Marketing for Maxx Cleaning Station - Business Plan Example

prepared Marketing Plan for Maxx Cleaning Station I. AIMS AND OBJECTIVES Maxx Cleaning Station aims to provide a wide mix of products and services to Oxfordshire. Brimming with innovative and fresh concepts in terms of cleaning services, its main objective is to be able to introduce to its target market the most cost-effective, yet quality cleaning services while maintaining good business by achieving a highly satisfactory net margin. Maxx Cleaning Station wants to be known as a full-service cleaning company with quality and customer service playing key roles in the plan of success. Maxx Cleaning Station’s short-term objective includes being able to break even in its first year of operations, and expand to five more branches by means of franchise in the next five years. Maxx aims to be the primary cleaning firm of choice within the county and be recognized for its safe, quality, environment-friendly yet cost efficient services. Among the products to be offered are general laundry cleaning and dry cleaning. It will also venture out into offering cleaning services in homes and offices through hired manpower. Maxx Cleaning Station will also offer cleaning products such as laundry products, antiseptics and other cleaning aides. II. THE BUSINESS Maxx Cleaning Services is owned and operated by three people. The owners shall equally contribute to the start-up requirements and are hands-on in the company operations, playing key management roles in the organization. Managing assistants shall also be hired to provide assistance in business management. Start up capital will prove to be crucial and essential in ensuring that the company objectives are met. To operate such business, it is necessary to purchase the right machinery to be able to provide quality service to customers availing of in-store cleaning services. It is also important that the machineries and equipment fit the standard quality and meets the requirements for being environmentally-friendly. The owners shall contribute £ 50,000 each from their savings and obtain another £ 150,000 dollars from bank loan, to be paid in monthly installments for two years. The business shall be called Maxx Cleaning Services, giving the impression that it would extend the maximum quality of products and services to its clientele. Maxx Cleaning Services shall be located at the heart of Oxfordshire, where there is high foot traffic and where the target market frequents. Maxx Cleaning Service shall initially employ three service assistants to attend to in-store services. They will be employed on a full-time basis. For the cleaning activities outside, Maxx Cleaning Service shall outsource manpower and hire them on a per project basis. This way, hiring costs would be minimal, and there will no other maintaining costs shall be spent for. III. CUSTOMERS, COMPETITORS AND PROMOTION Maxx Cleaning Service targets the busy and women within the city. It aims to entice the college students who are very buy with their studies to attend to their cleaning requirements. The same goes for the working men and women who prefer to have their laundry done by another party due to lack of time. For the cleaning services, it aims to have the small and medium-scale businesses as its primary market. These firms will also pay for outsourced manpower that could assist in the maintenance of their workstations. Competition is a strong force in the dry-cleaning industry and is considered location-specific. In a general sense, each dry cleaner in the area is a competitor, but direct competition is considered to be only those operations in close proximity to a given location. Within the next three years of expansion, competitive encounters with the establishments offering the same kind of services may happen. In light of this, these operations have been scouted and evaluated in regards to competitive criteria. The company is confident that its formula of high quality and competitive prices will spell success against any competitor. Maxx Cleaning Service will conduct the launch using below-the-line advertising, which includes billboard advertising in the busiest streets of Oxforshire and leaftet distribution where applicable. It will also feature advertisements in major dailies to ensure that the target market is captured. 1. SALES, COSTS AND PROFITS As Maxx Cleaning Station aims to break even on the first year of operations, it will carefully study the products and services costing to ensure that it will offer the most reasonable prices. Since Maxx would also like to bank on cost-efficient services, it will offer competitive prices without sacrificing the quality of products and services. The budgetary requirements have been spread all throughout the first year of operations to be able to determine the needed cash flow. A modest increase in sales was projected per month and the targets may be changed depending on the actual sales trends and the feedback of the market on products and services. The start up cost is expected to return after the first twelve months of operations. By then, the total expected revenue would have covered the initial start up investment, and the bank amortization for the loan made would have been finished. The second year of operations would begin to signify the profits and revenues for Maxx Cleaning Service. It aims to reach a monthly profit of about 10% to 15% on the second year of operations, while picking up in the following months to come. 2. WHY THE BUSSINESS WILL SUCCEED Maxx shall rely on the following Internal and External Factors as its Keys to Success: 3. Market Knowledge – As a service-oriented shop, it is crucial for Maxx to be able to identify in particular the trends in the industry to come up with a good mix in terms of its products and services. Being a retail store, its sole control over its products is the system by which each choice is made regarding the product lines 4. Service Quality - Maxx shall sell its brand through the service that it offers. It will aim at giving 100% satisfaction to its market, with definite policies regarding after-sales product care and correct handling of customer complaints. 5. Inventory Management – By identifying the right products to push, Maxx would be able to manage its Inventory by acquiring only those that are sellable and keeping in stock only those that may be disposed for a short period. 6. Targeted Marketing Campaigns – Maxx will prepare and implement promotional campaigns that will create noise in the market. 7. Right Marketing Mix – Maxx’s positioning should enable it to penetrate the target market. Its location in Oxfordshire assures the company of a solid footing, as this placed is recognized to be a tourist spot, boasting of both rural and urban attractions. Oxford City also has a reputation for being an academic capital, proof that Maxx can thrive due to its target market, which are students. (Oxfordshire. 2007) REFERENCES: Oxfordshire. March 14, 2008. http://www.oxfordshire.gov.uk/wps/portal/publicsite/aboutoxfordshire?WCM_GLOBAL_CONTEXT=http://apps.oxfordshire.gov.uk/wps/wcm/connect/Internet/About+Oxfordshire/Facts+and+figures/ Read More