SUN Dry Cleaners Marketing - Essay Example

Ninety-five percent of the people have been noted to be dependent on the traditional dry cleaning methods, mainly due to high levels of transaction costs and the costs incurred to implement more environmentally friendly methods. It is essential for the Governments to intervene here to reduce the use of chemicals like Perchloroethylene. Market players are postponing the inevitable change for as long as possible.The services provided by the traditional dry cleaners do not bear up to levels of expectation.

Clothes although clean are returned in a malodorous condition, materials damaged in the long term, and with the added ‘bonus’ that Perchloroethylene (perc) is a skin irritant for some people. The chemical has been banned in some areas of the country and it has also been documented as ‘environmentally unfriendly’ and is very harmful and carcinogenic to the employees. The customers and the paying public have been conditioned to this offering and it is in my view that a positive, strong public awareness campaign will help forefront the market, giving SUN Dry Cleaners the first-mover advantage.

The competitive advantage of Sun Dry Cleaners is that the operations will be set up from scratch which will not involve any switching costs or transaction costs. Also, the market players currently are very afraid of increasing public awareness solely due to the costs that are involved. This gives SUN Dry Cleaners the advantage, as the company intends to offer substantial benefits in service quality; raising the bar by bringing the industry into the present economic climate. Hence the size of the operations is the benefit for the company.

The small size allows SUN to be more responsive and informed along with being better educated and environmentally aware of clientele.CUSTOMER ANALYSIS: This business is aimed to be opened in Miami, Florida. The city offers fantastic growth potential and of location is also deliberate off the basis of procuring industry inside knowledge as to customer preference, that is, the need to be able to look and feel the cleaning establishment on a one to one level with the view that confidence will be instilled as to the level of professionalism being employed therein.

From the above analysis it is clear that we will target the customers as follows:• Occupation: students, young and middle age working classes people• Age: teenagers, generation X&Y (18-40 years)• Social grade: B, C1 and C2• Family unit: young families with small childrenANALYSIS OF PRIMARY COMPETITORS: The current market condition includes several dry cleaners operating in Miami and the surrounding area. These companies are currently offering much of the same services though.

At least 99% of our immediate competitors in the area are using traditional methods i.e. Perc, with only two operators using the silicon-based alternative Green Earth. The competitive edge for SUN, as discussed earlier, lies in the reasoning that we are setting up from scratch, have no switching (transaction) costs, and are entering a market that is being protected by players who are afraid of increasing public awareness due to the costs involved. SUN intends to offer substantial benefits in service quality; raising the bar by bringing the industry into the present economic climate.

SERVICES:SUN Dry Cleaners will provide for the following:• Assistance with the re-addressing of work-life balance• Alternative environmentally friendly way of dry cleaning being offered to the society.• Competitive business to business arrangements• Our unique pick up and delivery services• The less abrasive process means that the clothes are not harmed as much as under conventional dry cleaning techniques.SUN Dry Cleaners will put corporate social responsibility at the very top of the agenda.

• Sourcing responsibly (eg using recycled materials such as hangers).• Working with suppliers and distributors who take steps to minimise their environmental impact• Buying locally to save fuel costs• Minimising packaging• Creating an efficient (and fuel-efficient) distribution network