Marketing Plan

Topics: Household income in the United States, Cleaning, Marketing Pages: 26 (4131 words) Published: September 20, 2014


Planning for Success
Residential Cleaning Services
Final Draft
Happy Housekeepers
August 20, 2014

Table of Contents
1.0 Executive Summary………………………………………………………………4-5 2.0 Situation Analysis…………………………………………………………...……5-6 2.1 Market Summary…………………………………………………………………6-7 2.2 SWOT Analysis…………………………………………………………………..7-8 2.3 Competition……………………………………………………………………......8-10 2.4 Product Offering…………………………………………………………………..10 2.5 Keys to Success………………………………………………………………...10-11 2.6 Critical Issues…………………………………………………………………….11 3.0 Marketing Strategy Overview………………………………………………..11-12 3.1 Mission Statement………………………………………………………...……...12 3.2 Marketing Objective……………………………………………………………..12-14 3.3 Financial Objectives……………………………………………………………...14-15 3.4 Target Markets………………………………………………………………..…15-17 3.5 Positioning…………………………………………………………………………..18 3.6 Pricing Strategies………………………………………………………….……18-19 3.7 Marketing Attack Stratergy……………………………..…………………….19-21 3.8 Marketing Research………………………………………………………………..…21-23 4.0 Controls Overview……………………………………………………………………..…23 4.1 Progress milestones…………………………………………………………………….23-24 4.2 Marketing Organization………………………………………………………………24-25 4.3 Contingency Planning…………………………………………………………………..…25 5.0 Conclusion…………………………………………………………………………..……...26 References……………………………………………………………………………………...27

1.0 Executive Summary
Happy Housekeepers is a residential cleaning service who will deliver professional cleaning services to homeowners within the Milwaukee County area. Our target market will consist of middle and upper class residents who want and need quality housekeeping services. Because we will offer a high level of professionalism and trustworthiness, these targeted families will be more than willing to pay a high premium for the services we will offer. Most of the target markets rely on cleaning services to keep their homes clean. Happy Housekeepers will do what it takes to reach a large percentage of loyal customers who will use Happy Housekeepers on a regular basis. In return we will have outstanding feedback which our customers will pass on to others. The projected growth rate of the company will be near 100% by year end with a profit margin between 18%-20% of sales. All business will be conducted within an office located within one of the target market areas. This includes training areas for all employees. Our employees will consist of 2 receptionists, 12 housekeepers, 1 supervisor and 2 management positions. The owners and managers of Happy Housekeepers will be Linda and her daughter Jennifer who are partners and both have control over decisions made within the company. At the end of the year our goal is add more employees as the need arises. We have a variety of competitors within our target market and planned strategies accordingly. The main part of this proposal will configure brand identity and target market positions. In addition it will also contain pricing strategies and how mission statement brings it all together. 2.0 Situation Analysis Overview

Happy Housekeepers is a residential cleaning company servicing residential communities within Milwaukee County. Our company offers professional services and staff which are dedicated to making sure that they give customized service and taking personal attention to your needs. This section contains information such as our market summary, SWOT Analysis, who our competition is, what services we offer, key to success and critical issues. Market Summary

The area will cover our target market including population and who our target market will be. SWOT Analysis
This will cover our strengths, weaknesses, opportunities and any threats that we have. Competition
Understanding and knowing your competition is very important when starting any new venture and this is where we identify and a list what we have to achieve to compete....

References: Michalowicz, M. (2013). The 50 best strategies for small business. Retrieved from http://www.mikemichalowicz.com/the-50-best-marketing-strategies-for-small-business/
McIntosh, Adams, K
Byers, P. (2013). SBDCNET. Small business research reports. Commercial residential cleaning services. Retrieved from http://www.sbdcnet.org/small-business-research-reports/commercial-residential-cleaning-services
New Mexico State University (2013)
Milwaukee County City Data (2013). Milwaukee Wisconsin. Retrieved from
http://www.city-data.com/city/Milwaukee-Wisconsin.html
Quick Facts (2013). Census. Government, States. Milwaukee County, Wisconsin. Retrieved from http://quickfacts.census.gov/qfd/states/55/55079.html
Think house cleaning ( 2013)
http://www.think-house-cleaning.com/sample-marketing-plan.html
Merry Maids (2014)
Molly Maids (2014). Our franchises. Frequently Asked Questions. Retrieved from
http://www.mollym Cost helper (2014)
Factfinder2 (2013) Census, government, Milwaukee Wisconsin. Income. Retrieved from http://factfinder2.cnsus.gov/faces/nav/jsf/pages/index.xhtm
Quick facts (2013)
City Data (2013). Milwaukee Wisconsin. Retrieved from http://www.city-data.com/Milwaukee-Wisconsin.htmlaid.com/faqs.aspx
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