Strategic Marketing Plan: Analysis and Implementation

This assignment delves into the crucial role of strategic marketing in organizational success. Students are tasked with analyzing the influence of various factors on strategic marketing planning and its subsequent impact on organizational performance. The analysis should encompass the theoretical underpinnings, practical applications, and real-world examples to demonstrate a comprehensive understanding of strategic marketing.

Running head: STRATEGIC MARKETING PLAN
Strategic Marketing Plan
Name of the Student:
Name of the University:
Author’s Note:

1STRATEGIC MARKETING PLAN
Executive Summary
Strategic marketing plan is the process that an operational or managerial staff of an organization
goes through for creating and implementing effective marketing strategies. It needs proper
situational analysis before preparing any marketing plan. The purpose of the study is to conduct a
situational analysis of Clean Force Property Services. The study has analyzed the internal
environment of the organization. It has been found that the organization has wide range of
cleaning services. It also provides high quality cleaning services to different types of clients.
From the external environment analysis, it has been found that the organization gets huge
support of government for its business progress. Sophisticated lifestyle of the people has
enhanced the demand for the cleaning services. The study has also prepared detailed customer
analysis. It has demonstrated that the organization has targeted Industrialist, Government
Agencies, factory managers, customers of normal resident, community agencies, even managers,
defense housing authority. From the competitor analysis, it has been found that the organization
faces tough competition from the direct competitors like Broadlex Services, Brighten Services
Australia, ISS. The SWOT analysis of the organization reveals its brand popularity for its high
quality cleaning services.

2STRATEGIC MARKETING PLAN
Table of Contents
1.0 Introduction................................................................................................................................4
1.1 Company Overview...............................................................................................................4
1.2 Aim........................................................................................................................................4
1.3 Structure.................................................................................................................................5
1.4 Scope......................................................................................................................................5
2.0 Internal Environmental Analysis...............................................................................................6
2.1 Company Background and History.......................................................................................6
2.2 Internal Resources Assessment..............................................................................................8
2.3 Overview of Marketing Mix Strategies (4Ps)........................................................................9
3.0 External environmental analysis..............................................................................................10
3.1 PESTLE Analysis................................................................................................................10
3.1.1 Political Environment...................................................................................................10
3.1.2 Economical Considerations..........................................................................................10
3.1.3 Social Environment......................................................................................................10
3.1.4 Technological Considerations......................................................................................11
3.1.5 Legal Considerations....................................................................................................11
3.1.6 Environmental Considerations......................................................................................11
4.0 Customer analysis....................................................................................................................13
4.1 Segmentation.......................................................................................................................13

3STRATEGIC MARKETING PLAN
4.2 Targeting..............................................................................................................................14
4.3 Positioning...........................................................................................................................14
5.0 Competitor analysis.................................................................................................................16
6.0 SWOT Analysis.......................................................................................................................17
6.1 Strengths..............................................................................................................................17
6.2 Weakness.............................................................................................................................17
6.3 Opportunities.......................................................................................................................17
6.4 Threats.................................................................................................................................17
7.0 Conclusion...............................................................................................................................19
References......................................................................................................................................20

4STRATEGIC MARKETING PLAN
1.0 Introduction
1.1 Company Overview
Clean Force Property Services is a commercial cleaning company in the metropolitan
Melbourne. The organization is responsible for cleaning over 100 building in metropolitan
Melbourne. Moreover, it is responsible for nightly clean across the city. The customers of this
organization include commercial, social housing, hospitality and telecoms. It includes majority
of Telstra’s sites in Melbourne (Clean Force Property Services, 2017). The expert cleaners of the
organization take care of factories, offices, vacated premises and residential. Moreover, the
customer base is now in excess of 130 public, private and community sector business services.
The organization uses competitive pricing with high quality of cleaning standard.
1.2 Aim
This report will present the situational analysis of Clean Force Property Services. The
internal and external environment of the organization will be discussed by focusing on
background, resources and marketing mix strategies. The external analysis will discuss about the
environmental considerations of Clean Force Property Services and later on the customer profile
will be analyzed through segmentation theories. Current competitive environment will be
presented with competitor matrix and finally SWOT analysis will present the ways by which
Clean Force Property Serviceswill expand in the market in future.

