Running Head: COMPANY ANALYSIS AND EVALUATION PROJECT 1
Company Analysis and Evaluation Project.
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COMPANY ANALYSIS AND EVALUATION PROJECT 2
Company Analysis and Evaluation Project.
Sparkling Clean is a service-based cleaning company particularly for corporate business
that engages in cleaning at the same time, supplying cleaning products. The company dusts,
sweeps, vacuums and cleans facilities such as conference rooms to restrooms. Aside from this,
Sparkling Clean carries out heavy cleaning duties and other projects while working towards
meeting and surpassing their customers’ expectations. The company’s main objective is to
become the leading service-based cleaning company in the entire region while hoping to extend
its market to new cities. The core values are loyalty, communication, integrity, commitment, and
innovation. In the past three years, the organization has made innovations and improvements
from being a company that hires cleaning items to now owning their own. With mechanisms for
customer retention, the organization is concerned with meeting new target audiences. Through
frequent engagement with its customers, they are learning ways of bettering their services by
providing excellent services. Most importantly, the main issue of concern is remaining loyal to
the company’s brand while on its journey to being the leading service providing company.
SWOT Analysis Diagram.
COMPANY ANALYSIS AND EVALUATION PROJECT 3
Figure 1: The SWOT Analysis for the Sparkling Clean Cleaning Company.
Balanced Scorecard
Figure 2: Balanced Scorecard of the CSFs.
Critical Success Factor (CSF) Target
Customer Satisfaction 95 % Extremely Satisfied.
Employee Turnover 15% per year
Market Share 25% of Ten Miles Radius
Attract New Customers 30 every month
Being this is a service-based industry that works on meeting the needs of their target
audiences, the above mentioned Critical Success Factors were thought of as of much importance.
Strengths
Resources, Assets & Customers
Price, Value & Quality
Experience, Knowledge
New Innovative Service
Strong Client Relations
Weaknesses
Timescales, Pressure and
Deadlines
Location of Business
Management of Staff problems.
Advertising
Opportunities
Industry and Trends
Technology Development and
Innovation.
New Markets and Services
Increased Interests
Threats
New Technologies and Services
Increased Competition.
Price Wars with competitors
Obstacles
COMPANY ANALYSIS AND EVALUATION PROJECT 4
Customer satisfaction is a key factor in most businesses mostly service providing industries
because it is from here that one can test customer loyalty while identifying ways of attracting
new customers in competitive markets (Kasemsap, 2017). This factor measures how the services
provided by a company meet their customers’ needs. Customer satisfaction helps business
owners to identify the strategies for improving their services. Customer satisfaction is a key
indicator of loyalty and for identifying when customers are reducing their association with an
organization (Kasemsap, 2017). This also improves the value of lifetime relations formed
between companies and customers. Customer satisfaction reduces any chances for negative
publicity that might draw away prospected audiences.
The best way to know that customers are likely to purchase or use an organization's
services in the future is when they are satisfied with the services or products (Blocher et al.,
2010). One such was of determining loyal customers who will use your services again is by
asking them to rate their satisfaction. Those customers who will give higher ratings are most
likely to make referrals to their families or friends or use the same service next time. The low
ratings sound a warning to organizations that perhaps the customers were not satisfied and might
not use the services again or advocate for the same. The only chance to beat competition from
competitors is by working on meeting the audience’s needs. By creating good environments for
customer satisfaction, companies are most likely to do better than their competitors (Kasemsap,
2017). Hence, companies need to track their customers’ satisfaction with the help of various
metrics to determine which areas require improvement. While at it, exceeding customers’
expectations and placing customers’ needs at the forefront ensures the success of most
organizations and assist in the retention of customers.
