Marketing Objectives
“To Your Detail LLC Company” aims at achieving two primary goals that can be achieved within a year. One of the major goals will be working towards reaching high level profitability (Kanagal, 2014). One of the main challenges that To Your Detail LLC Company needs to overcome in order to survive within the market now and in the future is financial stability. The company will need to be able to pay all its workers and carry out all its day-to-day activities without financial limitations (Kanagal, 2014). This will be possible if the company makes as much profit as possible. The company will, therefore, be structured in a way to minimize inputs while maximizing its inputs. Proper supervision of activities will play a key role in maximizing the company’s income while minimizing its expenditures (Kanagal, 2014). The company will employ experts who can offer the best cleaning services as possible. All workers will also be kept motivated through decent and timely payments so that they give their best services to the company. For instance, the company will be keen to keep the stakeholder needs fully addressed (Kanagal, 2014). Addressing stakeholder needs will play a crucial role in maintaining the company’s excellent culture, and subsequently lead to customer satisfaction.
The other main objective is to propel the company towards a reasonable expansion (Kanagal, 2014). The company wishes to expand its services to cover all colleges, renting houses, markets, and homes across California and in the Bay area. This will be achieved through offering sample services to people within the region who are too lazy to keep their premises clean. The company will deploy its workers in various areas within the region to ensure that they are always available for offering services and consultations where needed. Besides, the company will seek to double its service awareness on daily matters through offering the best services to its available customers.
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Target Markets
To Your Detail LLC Company’s customers can be classified into two main groups; one-time customers and full-time customers (Camilleri, 2018). One-time customers are those customers who will need the company’s services at a time. The company will have workers set at stand-by to serve clients who may occasionally need the company’s services without prior notice or within a short-time notice. Full-time customers on the other hand are those clients who require regular or permanent services from the company. The company will assign some of its employees to offer constant services to individuals or groups who may request for a continuous cleaning. The demographics of the one-time customers and full-time customers are similar, as listed below:
Individual services: some residents within the region may require either one-time services or full-time services from the company.
Group services: some private or public institutions may need either one-time or full-time services from the company.
Contracts: private firms or government projects may need contract services from the company. These contracts may be done once or can be renewed depending on terms of agreement.
Positioning
To Your Detail LLC Company will be positioned to offer decent cleaning/junk removal services to all individuals or groups across California and in the Bay area. The company will be determined to keep the environment clean through offering reasonable services to individual households, residents who rent apartments, commercial property, college dorms, and signing government contracts. The project will not only yield substantial income to the company, but also promote public health through keeping people’s surroundings clean (Camilleri, 2018). The list below shows how To Your Detail LLC Company’s positioning will leverage its competitive edge:
A unique approach to providing a clean environment to the residents. The company will apply the new technologies in offering its services to all customers.
This system is a competitive edge because the company will offer quality services to all customers at the convenient time. To Your Detail LLC Company will evade competition through offering new services that are not availed by similar companies. For instance, workers will be positioned in all areas within the region where customers may need instant cleaning services. There will be no extra-charges for sudden and urgent services needed.
To Your Detail LLC Company will be outstanding in the way it will handle its customers and workforce. For instance, the company will put both the interests of the customers and its employees ultimately met. This will enhance innovation and quality services to customers, and subsequently attain high-level customer satisfaction (Camilleri, 2018). Customer satisfaction is critical, as it not only maintains customer loyalty, but also fosters the company’s profitability and survival.
Specific Strategies
To Your Detail LLC will be a company dealing with cleaning/junk removal. Unlike the other related companies, To Your Detail LLC will be giving credible services to a variety of readily available customers. The company will mainly target apartment renters, college dormitories, households, and government buildings (specifically Travis AFB buildings). The company’s primary strategic plan will be setting plans that will foster the company’s competitive ability. This will be achievable through the application of various marketing strategic plans. First, the company will set up plans for successful advertisement plans (Ramli, 2017). The advertisements will be made through a variety of college magazines, street signboards, and the company’s website.
