Case Study: Atlanta Computer Repair

954 Words 4 Pages
Register to read the introduction… * The business accepts credit cards as form of payment, which differentiates it from other small repair shops that only accept cash or checks. * Service calls are performed on-site, as “house calls”. The customers do not have to disconnect their systems in order for a technician to diagnose the problem * Straight hourly billing of all services performed, maxing at 4 hours. * Atlanta PC Repair already has a small but loyal business customer base. These customers were obtained by word of mouth. When asked if they would use and recommend Atlanta PC Repair to others when the business incorporates, they unanimously agreed.
Weaknesses
* No store front where customers can drop off computers and interact with office staff and technician prior to the service call. * It currently has only one full time technician/owner which is a major obstacle to expansion. * Growth is limited by owner’s capacity to complete work. * Limited operating hours. * Lack of marketing expertise. * No Brand recognition, but the name is easy to remember and self
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In addition to on-site service inside Best Buy, Geek Squad also offers at-home, online, and over the phone services. The hourly rate for virus and spyware removal, Atlanta PC Repair’s niche, range from $149.99 for online support to $299.99 for in-home service. The in-home hourly rate is double the price Atlanta PC Repair will charge for similar service. The closest Geek Squad inside Best Buy is approximately 2.5 miles away, with two other locations within 5 mile radius. Geek Squad also operates number of stand-alone locations staffed with full time “Agents”. There is a stand-alone store within 10 miles from Atlanta PC Repair, but does not pose a threat due to its distance. Geek Squad has already established Brand and image. The Geekmobile, a black and white Volkswagen Beetle with orange and black company logo is recognizable trademark in cities around the county. Geek Squad relies heavily on heavy marketing, economies of scale, and manpower for its future success. On the flip side, Geek Squad is slow to respond to customer requests, expensive, hires inexperienced, young technicians, and plagued with scandal in recent years. There is growing dissatisfaction among Geek Squads’ customers regarding professionalism, pricing, technical competencies, and response time; areas were Atlanta PC Repair can capitalize and take over market

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