Customer

Frasch Ren alms to cater for these targets as they are more willing to pay a premium for the services because of the high level of professionalism and trustworthiness that will be offered. The companies profit margins as a percentage of sales are projected to be between 39-42%. The company will be a home-based business with Emmanuel Mapunde as the sole proprietor and employing one worker. After 10 months,the company plans to recruiting one extra staff member or more depending on the increase in number of contracted work. Situation Analysis Frasch Ren is entering its first year of businesses as a start up business.

Our main aim for growing the business for the first two years would be customer acquisition and maxlmlslng our revenue. We realise the market within the area has a number of competitors both large and small, to new entries and well experienced firms. Frasch Ren realises the need for a strong well structured marketing plan and strategy to obtain Its target market and be profitable. The business goals within the first year are to increase revenue Use technology as a means to obtain and retain customers ‘OF6 equipment Diversify its service structure to offer other services such as office cleaning and street cleaning

We also aim to be known as a company that takes its work seriously, at the same time offering a friendly service that puts a lot fun and passion into the chores most individuals hate. We also aim to bring in new creative ways in offering cleaning services through the use of environmentally friendly products for cleaning, easy payment systems for clients, ease in scheduling for random appointments. Through research Frasch Ren has realised that customers within the area of operation want more that Just a clean house, they want a personalised service, efficiency, reliability, quality service and their questions answered quickly and competently.

They would like to be seen as important and served by one regular provider. If there is a problem the customers would also want assurance the problem has been corrected, they dislike having to complain about a reoccurring problem and this has been a major issue being failed by current competitors. The profit margins are much higher in window cleaning compared to other sectors of the cleaning industry due to two main variables. Although other cleaning services such as office cleaning offer more sales. First, the rates per hour are typically double the rates of Janitorial services.

Secondly, the equipment is typically inexpensive and asts many years, resulting in lower costs ; higher profits. The current market condition is also in a very ripe position where many windows have been neglected over the past years due to the bad economy ; consumer cutbacks. Now is the time to capture those additional revenues and make this Window of Opportunity a reality.

Lead generation advertising

Frasch Ren Services employees will arrive at site wearing uniforms with company logo, they will also arrive with a van and use Job sight signs with its body having company logo and stating services offered by the company.

We believe that an ncreased visibility on the road provides an edge over internet only accessible providers. The company will also make the use of flyers and promotions which will be dropped at all the houses within the target area. Online promotions through our company websites, social media sites and Promotions sites such as Groupon and KGB deals will be also used. We also make use of photos i. e. before and after cleaning photos of areas cleaned. Public relations: Frasch Ren might also offer free cleaning for local Churches and Non Profit Organisations so as to market their services.

Will also offer discounted or first clean ree service to business clients such as real estate agents, shops , etc. We aim to attend networking events and meet up with contractors so to obtain new customers, market our services and obtain new contracts. We aim to offer free first clean for business clients to acquire them as a customer. Also offer coupons i. e. customers receive a free clean or inside clean after completing six cleans to household clients.

Hopefully these two marketing schemes will help in attracting new customers, and through the service offered they will refer customers to Frasch Ren, We will also offer discounts to customers who have referred us. Contracts and Tenders: The company will also approach companies directly to negotiate cleaning contracts. Most housing agencies and facilities management firms such as Redstones and ask to for cleaning companies to register with them, and offer a certain number of houses to clean depending on the area. We aim to register with these companies to obtain regular work.

After a year of operation and obtaining certification Franch Ren aims to apply for tenders advertised in newspapers, universities and government website such as contract finder and ted. europa. eu.

Lead conversion plan

Our Lead Conversion plan is that all calls are funnelled to one appointment maker who is the Director. He has an all round knowledge of how the business runs, educated on what to offer the customer and what the business can deliver. Appointments are scheduled on the database/calendar, notes taken on what the customer needs.

We aim to attend to customers need within 24 hours of receiving work. We also put all our customers on monthly call back schedule to remind them that its time to re-clean. We also send out quarterly coupons to give away for customers to use or pass on to other people to use. Through the use of technology nd intelligent software we will develop a system to analyse customer data. This will also help in saving more money as we will be able to concentrate more on the selling, analyse customer buying patterns and create data flows that will be able to allow cross selling and upselling when its needed.

With the systems put i place we will also be able to analyse purchasing history, levels of customer satisfaction, reduce on speculative cold calling.

Setting customer expectations

1. Walk through: On every Job obtain information on what customer needs are as they change every time with every visit.
2. Setting reasonable expectations: Setting a tandard set of expectations of work that is to be done. Being transparent and honest so as to save time and money or even loosing a customer if set standards are not reached. Quote: One of three things will happen. Either it will look better, it will look worse, or it will look the same. But if anyone can get it out, we can.
3. We aim to educate the customer by going over the home or business, find out special concerns and address the reasonable expectations for resolving them. This to avoid making excuses in the end.
4. We aim to build a good relationship with customers. Being more than Just a cleaning service but more of a consultant. Being a customer but are in line with our core business i. e. choosing the right windows that are easy to maintain or clean, teaching them how to care for their surfaces or windows before our visits this can be an opportunity to sell cleaning supplies to customers.

We aim to build trust and this is to be done through analysing the Jon, looking for discrepancies, what the customer wants and reality. Educate them on what to expect and why and then fulfil on our promise

Service outline

Our service experience is:

1. Lead cleaner greets the client and goes over the plan for the home or business
2. Lead discusses our process briefly and assigns teams to work all team members are dressed in branded clean, logo placed work attire
3. Work is started by first setting up and staging any interior/exterior areas to protect work areas
4. Lead offers progress update if all-day Job
5. Lead offers to tour completed work to assure satisfaction
6. Lead offers invoice with special referral offer
7. Follow-up call from home office two days after completion

Market demographics

Our service area includes the South London Area with main concentration in areas of Shoeburyness, Thorpe Bay, Southend East and Central, Westcliff, Chalkwell and Leigh n Sea. It covers a 15 mile radius for the residential customers although this extends when obtaining business long term clients as we aim to concentrate within this sector in the long run.

