The Marketing Strategy for Carpet Cleaner Organization - Case Study Example

Running Header: Research Paper Marketing Research Paper – Carpet Cleaner Abstract The aim of this marketing strategy is to develop a game plan and approach in which it will assist the organization in formulating and implementing marketing strategy. Carpet cleaner business is growing because of the boom in the construction industry. The marketing strategy revolves around strategizing the success of the carpet in a market place that is concentrated with competition and perspective of ethical considerations. The marketing strategy ensures that the management and marketing team has guidelines in supporting marketing system provide the product ton the consumer in the most appropriate way. Carpet cleaner marketing strategy objective A marketing strategy ensures that an organization utilizes its inadequate resources on opportunities that ensures the organization achieve its greatest benefits. In fact, a marketing strategy pivots weakness and threats into opportunities promoting the vision and mission of the organization. Its formulation and implementation approach is crucial in the way that it will achieve the required goals. To achieve this, the management and marketers should have a “game plan”. The game plan should factor internal and external components that shape the organization in understanding the market, market mix and other influencing factors such as competitors. Understanding the requirements of the organization and complexities surrounding the company, the marketing strategy that will be developed will ensure that it fulfills mission and objectives of the company. Thus, the paper discusses components that make up a market strategy and formulates a marketing strategy for carpet cleaner. Evaluate the market segments using the market segmentation model There are various theoretical frameworks and conceptual methods that help define market segments. Some of these methods may include benefit based and conjoint analysis approaches. The benefit-based segmentation is developed on the terms of customers’ gains and intrinsic value in appreciating a given product (Tan and Lo, 2008). Benefit based approach ensures that the cognitive process of the customer is understood through data obtained from previous purchasing and selling decisions. The carpet cleaner company will utilize previous sales in understanding the cognitive process of the customers, thus enabling selecting the right segments that maximizes benefits that will be achieved by concentrating in that segment. The results that the customers’ want regarding the carpet cleaner will define the approach and steps that the organization will utilize to fulfill this aim. The customers’ actual purchasing behavior should be understood so that it is possible to understand the features and benefits that the customer requires. Variety of carpets comes with different ways to clean and maintain them. There are the expensive carpets and the owners go to any length to ensure that their carpets are maintained in the best way possible without considering its cost. Nevertheless, there are the customers who just require a carpet cleaner that is within their limited budgets. Thus, the marketing approach that will be utilized will ensure that these components are factored in approaching these segments. It is important to ensure that the way that one product is marketed should not constrain or inhibit the ability of the other product e.g. the marketing communication tools should be appropriately designed. The conjoint analysis enables the combination of different attributes that will likely influence the respondent decision-making (Wedel and Kamakura, 2000). This theoretical approach ensures that decision makers’ holistic responses are profiled by the researcher and implicit valuation of these preferences or liking (path-worth) are grouped resulting in the creation of segments. Utilizing the approach of conjoint analysis, decision-making lies in the cleaning capability of the cleaner and its’ maintenance capabilities. Balancing these two requirements plays a crucial role in ensuring that the carpet cleaner fulfills its requirements. Marketers formulating the marketing strategy should understand the capabilities of the carpet cleaner so that implementation of the strategy is not problematic. Understanding the requirements of the customers is crucial in developing the right marketing strategy. Surveys and research are paramount through both qualitative and quantitative analysis to understand the habits and behaviors of the customers. The qualitative and quantitative analysis suggests approaches that the different segments will be acquired and approaches to ensure that these segments are maintained. Generally, the requirements of the different segmentations is to have a carpet cleaner that achieves and fulfills their goals. Thus, the demanded product should meet the requirements of these segments and at the same time maintains its quality. Integrate the market segment analysis into the marketing strategy Market segmentation is a paramount tool in formulating a strategy that will fulfill and easily be approved by the management of the organization. The magnitude of the segmented market is a determinant for the marketing strategy to view it