Market and Competitors of the Biotop Company - Essay Example

Lecturer’s Market Analysis Introduction Market analysis is a procedure that aims at studying the dynamics and the attractiveness of a unique market in a unique industry. This is a process which is part of a company in which the strengths, weaknesses and threats of the company can be identified. It is therefore a process that helps the managerial staff of a company to gather information regarding its performance in order to have updates on how and when to make changes in production and distribution processes. Market analysis is also referred to as a documented examination of a market to provide information on a company’s planning activities. Information provided mainly helps a firm to make decisions on fields such as purchases, expansion or contraction of work force, inventory, promotional activities and expansion of facilities among other important fields that require decision making process in an organization. From this perspective, market analysis is useful to any organization because it acts as a guide through to how activities will be carried out in the firm. Without this process of analyzing the market, a company is not in a position to make decisions and know what products to distribute in the market. It is the demand in the market that guides firms on what to produce this means market analysis is of importance to every firm since the aim of a firm is to make sales and earn profits rather than experience loss. Marketing research is important in decision making as it plays some roles in the system of marketing. Marketing research is part of the intelligence feedback procedure of marketing. This research process helps to provide information used by decision makers to help them make necessary changes in regards to the situation of the market mix. Marketing research also acts as a means for carrying out exploration of new opportunities. In this case, new product research and segmentation research help to identify the most profitable opportunities in the market place (MacDaniel, 5). It is therefore; clear that market research is useful as managers of different companies undertake this process so that they can make decisions on how to run their daily activities. This is a process that provides information on the situation of the market making it possible for managers to know the changes of demand in the market for them to change their supply rates. This implies that companies that use market research technique as a guide are able to avoid surplus production meaning they always produce what is needed in the market and in the correct amounts to avoid wastage and loss. There are various dimensions that are usually included in the nature and content of analyzing a market. According to Aaker these dimensions are: Submarkets that are emerging The definite and prospective size of the market and submarket. The growth of markets and submarkets. Profitability of the markets. The structural cost. Nature of distributing systems. Changes in developments and trends, The major success factors. The major success details. These are the dimensions that are mostly used in the modern society market to identify opportunities, strategic uncertainties and threats that are there in the markets so as to control production for the betterment of the company (Aaker, 61). BIOTOP is an Austrian company offering Natural Swimming Pool services. These services were initiated in Austria and have with time been extended to other parts including nations outside Austria. There has been significant growth in this industry since it was initiated, as many companies offering the same type of services have been developed. With the development of these other companies it is clear that this BIOTOP Company faces competition. This essay will major on providing information on analysis of competitors of BIOTOP companies in the Unites States market. The two major competing companies that will be discussed in the essay are BioNova and Gartenart companies. One among the many companies that compete against BIOTOP in the US market is the BioNova. BioNova refers to an Austrian company that was developed to offer Natural Swimming Pools services (NSPs). It was the first company to construct commercial NSPs and with its determination, it has managed to extend its services to the United States of America. This company has become a major competitor to the BIOTOP Company because of its good reputation across the globe. This means that t is not only recognized in Austria and the United States but also in other parts of the world. This company has been undertaking its operations for more than thirty years and is currently operating in almost all continents of the world. This gives a clear impression that it has made many advancements sine it is known all over the globe. This is one feature that makes it a stiff competitor against the BIOTOP Company. It offers similar services with those of the BIOTOP Company but the rate at which it has extended over the globe is alarming. The BIOTOP Company therefore, has to make sure that it does its best to make sure that it does not dissolve because of such stiff competition. The spirit of determination of the BIOTOP Company is what is making it undertake its operations to date despite facing stiff competition from such a large company. BioNova has done little to integrate either vertically or horizontally within the industry and this can prove to be its Achilles heels. The company still uses the traditional advantage of the NSPs without any considerations