Title: Premier cleaning services, LLC Marketing plan
Student’s Name:
Professor’s Name:
Date:
Premier Cleaning Services, LLC Marketing Plan
Executive summary
The greatest intention of Premier Cleaning Services, LLC to enter the cleaning sector is to fill the gap that still exists as a result of very high demand which is not fully met by the existing firms. Besides, the company aims at giving satisfactory services to customers that will make this sector reach greater heights just like other sectors such as the banking, textile making, and production sectors. Unlike other existing firms in this sector, Premier Cleaning Services, LLC will position itself in a better place to be capable of reaching even international customers but still not ignoring the local customers. To achieve this aim, the company is intending to invest a lot of resources in advertisements and promotions that definitely will be important tools to reach a wide range of customers. To realize this vision, the company will integrate technology into all its processes.
Not forgetting the strength of the existing companies in the sector, Premier Cleaning Services, LLC will tread carefully in the existing market to ensure they capture customers' attention and win their trust. This will be achieved by offering outstanding and customer-oriented services which will help them develop a stable market niche.
The company
Business description
After a long service in another existing cleaning services company, Jack, Jane and Derrick came up with a business idea of starting their own company. The trio had adequate knowledge and skills in the cleaning industry. Jack was the human resource manager, Jane was the company's chief accountant while Derrick was a general worker before they made tough and daring decisions to quit. Having been in the company for long, they had seen the opportunities that existed in the cleaning industry and they intend to make use of them to realize the dreams. Numerous researches have indicated that many cleaning services customers do not get the quality of services that they expect from their cleaning services providers. Premier Cleaning Services Company will utilize that opportunity by meeting and going beyond customers' expectations.
The company will be offering cleaning service catering to commercial buildings, post-construction homes and foreclosed homes in preparation of resale. The firm’s great focus will be on the provision of a high standard and professional services to its customers. To enable it to reach many potential customers, employing a social media advertisement strategy will be an efficient tool. With modern and advanced cleaning tools, the services offered will be exceptional. In order to make their international presence make a mark, the firm will invest in a good website, facebook, twitter and other social media accounts which will allow easy access by potential customers who may be in different parts of the word (Grant, 2007) The firm will operate from its headquarter which will be located in the capital city. The three founders will have distinct duties with Jack acting as the head of the operation, Jane will head the human resource department while Derrick will be the chief financial officer of the company.
Commercial buildings that will be the company's greatest target will be the national bank's offices, SACCOs offices, government buildings such as the national parliaments and ministries offices, airport buildings as well as learning institutions' buildings. Homes that will be of great interest to the company are those located in large estates which are mostly run by real estate companies. A strong partnership and relationship will be fostered during the company’s service delivery processes.
Mission, vision, and objectives
Mission
The mission of Premier Cleaning Services LLC is to grow and become a very reliable firm that offers highly professional services to its local and foreign customers while caring for the residential environment.
Vision
The company is aiming at providing state-of-the-art services that meet and exceed the expectations of the customers both in the short and long terms.
Objectives/Objectives
Company’s Short term goal
Premier Cleaning Services LLC aims at increasing its market base by 15% within the next nine-year. This will also boost its services production and also profitability. In addition to that, the firm aims at increasing its workforce by 20% within the next year. To measure the rate at which the market is growing, the website visitors will be tracked down.
Company’s long term goal
The cleaning service industry is becoming very competitive. In that view, Premier Cleaning Services LLC is aiming to effectively compete with its rivals in the market and by the end of five years, the company will have become the key cleaning services company both locally and internationally. By the end of the 10th year, the company aims at reading more than 500,000 customers. The number of employees is also projected to reach 10000 in the next ten years. The employment of extensive technology in almost every part of the operation is expected to be very high in the company by 2026. Customer engagement will be used as the metric to determine these long term longs.
Product/Service
The core services that the company will provide are residential and business areas cleaning services. In addition to that, the firm will provide consultancy services related to environment caring.
Market analysis summary
Industrial analysis
Cleaning services films have in existence for long therefore, Premier Cleaning Services LLC will not be the first one in the industry. Some notable films have been operating in the industry but still, customers are yet to be fully satisfied. This is evident by the enormous number of complaints from the clients that are constantly reported. Premier companies will enter the market to satisfy the customers' needs what is yet to be done by the existing films.