whether it is worthwhile. There are important factors that define market segments e.g. accessibility, sufficiency and stability that determine the perspective and orientation that the service and product will be positioned. Practicable market segmentation and right approach through formulation and implementation of a marketing strategy ensures that marketing aim of the organization is achieved. Moreover, most effective segments are usually dynamic, changes with the cognitive process of the customers. Through the integration of the market segments into marketing strategy promotes concentrating on specific customer requirements. It is paramount for the marketers to understand the segments so that the strategy that is formulated fulfills the requirements of the given market. This will reduce wastage of resources and maximizes impacts towards the selected segments. The carpet cleaner company will have to target different and specific social classes that will utilize the different varieties of the carpet cleaner detergent. The product offering should factor the two segments since balancing the two segments will maximize the revenues and profitability that will be obtained. Advertising and ensuring that the right market segment is penetrated by the appropriate strategy promotes the success of the market segmentation strategy. Evaluate the internal and external influences of the organizational environment on carpet cleaning marketing strategy Internal and external factors determine and drive the marketing strategy. The common internal factors that determine approach towards the marketing strategy are the mission statement, goals, and the objectives of the organization. The external factors are guide by competition and customers’ view on the product and the entire organization. Thus, as put by Nykiel (2007), the internal and external factors define business strategy through understanding and embroil new technologies, new distribution systems and unstable competition. The management approach that is championed by the organization defines and forms a contributing factor towards the achievement of organization objectives. It means that the formulation and the implementation of business strategy should ensure that the formulators and implementers are in harmony. Thus, the conception and appreciation that will be taken by the junior level managers, who know better the market environment derives appropriate measures towards been strategic. BP Corporation appropriately utilized this strategy in the 1970s cushioning themselves against the adverse conditions of crude oil prices and ensuring that their customers receive the product at the appropriate time and with the right price. Understanding the internal requirements by the organization determined the approach that they will tackle the external complexities that could arise. Moreover, external environment, especially witnessed by customers’ behaviors, competition and technology defines vulnerability and opportunities presented by the environment. According to Morgan and Summers (2005), “A consumer’s decision making process is something that is unique to each individual and it will also change with different purchase situations and when purchases are made in different contexts” (p. 84). Thus, its paramount to understand decision-making process differs from consumer to consumer and understanding factors that influence the process. Psychological factors such as perception, personality, attitudes and learning determines the approach the consumer will appreciate the product. This approach will be guided by social factors that champions culture, family, reference groups and situational influences. Thus, it is crucial for the organization to understand the requirements of the consumers and develop strategies in relation to the product that may easily determine the appreciative nature of the consumer towards been pulled into utilizing the product. Many carpet-cleaning products are in the market, which each product been marketed depending on the benefits and organization aspirations towards achieving a given goal. Competition plays a major role in defining the external environmental and the approach that the organization will strategize to have competitive advantage. It is crucial for the organization to participate in inter-organizational relationships e.g. with manufactures and suppliers of the carpets and carpet cleaning agencies that will ensure that the organizational is strategically involved in all steps that the carpet follows. Technological development introduces products that do not require utilization of carpet cleaner products compounded by a turbulent market. Stern (1988) in relation to complexities of environment states that “Turbulent market conditions created by fragmented markets with less brand loyal customers, coupled with intense internal competition and rapid product innovations, highlight the need for incorporating open-system explanations in channel theory and research” (p. 36). This indicates that globalization increases the rate of competition and preserved culture is exposed to external cultures. Generally, internal and external factors revolve the organization can be utilized to champion essentials of the organization in achieving the required goals and objectives. Evaluate the ethical