A brand diagnosis is the in-depth analysis that is done about the brand. The brand analysis will be helpful in the context of understanding opportunities within the industry and how these opportunities could be tagged. The current situation of the brand in the context of competitive standards is understood. Now the automated parking facility is quite unique in the parking standards and context and hence that is an opportunity. Some of the other information collected locally and from secondary data sources are as follows.
The Brand (Product/ Service)
Parking Services: The brand is Giken. Giken offers the service of automated parking facilities to Sydney. As part of its first round, Giken would focus on Sydney. Key strategic points in Sydney are selected and the bicycle automated parking is built underground. Some of the existing parking spots are as follows. The map shows some of the key bicycling parking racks in Sydney. Motorbike Parking, at 257 Clarence Street, the Sydney Park Cycle Centre at Sydney Park Road, the Sydney Park Bike track at 404 Sydney Park Road, and the Park Bikes at the Olympic Park are some of the critical points. Therefore, the service for parking would be arranged around these spots.
Giken would aggregate the data collected from these strategic sites and would then develop the Eco cycle parking concept. Giken would check for traffic congestions at the place. Nuisance parking for others are stopped because of the service Giken offers. People would have a convenient way to park their vehicles and this is the major service part of the automated parking facilities. Other secondary services would be offered to the customer.
Card Services: Giken would offer customer a way to register their service need for parking. The customer would be given a data card with his details, like name, address, bicycle type, form of service expected (long term parking versus short term parking), etc. These services would be available online. The onsite services are the actual parking services. The customer will bring their bicycle to the place in parking queue, wait in line and swipe their card before parking.