Brighter Cleaning Company Marketing Plan - Essay Example

Brighter Cleaning Company Marketing Plan Brighter Cleaning Company Brighter Cleaning Company is located in Fort Wayne, Indiana. The company has 100 employees and over 10 years’ experience. The number of employees and experience puts the Brighter Cleaning Company in a position to handle any size of customers. Brighter Cleaning Company main focus is supplying cleaning products to the businesses around. The company offers products to some parts of Ohio: Defiance, Bryan, Plymouth, Peru, Lima, Napoleon, Celina and Coldwater. Other areas that the company’s products have gained popularity are: Auburn, Anderson, Angola Bluffton and Fort Wayne just to name a few. The Brighter Cleaning Company offers janitorial equipment and cleaning solutions products for furniture and floors. The cleaning products and janitorial equipment help in keeping the work places clean and free from germs. 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 other products are floor and furniture care, janitorial carts, paper products, rags and wipes. The Brighter Cleaning Company also offers receptacles, personal care, trash bags, liners, recycling equipments and replacement parts. Branding strategy Branding is among the most significant factors that enhances the success of any business, irrespective of its size, B2B or retail. Affective branding process offers the business a cutting edge in increasing its competitiveness in the market. Simply put, a business brand is like a promise to business clients that the business is ready and willing to adhere to the proposed brand requirements. A brand tells customers what to expect from the products and services that are being developed. According to Sheth (2011), it is important to realise that in making the business brand, it is often derived from the routine activities that the business is involved in. it explains what the business is all about, who it wants to become in the near future as well as the kind of image that it wants its customers to perceive. Thereafter, it provides the direction that the business managers are going to take in reaching the destination that is outlined in the brand name (Sheth 2011). The advantage of having a successful brand is that it often becomes a container for creating and storing the good will and reputation of the business. A successful brand name for any business helps its clients to have effective material reminders that reinforce the identity of those particular companies, which encourages repeat businesses. Pricing strategy After products and services have been developed, the final step before releasing to the market for the customers to buy is pricing. Favorable prices are known to be effective competitive strategies for businesses, who are often striving to create and consolidate on their market share. Myers (1976) explain that pricing can simply be described as the process by which businesses use in determining what they receive in exchange for the goods and services that they create. Some of the factors that determine the pricing process for the products manufactured include competition, company brand, manufacturing costs as well as the quality standards that have been followed in the manufacture of those goods and services. Pricing for a business’ goods is a very essential component of the marketing mix, making part of the 4ps, with the others being place, product and promotion. Among these marketing mix elements, price is the only one that generates income, with the rest being centered on costs. However, it is important to realise that the other 4ps play a big role in reducing price elasticity, thus enabling price increases that drives the profits and revenues of the business to great heights. Distribution strategy According to Kotler & Levy (1969), distribution is an important process in the business’s marketing aspects; it helps to bridge the aspect of place utility, by enabling consumers to get the goods at the most convenient time. Distribution forms one of the most important aspects of the marketing mix, which is place. By proper distribution a business can easily ensure that products and services are made available to consumers and other users at the time they need them. The process of effective distribution is managed by both direct and indirect means, where intermediaries play a crucial role. A business needs to ensure that it examines the costs involved in managing a successful distribution process such that if indirect means seem to be costly, then it can opt for direct means. Distribution plays a big role in the business because it helps to deliver the level of satisfaction, which is needed for the goods and services and services that are made by the business (Kotler & Levy 1969). The distribution process, when effectively managed enables producers to produce new goods when the other have been delivered to the consumers. Competition Brighter Cleaning Company has decided to venture in an industry that is valued at about 46 billion US dollars. The industry has been fast expanding in the recent past, with many companies that have been set up with many franchises. This means that the business environment has become very competitive; nevertheless, a business is always distinguished by the kind of service that it develops (Kohn & Kohn 2009). This means that with proper pricing, distribution and marketing approaches, the company can manage to create a successful business that can match the already established businesses. Some of the competitors that the business stands to face include Vanguard Cleaning Systems, which has about 1,734 franchises in the US. The company was established in 1984, and has been expanding rapidly, to reach many of the other states in the US and other countries. There is also the Jan-Pro franchising, which also offers cleaning services and hence a big competitor to Brighter cleaning Company. The company’s success ahs sen it create more that 10,000 units in Canada and the United States, which explains why it is also a big competitor that Brighter Company needs to beat. Competitor differentiation strategy In managing the competition from the above and other companies in the United States, Brighter Company needs to make an environmental analysis in understanding some of the bets approaches that it can use in being successful. It is important for the company to devise competitive strategies that will ensure it not only becomes successful in this venture, but also it should have the ability to stay in the industry for the long haul (Shocker, Bayus & Kim 2004). Therefore, conducting a market research will play a significant role in ensuring that Brighter cleaning Company gets to know the competitive elements that it needs to put in place in achieving the successes that is needed. Macro-environmental analysis Legal In the company’s macro environmental analysis, an examination of the legal environment is geared towards ensuring that the company some of the policies and regulations in different states and how they affect their operations. Some of the important legal considerations that the company can check on is the taxation policies, employment laws and provision as well as pricing aspects (Field & Swift 2014). This environment keeps changing, something that the company should effectively consider in order to remain successful in its operations Technological Brighter Clearing Company has the responsibility