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1.3 Structure
Following is the report structure:
Figure 1: Structure of Report
(Source: Created by Author)
1.4 Scope
The situational analysis will present the current operating condition of Clean Force
Property Servicesand based on analysis, the future marketing plan can be developed. The scope
is to gather idea of future expansion through appropriate strategies by applying marketing
theories.

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2.0 Internal Environmental Analysis
2.1 Company Background and History
Clean Force Property Serviceswas established in the year 2001.The organization provides
quality tailored cleaning services exceptional value for the money of the customers. The
organization mostly provides cleaning service to the customers like Berry Street, Telstra,
Brotherhood of St Laurence, AMES Australia, Queen Victoria Women's Centre, NEAMI
National and City of Whittlesea(Clean Force Property Services, 2017). The organization has
workforce team consisting of almost 90 people. Clean Force is highly associated with
community development with creating huge job opportunities. Furthermore, the organization
also provides wide job opportunities to disable and other people having disabled background. In
the year 2014, the organization received Social Enterprise Awards for its nightly cleaning
services in the society. The organization has delivered over $16 million in the commercial
cleaning contracts since 2001(O'Donnell, 2014).
Figure 1: Clean Force Revenue Trends
(Source:Clean Force Property Services, 2017)

7STRATEGIC MARKETING PLAN
In 2016, the total annual revenue of Clean Force has been exceeded by $3.6 million. The
organization has generated in excess of $23 million revenue from the commencement of the
business(Payne & Frow, 2014). Commercial activities of the organization mostly generate 88%
of total business revenue. 12% revenue is generated through Disability Assistance Funding
through DSS(Clean Force Property Services, 2017).
Figure 2: Clean Force Funding of Revenue
(Source:Clean Force Property Services, 2017)
Company Info Explanation
Mission Statement Clean Force Property Servicesis committed to provide highest quality
commercial cleaning services to the customers by exceeding their
expectation.
Corporate Objectives  Providing professional and friendly cleaning services
 Exceeding the customer expectation
Brand Identity Clean Force is popularly known for its innovative, expert, high quality

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and hygienic cleaning service.
Product Portfolio Vacuuming and Spot Cleaning, Dusting and Detailing, Sweeping and
Mopping, Toilet restroom cleaning, supplying hygienic products and
services, Cleaning window glass, automated air freshener service,
rubbish removal, sanitary disposal, builder cleaning, recycled waste
collection
Table 1: Company Brief of Clean Force Property Services
(Source:Clean Force Property Services, 2017)
2.2 Internal Resources Assessment
Clean Force Property Serviceshas workforce strength of over 90 employees. The expert
cleaners of the have built the success of the organization. Moreover, such expert cleaners of the
organization use innovative style of cleaning for exceeding the expectation level of the
customers. Furthermore, the organization always provides training to its employees for
enhancing their cleaning skills towards proving excellent cleaning services(Kashmiri &
Mahajan, 2014). The management of the organization is highly engaged in fostering teamwork in
the workplace. In this way, the collaborative teamwork among the cleaning experts will
encourage them towards providing excellent cleaning services consistently in near future. The
annual revenue of the organization has been increased by $3.6 million(Agic et al., 2016).
Moreover, the excellent quality of the service allows the organization to maintain their
competitive pricing, which also contributes in its financial capabilities. Such financial strength
would help the organization in maintaining their quality of cleaning service through purchasing
advanced cleaning equipments and hiring cleaning experts.

9STRATEGIC MARKETING PLAN
2.3 Overview of Marketing Mix Strategies (4Ps)
MARKETING MIX OF CLEAN FORCE PROPERTY SERVICES
PRODUCT/SERVICE  Vacuuming and Spot
Cleaning
 Dusting and Detailing
 Sweeping and Mopping
 Toilet restroom cleaning
 Supplying hygienic products
and services
 Cleaning window glass
 Automated air freshener
 Rubbish removal
 Sanitary disposal
 Builder cleaning
 Recycled waste collection
 Quality of all services are
excellent
PRICE  Use Competitive pricing with high quality services
 High value provided to the money of customers. It seems to be
opportunities for increased customer loyalty.
PLACE  Services are provided within 25 mile area of cleanly
 Provides service to offices, factories, vacated premises and
residential
PROMOTION  Advertising campaign
 Print media
 Mass Media
 Social media for attracting wide customer base
Table 2: Marketing Mix of Clean Force Property Services
(Source:Kumar et al., 2017)