The total targeted number of operations by the end of the year would be 400 households and 300 commercial businesses. The target market is not just a territory full of wealth people with large houses, it also encompasses dual income households, shops, large businesses, schools and retail organisation. Household customers tend to have expandable income due to the high income or pay within the London area. Most of the clients do not have the time to clean and tend to hire a maids service or specialist cleaners to cater or individual services. ost of the clients are either two income families, career professionals and elderly/retired people. Research has enabled us to note that most household customers would rather allow individuals and small customers to clean rather than hire larger firms. Market Needs Exemplary Customer Service: The target customers have money and are used to having excellent customer service. They expect a high level of quality washes, specialised to their needs and cleaning for heir business and household as they like to impress especially when being visited by friends or clients.

Ease in scheduling

Clients would like a service were they are not interfered from their daily duties, reason to make bookings and timely schedules and as much offer convenience to the customer and carry out the work at a fast pace respectively to avoid interference and also gain as much customers within the day. Clients would also appreciate ease in scheduling bookings i. e. through company websites, phone calls or via apps on their phones. Market Trends cleaning of using buckets, swidge and clothes. Most window cleaning companies that have a high sales volume have developed their operations into using technology CRM systems to attract customers, manage communication. They have also moved to using improved machinery such as Reach Pole systems that can clean up to 17ft, other equipment systems such as platforms, suspended scaffolds and Bosun Chairs are able to clean larger buildings. Companies have also moved from advertising through the use of leaflets and through the newspapers to using systems such as social media and blogs. As the company grows companies move to applying for tenders and larger contracts.

Future Market Trends Frasch Ren believes the cleaning service will evolve and technology will play a big role in making that happen. Tools such as online bookings, mobile apps for consumers and background automation through use of CRM systems will be a major drive in obtaining and retaining customers apart from good customers service. Eventually we believe as the market entrants increase some companies may partner with larger or smaller companies and also with estate management firms so as to gain an increased market share and increase efficiency and in the end offering a good service and a low cost to the customer.

SWOT Analysts

Frasch Ren believes the c Strength Strong management team Brand name Staff well experience in cleaning and renovation, this helps in overcoming the weaknesses as a new entrants in the area. Extensive growth through training and development helping the firm and its employees obtain expertise to function in a professional manner, reduce accidents at work, increase efficiency and also help in increasing growth for the firm.

Strong marketing strategy through the use of social media, site visits and tenders negotiations Low costs for startup: Weaknesses: Competition from companies working in the same geographical is moderate as there re a few small competitors working in the area. Seasonal Work: Work increases after winter as few customers are willing and workers willing to clean windows during winter.

This can be altered by diversifying into offering other cleaning services like carpet cleaning, street cleaning or using more developed cleaning machinery such as steam/heated cleaning water systems. Increased number of new entrants due to knowledge of high margin rates and profits, a number of self employed individuals are entering into the industry and offering cheaper options for clients i. e. maid service Opportunities: Innovation Expansion and diversification into offering other facilities services such as office and carpet cleaning, gardening and ironing services.

Continued Innovative Marketing Strategy by giving discounts, promotions, improved payment systems Improved organisational strategy that involves good training and development and as the firm groups be able to attract more work/ contracts, increase staff numbers, increase efficiency and safety at work. Threats: Change in tastes of consumers: This puts greater emphasis on regular market audits to be carried out and also a need to be creative in creating sales opportunites Substitute products Ability to increase work loads and obtaining large contracts may be hampered as the firm is a new entrant in the market.

In a few weeks you will start seeing quite a few sales on eggs. Why? Eggs are one of the main staples in the Easter holiday tradition. Everyone gets together the night before Easter and colors their eggs a wide range of colors to put in their Easter baskets for the Easter Bunny to hide. An egg seems like such a simple food item, very few people ever wonder what all had to happen in order for them to be able to buy their eggs from the grocery store. If there were suddenly no eggs to color for Easter I am sure everyone would then want to know. If it even possible to think that the grocery stores would have no eggs? The answer is yes!

In order for that carton of eggs to be on the shelf of the store it must travel the supply chain. A supply chain is a system of organizations, people, technology, activities, information and resources involved in moving a product or service from supplier to customer. Supply chain activities transform natural resources, raw materials and components into a finished product that is delivered to the end customer. Egg would seem like such a simple product that there really couldn’t be that much to the supply chain given that the chicken lays the eggs, the farmers puts them in cartons and a truck delivers them to the store.

Eggs don’t go through processing like most other food products but still there can be a lot to them depending on what type of eggs you buy and where from. Many people still get theirs from the grocery stores but a rising trend is to purchase them farmers markets or directly from the farmer. Going directly to the farmer for your eggs is becoming more popular because people want to know where their food is coming from and want to know that the animals are not being mistreated or given hormones.

In order to discuss the supply chain for eggs one must first ask the questions,Which came first the egg or the chicken? When you attempt to do a supply chain for eggs this is without a doubt the first question you would need to ask. Did the farmer get the egg first and then hatch the chickens to lay more eggs to sell or did he get the chicken first who then laid the eggs? For this paper we are going to assume that the chicken came first. So the first step in the egg supply chain is the hatchery no matter where you get your eggs the process started in the hatchery.

Due to the rising trend of going straight to farmer for goods, we are going to look at the supply chain for eggs purchased directly from the farmer. Also this is how I get my eggs so I thought it would be more interesting, of course the eggs I get come from my aunt so there is not much to them aside from the gas used to drive to her farm and pick them up. Her chicks came from a friend who raised chickens but for those farmers who do not have friends or neighbors who raise chickens they would go to a hatchery.

Hatcheries are found all over. There are quite a few in Ohio alone, a major one is found in the Cincinnati area. Once the farmer gets his peeps from the hatchery they are placed in a chicken coup which has access to a pasture for the chickens to graze. Chickens eat a wide variety of things but mostly are fed corn or other vegetables already found on the farm. Chickens that are allowed to graze produce better quality eggs due to the fact that they get more nutrients from the ground than those chickens raised in cages.

The next step in the supply chain once you have the chickens and they lay the eggs is to gather and package them for sale. Eggs are usually gathered on a plastic tray and then washed and sanitized then stored in a refrigerator. Many co-op farms that you buy from have you bring your own container for your eggs, this saves them money and also the environment if you reuse the same carton. Most people just bring a carton from store bought eggs. The egg carton was invented in 1911 to help keep a farmer’s eggs from breaking while delivering.