COMPANY ANALYSIS AND EVALUATION PROJECT 5
Another way to determine an organizations success is through the control of the
employee turnover. This is the rate at which a company loses or gains employees in most cases,
the duration employees take working in a company before they leave. For service providers,
employees play a significant role in determining the excellence of a company. Organizations
treat this matter with urgency as in most cases it impacts negatively on their productivity. When
employees leave, it calls for more resources to hire and train new ones. At the same time, this
reduces the number of services the company can offer following the few workers. Costs on
advertising, resource management and, loss of time and efficiency and training recruits can take
a toll on companies.
Employee turnover if not carefully looked into could reduce productions and impact on
the company’s profits (Khan, 2019). Following these reasons, most organizations work on the
retention strategies that would ensure there are few chances for their employees to leave. Such
strategies include providing benefits and incentives that would better the working conditions for
employees. High turnover could impact negatively on the quality or level of efficiency and
profits mostly of smaller organizations (Khan, 2019). Consequently, employee turnover leads to
customer dissatisfaction which could cause the company to lose its customers.
The total sales of an organization has divided by the number of sales in the market
determine the success of an organization (Blocher et al., 2010). This metric is often used by
companies to determine the effectiveness of their market campaigns or their brand initiatives.
Market share depicts the way an organization is doing alongside its competitors by evaluating the
strategies and that a given company has. Though some companies would rather focus on internal
metrics such as awareness and loyalty, these could sometimes be very deceitful. Measuring the
market share of organizations is a key aspect to determine whether it is doing well or not. When
COMPANY ANALYSIS AND EVALUATION PROJECT 6
companies do not engage in better competitor monitoring strategies, they are most likely to
overestimate their customer share. Market shares permit companies to judge the market growth
or decline while observing the customer behavior while also measuring pricing for their services.
An accurate and unbiased measure of the market shares helps organizations determine the best
approach to take. The market share reports help in depicting the impact of one’s business
strategies by looking into the short and long-term trends in the market.
While retention of customers is important for the existence of a company, reaching new
target audiences is one way of realizing success as an organization. New customers help in
growing the revenue base of a business. The attraction of new customers calls for strategies such
as moving into new markets or working on good customer experience to get referrals (Kasemsap,
2017). Even when one's business is doing well, when they are unable to attract new customers
then they might have a stagnant growth. The more organizations attract new audiences the more
they can be sure that they are on the right track of beating their competitors. The acquisition of
new customers increases the sales. Setting optimum prices would allow one to maximize their
profits while still attracting new customers. The reason most companies are unable to attract new
customers is because they have either too low or too high prices. Sometimes their services are
too outdated and are not as per the current trends. Ensure the organization is at par with the
trends to be well placed with its competitors. Identifying new locations that are the most
accessible or online platforms that can help in marketing the company’s brand are just some of
the techniques to employ. Poor customer service also contributes to stagnant market growth as
the organization is not well conversant with what their customers need (Blocher et al., 2010). By
working towards exceeding the expectations of the customers will help in attracting more
COMPANY ANALYSIS AND EVALUATION PROJECT 7
audiences. While keeping to date with trends, make necessary technological innovations to stay
ahead of competitors.
Evaluation of the Sparkling Clean organization and how it’s achieving the CSFs.
Customer satisfaction.
This organization works on giving customers excellent experiences by employing the
following metrics: first the Net Promoter Score which is an index for determining if the audience
is willing to respond to a given service. On their online platforms, they engage their customers
with questions to know whether they would recommend a given service while giving their rating
for the same. The rating is on a scale of between 0 to 10. One such question is, on a scale of 0 to
10, how likely are you to recommend our cleaning services to a friend? Using this scale, the
organization classifies the customer’s responses into 3 categories. One is the detractors who are
most likely to spread negative sentiments regarding their services, then the passives who are
willing to recommend their services. The last category is that of the promoters, the company’s
brand promoters who give a score of 9 or 10. In measuring NPS, they subtract the percentage of
detractors from that of the promoters to determine how satisfied their customers are with their
services.