Secondly, the company will offer reasonable discounts to the customers (Ramli, 2017). For instance, loyalty discounts will be awarded to customers who utilize the company’s services three or more times in a year. The rating of the discount will be done for any additional service given in every year. This implies that the more times a person or a firm seeks the company’s services, the higher the discount offered to them. This will encourage customers to seek more and more of the company’s services (Ramli, 2017). Also, the company will open a website where its customers can interact with the various stakeholders and give the necessary suggestion regarding how they would wish to be served. The clients will also be able to use the website to make orders and pay by their accounts information (Ramli, 2017). This mode of payment will be suitable for use by the customers who avoid carrying cash. Besides, the company will accept cash payment for one-time customers or customers who opt to make instant payments. To maintain customer loyalty and satisfaction, the company will give full refund to customers who will fail to be satisfied by the current company’s services (Ramli, 2017). However, a thorough assessment will be conducted to establish the background leading to lack of satisfaction.
Marketing Mix
To Your Detail LLC Company’s marketing mix will comprise of the approaches to the 4P; pricing, distribution, advertising, and promotion (Badi, 2018). Besides, customer service will be included in the company’s marketing mix. The pricing schemes will be based on the current industrial practice standards and the market competition (Badi, 2018). Customers will be charged as per the nature of the services offered to them. If the area of cleaning is critical, the customers will be required to compensate for specialized cleaning. Those clients who often visit the company for services will be given appreciable discounts. Also, firms which will require long-term contracts will be discounted depending on the duration of contract.
Regarding the distribution, contracts and long-term services will be distributed from the To Your Detail LLC Company’s main office based at California. However, minor services will be distributed from the small offices placed in various parts of the region to avoid customer inconveniences of having to travel to the main office. The most successful advertisements will be with the various college magazines (Badi, 2018). Other advertisements will be done through the company’s website and street signboards (Badi, 2018). Grassroots promotion systems will be done in partnership with the liquid laundry detergent and cleaning supplies in the United States, such as Arm & Hammer (Badi, 2018). This partnership is vital for reducing expenses that would have occurred if the company were to do the promotion alone. About the customer service, the company will abide by its philosophy that “customer needs come first” (Badi, 2018). This will foster the company’s both short-term and long-term profitability.
Marketing Research
Three marketing research needs will be conducted. First, various focus groups will be held to assist in gaining insight into a variety of available customers (Morgan et al., 2018). The information offered by the focus groups will be critical for availing vital insight into the consumers’ decision making processes (Morgan et al., 2018). Secondly, a suggestion card system will be used in providing a feedback system (Morgan et al., 2018). The company will then assess the information availed through the suggestion card system for implementing and improving service offering. Besides, the company will find the information obtained from the card system useful in rating customer interests in the company’s services. The final research will involve the analysis of the company’s competitive ability in the market (Morgan et al., 2018). The company will assign some researchers to visit key competitors and analyze how they offer their services to the clients. This exercise will be critical in coming up with new ways of serving customers and attract them to the To Your Detail LLC Company.
References
Badi, K.S.A. (2018). The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman: Research Article, SAGE Journals. Retrieved from https://journals.sagepub.com/doi/full/10.1177/2158244018800838
Camilleri, M.A. (2018). Market Segmentation, Targeting and Positioning: In Travel Marketing, Tourism Economics and the Airline Product. 4: 69-83. Retrieved from https://www.researchgate.net/publication/319085560_Market_Segmentation_Targeting_and_Positioning
Kanagal, N.B. (2014). Conceptualizing objective setting and metrics in marketing strategy: Journal of Management and Marketing Research.16 : 1-26. Retrieved from https://www.aabri.com/manuscripts/141925.pdf
Morgan, A., Whitler, A., Feng, H., & Chari, S. (2018). Research in Marketing Strategy: Journal of the Academy of Marketing Science . Retrieved from https://www.researchgate.net/publication/327107606_Research_in_Marketing_Strategy
Ramli, N.S. (2017). A review of marketing strategies from the European chocolate industry: Journal of Global Enterprises. 7(10). Retrieved from https://journal-jger.springeropen.com/articles/10.1186/s40497-017-0068-0