Egg cartons come in a variety of forms from Styrofoam to molded pulp and paper. You can even buy plastic storage containers for eggs that can reused again and again. One of major suppliers of egg cartons to small farms is a company called Eggcartons. com. They do not produce the egg cartons themselves but rather buy them in large quantity then sell in smaller quantity to farmers. Once the eggs are packaged they are ready for sale whether to a local farmer market or directly to the customer who visits the farm. Farm raised eggs there seems to not be too much competition out there.

Very few farms do this and the ones that do are spaced a good ways apart, also the fact that the small farms cannot produce as much as the bigger companies limits them on what they can sell anyhow. The only major issue that could impact the supply chain for a local farmer is to lose his chickens or for them to fall ill and not be able to produce enough eggs to meet demand. Some interesting facts on eggs are according to National Egg Producer Organization ( I am not making this up, the group exists) Ohio is the number 2 egg producer in the United States, second to only Iowa.

In 2008, over 209. 1 million cases of eggs were produced in the United States and of that 209. 1 million 68 million cases (32. 2%) were further processed (for foodservice, manufacturing, retail and export); 121. 7 million cases (58. 2%) went on to retail; 18 million cases (9%) went for foodservices use; and 1. 4 million (0. 7%) were exported. (http://www. unitedegg. org/useggindustry_generalstats. aspx) The Supply Chain Diagram {draw:frame} {draw:frame} {draw:frame} {draw:frame} {draw:frame} {draw:frame}

Suppliers:

to make sure customers received the best quality and fresh snack, Poca actively cooperates with Institute of Agricultural Science for Southern Vietnam and Dalat Central Researching of Potato, Vegetable and Flower to research and plant the best kind of potato in Lam Dong Province. All of the company’s raw potato is planted widely in Lam Dong Province, with Dalat farmers’ rich experience and supporting from agricultural experts, the company does not worry about the shortage of potato and its quality as well. As a result, customers are being received the best quality snacks from Poca, but with a very competitive price.

Intermediaries

1. Resellers: since Poca does not have its own store, so it is sold through PepsiCo’s distribution system such as Co.opmart or grocery shops, in which most of the customers buy snack from.

2. Physical distribution firms: Although the distance from the company to the final customers seems to be quite far, with the PepsiCo’s delivery trucks, all Poca snack are always delivered to the resellers very quickly, safely and on time.

3. Marketing agencies and financial intermediaries: with the support from some research market firms like AC Nielsen or AXISCO, marketing managers have given many strategic decisions to increase sales and make customer satisfied with the product. Moreover, many T.V stations and newspapers such as HTV, BTV or HOAHOCTRO magazine have helped to promote and increase more brand loyalty. Besides this, Vietcombank and Sacombank are one of the company’s best friends in helping to loan money and do transactions.

Customers:

There are two important consumer markets of the company: 1. Consumer market: our consumer targets are teenagers, young adults (in the late generation Y) and parents (generation X) as well, because parents are the one who usually choose, buy snack and pay for teenagers.

Reseller market

Working closely and supporting resellers with strategic marketing and selling are two of the most important factors to increase its sales and image. Some of Poca’s strategic resellers are schools, cinemas, grocery shops and supermarkets.

Competitors:

There so many competitors fighting to each other in the market now, so the company always try to provide better customer value and satisfaction to survive and earn profit in this fierce competition. These are some popular competitors: Sachi: It is made by Kind Do Corporation. Sachi is a high quality snack, but sold with very competitive price (2,900/packet) . Oishi: A kind of shrimp snack is made by LiWayWay Corporation (Philipine). It it sold from VND 1,000 – 2,500/ packet. Ruaypuan (imported brand): this prawn snack is very popular in Vietnam market due to tastily prawn flavour and low price (VND 2,500/ packet) . It is made by Friendship Company (a Thai company).

Pringles (imported brand): Procter and Gamble Company (U.S) is the maker of this product. Pringles is a very high quality potato crisp, and sold with high price (24,200 VND/ tube). Figure 1: Vietnam snack market share in Mid-2008. Source: The market newspaper 2008. 2.2.1 Demographic: Figure 2: Vietnam population by age group in 2005. Source: Chris Morley 2007. Vietnam population has been growing significantly until now with 85.1 millions (Population Reference Bureau 2008). Most of snack companies are targeting age groups from 5 – 24. As can be seen in the figure 2, these age groups are very high when comparing to others. Therefore, Vietnam market in general speaking and HCMC market in specific would be a potential and profitable market for Snack industry.

Economic environment:

Income growth in HCMC and Hanoi by 2009. Source: Chris Morley 2007. The figure 3 illustrates that the income of HCM people will increase steadily by 2009. As a result, when consumers have more income, they will tend to spend more for normal goods like snack (Jackson & Mclver 2008, p. 78). In addition, along with rapid growth of Vietnamese economy in the recent years, GPD has almost doubled from 4.7 to 9 since 2002 (Index Mundi 2008). Therefore, the demand for Snack will increase more and more in the future.

Natural environment:

Natural factors such as water, soil or weather play a very important role in growing potatoes and wheat, so if there are some changes on one of them, it could effect to the productivity of the whole industry. In addition, each year Vietnam often face with many disasters such as storms or typhoons. Therefore, the whole industry has to be aware about the weather in Vietnam in order to avoid shortage of main raw material.

Technology environment:

With the dramatic change of technological environment, it helps the whole industry a lot in non-stop creating new flavors such as chicken with lemongrass, Brazil BBQ pork rib, etc, and designing attractive packages. In addition, technology has been creating modern machines to produce snack that can keep fresh potato smell or longer expired day.

Political environment:

When Vietnam joints WTO, it also means that snack industry will be able to increase sales more because there will be more and more foreigners and experts coming to HCMC to do business and live. Additionally, in the first eight months of the year 2008, FDI into Vietnam increase doubly to US$47.15 billion comparing to last year US$20.3 billion (Ministry of Planning and Investment 2008). This number also means that Vietnam economy will continue sustainably developing in the future, so the industry will completely feel secure to invest and develop in Vietnam.