The second metrics is the customer satisfaction score (CSAT) which measures whether
their services meet their customers’ expectations. With this, Sparkling Clean has a series of
questions to determine their ratings. One such question includes, “How would you rate your
experience with our lavatory cleaning services? The rating is from “Very Unsatisfied” to “Very
Satisfied.” Recently the company introduced a new cleaning machine that replaced the ones that
were being used before and they have been using these metrics to determine their efficiency.
COMPANY ANALYSIS AND EVALUATION PROJECT 8
They introduced the Call Center Helper where they reach their customers to find out if they had a
good experience with their recent sort for services. So far, customer feedback has been incredible
and they have registered 80% customer satisfaction using these metrics.
Employee turnover
Last year the company experienced certain challenges with the staff management when
one of the company’s managers was fired for underperformance. This affected some of the
employees who were quite close to this Manager. What followed was the turnover of 10 of the
company’s best employees. This greatly affected the performance of the other employees who
had a huge workload with very little help from their colleagues. Due to the gap that was created
when the other employees left, the company incurred great cost in the advertising for potential
employees and their training. While this happened, the company was not able to meet their
yearly profits as they lost quite a number of their customers who complained of poor services.
They were not able to compete with their competitors who during this time were making
innovations and increasing their markets.
Since then, the company is working on ensuring that the same does not happen this year.
They have placed the best strategies to make this possible some of which include improving the
work environment conditions that would motivate their employees to stay. They introduced
benefits such as trips and vacations every holiday and incentives for those employees whose
work is rated highly by the customer. While the retention of employees cannot be assured even
when working conditions are good, they are hoping for a 15% every year of employee turnover.
This is because anything beyond this will impact negatively on their production.
Market share
COMPANY ANALYSIS AND EVALUATION PROJECT 9
Late last year, the company’s total sales got to $ 7.8 million. In that same period, their revenues
were $ 1.2 million. The market share of the company was:
$2.8 million / $1.2 million = 2.3%
This way, the company has developed new campaign strategies to ensure they increase their
brand awareness amongst its customers. They are also making innovation and introducing
additional services such as cleaning homes aside from just cooperates. While doing so, they are
weighing the prices for these services to ensure that they are not so expensive for their customers
to access. This year, they are hoping for a higher Market Share and total sales with the aid of
their introduced services.
Attract new customers
Having established a good brand for themselves, Sparkling Clean is working on having
30 new customers every year. On the company’s social media platforms, Facebook, Twitter, and
Instagram, the company gets into direct contact with their local customers. They can determine
their attitude towards some of their services. They have been giving various amounts of
discounts and rewards depending on what services their customers reach out for. With the help of
these inexpensive programs, they have between 25-30 new customers every month. They
however hope to grow this number with other techniques such as innovations.
In conclusion, these critical success factors have significantly affected the company’s
strategies and campaign designs. However, it is required that they are reviewed often to ensure
that the weak areas are adjusted and improved on. By frequent measuring of factors such as
consumer repurchase or their loyalty to certain services, it is easy to establish the right
mechanism for success. They have ensured that while they are reaching new markets, they still
COMPANY ANALYSIS AND EVALUATION PROJECT 10
retain their existing customers. They have ensured that their strengths as a company match up to
ways of realizing new markets or better still opportunities to better themselves. Hence, with a
frequent evaluation of these CSFs, any company can determine how to let its opportunities and
strengths override their weaknesses and threats.
COMPANY ANALYSIS AND EVALUATION PROJECT 11
References
Blocher, E. J., Stout, D. E., & Cokins, G. (2010).NCost management: A strategic emphasis. (5th
Ed). ISBN-13: 978-0-07-352694-2. ISBN-10: 0-07-352694-0. Includes index.
Kasemsap, K. (2017). The importance of customer satisfaction and customer loyalty in the
service sector. InNHandbook of research on strategic alliances and value co-creation in
the service industryN(pp. 59-82). IGI Global.
Khan, S. (2019). A study on employees attitude towards monetary and non-monetary
rewards.NInternational Journal of Management, IT and Engineering,N9(6), 20-38.
