A Situational Analysis of Clean For Clean For Environmental Protection
Added on 2020-02-24
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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 targetedIndustrialist, 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
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 ofClean Force Property Services. The internalandexternalenvironmentoftheorganizationwillbediscussedbyfocusingon background, resources and marketing mix strategies. The external analysis will discuss about the environmental considerations ofClean Force Property Servicesand 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.
5STRATEGIC MARKETING PLAN 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 ofClean 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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