Cultural environment:

Besides two main meals a day, Vietnamese people usually have light meals to fulfill their hobby and stomach, so snack is one the best choices, especially with busy people. Moreover, Vietnamese also eat snack to entertain when hanging out, watching T.V or going to the cinema.

I hope that the loan application will be approved as soon as possible -We really appreciate and we are grateful towards your consideration of approving our loan, as we look forward to hear from you soon. Thank you Yours Truly, 2. Executive Summary The Retro Skincare is a new business providing high-quality, full service distribution of skincare products specialty in moisturizing skin products and whitening product. Our product supplier is Reuben Skinner Company. Reuben Skinner Company is the sole manufacturer of the skincare product and located in Saba.

In particular, what really sets up apart is that we are the ONLY full service distribution company servicing the skincare products around Slang Valley. In addition, Reuben Skinner Company has an exclusive contract to distribute a new, groundbreaking product that loud enable us to gain immediate access to a majority of the potential customer base. The principal owner is Subheadings, experience brings office management, high levels of customer service, and over 20 years in distribution and sales management.

At this time we are seeking additional equity capital to compliment our own investment and are seeking to arrange a bank line for inventory and receivables financing. Having firm commitments to distribute several high-quality new age skincare products we plan to distribute our first products within 30-60 days of finalizing financial arrangements. Our target customers are men located in urban areas and retailers. Our targeted end user is between the ages of 24 and 65. They are urban professionals with at least some college.

Pricing of our products are ranging from ARM 17- ARMS per unit. 3. Introduction Reuben Skinner Company to customers in Malaysia. This will accomplished through a combination of company- owned retail outlet and wholesale distribution. The Retro Skincare will purchase product directly from manufacturer to eliminate the middle man and allows us to operate on a 25-30% profit margin, while providing our customers with competitive prices. The proposed location for Retro Skincare is Clan Marrow, Bangs. The principal owner is Subheadings.

Distinguishing characteristics of our business will be the combination of management experience, sales and distribution experience, high- quality, innovative products and exceptional customer service. 4. Business Objectives and Mission 4. 1 . Objective To open and operate a successful skincare product distributorship in the Slang Valley market, employing three to five employees the first year. To obtain a minimum of 100 regular customers in the skincare market the first year of operation. Achieve first year ales of ARM 40,000. Maintain an average gross margin of 25 percent.

To produce a net profit of at least OROMO,OHO by the end of the third year of operation. 4. 2. Mission The Retro Skincare intends to become a recognized distributor of specialty skincare products and spreading it around Slang Valley. The Retro Skincare plans to develop strong relationships with key customers so we will be viewed as indispensable partners, rather than Just another supplier. The Retro Skincare will seek out and work with the manufacturers we represent to deliver the most innovative and exciting products possible to the customers we serve.

We are not only selling product, we are selling service. ” 5. 1. Industry Description and Analysis Skincare is one of the largest industry in the world. Technological advancement in the skin care market combined with development of innovative products contributing to the growth of skin care industry. The increasing demand for anti-ageing products and growing concern for the use of natural and organic skin care products are the major factors driving the skin care industry. In estimation, Malaysian annually spend an estimated ARM 3. Million on skincare products and cosmetics. By reason of lath awareness and aggressive product branding, consumers spend large amount of their income in buying skin care products. Malaysian skincare concerns include the heat and humidity of the climate, the drying effect of skin, stress and lightening the skin and areas of hyper pigmentation, acne, and the effect of aging on the skin. These concerns translate into strong prospects for skincare products and remain in broad consumption across all age and income groups in Malaysia.

International brands such as Lance, L’Oreal Paris, Lola, Esteem Lauder, Clique and Sheikdom play a dominant role in the upper-end market of Malaysia. Imported products are highly in demand as most of the middle and high-income earners associate imported products with higher quality than local brands. The cosmetic giants still hold a dominant position in this industry and they will most likely continue to. But they have realized the need to acquire new brands and to keep their affiliation in the background. In recent year, names like Grainier, Dashing men, Naive have been acquired as local skin care products.

This strategy indicates that a few of the traditional big players recognize the benefits, for themselves and the industry, of emerging niche brands. 5. 2. Industry Trend Rapid arbitration in Malaysia resulted in strong demand for skin care products from both men and women. Sales for 2013, the most recent year available, were up to 45 percent, almost double the industry average of 20 percent. Soap is losing popularity as a facial skincare product, with the proportion of female users falling from 58% in 2008 to around (36%) in 2013.

Due to skin dryness, women are attracted with emergence of facial and skin care products such as cleanser and moisturizing cream which make their skin healthy. At earlier, there are no skin care products use facial skincare products than women. Men’s reactive approach to their skincare regime is the biggest challenge facing the industry Nowadays, men consumers can find some brand new skincare products of men almost in all grocery shops and supermarkets. An increasing number of consumers exposed to wide variety of skin care products like skin care products enhanced with collagen and other natural ingredients.

Due to increasing disposable incomes and stronger consumer purchasing confidence in 2012, strong demand was seen for skin care products, particularly mass brands, since consumers could afford them to enhance or maintain their skin condition. Malaysian favor nature-inspired products mainly. If current trend play out as expected, the business of skin care products for men will become increasingly consolidated among other industry. The unique properties of men’s skin need to be addressed in these new products (smaller sebaceous glands, oily skin, thicker skin etc. So that the products work effectively and the user experiences noticeable results more rapidly. 6. Market Segmentation Research 6. 1 . Market Analysis Summary The demand for man’s skin care products are certainly on the rise as men are paying more attention to their appearance. According to research conducted by Retro Skincare, six in 10 (65%) Malaysian men consider their appearance important and almost (48%) admit what they want to look attractive and well groomed. Just 15% of men admit that while it is acceptable for women to use skincare products, it is not acceptable for men to use such products.

Highlighting the growing importance of the men’s facial skincare market, today, as many as 7% of men admit to spending a lot of time on their facial skincare routine. Research highlights more than four in ten (42%) men use shaving lotions and almost a quarter (22%) use facial cleanser. 12% of men SE eye cream and gels , 17% use anti ageing products and 7% use moisturizer. While many of the nation’s men are adopting a regular skincare regime, it remains that a lower proportion of men use facial skincare products than women.