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3.0 External environmental analysis
3.1 PESTLE Analysis
3.1.1 Political Environment
According to Lee et al., (2013), Australia is one of the most politically stable countries in
the world. In such politically stable country, Clean Force Property Services faces less political
threats. It has actually improved its business condition. Moreover, reduced tax rate of Australia
have actually reduced the operational cost of the organization, which seems to be great
opportunity for business profitability. However, Osuagwu., (2016) opined that changing
government laws often affect the business practices of Clean Force Property Services. It can also
hamper the business progress of the organization in near future.
3.1.2 Economical Considerations
Burford and Chan, (2017) pointed out that developed economic condition of Australia
has increased return on investment of the organization. Therefore, the organization has increased
the profit level of the organization through huge investment in the developed economic condition
of Australia. However, Pu et al., (2016) opined that economic fluctuation of Australia forces the
organization to change its service price. In this way, such economic fluctuation impacts on the
profitability of the organization.
3.1.3 Social Environment
According to Miles et al., (2015) strong economic condition has enhanced the spending
power of the customers. Therefore, they are financially sound to spend on hiring cleaning
services for remaining clean and hygienic. Modern and sophisticated life style of people and
infrastructural development of factories have enhanced the demand of cleaning services in
Melbourne city. However, Venter and Van Rensburg, (2014) opined that changing cleaning

11STRATEGIC MARKETING PLAN
service preferences of the people can seem to be threat for the organization. Moreover, the
organization can face issues in terms of tailoring the cleaning services as per the changing
preferences of the customers.
3.1.4 Technological Considerations
As per Miles et al., (2016), Clean Force Property Services can use strong technological
advancement of Australia in their business process. Moreover, technological advancement of
Australia has enabled the organization to use technically advanced cleaning equipments for
excellent cleaning services. Furthermore, increasing digitalization of the country has improved
the advertising effectiveness of the organization for strong promotion of their cleaning services.
3.1.5 Legal Considerations
The organization always obeys the consumer law of the country for providing standard
quality cleaning services to the customers. Moreover, Noruzi and Zadeh, (2014) stated that Clean
Force Property Services also maintains employment laws of the country for hiring the best talent
from the market. It will enhance the performance effectiveness of the organization in near future.
3.1.6 Environmental Considerations
Clean Force Property Services has reduced the green house gas emission rate from its
cleaning operations. In this way, the organization is protecting the environment and adhering to
the environmental laws of Australia.
PESTLE ANALYSIS OF CLEAN FORCE PROPERTY SERVICES
POLITICAL  Australian government has huge support for Industrialization,

12STRATEGIC MARKETING PLAN
which can support the business of Clean Force Property Services
 Changing government laws often affect the business operation of
Clean Force Property Services
 Reduced tax rate of Australia always support the business operation
of Clean Force Property Services
 Political stability of Australia assists the business development of
the organization
ECONOMY  Growing and advanced economic condition of Australia has
enhanced the business profitability of Clean Force Property
Services
 The organization can take out low cost loan interest in the
economically developed country
 Economic fluctuation in Australia often changes the price structure
of the services of the organization
SOCIAL  Growing economy of Australia has increased the spending power of
customer, which enhance the residential customers of Clean Force
Property Services
 Modern and sophisticated lifestyle of Australian people encourage
them to be clean and hygienic in every place they interact
 However, changing customer preferences in cleaning services can
be big threat for the organization
TECHNOLOGICAL  Technological advancement of Australia has improved the business
process of the organization through advanced cleaning equipments

13STRATEGIC MARKETING PLAN
 The advancement in digital media has improved the advertising
effectiveness of the organization
LEGAL  Clean Force Property Services maintains all consumer laws and
employment law of Australia
 The organization also maintains the discrimination laws of
Australia
ENVIRONMENT  The organization has reduced Greenhouse gas emission
 It has reduced the emission of carbon footprint
Table 3: Pestle Analysis of Clean Force Property Services
(Source:Chaneta, 2014)
4.0 Customer analysis
4.1 Segmentation
According to Hildmann and Vossebein, (2015), Clean Force Property Services has
segmented only domestic people for providing their cleaning services. People having highly
fashionable and hygienic lifestyle are more likely to opt for the cleaning services of this
organization. On the other hand, Mostafa, (2016) opined that industrialist, Government
Agencies, factory managers, customers of normal resident, community agencies, even managers,
defense housing authority are more likely to opt for the cleaning services of the organization.
Furthermore, Salmani et al., (2014) opined that Clean Force Property uses competitive pricing
with high service quality. Therefore, the organization has segmented people from higher social
status and income group. Customers are more likely to take the cleaning service of Clean Force
Property Services for its high quality and tailored cleaning services. The purchase of the services
is related to discretionary spending.

