Cristal Facility Services: Strategic Marketing Plan Analysis

This report provides a comprehensive analysis of the marketing strategy and plan for Cristal Facility Services, a cleaning and maintenance company. It begins with an executive summary and introduction, followed by an in-depth examination of the business environment, including internal and external factors. The internal environment analysis covers the company's objectives, vision, mission, brand identity, service portfolio, and resource assessment. The external environment is assessed through a PESTN analysis, evaluating political, economic, socio-cultural, technological, and natural environmental factors. The report also includes customer and competitor analyses, providing insights into the target market and competitive landscape. A SWOT analysis concludes the report, summarizing the company's strengths, weaknesses, opportunities, and threats, and offering a strategic overview. The report aims to provide a detailed understanding of Cristal Facility Services' marketing approach and its position within the industry.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan of Cristal Facility Services
Name of the Student
Name of the University
Author’s note

1MARKETING STRATEGY AND PLAN
Executive summary
The strategic marketing plans of Cristal Facility Services are discussed in a
comprehensive manner to gather insight regarding the final marketing plan. The report contains a
brief description about the internal and external environments of the organisation that affects the
daily operations of the business. Furthermore, a study of the consumer and competitor analysis of
the organisation has been done in this report, which is required for the company to understand
the current position of the industry and the business. Lastly a SWOT analysis concludes the
discussion of the report by making the insights concrete and compact so that it is easy to
understand for further studies.

2MARKETING STRATEGY AND PLAN
Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................4
Business Environment.....................................................................................................................5
Internal environment Analysis.....................................................................................................5
Objective of the company........................................................................................................6
Vision and Mission..................................................................................................................6
Brand identity..........................................................................................................................6
Product and service portfolio overview...................................................................................7
Internal resources assessment..................................................................................................7
Overview of the marketing mix...............................................................................................8
External Environment analysis....................................................................................................8
PESTN Analysis of the company............................................................................................9
Customer analysis..........................................................................................................................10
Demographic..........................................................................................................................10
Geographic.............................................................................................................................10
Behavioral..............................................................................................................................11
Psychographic........................................................................................................................11
Competitor analysis.......................................................................................................................11
Local competition in Melbourne:..............................................................................................12

3MARKETING STRATEGY AND PLAN
SWOT Analysis.............................................................................................................................13
Conclusion.....................................................................................................................................15
Reference list:................................................................................................................................16

4MARKETING STRATEGY AND PLAN
Introduction
Cristal Facility Services is a five year old enterprise, but in this very short span of time
the company has garnered good reputation and goodwill in the market for the quality of the
services that the company provides and in the industry as well. CFS offers multiple services for
both commercial and residential cleaning services which are guaranteed to be highly reliable and
professional. The company provides assured top quality, dependable and professional services
both in the commercial and residential sector for cleaning and maintenance services.
A strategic marketing plan is a very crucial and significant step in building the enterprise
and making it strive for growth and expansion. Strategic marketing plan is basically the study
and organisation of every factor that affects the day to day operations of an enterprise so that the
company can be prepared for the competition and any other issues that may come up in the
future (Proctor, 2014). A marketing plan concentrates on two major aspects and finds a solution
in accordance to the plan: firstly who are the competition that are already there in the industry
and also how these competition can will be dealt by the organisation. Secondly, to understand
and carefully analyse the factors that affect the day to day proceedings of the organisation; how
these factors can be used for the betterment of the company’s future (Hendrickson et al., 2016).
To understand the target market and to attract the potential customers of a cleaning and
maintenance company a comprehensive and informative marketing plan is required. This
marketing plan will guide the management of the company to review and answer all the
important matters and queries regarding the enterprise (Nykiel, 2016). The plan can also be used
as reference point so that the company can use it to execute the marketing strategies as well.
Furthermore, a strategic marketing plan assists in the creation of an infrastructure for the purpose