Men’s reactive approach to their skincare regime is the biggest challenge facing the industry. Encouraging men to adopt a more preventative approach to their skin’s demographic changes in both mature and emerging markets: an increased number of men employed in the sector of services, increased competition in the workplace, ageing baby boomers eager to stay stylish, and the young generation influenced by hanging standards of male beauty. New entrants on the markets, as well as technologically advanced products, expanded lines, and innovative packaging are also stimulating sales. . 2. Market Segmentation To keep up with demand, the men’s skin care market is becoming more segmented and expanding into new categories and claims. Generally, skin care market for male can be segmented based on four main segments: geographic, demographic, cryptographic and behavior. For the purpose of this analysis we are focusing solely on the male market. New research from Minute reveals that beauty and personal care munches specifically targeted at men have increased globally by 70% over the past six years (2007-2012).

Its stated the market for facial skincare has increased an impressive 20% in the last five years alone, valued at El,l billion in 2012, the market is set to reach a beautiful El,2 billion in 2017. L. Demographic: Retro Skincare target market is the retailers who have established relationships with consumers and the consumers themselves. We are essentially the distributing arm for these retailers. Our market research indicates about 46 potential retailers within a 1 to 25 mile radius of our location, who currently sell our competitors reduces. Our target retailers are drugstores and pharmacies.

Another target market is men (end user). There are 30,001 ,710 individuals in Malaysia and 5,315,008 are male adults 18 to 65, which are our target consumer market. They are urban professionals with at least some college. This consumer has an active lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them. Sales have been sustained as increasing numbers of young men are interested in capturing the stylish looks of media stars while older men have paid more attention to keep their skin younger as their younger days.

Therefore, older men will give more attention to anti-aging products while young men will look for skin whitening products and moisturizer. Some youngsters will opt for acne free skin products. Our products can be used by any group of incoming level. Malaysia’s men working under heat weather will buy sun block and skin care product which lighten the skin and areas of hyper pigmentation. Demographic factors such as the rising number of single-occupancy households, as consumers delay committing to marriage and children, have led to a growing number of men doing their own shopping, with ore disposable income to spend on themselves.

Retro Skincare found out that single customers purchase a certain product more frequently than married people. II. Geographic: Men in different climatic conditions and with different skin colors will have with higher moisture content. They also more inclined to whitening function products. High portions of the target market for Retro Skincare products are in urban areas with the population that desire to buy skincare products. Our main target geographic area will be KILL and Clangor because both states hold the largest number of men also have more urban areas.

So our geographically targeted location to market our skincare product is in Bangs, KILL Central, Wants Major, Cubans and Among. We analyses, and came up with a conclusion that these areas will be best place to promote and market our Retro Skincare products. 6. 3. Competitors The skin care market is very broad. It includes products labeled as body cream, shower cream, cleanser, moisturizer, day cream, after shave and etc. Our market positioning will be in the lower price quadrant of high quality natural products.

While there are other companies that distribute variety of skin care products, there are no main business in Malaysia focuses exclusively on the men’s skin care product market as Retro Skincare. This will provide considerable flexibility in pricing and allow for the creation of great deal of customer awareness and brand loyalty, erecting significant barriers to entry for potential competitors. However there are some businesses offering men’s skincare products as minor part of their businesses. Our primary competitors for men skincare products are: 7. L’Oreal Paris 8. Grainier 9. Naive 10.

Clean 11. Their shortcoming is that they contain more chemicals than the natural herbs and ingredients of our company Retro Skincare products. Our main wholesale competitors will be power retailers who merge the specialty store concept with the discount store’s emphasis on price. These retail warehouses are large stores with products displayed on metal racks in a warehouse setting. There are two distinct types of retail warehouses, the first being a membership and the second a consumer store which is open to the general public. Their shortcoming as with other competitors is service.

Buyers must travel to them to pick up their goods. Some of the power retailers have Just begun to offer delivery services, which is helping retailers to appreciate the value of using a distributor like our company Retro Skincare. 7. Competitive Forces, Strategies and Risk Assessment 7. 1. Competitive Forces There are 5 competitive forces as following and the weak and strong determine how strong each of the competitive forces in our business is: Large amount of capital required High retaliation possible from existing companies, if new entrants would bring innovative products and ideas to the industry.

Therefore we are introducing groundbreaking product 2. Supplier power (Weak): Supplier located in another state Saba. They are not currently available for wholesale distribution in Slang Valley The supplier supply in larger scale Products are widely accessible Supplier do not pose any threat of forward integration There are many suppliers who can supply different brand of skincare products 3.

Buyer power (Strong): There are many skin care products buyers: urban area professionals, skin problematic customers Most of the buyers are individuals that buy one brand of product and can bargain for lower prices Buyers tend to switch to another brand of skincare product or to start using it Buyers can easily choose different skincare reduces based on their skin need Buyers are price and benefit sensitive and their decision is often based on how much does a product will cost them with a benefit of it 4.

Threat of Substitutes (Weak): There are many alternative types of skincare products, such as soap, traditional products (aloe Vera) Substitutes can rarely offer the same convenience Alternative types of skincare products almost always cost less and sometimes are more natural and less chemical 5.

Competitive Rivalry (Very Strong): Moderate number of competitors If a firm would decide to leave an industry it would incur huge losses, so most of the mime it either bankrupts or stays in skincare industry for the lifetime Industry is very large but matured Size of competing firm’s vary but they usually compete for different consumer segments Customers are loyal to their brands 7. 2. Strategies for competitive advantage Cost Leadership We will improve our business cost to lower than our competitor to sell our skincare products. We have lowest cost of delivery service, cost of staff and staff wages and other.

Differentiation We offer and selling only one brand of skincare product. This makes us easier and convenient for us to promote and sell it. Only full service distribution company in skincare market around Slang Valley. Our products are male oriented, which harder to get in market We has strategic location of distributing store Retro skincare products has beautiful design for exterior packaging and promotions Brightening serum for male is unique Operational Effectiveness full delivery service in 24 hour of availability We had implemented good leadership to our staff in order to became successful distributing company in future.

The combined experience of the principal owners brings upper office management skills, high levels of customer service, and over 20 years in distribution and sales management. Customer Orientation Individualized customer service – providing our customers with what they want, when and how they want it. Free samples of new product for the customers Lower cost with quality product Fully integrated programs to help customers increase sales through menu development, creative promotions, advertising, and custom marketing material.

