Strategic Marketing Plan: Analysis and Implementation

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

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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

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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.