LASA 1—Preliminary Strategy Audit

Market Position Analysis

Diego Nunez Noguera

October 11, 2017

For this assignment I chose the company of a family member. The company is called A & R Pro Services, and is a company that was established in 2015 in Nashville, TN. It is a company dedicated to the service of painting, restoration, drywall, cleaning, etc., for apartment complexes in middle Tennessee area. This company was created due to the high demand for these services in the area.

The company offers its services primarily to apartment complexes, but also offers services to residential customers. A & R Pro Services provides services when the resident’s contract expires and they have to move out. The apartment complexes send the requisitions to the company and the go to the unit and perform the services requested.

The services offered by the company are:

· Painting

· Dry wall

· Cleaning

· Removal of Objects

Because the company offers its services at the apartment buildings, they do not have an established place where people can go to a store. Mr. Portillo personally visits different complex to offer their services and grow his book of business, if a company is interested getting services, they will communicate via email or phone call to A & R Pro Services and notify what services are required and when it needs to be done.

This type of service is in high demand now in Nashville, because many people are moving in to the city every day, the need for services is daily, since there is much demand in the market, many companies has been created that offers these services, it is very important that when the complex make a requisition, the company complies with the required services effectively, because if for some reason the service requested is not done correctly, or if the requested service is not done by the time that is needed, the apartment complex will contact another company and, the contract with the complex could be lost.

The company initially was created to provide painting services, but Mr. Portillo saw the need to expand his range of services to be more competitive in the industry, since the apartment complexes not only demand one service at a time, they often require painting and cleaning of the units at the same time.

The services offered by A & R Pro Services are performed by trained personnel with years of experience to guarantee a good service and satisfy the needs of the client. Thanks to the good work done by the company, in just 2 years of existence, the company have direct contract with five apartment complexes and one contract with a local university. Currently the company is in the process of recruiting and training employees to offer their services more complex in the area.

A service that the company does not currently offer and it is a high demand is the carpet cleaning, because the equipment required offering these services are too expensive and requires a structural change of the company, the company is not ready to make this investment. It is required to buy a van and the machinery that needs to be installed in the van. So the company currently has a disadvantage with other service providers. But the company is working hard to acquire the necessary equipment and to be more competent in the market.

Within the entire range of services offered by the company, service of painting is the most demand has and has the highest customer satisfaction. The company has an advantage over other midsize competitors, as staff is trained before they are placed to work. This ensures optimal work and makes apartment complexes choose the company instead of choosing other providers.

The major competitors of A & R Pro Services are: Servalca, Lycra and Rodriguez Restoration Services among others. In this industrial field, the prices of services are not as high as there is a lot of competition that offers their services at a low cost, making it very difficult to compete with other companies. But in many cases these small companies that offer services at low cost, are not highly qualified and the result of their works is not the most optimum.

A & R Pro Services, is staffed with 20 people and, they are available to meet the needs of apartment complexes. In this way the company can guarantee the performance of the services in an efficient and timely manner. Also the company has an alliance with other companies that, in the case they cannot do a job, Mr. Portillo will sub contract another company that can perform the work and fulfill the client's requirement.

Something that characterizes A & R Pro Services is that it has a person who is always available when the client calls and makes its requirements either by phone or email. Because customers need immediate confirmation, the company needs to have someone available and this makes customers feel more confident that their application has been received and will be done in the time they need.

Since the company is established in the area of Middle Tennessee, and is a local company, the advantage is that it can offer more reasonable prices than any other nationwide competitors, customers can directly contact the management personnel directly for any issue, instead of them calling a customer service number and trying to solve the problem over the phone without knowing if the problem is going to be solved or not. Also the company has a project supervisor who is a person responsible for checking the work being done before being delivered to customers, thus ensuring that the work was done properly and whether to repair something is done immediately and so the customer will not have any complaint with the company. All of this mentioned above makes the company has an advantage over other competitors.

Matrix

Reference

· Alexis Portillo, Owner of A & R Pro Services, Interviewed on Sunday October 08 2017.

1