A Comprehensive Marketing Plan
A Comprehensive Marketing PlanA Comprehensive Marketing Plan
This business venture encompasses the establishment of an entity that offers home cleaning services. The venture’s focus is on high-end clients who have expansive houses or properties. Such individuals rarely have adequate time to clean their houses. Even when they clean the homes, they lack effective equipments. Hygiene is a pertinent issue of concern to home owners. Home cleaning services will thus appeal to prospective clients.Although the business will initially focus on the American market, it will extend into the international scene after two years. This might even occur earlier than scheduled depending on the success. In order to offer exemplary home cleaning services, the business will recruit professionals who are familiar with the technicalities of this sector. These professionals will help in strengthening the organization’s image and thus catapult it into the international market. Sound management policies will also form an integral component of the business venture (Allen, 2011). These policies apply to the venture’s financial aspects, human resource systems, quality assurance and public relations among others. These perspectives are critical towards streamlining the efficiency of any business venture. A comprehensive marketing plan will form the basis of reaching the target market.
Product Description
The home cleaning services will be offered in different platforms. Firstly, depending on the client’s needs, the home cleaning services will be available at both regular and irregular intervals. This kind of diversity is pertinent towards attracting many clients. The home cleaning services from this venture will be available at affordable prices. Even for high end consumers, affordability of services has strong influence upon their buying behavior (Elliot, 2007). Consequently, the enterprise will offer the home cleaning services at affordable prices. This is a critical aspect of competitiveness and will help in enhancing the venture’s growth.
Features and Benefits
Clients of this business entity will accrue numerous benefits from the home cleaning services. Firstly, the home cleaning services will seek to enhance the standards of hygiene in the clients’ homes. This is because hygiene is pertinent issue of concern to most people. Multiple home owners will benefit from a discount. Such discounts are useful in terms of enhancing the levels of client loyalty. Without client loyalty, it is difficult for the business to attain the various objectives and projections (Lamb, 2011).The home cleaning services will not only cater for interior of houses but also the client’s compound. For instance, lawn mowing services will be available from the company. Consequently, clients will benefit from an extensive variety of services. Because of high standards of professionalism, clients will also benefit from timely completion of tasks (Allen, 2011). This is beneficial in terms of averting inconveniences while delivering the home cleanings services.
Meeting Consumer Needs
The home cleaning services will be extremely unique in that they meet the needs of clients. This is because the professionals will clean the homes and other properties based on the expectations of clients. This is extremely essential with regard to the development of brand awareness (Elliot, 2007). Some people prefer frequent home cleaning services. In contrast, other people prefer home cleaning services after some time. These perspectives will form an essential component of the business framework. The business entity will have an expansive network that spans across the entire United States. Consequently, the organization will bring home cleaning services to the clients’ doorsteps.
Competitive Advantage
The home cleaning services from the new enterprise have numerous advantages over the competition. Firstly, the enterprise will have the capacity to offer credible home cleaning services in a timely manner. This will be helpful in terms of averting inconveniences to the clients. Most companies that offer home cleaning services do not have adequate mechanisms for beating deadlines. The second outstanding advantage of the company’s home cleaning services pertains to affordability. Most organizations in this sector have the tendency to offer home cleaning services at high prices. This makes it difficult for prospective clients to access such services. However, this will change through the new enterprise because it has an excellent mechanism for promoting affordability.The company will recruit professionals who are extremely competent in the provision of home cleaning services. This perspective will enhance the reliability of the company’s home cleaning services (Lamb, 2011). It is thus an excellent competitive advantage that will help in steering the company towards success. Competitive advantage is among the most essential perspectives of any business enterprise. This justifies the reasons as to why the business enterprise will offer reliable home cleaning services.
Marketing Plan
A marketing plan refers to the development of a comprehensive strategy that serves as the basis of reaching the target market. Through a marketing plan, it is possible to attain the business objectives without delays. Additionally, the marketing plan also serves as a useful platform for alleviating the total costs incurred by the business entity. In offering home cleaning services, it is extremely crucial to develop a marketing plan that conforms to the business targets and goals.For this business plan, the first major component of the marketing plan is the market research. The market research serves as a pertinent platform for evaluating the prevailing market dynamics (Elliot, 2007). For instance, the market research will help in establishing the preferences of the prospective clients for home cleaning services. This will help in delivering services that conform to their expectations. The market research also serves as a useful platform for evaluating the prevailing perspectives in the sector. For instance, it is paramount to determine the prevailing standards for home cleaning services. Additionally, market research will be useful in terms of evaluating potential suppliers of the equipment and facilities necessary in home cleaning services. Apart from market research, another pertinent component of the marketing plan is competition (Allen, 2011).