dimensions of marketing opportunities and decisions using statement of ethics Most researchers and practitioners congers that ethics is paramount in the way that the business or product will be viewed by customers and competitors. Business strategy and social responsibility contributes to the social and/or economic objective of the organization. In fact, Husted & Allen (2000) state, “increasing research in the field of business and society suggests that ethics and corporate social responsibility can be profitable” (p. 22). Thus, social responsibility is crucial and influences positively to the development of the firm and its success. However, it success can only be achieved through understanding the requirements of the given market and determining ways through strategy formulation in fulfilling ethical responsibilities. Ethical responsibilities are diverse: environmental consciousness, health fitness of the detergent will play an important role in determining the view the community, and society will see the detergent. Economies are diversifying and as lead to globalization where many cultures are exposed for the marketers to formulate and implement a marketing strategy. Different people and organization in different parts of the world view qualities of ethical deliberations differently. For example, one culture view a given issue as ethical while another view it unethical. Beekun et al (2008) explored the ethical decision making process that exist between United States and Egypt. They found out that ethical differences exist between the two countries and may be attributed to cultural dimensions. From this research, Beekun et al (2008) quantifies cultural dimensions as “power distance, uncertainty avoidance, masculinity/femininity, and individualism/collectivism” (p. 588). Therefore, ethics plays an important role in determining the better approach to penetrate and get a competitive advantage of a given market. Marketers should ensure that they understand the benefits that exist between individualism and collectivism and maximize them in formulating and implementing a given marketing strategy. The entire family and commercial facility approach/ influence towards the contribution of the detergent to the society should be factored by the organization. The organization should understand the cultures and societies that build up the market so that they can easily penetrate it. Ethical decision making sometimes utilizes various theories, which ensures that the right approach is utilized. In fact, there are two common approaches that marketers may base their decisions: teleological and deontological. Teleological ethics determines the outcome of a given strategy while deontological determines the individualistic aspect of a moral. The product experts should factor into consideration the way that the product will be absorbed into the society. The strategy that will be employed by the organization should analyze the outcome or impact towards the entire community and to specific person who utilizes the product. Moreover, managers analyze ethical approach differently, which may harm or promote formulation and implementation of a strategy. In fact, Robertson & Fadil (1999) references the study carried out by Manning (1981) in appraising managers’ ethical perspective “…found out that managers in stage one were likely to judge a situation in egocentric terms (an individualistic trait) while managers in stage four considered the employee’s loyalty to the organization (a collectivist trait)” (p. 389). In most instances, managers’ guides decision making approach – it may be approached differently when it comes to the application of traditional and modern leadership traits, hence a manager will influence a lot to the final decision. Thus, the managers and implementers of the strategy should understand their collective responsibility towards the success of the detergent. Thus, the ethic statement championed states that “it is paramount for decision makers to factor into their reasoning cultural boundaries and ethical dimensions in ensuring that businesses operates in social responsible and appreciative approach”. Synthesize and integrate the scholarly marketing literature to formulate recommendations for implementing your marketing plan Challenges are inherent in the formulation of the marketing strategy and its implementation. A successful marketing strategy should factor into consideration internal and external obstacles, through understanding the marketing mix. According to Greens and Williams (1996), the way to balance the market mix depends on factors such as company’s aim, reputation of the company in the marketplace and the resources that are available. Thus, the failure to balance the market mix is a recipe of failure of the marketing strategy. Nevertheless, a good marketing strategy is faced by many challenges, if it is poorly implemented. Howard (2004) states that competition, fluid marketplace, internal organization coordination and governmental policies are the major challenges that a marketing strategy should navigate through. “A good marketing strategy is exposed to various challenges due to transitory changes for the firms and business” (Howard 2004, p. 45). An environment that is competitive and unstable stretches implementation of the marketing