Key personnel will stay in contact with our customers, and will be able to respond to changes in this market much faster than our competitors. 7. 3. Risk Assessments We had analyses that of strategic to sell our skincare product for male is good cause it has less competitor and the market is growing slowly. Risk from loses will be reduced if our company product sale is increased. Moreover we have good better promotion strategic without reducing our product sale profits.

Based on our current analysis we find out that we has medium or lower than medium risk levels to sell our product in Slang Valley area. 8. Product 8. 1 . Description and Concepts The brand name is “Skinner”. The products are natural with less use of chemicals. The products will be delivered to customers or retailers in overnight shipping, on-site revive and 24- hour availability after the purchase is made. Our underlying rationality in choosing products is to select outlines that bring reliable quality, competitive prices and product satisfaction to our customers. We have personally quality we ensure.

The primary products to be distributed through Retro Skincare will be as the following with the price stated: All the products are came in gig except shampoo and conditioner will be 100 ml. 8. 2. Features and Advantages Other service provided for customer and retailers: Free delivery, customer service ND consultation Retro Skincare will make these same products which available through wholesale sellers available through our excellent, full delivery service by sending these products directly to their doorstep at a competitive price Orders in bulk will be sold for customer carryout or delivery.

Easy to use because the directions are written on each of the product itself and small template is provided to let customers know the benefit of these products and how to use it. These products are offered according to men’s different skin type and they can choose to buy the product according to their skin need. For example there are 3 types of cleanser offered by Retro Skincare: Acne free, sensitive skin and Hydra Energetic. All the creams can last long for 2 months of usage.

Introduction

It is the desire of every marketer to see to it that the products one is dealing in or marketing are able to move as fast as possible; as this is the only way through which the marketer can make a quick profit (Kotler 2009). That aside, the need to have customers satisfied through creation of market segments for a better understanding of the unique needs of the customer and provision of better quality products through product differentiation is an urgent one. However, it has been difficult to tell what really matters in marketing a product – its use or function, or the way in which the product is designed. This paper sets out to answer this question, arguing that product design is the most critical factor.

Discussion

            The role of marketing is usually to ensure that the customer gets to buy a certain product. Given that there is a lot of competition in the market brought about by the increased liberalization of markets, it is upon the marketer to come with unique ways to make the product move (Baker 2003). This is where creativity comes in. Unless the marketer can be creative enough and so make one’s products as unique as possible, then these products might just pass for any other (Kotler 2009). As the Five Forces model of Porter would have it, there is always the tendency for markets that have a large number of players to have close substitutes even if there are no real identical ones. In the light of this matter, therefore, it is critical that product design is given the priority it deserves. It is only through designing the product in a way that is like no other that customers will find it appealing. While it is true that certain buyers are mainly concerned about the functionality of the product, the situation changes when there are so many close substitutes or exactly identical products (Baker 2003). In this instance, therefore, even such customers will need to choose from the many available. The design is what will attract them to one product as opposed to another.

Read also about product functionality

Another issue is that customers, being human beings, have a tendency to be attracted to what is ideal – the most beautiful, colorful, pleasing, and many such attributes (Kotler 2009). They effect of first impressions always works in customers and ought to be what the marketer targets. It is better to have the customer attracted to a product from the onset and have one talking over other matters latter than focus on functionality and yet get no-one interested. Finally, product design is in itself a way of guaranteeing customers of good quality (Kotler 2009). This is because once a customer is attracted to a product, one will then be informed in detail of the effectiveness of that product as far as functionality is concerned. This gives the customer confidence to take the product and so come back in the future. It a matter of putting first things fast – getting the customer’s attention is paramount (Baker 2003).

Conclusion

Marketing is what determines whether a product will get sold or not. As such, it is more important for the product to be in a state which allows customers to respond to it faster. In a competitive, free market economy as is the case in many parts of the world, it is how well a product is designed and not really what it does that matters. After all, competitive markets are so full of identical products or their close substitutes. Therefore, product design is of far greater importance than product functionality.

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References

Baker, MJ 2003. The marketing book. Butterworth-Heinemann

Kotler, P 2009. Principles of Marketing. Pearson

In this paper Learning Team B compares and contrasts the different organizations of each of its team members. The team is made up of six students, each of which is employed by a different organization. It was with a collaborative effort that this group was able to discuss and analyze these organizations.

The individual companies and business environments that were addressed in the learning team discussions include; a correctional facility, a variety of organizations that provide some form of health care or medical service, a retail store, an insurance company, and one member of Team B is employed at home as a homemaker/student. Team B participated in discussions and analyzed the organizational behaviors of each organization within their group. The purpose of this paper is to provide that analysis that describes some of the internal and external forces that have an impact on organizational behaviors.

Team B intends to present an explanation summarizing the findings of the Learning Team discussions. The paper includes an analysis of the following internal and external forces:

• Restructuring
• Organizational Mission
• Competition Economy
• Customer Demands

The following are personal descriptions of internal and external forces that impact organizational behavior within the organizations of each individual member of Learning Team B. Restructuring Restructuring, or rearranging, of an organization can turn a company upside- down and leave employees in a state of shock.

This particular external force can have a huge impact on the organizational behaviors of any organization from a medical clinic to a correctional facility. It is customary for a company under restructure to use layoffs or reduce full-time positions to part-time to decrease the costs of employment. Another possible change made by a company trying to survive after downsizing could be to obtain lower employee wages. This could be done by moving the business to a facility in another state or country. For any number of reasons, a company may choose to move only part of its organization during the restructure.

For example, a business’ medical records department holds confidential information regarding its employees. With this in mind, the restructuring team may want to select an outside source to perform medical records services during the restructure. This will ensure the confidentiality of its employees and safeguard their personal information. Understanding organizational behaviors brought on by internal and external forces is important for everyone involved whether it is an insurance company, a retail store, or a home health care agency.

There is little known about the safety and health risks to workers who face or survive episodes of downsizing, or the effects of downsizing and outsourcing on the capacity of organizations to provide occupational health services and programs for workers. Therefore, it is highly recommended that personnel meetings be scheduled to address the questions and concerns of a company’s remaining employees.