It is fundamentally essential to determine the most dominant forces in this sector. By understanding the competitors’ strategy, it will be possible to develop a comprehensive plan for attaining competitive advantage. The specification of the mission and vision statements is another critical aspect of the market plan. This is vital in terms of streamlining the business targets for offering home cleaning services. It would be difficult for the company to attain success without developing a comprehensive framework for brand positioning. Consequently, this will serve as an essential component of the marketing plan.Additionally, the marketing plan will also encompass the formulation of a budget plan that conforms to the available resources (Pride, 2011). The budget plan serves as an essential platform for operational efficiency while offering home cleaning services. All these perspectives underscore the critical role of the marketing plan towards the successful attainment of business objectives.
Competitive Issues
In the home cleaning services sector, there are various issues as pertains to competition. Firstly, it is vital for any enterprise in this industry to have adequate capacity to offer reliable home cleaning services. This is because most companies recruit unprofessional staff. Such individuals lack the necessary skills in offering credible home cleaning services. The second perspective of competition in this sector pertains to affordability. Some companies offer home cleaning services at high prices that are barely affordable to prospective clients. This convinces prospective clients to clean homes on their own. It is thus pertinent to offer an affordable price mechanism to all clients.Flexibility is another perspective of competition in the home cleaning industry (Allen, 2011). This mostly applies to time schedules. It is fundamentally essential for the company to have the capacity to offer home cleaning services upon the client’s request. For instance, some customers might only prefer the home cleaning services when they are expecting guests. Consequently, the company must have an effective mechanism for enhancing flexibility.
Market Segmentation
This business mainly targets high income earners who own homesteads and real estates. Such individuals require professional home cleaning services from time to time. They will thus form an essential segment for the business. Apart from individual home owners, the business also targets small and medium enterprises. These business establishments require high standards of hygiene in their offices and premises (Lamb, 2011). They will thus form a crucial segment of the target market for home cleaning services. This segment will be classified as the corporate category. The home cleaning services for the corporate category will be slightly expensive than the rates for individual homeowners. However, affordability will still serve as an essential perspective while determining the prices.In terms of population dynamics, this business will mainly target adults. This is because there are only a few young people who are homeowners. This applies to the American property sector as well as from an international perspective (Moore, 2010). Through this market segmentation, it will be possible for the business to enhance its profitability.
Marketing Mix Components
The marketing mix refers to a framework of four components that streamline the marketing plan of a business establishment. For this business entity, promotion will be a crucial component of the marketing mix. In essence, this encompasses the advertising strategies that will help in communicating the business’s products and services to the target market. A multidisciplinary approach will be used while developing the promotional strategy (Allen, 2011).The internet will serve as one of the most crucial platforms for advertising the home cleaning services. Through the internet, it is possible to reach many prospective clients. The internet is also an essential platform for attaining a competitive advantage over the competitors. With regard to internet marketing, social media will be helpful in popularizing the home cleaning services. This is because social networks are highly popular in the United States (Lamb, 2011).
Apart from the internet, television adverts will also help in popularizing the home cleaning services. For instance, prime time adverts on television can help in reaching out to many clients.Print media will also play an instrumental role in popularizing the home cleaning services. Through the multidisciplinary approach in promotions, the company will enhance its image. Product is the second component of the marketing mix framework. It is always crucial for a business enterprise to offer the right standards of services to clients. This justifies why the company will recruit professionals who are familiar with the technicalities of home cleaning services. Through this approach, the services from this company will be reliable and also conform to the clients’ expectations. Place is also another pertinent component of the marketing mix framework (Elliot, 2007). The company’s services will be available in all states. In terms of prices, affordability will override other aspects of the marketing mix. Through this approach, the brand will position itself as an incredible force in the home cleaning sector.
Conclusion
The business plan addresses crucial aspects pertaining to the venture as well as the various rudiments of the marketing plan. These are two outstanding perspectives of a successful business strategy. In essence, the business comprises of an enterprise that offers home cleaning services. High income earners are the main targets. However, the market segment for the home cleaning services also includes corporate clients. These are small and medium enterprises. Although the business will initially focus on the American market, it will extend into the international scene after two years. This might even occur earlier than scheduled depending on the success. In order to offer exemplary home cleaning services, the business will recruit professionals who are familiar with the technicalities of this sector.Multiple homeowners will benefit from a discount. Such discounts are useful in terms of enhancing the levels of client loyalty. Without client loyalty, it is difficult for the business to attain the various objectives and projections. The enterprise will have the capacity to offer credible home cleaning services in a timely manner. This will be helpful in terms of averting inconveniences to the clients. Most companies that offer home cleaning services do not have adequate mechanisms for beating deadlines.
References
Allen, K. (2011). Launching new ventures: An entrepreneurial approach. Mason, OH: South-Western
Elliot, R. & Percy, L. (2007). Strategic brand management. Oxford, NY: Oxford University Press
Lamb, C. & Hair, J. (2011). Essentials of marketing. Mason. OH: Cengage Learning
Moore, K. (2010). Marketing: The basics. NY: Taylor & Francis
Pride, W. & Ferrell, C. (2011). Marketing. Mason. OH: Cengage Learning
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