165 Industrial Parkway Hamilton Ontario L7P 4V5
1 800 332 7360
Yellow Cab Taxi Company
420 Cannon Street East
Hamilton, Ontario
L8L 2C8
September 7th 2004
Dear Yellow Cab Taxi Company:
Thank you for your interest in FMK Consulting. We have fully reviewed your situation
and we have developed a proposed course of action to solve it. We can provide you with
quality answers and help you to decide whether the Impala or the Crown Victoria is the
best fit for your company. Please consider reviewing our enclosed proposal.
We have been providing quality business and technical solutions to industry for 3
decades. We specialize in the automotive industry and have provided our services to
such companies as Dana Automotive Inc. and Polywheels Inc.
Our proposed study will begin June 14, 2004 and end July 10 2004. It will involve
technical research, questionnaires, and interviews. The outcome will be a 20 page formal
report, consisting of technical data, qualitative information, governing factors, and
recommendations.
Again, thank you for your interest in FMK Consulting. We eagerly await the opportunity
to deal with you. We can be contacted during normal business hours at 1 800 332 7360
or customerservice@fmko.com
Best Regards,
Mike DeBoer, Vice President
encl.
Introduction
Background
We have familiarized ourselves with the problem that confronts Yellow Cab Taxi. We
understand that you will be purchasing a fleet of thirty taxi cabs as your business expands
and your current cabs deteriorate. Your current cabs require too much attention and
repairs, and business is occasionally lost due to breakdowns. You are considering two
commonly used taxi cabs, the Chevrolet Impala and the Ford Crown Victoria. We realize
that you are interested in choosing the safest, most durable, efficient, economical, and
low maintenance car, in order to maximize your long term profit and minimize worry.
Although both of these two cars are good choices for a taxi cab, the investment you wish
to make is substantial, and making the wrong choice could have major implications. You
need to be able to make an informed decision. You will need to be able to compare the
cars side by side with expert opinions. You will need to know the strengths and
weaknesses of the cars and what they are suited to, as well as a final recommendation on
what course of action you should pursue. Clearly, you will require the assistance of a
quality research firm.
Approach
We will use several approaches when conducting our research. These include:
o
o
o
o
Interviews with all interested parties
Questionnaires for cab drivers
Use of electronic resources
Use of various literatures (ex. Service manuals)
Refer to the “Proposed Approach” section of this document for a more detailed
explanation of our approach.
Scope
Our research will be limited to the two cars commonly used for commercial taxi use, as
they have both been proved to be durable through police use. Thus, we will examine the
Impala Taxi of General Motors and the Crown Victoria Taxi of Ford. We will not
perform personal road testing crash testing of the two cars; rather, we will make use of
tests performed by firms who are specifically geared toward these tests.
We will not arrange for the purchase of the cars, but instead we will make a
recommendation which your company may choose to make use of. We will also provide
substantiation for our final recommendation so that Yellow Cab will also be informed to
make future car-buying decision, especially if conditions change.
Report Organization
Our final report will be approximately 20 pages, and will be divided into several major
sections. These are as follows:
Introduction
-Outlines the problem addressed; begins the report
Background
-Summarizes the goals achieved by the research
Results
-Technical specifications chart (approx. 2 pgs.) on the two cars
-Statistics and figures on driver feedback
-A discussion of every aspect of the two cars (engine, comfort,
reliability, etc.)
Conclusions
-Fully outlines the strengths, weaknesses, and applications of each
car.
Recommendations
Provides the final recommendation course of action produced by
the research
The major divisions of thought that will be addressed include
o
o
o
o
The mechanical design and durability of the cars
The cost of purchase and operation of the cars, including efficiency
The options available when purchasing either of the cars
The strengths and weaknesses of the two cars
Details
Proposed Approach
Our firm will first research the Crown Victoria and the Chevrolet Impala in an unbiased
manner, collecting information on the cars and the purchasing and use of cars. We will
examine every applicable aspect of the cars and summarize our findings in a formal
report. We will make informed recommendations on which car is best for your company.
Our team of experienced researchers can analyze every aspect of this problem, while
maintaining focus on the results of the study and our commitment to your needs. We can
provide a top quality document for a competitive price. Our interviews with police,
mechanics, and cab drivers will be thorough, and we will consider the needs of all
interested parties, including the mechanics, drivers, and cab customers. The results will
be cost effective and informed solution for Yellow Cab.
Work Plan
Analyzing the problem (June 14 to June 25)
Nee Koe will spend time with an associate from your company in person or by
phone, to determine what prior knowledge exists on this subject and how best to
tailor our solution to your company
Formal Research (June 17 to June 30)
Ken Phillips will interview mechanics, police, and dealers, while Mike DeBoer
will conduct research using electronic sources, articles, and other literature.
Questionnaire (To be distributed June 20)
Fong Ho Lam will distribute a questionnaire to gain feedback from your drivers
(with your permission) to gain their valuable perspective on the cars. They are
likely to have experience with both types of cars and will also be impacted by
your purchasing choice.
Critical Evaluation (June 30 to July 5)
The two cars will be compared and contrasted critically. Every pertinent aspect
will be examined, rated, and weighted. This section will use the information
gained in the Formal Research section.
Developing Recommendations (July5 to July 7)
A final “best solution” will be developed for your company using the Critical
Evaluation. The solution will be substantiated and insights will be provided
regarding future taxi purchases.
Compiling the Report
Upon completion of all the other sections, a formal 20 page report will be
compiled. See “Report Organization.” This shall be submitted to you when the
balance of the payment is made.
Presentation of the Report
The report shall be presented to you in the form of a slide show and document.
Statement of Qualifications
Our firm has more than 30 years of experience providing quality business and technical
solutions to industry. This experience has taught us the value of customer satisfaction;
our team strongly believes that the client will be satisfied with our research because of
our exceptional dedication to addressing the customer’s concerns.
We specialize in the automotive industry and have been provided our services to such
companies as Dana Automotive industry and Polywheels Inc. Our teams of highly
trained professionals have all graduated from Waterloo University, Mohawk College, or
the University of Guelph.
Cost Breakdown
Labour
20 hours at $130.00 / hour
$2600.00
Direct Expenses
Photocopies and Faxes
$7.00
Telephone time
$22.00
Driving expenses
150 km. at $0.40 / km
$60.00
_____________________________________________
Subtotal
$2689.00
Plus 7% GST
$188.23
Total
$2877.23
A $500.00 retainer shall be paid at the beginning of the study (June 14, 2004).
Approximately halfway through the study, a draw payment of $1500.00 is to be made.
Upon the study’s completion (July 10, 2004), the balance of $877.23 is to be paid. If
additional work is desired, it will be done on a cost-plus basis.
Conclusion
FMK Consulting Ltd. is a well established name in the automotive field. We have a solid
reputation built on commitment and quality. We take the time to identify your needs and
develop a cost effective and tailor-made solution.
We are confident that our team can help you select that taxi that best fits the needs of
your company in a timely and professional manner. By examining this situation from
every angle and employing a variety of research techniques, our firm is sure to develop
the most feasible and fitting solution for you.
Again, thank you for your interest in FMK Consulting Inc.
FMK Consulting Inc. – “From Concept to Completion”