Organizational Mission

The organizational mission of the medical team at the Pendleton Prison System Department of Corrections provides inmate rehabilitation and medical care.

The mission of the medical team at Pendleton is to reduce unnecessary morbidity and mortality and protect public health by providing patient-inmate timely access to safe, efficient medical care, dental, and disability programs. The mission statement of an organization affects the organizational behavior within the company by providing direction to each person’s duties within the company. Although the organizations of the members of Team B are significantly different in size and function, the impact of their organizational mission directly affects their organizational behavior and success.

Most organizations define a mission statement and develop practices to control the organizational behavior of the organization to accomplish this mission.

Competition

Competition is an external force that affects organizational behavior in retail as well as many other types of organizations. There are several examples of the different external forces that affect organizational behaviors, some of which include; creditors, customers, suppliers, and the labor market. Competitors

Competitors are peers that perform similar functions within their professional discipline. Competitors contribute to the industry with their ability, supply, goods, and services, at competitive prices. Competitors’ contributions are usually of a high caliber and this is what gives consumers their choices. Creditors In contrast, creditors have an impact in retail because most businesses purchase goods and services to a large extent on credit. Generally, these businesses are given discounts or other incentives for buying in bulk.

Customers

Customers obviously play an essential part in the retail business. In fact, without any customers, there would be no business. In retail, it is important that a business know how to change with itscustomers. This will expand customer confidence and increase buying. Labor Market The labor market affects the number of qualified employees who a business will be allowed to hire. In comparison to expanding customer confidence, the lack of qualified employees at a business can lead any type of organization to customer dissatisfaction.

Customer Demands

Customer demand is the quantity of a product or service that customers are willing and able to purchase at a given price during a given period. Meeting the demands of customers can be difficult at times. The medical field always has tried to satisfy its customers’ needs in the best way possible, but it is becoming more complicated because of the customers’ increased expectations. Here is an example of changes in organizational behaviors of employees at a medical clinic concerning customer demands. A patient is 15 minutes late for his or her appointment so e asked the patient to reschedule the appointment but instead, the patient refuses to leave the clinic until he or she was seen by a doctor. This is when behaviors have to change in order to meet the customer’s demands. There may be times, for instance, when the patient is not able to reschedule the appointment. To meet this customer’s needs, employees have to work even harder. First we try to make the customer feel as comfortable as possible until he or she is seen by the provider. We have to gain their satisfaction to go forward to improve our customer services.

Second, we focus specifically on this customer. It is important to treat the customer as an individual person just as we want to be treated. One way that a medical clinic can work to improve customer demands is to have questionnaires available for the customers. When the questionnaires are reviewed the company will know what areas that they need to improve in and what areas they are doing well in. These questionnaires may very well lead the medical clinic to implement even more organizational behaviors if needed to increase customer satisfaction.

Economy

The economy has affected organizational behaviors in many American households. The following is a personal example from an American homemaker and student. My fiance is the bread winner in the household at one point and he was making enough money that I could sit at home and take care of the babies. But now, the economy is so bad that I am now trying to find a job so that we can make ends meet. His job as a correctional officer has stopped giving overtime to the employees. The bills are going up twice as much as they used to be and so now we do not have any extra money to have or to save.

Conclusion

In conclusion, the internal and external forces that impact the behaviors of an organization can have both a negative and a positive effect on the company itself as well as on the people within the company. These changes in behavior, or reactions from within an organization, are caused by forces such as the restructuring of a business, increased customer demands, technology, competition, or even from a fluctuation in the economy. Although internal forces are considered to be causes that people have either created or could have controlled, external forces are those in which people have no irect control. A business in comparison to people has many forces that can manipulate and form its common behavior and the organizational behaviors of the people within it. Organizations of every kind, from those that provide goods to those that provide services, still have to change continually and positively while searching for new ideas and opportunities to maintain a competitive advantage. This team’s belief ist; how a company reacts, how it manages, and how it adapts to changes, will determine its failure or success.

Introduction

Beer plays a very important part during leisure time in Australia. In fact, beer is part and parcel of the Aussie (Kiwi) culture. Australians rival the Germans as some of the world’s highest beer consumers.  The wine industry has made great strides in recent years and has captured some market share, but beer still remains an important drink in Australia.

“The majority of Australian beers are unlike the English beers as they are all pretty much of the lager variety”. The lager variety is very popular with many Australian consumers. These beers are normally kept at cold temperatures and they are carbonated.  The standard alcohol content in Australian beer is 5%. Some of the popular Australian beers are: Crown Lager, Coopers, Boags Premium, Victoria Bitter and Melbourne Bitter.

This essay is going to analyze the following parts of the industry; customer services and relationship activities. This analysis and study will be done, with lots of emphasis and reference to Cooper’s brewery, a brewery in southern Australia.  To analyze the service quality part, the GAP model will be used.  The service quality part will deal with issues such as, service activities, handling of complaints, staff issues (training, empowerment) etc.  Another important part that is going to be looked into is how the company and the beer industry as a whole maintain their relationship with customers. Issues to be looked into will include; what do they do to keep customers and create loyalty; such as create value, constant improvement, loyalty programs etc. This paper also seeks to show some of the necessary adjustments, the beer industry can implement to improve service delivery and provide better services.

GAP model and measure of service quality

The diagram above shows a model which is used to measure service quality within a company.  The dotted line separates the company, with the external world. This is very significant as it depicts that in determining service quality, they are two main players and they are both very important. “Expected service is a function of word of mouth communication, personal need and past experience, and perceived service is a product of service delivery and external communications to consumers.”

Service Quality

Cooper’s brand portfolio is made up of traditional ales, stouts and lagers.  Since Thomas Cooper, started the brewery in the then New South Australian colony, the brewery has always been dedicated to offering beer of the highest quality to its customers.  One would only think that Cooper Brewery has only been dedicated to product quality, but according to Cooper Brewery’s website, we are told from its earliest days, the company has never understated the importance of service quality. “As his brewery flourished, Thomas delivered by horse and cart direct to the homes of his customers, a Coopers tradition which survived until the 1920’s.”

