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Business
Name
Institution
Course
Date
BUSINESS
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Business
ShinnyNet Cleaning Services Company target primary market comprises individuals in the
middle and upper socioeconomic class in Vienna. The customers targeted involve families from
such socioeconomic classes where only the wife or the husband works while the other spouse
cannot clean. Since the family does not enjoy cleaning themselves and has money to pay for
cleaning services, they employ someone to pay for them (McKenzie, 2017). Therefore, ShinnyNet
Cleaning Services Company's primary customer target comprises these families that leave an
expensive life and earn an annual salary of above $300,000. In other families, both the spouses are
employed and do not get enough time to do their cleaning activities and hence have to hire people
for the cleaning services. Even though these families may not have very high annual incomes, they
have to hire for these services due to lack of enough time to clean. Therefore, the company targets
these families to provide their cleaning services. With Vienna’s large percentage of the population
employed and earning high annual salaries, the ShinnyNet Cleaning Services Company has a large
customer base in the city. Additionally, with the most population made of people aged between
25-50 years old, which comprises young mothers who require a lot of help in cleaning the house
and clothes, the company enjoys more customers (McKenzie, 2017). Therefore, the primary
customer target for the ShinnyNet Cleaning Services Company is made of these families in Vienna.
We can use a range of methods to determine customer wants and needs in the market. One
of the methods that ShinnyNet Cleaning Services Company will use to determine customer wants
and needs in Vienna is analyzing what other competing companies provide to customers and what
they don’t (Sarstedt and Mooi, 2014). First, through existing research on consumer consumption
of cleaning services in Vienna, it will be easier for the company to determine what the customers
want or need in the market. Through the analysis and conducting a SWOT Analysis to identify
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weaknesses of the competitors while using the company's strength to meet the current opportunities
in the market, it will be easier to provide cleaning services that the market wants or needs.
Secondly, the company would conduct a customer survey method to determine the quality of
cleaning services they need (Sarstedt and Mooi, 2014). The customer surveys will make it easier
for ShinnyNet Cleaning Services Company to understand customers' attitudes and expectations
from those providing cleaning services in the market. The data obtained from these customer
surveys would help the company determine what customers in Vienna want and hence provide the
services according to their expectations. Thirdly, the company would use the existing information
on customer wants and needs in cleaning service provision (Sarstedt and Mooi, 2014). The current
information would make it easier for the company to understand what quality of cleaning services
customers in Vienna want and what they pay for those services. Therefore, these methods would
be necessary to ShinnyNet Cleaning Services Company in determining what the customers in the
Vienna market want and hence provide their cleaning services according to the customer
requirements and expectations.
The marketing mix that the ShinnyNet Cleaning Services Company would use to be
successful in the Vienna market would need a range of approaches, including pricing their cleaning
services, distribution of the services, advertisement, and promotion of their cleaning services.
Firstly, the ShinnyNet Cleaning Services Company cleaning assistance will be of high quality and
per the expectations of customers in Vienna. These services would include cleaning of houses,
washing of clothes and other household equipment. The pricing approach used by the ShinnyNet
Cleaning Services Company on their cleaning services would be in terms of hours spent in offering
cleaning services to the customer (Grădinaru, Toma, and Marinescu, 2016). The pricing
mechanism will be uniform across all the company customers in Vienna and would be $20 per
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hour for every customer. On the promotion approach, the ShinnyNet Cleaning Services Company
will be advertising through the company social media accounts, televisions, radios, and billboards
to promote their services to customers (Grădinaru, Toma, and Marinescu, 2016).
Additionally, the company will use a referral system to gain more customers in Vienna for
its cleaning services in the market. The placement or distribution approach used by the ShinnyNet
Cleaning Services Company will be to all needs in Vienna city. Therefore, every customer in
Vienna requiring cleaning services from ShinnyNet Cleaning Services Company will get our
services.
The ShinnyNet Cleaning Services Company will have to plan and budget for their
advertising media and publicity to ensure that they don't spend a lot on an advertisement while
getting little value from the ad. The advertisement costs incurred should be payable using the sales
resulting from media advertisement (Saliterer, Sicilia, and Steccolini, 2018). Therefore, the budget
for the company in media advertisement will be 5% of the total revenues resulting from the media.
With the company projecting an annual income of $10,000 per month from media advertisement
and publicity, the company will have to pay $500 for the ad every month. Therefore, the ShinnyNet
Cleaning Services Company will spend approximately $6,000 every year for media advertisement.
The company will conduct their media advertisement using a national television with the
advertisement program running for 1 minute every hour. The advertisement program would be in
between a new program to reach more possible customers.
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References
Grădinaru, C., Toma, S. G., & Marinescu, P. (2016). Marketing mix in services. Ovidius”
University Annals.
McKenzie, D. (2017). Identifying and spurring high-growth entrepreneurship: Experimental
evidence from a business plan competition. American Economic Review, 107(8), 22782307.
Saliterer, I., Sicilia, M., & Steccolini, I. (2018). Public budgets and budgeting in Europe: state of
the art and future challenges. The Palgrave handbook of public administration and
management in Europe, 141-163.
Sarstedt, M., & Mooi, E. (2014). A concise guide to market research. The Process, Data, and, 12.
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