to innovate or perhaps invent. The essence and popularity of NSPs is that they offer swimming pools that are completely natural and do not require the use of chemicals. In this age when humanity has become overtly conscious of the quickly depleting resources the idea has sold and more people in the US are opting for NSPs as compared to the conventional swimming pools. Most organizations have actually adopted policies that demonstrate their sensitivity towards the environment as a way of fostering good relationship with consumers. However, BIOTOP has also considered the same approaches and has managed to stay top in the market for a long time. Since the invention of the NSPs technology various companies including BIOTOP and BioNova have invested significantly in coming up with newer technologies that can drive the same processes without the use of chemicals and without upsetting the environment (Linscott, 360). The major point of competition between BIOTOP and BioNova rests with market reputation and the quality of services either company offers. However, if at all BIOTOP seeks to attain competitive market against BioNova then the company needs to employ more innovative and creative ideas in the market. The other aspect that has made BioNova a successful company is the fact that it is determined and ready to face all the challenges that come along finding possible solutions to problems (Dana, 297). Gartenart is a company in the US that offers NSPs service and therefore a competitor of BIOTOP in the US. Although the company does not enjoy the same long history as BIOTOP, the management has come up with various strategies of expansion that seem to working within the US environment (Littlewood, 12). In this company there are four steps that are usually followed to make certain that there is effective production of services. These four steps are: 1. Design consultation 2. Design and Technical terms. 3. Construction 4. Maintenance These are the four guiding steps of the company that help them follow up and ensure that they undertake their daily operations successfully and also make certain that the clients are satisfied. With these steps, the company is able to carry out its activities as planned meaning inconveniences are very rare. This is what makes it famous and many clients admire it because of their strategy of work. Conclusion In conclusion, the BIOTOP Company faces stiff competition from other companies that offer similar services. The determination and the commitment of the company are among the many facets that contribute to the daily ongoing operations in the company. This gives a clear impression that the company has committed and determined worker that are ready to work and offer effective services to clients. The fact that it faces competition from companies that have even operated for long years has not made the managerial staff lose hope in its undertakings. This clearly shows that the company is determined and is ready to face the competition courageously. Recommendation With the current situation of changes in market trends, it is important for managerial staff in different companies to make sure that they are updated with these changes. In the contemporary society, the environment of the market is characterized by dynamics, challenges and complexities that require detailed comprehensive nature in order to handle all situations finding possible solutions to various problems faced in the market industry. Market analysis should therefore be applied in every organization because results from this procedure are the ones that are depended on by the top management bodies. For an organization to have success in its endeavors, there are basic issues that should be perfectly investigated so as to avoid inconveniences. These issues include: consumer preferences, level of competition, consumer demographics and government policies. The managerial staff of a firm should make certain that all these issues are taken into consideration and monitor to see that information on these fields is always available so as to move with the updates of the market. In this case, it is majorly the duty of the management body of any given organization to ensure that information needed to help the union have effective production is gathered for guidance e and effective distribution. Employees on the other hand, should make sure that they also play their roles according to their allocated fields so as to make their production and distribution processes effective in the market. In this case, companies dealing with pools should make sure that water in the pool is always treated and perfect hygienically to avoid infections to the swimmers. The company should always be ready to listen to complaints from the clients and respond to them appropriately in order to make improvemts in their services. Implementation of these strategies will ensure that services in such companies are rendered effectively making it possible for them to maintain clients and even attract more. Work Cited Aaker, D. A. Strategic market management. New Jersey: John Wiley & Sons, 2010. Print. Dana, D. A. The Nanotechnology Challenge: Creating Legal Institutions for Uncertain Risks. United Kingdom: Cambridge University Press, 2011. Print. Linscott, W, D. Linscott’s Directory of Immunological and Biological Reagents. New York: Linscott, 2002. Print. Littlewood, M. Natural swimming Pools: Converting the Conventional Pool. Eco-Logic Books, 2008. Print. MacDaniel, C, D. Marketing research essentials. United Kingdom: Taylor & Francis, 1998. Print. Read More