, a lack of knowledge, and the propagation of bad experiences have made fixing one’s car an unwelcome experience.
· The market is here to stay; as long as these vehicles or any evolution of them are in use, repair shops will exist.
· A need for highly-trained auto mechanics has spurred advanced training programs.
Women are fueling major change in the automotiv...