Marketing Strategy for Ultimate Cleaning Services, Business Plan Example

Business Overview

Strengths

The greatest strength is my vast experience in the home cleaning services over the past few years. This has enabled me to develop all the skills necessary to be the leader in the industry. Another strength is that there are only two other cleaning services in the area that only offer their services to the homeowners under the upper income bracket. The rest offer cleaning services to hotels and commercial buildings in the city.

Weaknesses

The major weakness of this business lies in the homeowners’ part. They are reluctant to embrace the fact that Ultimate Cleaning Services is going to improve what the maids in those homes are already doing. There are also cleaning services companies that have a wide client base in the same estates of the city.

Customer Analysis

Ultimate Cleaning Services is to provide its home cleaning services to the upper and middle-income earners residential estates in the city. This is because most of the lower income earners cannot afford the professional home cleaning services and resolve to house helps for that. Most of these said home owners need a home cleaning service that will cover all aspects of residential cleaning, from laundry, house dusting, and cleaning to carpet cleaning.  The client base will cover such estates as Muthaiga, Runda, Westlands, Karen, South B & C, Nairobi West, BuruBuru, among others.

Analysis of the Primary Competitors

Ultimate Cleaning Services has a few competitors in the industry.

Service

Ultimate Cleaning Services is an upcoming company that will offer its cleaning service in Nairobi and its environs. I have, in the past, used varieties of home cleaning services, which has given me insight into the people’s expectations and what they actually get. I have taken that experience and knowledge to build this company, which caters to the clients’ needs and wants. It’s my overall objective to be all the clients need in a cleaning services company and at the same time providing the best customer service, security, and at the same time competitive and affordable prices. I will offer different packages for the clients to choose from but there will also be a custom package for all.

The service will accommodate:

Marketing Environment

There are various marketing environmental factors that will be taken into account when commencing my cleaning service company in Nairobi. These are explained below.

Political Factors

These include monopolies legislation, employment laws, environmental laws and taxation policy and government policy. Political riots such as those that happen in most countries are also to be taken into account considering the damage they would cause to the firms premises as well as the residence of the target clients.

Economic Factors

The economic factors to be taken into account include the inflate rate in the economy, the phase at which the economy is at the business cycle, employment level, the cost and availability of energy, the amount of disposable income, and so on.

Social-Cultural Factors

These are social mobility, lifestyle changes of the target audience, consumerism and education level of the clients are also to be taken into account before commencing the companies services.

Technological Factors 

Technology advances every day. The technological factors to be considered are the rate of obsolescence, new innovations and discoveries, information technology costs, internet, and the technology literacy of the target audience. The company will have a website where its services will be advertised for all and also for the clients to book for a service.

Service

Ultimate Cleaning Services will open its doors soon to its clients who have been yearning for the best cleaning solutions in their residence for the first time ever. The clients will have an experience of outstanding dedication and commitment to make their lives brighter through cleaning. Ultimate Cleaning Services Company will offer optimized cleaning services that are tailored to meet the clients’ needs and also ensure continuous cleanliness in the clients’ residences with an exceptional focus on the areas that are most important to the clients.

All the company’s will wear uniforms and ID tags so that the clients will be able to recognize them from the rest. The company will also hire inspectors so that I can ensure that the premise the staff cleans is spotlessly clean and for the clients to forward their satisfaction to the management. From kitchen cleaning to laundry and emptying trash bins, from the regular house cleaning to weekly cleaning, monthly cleaning,  seasonal deep cleaning, or one-time house cleaning for certain occasions our clients are in for a cleaning experience they have never had before, all at competitive, yet affordable prices.

Mission

Ultimate Cleaning Services is dedicated to provide the best quality home cleaning services to the satisfaction of the clients. The mission of the company is to have the clients have a brighter living through clean homes.

Objective

The ultimate goal of the company is to reach a satisfied client base of 100,000 homes in by the end of the first quarter. This is expected to increase by 30% in every quarter. It is expected that the net profits will hit Kshs.10, 000,000 shillings at the end of the first year after beginning its operations.

Product Benefit Matrix

Competitive Advantage Analysis

Various factors are considered in the analysis of the competitive advantage Ultimate Cleaning Services Company has over the rest; bargaining power, substitute’s threats, and the entrance to the industry by new companies. The objective here is to win the clients’ trust and in turn offer them various cleaning packages to choose from at different costs. Many households hire house helps to do the cleaning but with UCS, they don’t have to worry about the unnecessary hassles they experience in finding those house helps. The clients can be assured of fast, reliable and executive home cleaning service.