to ensure that it leverages on the advancements in technology, which are increasingly becoming competitive advantages for companies that use them, the company should consider using these technologies in some of its business management processes and functions like marketing and research among others. The use of these aspects will play a leading role in ensuring that the company keeps abreast of the changes in the business environment. Socio-structural Socio structural aspects for Brighter Cleaning Company involve creating proper structures by which the company staff can interact and relate well for the success of the company. It also involves creating a work environment where the staff can freely share information and ideas on social and work related matters. This process ensures that the work place encourages sharing of ideas, which increase efficiency and effectiveness in work practices. Economic Changes in the economic environment affect the functioning of many businesses. It is important that Brighter Cleaning Company examines how some of these changes can affect their performance. For instance, changes in foreign exchange policies can enable the company to understand its expansion policies to other countries. Changes in taxation can also provide advantages of the company in terms of getting the resources needed for business growth and expansion. Market research For all businesses, market research is an important process that enables them to understand and manage competition and other important business processes and functions. For Brighter Cleaning Company, Market research will be effective in understanding some of the competitive factors like changes in cleaning strategies for different surfaces and places, competitor strategies among others. Therefore, the company needs to ensure that it invests in this process effectively for its future success and performance Strategy Implementation Strategic implementation is often done after a successful strategic planning process, which examines that different aspects by which a company develops and managed its competitive environment effectively. Brighter Cleaning Company, in its approaches, needs to empower its staff to have a strategic planning and forecasting of the company’s future before rolling out its services. The company needs to ensure that it manages the competitive environment, which is characterized by the presence of other successful companies that have been in operation for a long time. The success of this process can ensure that the company becomes successful, competing for the large market share in the industry. Media Tools Media tools can be used by the company in its marketing approaches. This may include examining some of the tools that are frequently used by people in their communication. Currently, the use of social media seems to be a leveraging point for most companies, which are rushing to create platforms for marketing and advertisements on these platforms. Therefore, Brighter Cleaning Company needs to ensure that it follows suit by developing similar or more advanced marking approaches using these and other media tools. Standards and Controls Effective standards and controls are important in developing the necessary quality measures for the company. Establishing of these quality standards and controls can be a competitive advantage, which is supposed to strive for establishing itself as the greatest giant in the industry. Many clients are often drive n by the desire for quality, something that underpins the need for these factors in Brighter Cleaning Company’s services Performance Standards The creation of performance standards at the company will ensure that its staff performs to those particular expectations, which will increase their competitiveness and success. In many companies, performance standards are often developed to ensure that their staff follow them effectively towards enhancing their performance. Therefore, Brighter Company needs to ensure that it follows suit by creating effective performance standards, which can in turn become competitive advantages for the company. Monitory Methods Development of monitory methods will help the company in establishing the right approaches towards pricing for the company’s services. In doing this, the company will create effective strategies by which it will reach out to new clients, thus creating and consolidating on its market share. Financial Controls Financial control is an important aspect of business performance that ensures businesses succeed in their approaches. For Brighter Cleaning Company, the success of this company process will play a key leading role in ensuring that the company succeeds in managing its expenses and revenue. Part of this is ensuring that financial planning is done in the most effective way to avoid wastes. Potential Performance The company can rely on the potential it has in its human resources and strategic management plans in outlining the best approaches towards achieving their set goals and objectives. It is important to realise that the success of any company does not necessarily depend on the strategies that it has develop but its implementation, in this regard, the company should use its human resources in executing the strategies it develops Integrated Marketing Communications Brighter Cleaning Company should ensure that it develops and stream line sits communicational strategies in order to achieve the set goals and objectives. The company should use among other things various aspects of social media in their communicational approaches, which have so far become the most used communicational strategies. Conclusion It is important to realise that the liberalization of the economy in many countries is cause the rise of many companies that offer different products for people. This means that for cleaning companies like Brighter Cleaning, the opportunities for growth and success are many. The company needs to ensure that it creates an effective branding strategy, which will beat the already created brands in the industry. According to Shocker, Bayus & Kim (2004), inasmuch as consumers have been accustomed to other companies, there are many others that are still eager and willing to try new companies, in the hope that they can offer better products and services compared to those already existing in the industry. In this regard, the company’s chances of success seem to be intact. Therefore, the business marketers need to create effective branding and marketing strategies, which can ensure that the company’s products and services are made available to its customers at the most convenient times when needed. References Field, S., & Swift, K. (2014). Effecting a Quality Change. Hoboken: Taylor and Francis. Kohn, R., & Kohn, L. (2009). Selling in your comfort zone: Safe and effective strategies for developing new business. Chicago, Ill.: ABA Law Practice Management Section. Kotler, P. & Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10- 15. Myers, J. H. (1976). Benefit structure analysis: A new tool for product planning. Journal of Marketing, 40(4), 23- 32. Sheth, J. N. (2011). Impact of Merging Markets on Marketing: Rethinking Existing Perspectives and Practices. Journal of Marketing, 75(4), 166-182. Shocker, A. D., Bayus, B. L. & Kim, N. (2004). Product Complements and Substitutes in the Real World: Relevance of “Other Products”. Journal of Marketing, 68(1), 28- 40. Read More