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Contents 2 2.0 Situation Analysis Overview 4 2.1 Market Summary 5 2.2 SWOT Analysis 7 Strengths 7 Weaknesses 7 Opportunities 7 Threats 7 2.3 Competition 8 2.4 Product/Service Offering 8 2.5 Keys to Success 9 2.6 Critical issues 10 3.0 Marketing Strategy Overview 11 3.1 Mission Statement 11 Our Vision 11 Our Mission 11 3.2 Marketing Objectives 12 3.3 Financial Objectives 13 3.4 Target Markets 14 3.5 Positioning 14 3.6 Pricing Strategies 15 3.7 Marketing Attack Strategies 15 3.8 Marketing Research 16 References 18 2.0 Situation Analysis Overview The marketing plan is to introduce a new service in Bakersfield, California…
Market Summary: This section provides the credibility of entering the chosen market of Bakersfield. Currently people are more reliant on dry cleaning services for being busy and over equipped with the work-life balance. This factor provides the company to enter the market with newer and better facilities, like home deliveries. SWOT Analysis: reveals that currently the company has the resources and abilities to enter this market. There are no strict rules and regulations surrounding this area of business. People are welcoming new and better services with limited time available to them for dropping and picking up their clothes and other items. The strength, hence, lies in delivering the services at their door step, suing technologies to make it easier for them to avail the services and providing better results than others. Competition: Wash N Dry and Today Dry cleaners are the closest competitors with many recurring and satisfied customers. However, the service differentiation of providing home delivery facility is an obvious benefit for the clients. ...
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