14STRATEGIC MARKETING PLAN
4.2 Targeting
Zampetakis, (2014) opined that Clean Force Property Services has mostly targeted the
people having modern and sophisticated lifestyle. Furthermore, the organization has also targeted
Government Agencies, defense housing authority, community agencies, factory managers, who
frequently need cleaning services for maintaining hygienic places. Moreover, wide access to
such clients would enhance the sales volume of cleaning service of this organization. On the
other hand, Kumar, (2015) opined that the organization has mostly targeted the customers, who
are not much price sensitive and belong to higher social class. In this way, the organization
would be able to maintain its competitive pricing for enhancing the profit level over the rivals.
However, the organization can face huge threat to sell its products, if the customers become
highly price sensitive.
4.3 Positioning
As per Dumitru and Caescu, (2013), Clean Force Property Services has wide range of
cleaning services, which attracts different types of clients. Furthermore, the organization uses
technically advanced cleaning equipments, which helps in providing unique and high quality
cleaning services. On the other hand, Kitchen and Burgmann, (2015) opined that the organization
also provide huge discounts and offerings to the premium customers. In this way, the unique
value and positioning of the customers would help the organization in enhancing the loyalty level
of the customers.
STP OF CLEAN FORCE PROPERTY SERVICES
SEGMENTATION Demographic
 Geographic Location: Domestic Customers
 Age: Adults

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 Income: AU$ 650- Above
 Gender: Both Male and Female
 MaritalStatus: Both single and married
 SocialStatus: High
 Occupation: Industrialist, Government Agencies, factory managers,
customers of normal resident, community agencies, even managers,
defense housing authority
Psychographic
 Brand Preference: Inclined
towards top brands
 Price Sensitivity: Less
 Conservative/Liberal: Liberal
 Lifestyle: Highly fashionable
Behavioral
 Purchase based on trends:
Yes
 Benefits Sought: Seek Extra
Benefits on product
TARGET  Domestic customers
 Customers from all age group
 High income group customers having standard source of income
 Customers from high social status
 Customers having high brand preference
 Customer having strong sense of hygienic and sophistication trends
POSITION  Advanced cleaning equipments
 Wide range of cleaning services
 Competitive pricing
 Discounts available
 Outstanding and standard
quality cleaning service
 Reliability and Responsive
Table 4: STP of Clean Force Property Services
(Source:Kozlenkova et al., 2014)

Running head: STRATEGIC MARKETING PLAN
5.0 Competitor analysis
Factors Parent Company Competitor 1 Competitor 2 Competitor 3
Name Clean Force Property
Services
Broadlex Services Brighten Services
Australia
ISS
Competition Type N. A Local Direct Indirect
Operation Area  Melbourne
 Sydney
 Sydney
 Victoria / Tasmania
 Queensland
 Canberra
 Melbourne Suburbs
(Brightenserv.com.au,
2017)
 Europe
 North America
 Asia
 South Pacific
Market Share 19.44% 31.56% 15.7% 11.21%
Basis of
Competition
Budget friendly price for
services
Brand and reputation yet
high cost of services
Service quality and
availability
International branding
and premium pricing
Product Features Cleaning services in the
following sectors:
 Office cleaning
 Factory cleaning
 Residential cleaning
 Vacated premises
Cleaning services in the
following industries:
 Food Processing
 Government
 Health and Aged
Care
 Industrial
 Retail
 Transport
 Airports
 Events and Stadiums
 Commercial
 Hospitality
 Education
Cleaning services in the
following sectors:
 Domestic Cleaning
 Commercial Office
 School Cleaning
 Aged Care Cleaning
 Carpet Steam
 Flood Restoration
 Builders Cleaning
 Home Cleaning
 Joinery and Cabinet
 Electrical
Maintenance
Services in the following
sectors:
 Facility Management
 Cleaning Services
 Security Services
 Property Services
 Support Services
 Catering Services
(Au.issworld.com, 2017)
Benefits of
Services
 Budget friendly
 Easy access
 Less cancellation
charges
 Expert assistance
 Time services
 Highest standard of
service
 Best service
diversification
(Broadlex.com.au, 2017)
 Trust worthy service
 Fully Trained Staff
 Quality Assurance
 World class services
 Complete package
from facility
management to
catering services
Strength  Competitive pricing
 Good market
penetration
 Latest equipment
utilization
 Huge market share
 High quality services
from trained
employees
 Premium quality and
world class services
 International
branding
Weakness  Less number of
investors
 Less diversification
 Poor customer
service
 High service charge
 Less usage of
technology
 Less investors
 Less promotional
strategies
 High price for service
Table 5: Competitor Analysis Matrix
(Source: Created by Author)