The initial capital for setting up such a company is high as compared to other industries that operate through the online platforms alone. Before opening business doors the film needs to purchase modern and advance cleaning tools and types of equipment, cleaning detergents and acquire legal business permits. To ensure service delivery is effective and efficient, the company has to have dependable transportation means to take its employees to their places of work.
Due to the current trends of employing technology by films in this industry, Premier will come up with more advanced and modern technology that gives them an added advantage over their rivals.
Market trends
As many companies and residential buildings as setting up, there is an increase in demand for cleaning services. Many businesses have gained trust in cleaning services films which have rendered them to seek their services. However, to thrive in this industry, films have to be unique and customer-oriented. Films willing to survive in the industry have to uphold high ethical standards which will make them win clients' trust and confidence (Burn, Marshall & Barnett, 2007). The cost of services is a key factor in this industry. The provision of affordable services will help in getting more customers regardless of the level of competition that exists in the market.
Trends and challenges
Over the last few decades, cleaning services companies used to use manual means to carry out their work but with the modern advancement in technology, films have now embraced the use of technology which puts jobs of employees at a risk. However, Premier company is trying to expose their employees to modern technology so that their jobs cannot be lost in case their manual services are eliminated.
Target market description
Premier company will focus its attention on commercial buildings and offices, learning institutions, government offices, and residential homes. With the current trends in real estate industries, the film will be in a better chance of developing a large market niche through a partnership with their potential customers. To gain fair advantages over its rivals, Premier Company will provide affordable services and employ price discrimination strategies to its client. Through the online platform, the film will be in a better position to reach international clients who might be willing to offer cleaning or consultation services.
Competitive analysis
Having invested a lot of finance in technology, Premier Company will have an edge over their rivals who are yet to embrace the modern and advanced technology. However, the stiff competition will get from older films that have in existence for quite sometimes. It will require Premier to work round the clock to great a market niche. With a lot of effective advertisement and recommendable services, the film will get a grip on the market share. The business journey will not be smooth running always because the existing films may start imitating Premier's ways of doing business. However, to counteract this challenge, the film will be constantly improving its business promotions and service delivery to ensure it is always in the front line when it comes to the provision of affordable, dependable, effective and efficient services. Employing a well-skilled and experienced workforce will further give the film an added advantage over its rivals. The human resource manager will have to be devoted to ensuring the company gets the skills it requires both in the short and long term achievement of its goals and objectives. To ensure the workforce gives their best for the best interest of the company as well as the customers, adequate training and retraining will be organized and incentives and promotions will be given to those who perform well. Motivation will act as the driving force towards the achievement of the company's goals.
Strategy and implementation strategy
Competitive edge and BCG mix
The fact that the film is a newbie in this industry does not guarantee failure in its businesses. It will work round the clock to outdo other existing films such as Power cleaners, Safe and Sound and the Twin Brothers and others in the market (Mathur, 2011). Premier’s online presence will be well secured to prevent any potential cyber-attacks. This will be achieved by allocating adequate resources and skilled manpower to oversee and operate the platforms. The personnel will be constantly monitoring the systems and rapidly responding to suspicious activities or invaders. The cyber threats are most likely to originate from rival films or other malicious invaders.
Marketing plan
For Premier Company to come up with a sound marketing plan, the shareholders will follow the following steps;
1. Carrying out the company's current situation analysis will be focused on defining the company's services and the benefits they give to its clients which are unique from those of its rivals. In addition to that, the company will get to define its market niche and understand what its rival companies are offering and from that view, it can be in a better position to provide better services than them.
2. Describing the company’s target audience. Potential customers will be described as demographics such as sex, age, lifestyles, financial capabilities, and family composition. This will enable the company to understand whether the clients are innovative or conservative, docile or aggressive or whether they are modern or traditional
3. Outlining the company’s marketing goals. This will entail what the company target to improve for example 40% increment of profit annually and a 30% increase of clients semi-annually.
4. Choosing marketing communication strategies to employ during the marketing process. This is the backbone of the film’s marketing plan. These marketing strategies will range from paid adverts, social media marketing, and roadshows advertisements.