strategy. Marketplace instability or poorly analyzed marketplace negatively influences a poorly structured marketing strategy and pulls to its limit a good marketing strategy. Political policies changes after creation of the marketing strategy deter its success. Nevertheless, internal operation of the corporation plays an important role in ensuring that the marketing strategy succeeds. According to Howard (2004), poor communication and understanding between the different parties in implementation of the marketing strategy is the cause of various failed marketing strategies. The failure of the marketing strategy is a doom for an organization. The success of the marketing plan is dependent on organizational approach. Successful implementation of the marketing plan is just not working hard but also working smartly. Working hard means that keeping oneself busy rather working smart, which means working to achieve results that are desired. Persistence and endurance by the organization towards the marketing plan ensures successful completion of the strategy. Thus, when there is competing demands for energy and time, marketers should not ignore marketing priorities, marketers should not be deterred by any unexpected obstacles and should persist in achieving the goals and objectives, which they aim. Thus, the persistence and endurance ensures that the organization as a competitive advantage over those organizations, which poorly implements their strategies. Working incrementally is paramount in ensuring objectives of the marketing plan are achieved. From the Chinese saying, the biggest journey starts with one-step. The implementation of a marketing plan is an enormous and requires completion of a strategy at a time. The gradual systematic builds the foundation for successful future achievements. Thus, each systematic step builds the momentum that helps navigate through obstacles into achieving goals that have been set. Continuous monitoring and analyzing of results that have been achieved, through quarterly or monthly review validates whether the strategy is on the right track or corrective measures should be put into action. This means that all stakeholders, especially internal organization, should be updated on the development and achievements that have been made. Each team member should know his or her contributions and ultimate goals that they achieved. Thus, the team members and the entire organization should be consistent and focused in achieving the desired results. They should dedicate their energies and time in achieving the milestones in the marketing plan. Marketing strategy statement The marketing strategy for Carpet Cleaner organization aim in ensuring the vision and mission statement of the organization is achieved. This can only be achieved through formulating a marketing strategy that has competitive edge and brings together all members of the organization into achieving a specified goal. Thus, the marketing strategy should ensure that individualism and collectivism from the perspective of the employees and leaders of the organization are balanced and their decisions factored into the implementation of marketing strategy. The decisions that will be made will ensure that the vision and mission statement of the organization is achieved. In most cases, the vision and mission statement of the organization determines and guides the way the product will be marketed. Thus, the marketing plan and strategy will provide the guideline in advancing its products towards meeting the requirements of customers and ensuring that the quality of carpets be maintained. References Robertson, C. & Fadil, P. (1999). Ethical Decision Making in Multinational Organizations: A Culture-Based Model. Journal of Business Ethics, 19, 385-392. Manning, F. (1981). Managerial Dilemmas and Executive Growth. VA-Reston: Reston Publishers. Manning, F. (1981). Managerial Dilemmas and Executive Growth. VA-Reston: Reston Publishers. Beekun, R., Hamdy, R., Westernman, W. & HassabElnaby, R. (2008). An Exploration of Ethical Decision-making Processes in the United States and Egypt. Journal of Business Ethics, 82,587-605. DOI: 10.1007/s10551-007-9578-y. Wedel, M. & Kamakura, W. (2000). Market Segmentation: Conceptual and Methodological Foundations. Boston, Kluwer. Tan, Y. & Lo. Y. (2008). A Benefit-Based Approach to Market Segmentation: A Case Study of an American Specialty Coffeehouse Chain in Hong Kong. Journal of Hospitality and Tourism Research, 32, 342-362. DOI: 10.1177/1096348008317388. Nykiel, R. (2007). Handbook of Marketing Research Methodologies for Hospitality and Tourism. Retrieved from http://books.google.co.ke/books?id=05LjPDRSSGkC&pg=PA201&lpg=PA201&dq=research+methodoloies+used+in+developing+a+marketing+strategy&source=web&ots=lO_06Hbmka&sig=fNnQvCkWV79YwQ71Q3cI_gDmWxQ&hl=en&sa=X&oi=book_result&resnum=8&ct=result#PPA205,M1 Green, G. & Williams, J. (1996). Marketing: Mastering Your Small Business. Retrieved from http://books.google.com/books?id=td-WCcUcgQsC&printsec=frontcover&dq=marketing:+mastering+your+small+busines Achrol, R., & Stern, L. (1988). Environmental Determinants of Decision-Making Uncertainty in Marketing Channels. Journal of Marketing Research, 25(1), 36-50. Redding, J. & Catalanello, R. 1994. Strategic Readiness, San Francisco: Jossey-Bass. Read More