Beer service quality, takes into account, the way beer is served in the bar and how the customer is treated.  Australians are known to have been one of the first people to take advantage of the refrigerator technology, to improve service delivery in pubs.  Australian lagers are usually served cold. This suits very much the climate which is hot and dry and thus the cold beer provides a refreshing feeling.

With respect to cooper’s brand portfolio, “Coopers’ bottled beers are characterized by their secondary fermentation technique – some yeast remains in the bottle after bottling – thus the bottled beer contains some sediment. There are two schools of thought with regards to the sediment – some drinkers like to mix the sediment throughout the beer by tipping or rolling the beer before drinking, while others prefer to decant the beer into a glass leaving (most of) the sediment at the base of the bottle.” Cooper’s beers are available in the tap in some South Australia and Victoria bars. In the rest of Australia they are available as specialty beers

Added services

Beer service quality is further advanced by the provision of extra services to clients. Though a very ancient tradition which is rapidly vanishing, Australian pubs usually provide cheap accommodation for revelers and travelers.  Some Australian bars, have some wide open space near the bar, for hosting of beer garden parties and small family events. Reintroducing a modern version of this for example a budget hostel, will help continue this tradition.

Customer and External relationships

In the modern business environment, offering quality customer service is the key to every successful business, the beer industry included.  Cooper’s brewery has adopted the internet to foster good relations with its clients. In addition there is a complaint form customers can fill if they want express any opinion they have about the company.  Drinkers of Cooper’s beer can also join the Cooper’s club. Membership to this club offers brings them many benefits, such as press releases about the company new products, invitation to social events offered by the company, and lots of information of interest to the member.

Social Responsibility and Environmental Issues

Cooper brewery sponsors charities. On their website, any eligible charity can apply for funding from the company. This demonstrates that Cooper’s Brewery takes its social responsibility very seriously.  These social activities, Cooper Brewery is doing help enhance the firms public image and portray the company as a socially responsible business entity. In 2001, Cooper opened a new site, which is both modern and environmentally friendly. In the building process of the site, state of the art equipment for producing quality beer, using less water and energy were incorporated. “The objective has been to reduce water and energy use, and to enhance recycling and the elimination of certain wastes. The brewery that operates today not only produces some of Australia’s favorite beers, but it does so whilst minimizing its effect on the environment.”

Recommendations made in marketing plan:

• To extend the product life cycle, Coopers should maintain its market share and competitive advantage in the industry via advertising through various media avenues, diverting customers
• Paying attention to their product range and attract them to buy Coopers. Moreover, do more sponsorship and promotional activities and thus create an interest in loyalty to Cooper’s beer range. Coopers should also establish a close relationship with its customers and do market research regularly to get updated information of its customer needs.
• In addition, Coopers must keep on improving its beer range and invent new products to provide customer satisfaction.

Implementation of given recommendations

The above recommendations will be implemented using the following five step plan.  Following the steps outline in the box will ensure that the recommendations are aptly implemented and maximum benefits are obtained. Each step will be dealt with in relation to the steps given below. It should be noted that most of the recommendations mentioned above have already been implemented by Cooper’s or they are in the process of being implemented. Thus this section will specifically delve more on the actual process of implementation rather than  the actual things to be implemented. You may also be interested in PESTEL Analysis beer industry

B2B and stockholder feedback

The first part will entail Cooper’s asking for feedback from various stack holders of the company.  Competitors, consumers, employees can be asked to give feedback on what improvements they will like to see being made to the plan.  This can be done using paper questionnaires or online questionnaires.  This feedback can be then collated and the marketing plan adjusted accordingly.  Return on investment on the resources channeled into the project can be calculated based on the feedback received.

Finding appropriate sales tools

The second phase will include looking for sales opportunities and choosing the appropriate tools to implement the marketing plan.  As already mentioned in the recommendations outlined above, Cooper’s will have to use many methods to advertise and keep its market share. These will include the internet, newspaper, magazine, TV, billboards etc.

Budget

The next most important part is the budget. The budget usually comprises of two main sections, these are expenses and expected revenues.  The cost of all the activities to be done will be mapped out.  Special attention will be paid to ensure efficient resource allocation and reduce expenses on programs which will not yield much success.

Conclusion

Like any other industry, the Australian beer industry is constantly evolving. Rapid technological developments in recent decades have not spared the industry. A firm’s ability to adjust to these changes is very important in ensuring that it maintains its market share and remains profitable.  In recent times, quality customer service and good public relations have become very important components of a company’s business model.  Cooper’s Brewery is a company that has taken note of all these developments and adjusted accordingly.  It has combined technology and innovation with some of its ancient quality beer making processes. Furthermore, Cooper Brewery continues to offer good customer service and maintain good public relations by sponsoring charities and using environmentally friendly practices in its factories.

References

1. “Beer and Malt Manufacturing Industry Research in Australia by IBISWorld.” IBISWorld Australia – Industry, Company and Business Research Reports and Information. 16 May 2009 http://www.ibisworld.com.au/industry/retail.aspx?indid=116&chid=1
2. “Beers of Australia. Learn more about Aussie beers .” Plan your vacation to Australia. Accommodation in Australia, tours and sites to see. 16 May 2009 <http://www.clickforaustralia.com/BeersofAustralia.htm>.
3. The GAP model.” Aleks de Gromoboy at home. 16 May 2009 <http://www.degromoboy.com/cs/gap.htm>.
4. “History of The Coopers Brewery in Australia Coopers Brewery.” Coopers Brewery – Australian Beers, Ales, Stout and Homebrews. 16 May 2009 <http://www.coopers.com.au/aboutUs.php?pid=1>.
5. “Coopers Brewery – Wikipedia, the free encyclopedia.” Wikipedia, the free encyclopedia. 16 May 2009 <http://en.wikipedia.org/wiki/Coopers_Brewery>.
6. “History of The Coopers Brewery in Australia Coopers Brewery.” Coopers Brewery – Australian Beers, Ales, Stout and Homebrews. 16 May 2009 <http://www.coopers.com.au/environment.php>.
7. http://www.clickforaustralia.com/BeersofAustralia.htm
8.  http://www.degromoboy.com/cs/gap.htm
9. http://www.coopers.com.au/aboutUs.php?pid=1
10. http://en.wikipedia.org/wiki/Coopers_Brewery
11. http://www.coopers.com.au/environment.php