Bubblepark Case Study

1. Business overview

BubblePark is a dedicated Car Wash company that aims to provide the ultimate car wash experience to its customers. The Company is known for delivering speed, quality and value for money satisfying even to the most demanding customers. BubblePark's new plant incorporates the latest technological advances in the car wash industry offering state-of-the-art services. The Company focuses on providing a modern, professional and high quality car washing environment that features high-tech, reliable and customer friendly services at very competitive prices. BubblePark's car washing plant consists of:

Six easy-to-use self-service bays featuring pre-soap wash, spot-free rinse and wheel and tire shampoos as well as powerful vacuum cleaners for the car's interior. The self-service bays are open 24 hours a day and cost £6.90 (€7.80) including VAT.

A modern fully-automated bay offers touch-less wash and wax as well as detailed interior cleaning; this service costs £11.50 (€13.00) including VAT.

2. Market Environment

The owners of BubblePark observed that Car Wash market in Cyprus was suffering from supply side shortages leaving excessive demand unsatisfied. The Company owners recognised that under these conditions there is a great potential for penetrating the market. As a result, even though the Company is headquartered in London, UK, its main operations are in Limassol, Cyprus. The owners based this decision on a number of reasons:

2.1. Legislation

Cyprus' severe water shortage forced the government to introduce strict legislation on water usage. Consumers are forbidden by law to wash their cars at home and in effect monopolising the Car Wash Industry. However, under this strict legislation, water usage and operation permits proved to be expensive. In the light of this, the Company implemented an environmentally-friendly approach recycling 75% of its water consumption and using bio-degradable shampoos and waxes.

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