Strategic Marketing Plan: Analysis of Clean Force Property Services

This report presents a comprehensive strategic marketing plan for Clean Force Property Services, a commercial cleaning company in Melbourne. The analysis begins with an executive summary and introduction, providing an overview of the company and the report's structure. It then delves into the internal environment, examining the company's background, history, resources, and marketing mix (4Ps). The external environment is analyzed using a PESTLE framework, considering political, economic, social, technological, legal, and environmental factors. Customer analysis explores segmentation, targeting, and positioning, while competitor analysis identifies key rivals. A SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and implications for future marketing strategies. This detailed analysis provides valuable insights into the company's current market position and potential for growth, including revenue trends, funding sources, and competitive advantages.

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

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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.

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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.

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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)

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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.

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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

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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,