Marketing Strategy for Brighter Cleaning Company - Essay Example

According to Fallon & McConnell (2007), the contemporary business environment has become very dynamic, comprising of factors that keep changing, for instance, customer’s tastes and preferences are never static, they keep changing in the face of technological advancements. In the same way, it is important that marketing strategies also keep changing to remain relevant and effective in the changing business environment.

Company Introduction
The name of my company is Brighter Cleaning Company, which is located in Fort Wayne, Indiana. The company has 100 employees and over 10 years of experience. The number of employees and experience puts the Brighter Cleaning Company in a position to handle any size of the customer. Brighter Cleaning Company's main focus is supplying cleaning products to businesses around. The company offers products to some parts of Ohio: Defiance, Bryan, Plymouth, Peru, Lima, Napoleon, Celina, and Coldwater. Other areas where the company’s products have gained popularity are Auburn, Anderson, Angola Bluffton, and Fort Wayne just to name a few.

The products can be categorized into three major areas: equipment, paper products, and cleaning chemicals. The specific products include brooms, brushes, dustpans, chemicals, dust mops, dusters, and cleaning pads. Additional products are floor and furniture care, janitorial carts, paper products ragas, and wipes. The Brighter Cleaning Company also offers receptacles, personal care, trash bags, liners, recycling equipment, and replacement parts.

Mission statement
The company’s mission statement is stated; to become the leading provider of reliable and efficient cleaning services that leaves the workplace and other environments sparkling clean, free from germs and disease-causing micro-organisms, as well as other health hazards.
In achieving this mission, the company has so far identified janitorial equipment and various cleaning solutions for different services. Using all these tools and equipment, the company guarantees a clean and healthy environment that is pleasant for all the company staff and clients of the business.

Marketing strategy for Brighter Cleaning Company

In helping Brighter Cleaning Company achieve its growth and expansion targets, this marketing strategy will be implemented according to the time plan that is indicated in the appendix chart. The marketing plan is expected to achieve the main objective of creating a substantive market share in the highly competitive market, which is having new companies that are joining the company to offer cleaning and related services.
The marketing strategy will also have the main aim of identifying the approaches that will be used in the company’s product and service distribution. In this regard, the strategy will provide the right distribution channel for its services. The company will identify different companies in the region that it serves so that it will present a proposal to offer its cleaning services to those companies and institutions.

Company’s position statement
So far, Brighter Company’s cleaning services have become the fastest and most effective in their class, going at half the price at which other companies have been offering their services. The company has so far adopted new ways of managing its cleaning and related services in a way that leaves the workplace sparkling clean, free of germs and other health hazards.
Perceptual maps

Target Audience
The target audience for the company’s services is wide; it includes other companies that offer various products and services to their target market. The main function of Bright Cleaning is to offer cleaning services, which means that all the businesses and corporate entities in the areas that it serves are potential clients of the company. As pointed out above, the company’s janitorial equipment and cleaning solutions ensure that the workplace is free from germs and other health hazards that can cause diseases and other ailments.
The company understands that a clean workplace is very pleasing and even recommended by legal provisions, which explain that business owners should follow certain health standards. By offering cleaning services to these target groups, Brighter Cleaning Company aims at saving these companies and corporate institutions valuable time, which can be used in other production activities and processes, thus increasing their efficiency.

Consumer behavior in the target market
The company has identified that many of the clients that it serves have realized the essence of having a clean environment, which is thought to be a competitive advantage (Shove 2003). Many companies that offer different products and services want to create an attractive workplace, not just in the kind of products being manufactured but also in the way they brand their business. Many companies are now employing the services of interior designers in ensuring that they help to rebrand their workplace with colors and related aspects that are pleasing (Dubois 2006).

In this understanding, Brighter Cleaning Company has decided to complement these efforts by offering cleaning services that achieve this important goal for companies. The company ensures that it understands the health position of companies, before starting on their cleaning services.

Conclusion
In conclusion, the implementation of this marketing plan will go a long way in ensuring that Brighter Cleaning Company achieves its goals and reaches many other organizations as indicated on its perceptual map. It is expected that in the future, the company will expand its services to reach other companies in other countries; however, this will only be achieved by implementing its set strategies as stipulated in its marketing plan. Read More

 

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