5. Allocation of the marketing budget. Finances will be required to cater to the marketing process. This money will be used to pay for paid adverts, transportation costs during roadshow marketing and paying for billboards adverts (Mason, 2019). The company can acquire finance from banks as loans or use the shareholder's contributions.
Demographic analysis
The film will target both high and low-income companies and homes because it aims to reach all thus acquiring an immense market share. To reach the literate customers, the film will focus on newspaper adverts and billboards while the illiterate clients will be made aware of the services through the vernacular mass media adverts as well as through word of mouth marketing.
Need Analysis
Strengths
· The firm has ambitious leaders who will propel it to success
· The firm aims at employing a lot of modern technology in its production and this will boost its production
· The firm has an attractive work environment and this will attract skilled workers into the company
Weakness
· The firm has no enough capital to start big but it depends on loans and grants from good wishers
· Some of the potential customers are low-income earners who are ignorant about the cleaning services
· Some of the company’s leaders might be corrupt bearing in mind that some of them will be x-managers from other companies.
Opportunities
· Companies are now embracing commercial cleaning services and this is providing a great opportunity for the company
· Due to robust marketing, the firm is likely to have a lot of popularity among both the local and foreign clients
· Real estate in growing drastically and this is increasing the demand for cleaning services.
Threats
· Tough government policies and regulations are among the core threats for the company
· Uncontrolled competition is likely to be a huge threat too
· Tough local and global economic conditions might be great threats to the company since most customers will not be willing to pay for the services.
The SWOT analysis
Through the SWOT analysis techniques the company's strengths, weaknesses, opportunities, and threats are well understood.
Strengths
Premier Cleaning Services LLC's strengths are based on its innovative use of modern technology in both service delivery and advertisements. This creates an easy, effective, efficient and dependable means to increase its loyal customer base by capturing their trust and attention. This strategy is also cost-effective to the company which makes it stand tall among its rivals in the market as far as financial strength is concerned. Besides, the fact that the three main shareholders are experienced professionals in cleaning services industries gives the company an edge over its competitors who might be under the leadership of unskilled leaders and managers. Unlike its rivals, Premier Company is investing heavily in ensuring that it reaches to both local and international clients through the online platforms. This is projected to rapidly increase the film's market base over a short period. In the long run, the film will be capable of setting up offices in different countries across all the continents.
Weaknesses
The film might experience serious financial problems if drastic measures are not put in place. The reason for this is the fact that the company has very few shareholders who might not be in a better position to adequately fund the company’s activities. Choosing to acquire loans may result in large unpaid debts. The company also lacks enough shareholders who can sit down, analysis the business and come up with all-inclusive ideas (McManus, White & Botten, 2008) The small number of shareholders will without a doubt result in biased decisions. The company might also lack enough experienced manpower.
Opportunities
The film's intention to take their business outside the borders of the country of origin will offer them a nice opportunity. My research has concluded that many cleaning services clients are constantly complaining because they are not receiving satisfying services from their cleaning services providers. This is the opportunity Premier company is aiming to utilize by offering clients-oriented services. Besides, the film is taking advantage of its rival's ignorance towards the owners of the low-income house by offering affordable services to them.
Threats
Stiff competition from its rivals is a great threat to the Premier Company. Both the existing and emerging companies are posing a great threat that keeps Premier Company on its toes. This threat is endangering the presence of Premier Company in the market. Moreover, with the increase in cyber attacks in the current business era, the film remains at a risk of becoming a victim of malicious cyber-attacks which can ruin its business operations.
References
Burn, J., Marshall, P., & Barnett, M. (2007). e-Business Strategies for Virtual Organizations. London, England: Routledge.
Grant, R. M. (2007). Cases to Accompany Contemporary Strategy Analysis. Hoboken, NJ: Wiley-Blackwell.
Mason, D. (2019). Exam Prep for Contemporary Strategy Analysis with Cases ... Rico Publications.
Mathur, U. (2011). Global Business Strategies: Text and Cases. I. K. International Pvt.
McManus, J. T., White, D., & Botten, N. (2008). Managing Global Business Strategies: A Twenty-First-Century Perspective. Amsterdam, Netherlands: Elsevier.
Chrismaxwellp
MarketingPlanpart1.docx
0