5MARKETING STRATEGY AND PLAN
of growth and the approach for customised services and products that tend to satisfy customer’s
requests (Smith, 2013).
The aim of this report is to submit a comprehensive description about the marketing plan
of Cristal Facility Services. Firstly the business environment is going to be discussed in details as
the internal and external business environments are the most important criterion that a business
organisation has to keep in the mind while taking any kind of decision. Then the target market
and the customer base along with the existing client will be mentioned then a competitor analysis
is flowed with a SWOT analysis to gather in-depth idea about the market and finally come to a
conclusion about the company’s future (Jacobson, Cornish & Sedaca, 2014).
Business Environment
Internal environment Analysis
Crystal Facility Services Pty Ltd is a cleaning and maintenance company that was
established in the year 2012 by Amar Kumar. While studying at the university Mr. Kumar
worked part-time cleaning the offices and houses of friends and family to earn quick bucks later
he turned his experience of cleaning and maintenance that he had gathered and built it into a
company. Currently the enterprise has seventeen staff members and in this term of five years the
company has gained goodwill for the high quality performance of the services that the company
delivered. The company has been quite successful in building a brand entity n the cleaning and
maintenance sector. The goal of the company is to offer all its customers and clients’ modern and
professional quality services in a regular manner (Cheung & Pires, 2015).

6MARKETING STRATEGY AND PLAN
CFS has shown adaptability in terms of accepting and implementing new and innovative
technology in the cleaning and the maintenance sector in order to produce high quality services
to the clientele. The resources of the company are valued by the management and is always
recognized and encouraged for the efforts that they put in their work. They are not only provided
with a good working environment and scope of learning in the organisation but also is paid
rewards for their efforts and hard work (Kuratko, Hornsby & Covin, 2014).
Objective of the company
Team work and team management is the prime focus and the objective of the company.
The management believes that the effort of a team towards achieving a singular goal will help
the company drive towards the betterment of the company and the stake holders. The clienteles,
resources of the company along with the community is believed to be the fundamental base of
the company’s growth and success process.
Vision and Mission
Crystal Facility Services work towards a technically advanced and innovative approach
to the cleaning and maintenance sector do that the clients and the customers are offered services
they expect form the company.
Brand identity
Brand identity is the image of the company that is perceived by the customers. It takes
years and a lot of strategies for a company to build a brand identity and to maintain that backed
by the quality of services provided. But, in just five years of operation time CFS has created a
brand identity for the company. The company offers a wide range of services under one

7MARKETING STRATEGY AND PLAN
umbrella. The centre of concentration of the company is customer satisfaction along with top
quality services that is available in the reasonable price (Ketata, Sofka & Grimpe, 2015).
Product and service portfolio overview
The company offers a plethora of services that can be customized as per the client’s
request. The portfolios of the services are: one time, daily, weekly, monthly based on the
customer’s requirements. The staff and the resources of the company put in a lot of dedication
and hard work to provide the clients with premium quality work. Some of the services are
commercial cleaning, house cleaning, waste management, emergency response work-flood
damage, and pest control along with maintenance services.
Internal resources assessment
The company is a considerably small set up with just 17 staff members. But the
exponential growth and the expanding client base of the company is urging to recruit more
employees in the future for the company to be able to manage and to commit to new clients and
projects.
The financial back up of the company is provided by the capital earned by the operations
of the company. It is dependent on the owner, to implement new and improved technologies in to
the projects undertaken, investment in assets are required.
As it is a small enterprise the company’s management and the operation works closely
with rest of the staffs. Hence the opportunities, complains and grievances are directly dealt with
the management and the employees (Kew & Stredwick, 2017).

8MARKETING STRATEGY AND PLAN
Overview of the marketing mix
Product: the product and service that is sold by the company is a cleaning and
maintenance service which ranges from cleaning, to maintaining, to pest control and other
services etc. Both commercial and residential sectors are clients of the company.
Price: the motto of the company is to provide the clients with superior quality services in
any sector. The services of the company are backed up by the modern technologies that are
adapted by the company. All the facilities that the company offers are at a reasonable rate and
hence the company has gained so much positive response in the short period of operation.
Place: the company as of now operates in a small location as the scale of operation of the
organisation is not much. Hence the place is restricted to nearby offices and houses. But along
with growth, expansion is the future prospect of the company (Huang & Sarigöllü, 2014).
Promotion: Some of the promotional activities of the company are through the logo
which is on the stationery and the uniform of the staff. It helps in spreading the word in the
market. Social media and internet is also actively used by the company for promotional purposes.
Word of mouth promotion by loyal customers who advocate for the company is also a significant
part of the promotion mix of a company that is starting off and is of a small scale (Khan, 2014).
External Environment analysis
The external environment of a business organisations are the factors that influence
directly or indirectly the day to day operations of the organisation. These factors are not under
the control of the company and hence these are the factors that should be kept in the minds
during taking any important decisions regarding the business or making any policies of the

