Abstract
Research purpose. The paper examines how to successfully adapt the existing business model, develop and introduce a new program in a company and gain new customers.
Design / Methodology / Approach. It has adopted a case study approach, with an online survey of customers’ needs, interviews with employees, and Porter’s five forces of competitive position analysis.
Findings. Based on the results of the study, an innovative business model has been proposed to enhance the company’s business and ensure a sustainable business. The proposed low-cost Car Fix service brings additional customers to the company, as the most significant emphasis has been placed on ensuring a high level of service quality and consequently achieving high satisfaction of Car Fix service users, fostering the image and recognizability of the whole company.
Originality / Value / Practical implications. Due to the fast changes in the business environment, which is getting increasingly complex, resourceful management has to continuously develop, innovate and expand the company’s customer base. The paper offers a template for how to analyze the competitive environment and introduce a sustainable competitive advantage.