Running head: STRATEGIC MARKETING PLAN
6.0 SWOT Analysis
6.1 Strengths
According to Doyle and Armenakyan, (2014), Clean Force Property Services has strong
brand image, which attracts huge customer base towards purchasing its products. It also has wide
variety cleaning services, which meets various cleaning needs of different customers.
Furthermore, Chaneta, (2014) opined high quality of cleaning service from cleaning experts has
enhanced the loyalty level of the customers.
6.2 Weakness
Strong brand reputation of the organization can be vulnerable to breakthrough even for
any small mistake. Therefore, brand reputation can also be very hard to mange for the
organization. On the other hand, Miles et al., (2015) opined that the organization has
geographical expansionof fashion. It can limit the customer base and sales volume of the
organization.
6.3 Opportunities
According to Noruzi and Zadeh, (2014), Clean Force Property Services has huge
opportunities to enhances its geographical market. Moreover, the strong brand image of the
organization would enhance the acceptability of the products in wide geographical market. On
the other hand, Mostafa, (2016) opined that with strong brand image, the organization can also
enhance the client base of the organization.

18STRATEGIC MARKETING PLAN
6.4 Threats
As per Kumar, (2015), the organization faces tough competition in the market from its
direct competitors like GRS cleaning service, One Planet Cleaning and CNA cleaning service.
These companies are also providing the same quality cleaning services with affordable prices.
On the other hand, Kitchen and Burgmann, (2015) opined that Clean Force Property Services
also faces changing government rules and regulation of international market, which can affect its
business practices.
SWOT Analysis of Clean Force Property Services
Strength  Strong brand reputation
 Wide variety of cleaning services
 High quality cleaning services
 Talented cleaning experts
 Strong financial background
 Wide customer network
 Efficient and strong supply chain network
 High level of customer loyalty
Weakness  High brand image can be vulnerable to breakthrough even for little mistake
 Limited geographical expansion
 Less numbers of employees
 Limited market capture
Opportunity  Huge scope of more geographical expansion
 More customer access
Threats  Tough competition in market from Broadlex Services, Brighten Services

19STRATEGIC MARKETING PLAN
Australia, ISS
 Difficulties in complying with changing government regulation
Table 5: SWOT Analysis of Clean Force Property Services
(Source:Salmani et al., 2014)
7.0 Conclusion
While concluding the study, it can be said that Clean Force Property Services is a highly
popular cleaning organization in Melbourne. The organization generates 88% revenue from its
commercial activities. The cleaning experts of the organization provide exceptionally high
quality cleaning service, which often exceed customer expectation. The organization provides all
kinds of cleaning services ranging from Vacuuming and Spot Cleaning to Recycled waste
collection. The organization uses competitive pricing with high quality cleaning services. Clean
Force Property Services get the support of Government in its business progress. Moreover, the
modern and sophisticated lifestyle of people and need for hygienic place on different commercial
sector have increased the demand of cleaning services. However, changing government rules and
regulations can hamper the organizational practices of the organization. The organization has
targeted residential people from high society. Apart from that, the organization has also targeted
Government agencies, factories, community agencies, defense housing authority and many
others. However, the organization is facing tough competition from its local and direct
competitors like Broadlex Services, Brighten Services Australia, ISS.

20STRATEGIC MARKETING PLAN
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