9MARKETING STRATEGY AND PLAN
organisation. The PESTN Analysis is used to review and study the present situation of a
company in relation to the external environment (Gupta, 2013).
PESTN Analysis of the company:
Political factors: The Company has a labour intensive sector of operations and hence it is cound
by the labour laws of the Australian government. As a small company the operations are not
much influenced by the changes in the policies of the government. But a change in the tax slab or
the fiscal policies in relation to the buying and selling of technologically advanced products can
affect the company’s assets and operations.
Economic factors: The clients that are targeted by the company are mostly offices and
residential areas. The purchasing power and the basic economies of the country is not much
effected by the industry as the cleaning and maintenance is a crucial part of living. Because of
the clever pricing strategy of the company the economies doesn’t have much of an influence in
the operations of the business.
Socio-cultural factors: The betterment of the community is one of fundamentals of the
organisation. The cultural background of the owner of the company dose not has anything to do
with the prospect and the development of the company. But the life style of the clients that the
company deals with has to be of a sophisticate one because only then they will hire a different
company to do the cleaning and maintenance for them.
Technological factors: this is an important concern of the business. As mentioned earlier the
company believes in innovation of the procedure of workings with the help of new technologies.
The cost of technologies and the availability of new technology in the relevant field are
encouraged by the company and affects the company’s growth and development. A constant

10MARKETING STRATEGY AND PLAN
research of the technological innovations that can be incorporated in the business should be done
by the company’s management.
Natural environment: the weather of the company is of important concern to the daily business
and project commitment of the company. For example: if it is the monsoon season and the rains
are unpredictable or there is a flood situation then the commitment is difficult to fulfil by the
team because of the weather. Natural disaster or any kind of natural calamities affect every
business in the area and the company should have a backup plan to combat such unforeseen
circumstances.
Customer analysis
It is very important for a business organisation to have a set target group of customers
who the company wants to attract to increase the business. The target market of the company is
the potential client who would like to avail the services that are offered by the company. The
customer segmentation can be divided in to four categories: demographic, geographic,
behavioural and psychographic (Wilkinson, 2013).
Demographic: the management of CFS deals with the people who are in the age group of 27-60
who either own their houses or have an office set up. Or is the owner of a residential complex.
Knowing the age group of the target market ensures that the company is promoting in the places
that the people form this age group can be communicated and attracted.
Geographic: The current place of operation of the company is not very scattered as the scale of
the business is small. The location of operation is limited to the reach of the staff in terms of
resource and contacts. The present place for operation is in and around Victoria, Melbourne. This
gives a window of opportunity and growth for the company to expand in other places as well.

11MARKETING STRATEGY AND PLAN
Behavioral: The people who are targeted by the company are the ones who have the purchasing
power to avail the services. Though the service is priced at a reasonable cost and the portfolio of
the project can be customised according to the needs of the clients the urge to spend on cleaning
should be there within the customers. This is especially for the residential projects that are taken
up by the company. For the office or commercial projects of the business it is important that the
clients do not own in-house cleaning staff to do the maintenance work for them (De Keyser,
Schepers & Konuş, 2015).
Psychographic: clean, hygienic, high-maintenance and well-maintained are some of the
physiological traits of the potential customers of the company. As pest control is also one of the
services offered by the company people who are careful and are protective towards the house and
the wooden furniture of the house are also potential clients of the company (Cross, Belich, &
Rudelius, 2015).
Competitor analysis
The cleaning and maintenance industry in Australia is gaining a steep rise in demand
along with the rise in the standard of living of the people of Australia. There are more and more
firms that are coming up with this set up and Crystal Facility Services has a lot of competition in
the industry. There are some of the factors that set the company apart from rest of the
competition but in the larger picture the scenario is crowded and has stiff competition.
Competition in business should be viewed with a positive outlook. It provides the company with
an opportunity to learn, grow, and elevate the level of the quality of work. The competition of a
company helps the management to develop a strategic plan that will make it different from the
others in the market (Tassinari, 2016).

12MARKETING STRATEGY AND PLAN
Local competition in Melbourne:
The top three competitors that are in the Victoria area of Melbourne are: Glitz cleaning,
Pure N Bright Melbourne and Oakgem Nominees Pty Ltd T/A Bebrite Services. One of the
major setbacks of the organization is that they have a negligible web presence. Since the
company has a vision to incorporate new and innovative methods of cleaning, the company
should also grow with the trend of having a web presence much like its competitors. A lot of
potential customers will be lost because it is a trend among the people to first look up something
online and read the reviews the online word of mouth is a very essential part of new business and
digital marketing (Fleisher & Bensoussan, 2015). The websites of each of these companies give
the potential customer a brief descrip The segmentation of the services of these competitor
companies is divided in a very strategic and organized way; where as the offerings of the CFS
has to be confirmed by the company. The fundamental basis of the competition is in the cleaning
industry as it is related to hygiene and cleanliness the clients will expect an image of the
company to be like that. Promotions of these companies are also being done by the management
and hence they are well known among the potential market of CFS. The unique feature that CFS
has to offer is the price point (West, Ford & Ibrahim, 2015).

13MARKETING STRATEGY AND PLAN
Factors and
features
Crystal Facility
Services
Glitz cleaning Pure N Bright
Melbourne
Oakgem Nominees
Pty Ltd T/A
Bebrite Services
Quality 2.5 3 3 2.5
Price 4 3 2 3
Promotion 1 4 3 4
Reach 1 4 4 3
Customizable
features
4 3 2.5 3
Figure: Competition comparison matrix
The marks have been allotted to each of the companies out of 5.
SWOT Analysis
The SWOT analysis is a quick glance at the current position of the company and the
chance it has to grow. It studies both the internal and external factors that are associated with the
profile of the business. The strength and the weakness are the internal features of the company
that are present in the current scenario whereas the opportunities and the threats deals with the
competitors and the external market forces which are not under the direct control of the
organization (Ho, 2014).
Strength: the biggest strength of the company is the staff and the management, the staff of the
company are dedicate resources who are happy with their jobs and are willing to grow with the

14MARKETING STRATEGY AND PLAN
prospects of the company. As the company is open to use new technological advances in the
business this gives them the lot of growing opportunities in the future.
Weakness: Promotional strategies of the company are not concrete and hence they is a very less
knowledge about the company among the potential customers. This has also limited the reach of
the company to a small location. The absence of the web presence is a big setback in this time.
People who are the potential customers are tech savvy and hence it is very important to have a
website and get registered with mobile apps like urban clap etc (Chen, 2014).
Opportunities: Expansion of the company in other localities is a big opportunity for the
company. The owner of the company knows about every technicality of the working of the
business and hence that gives the company an upper hand over other companies. Window
cleaning is an opportunity that the company has not tapped in the services that they offer.
Threats: local competition in Victoria are immense and high top three companies who are a
direct threat to CFS is Glitz cleaning, Pure N Bright Melbourne and Oakgem Nominees Pty Ltd
T/A Bebrite Services along with many others like B & L maintenance, Miam Services, Trc
Solutions, Linda expert cleaning and many more (Shabanova et al., 2015).

15MARKETING STRATEGY AND PLAN
Conclusion
Considering the company has just opened in 2012, the business is taking off on the
positive foot. There are a plenty of opportunity for the company to grow in the next few years
provided that the company keeps up with the quality of the service they are providing currently.
The staffs and the high quality service at a reasonable price is the unique selling point of the
organization and hence it should keep up and strive to provide the clients with better experience.
The competition is stuff in the market since there are a lot of cleaning company’s in the same
location but having said that, Victoria is a densely packed area of Melbourne and there are
immense demand for this business as people want to stay in a clean and healthy house, it also
elevates the standard of living.

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