Marketing Plan: Supply Chain
Earlier in the course, we learned why supply chain management is so important to marketing managers. If we don’t own it, we cannot sell it! This week you’ll create a simple supply chain for your marketing plan. For an example of this assignment, click here. Click here to review supplemental information on the supply chain.
Running Head: BAG AND TAG LAUNDRY SERVICES 1
BAG AND TAG LAUNDRY SERVICES 7
Bag and Tag Laundry Services
The product selected for description is tags and laundry bags; they are normally ideal for the dry cleaners and are mainly suitable for use hotels as well as other relevant industries. The laundry bags usually have very unique kind of tags which assist the staffs by making it easier for them to be able to keep track of the clothing and also washing. This product can be used as personal bags that can aid in collecting laundry that is dirty especially when a person is on board in very large vessels or even other building institutions (Maric & Sörensen, 2016). They help in places where there are a large number of people who use similar washing machine, it also assist catering staffs whose work is to collect laundry so that they can be able to complete the process of washing. When this laundry bag has clothes filled in it, a latch is normally used to close it, and then it is placed in a washing machine, it’s usually advisable to fill the laundry bag with clothes. This is because the bag construction is made in a way that the clothes inside the bags can be washed even without removing them from the bag, and this also applies when you are using a dryer to dry the clothes.
For easy identification of the owner’s clothes which are placed in the laundry bags ID tags are used to make sure every person who has our services gets his or her clothes, those tags also assist people who like using the laundry bags on a personal level especially when they take their clothes to the washing machines which in most cases have many people who are using them interchangeably and simultaneously. By using this kind of system of tags and laundry services the risk of returning a laundry to the wrong person or damaging the content of the laundry is greatly reduced, making this process of laundry services to be in a position to run efficiently and smoothly.
This involves targeting to improve a specific area by defining the goals clearly and succinctly, sufficient details should be contained in the goal so that people can understand the expected results and work towards it. In tag and laundry services the specific goal that can be put in place is keeping in touch with the customers by using automation marketing software such as Market.com and also use research tools such as Manta and Hoovers so that they can be able to learn about their customers who are present in the market. By having such specific goals the business can create a good rapport with the customer’s hence encouraging customer loyalty and it can learn new customer trends which are always changing.
To know how a business is performing it is always essential to measure the kind of progress the organization is making; this can be done by looking at the kind of numbers the organization is getting in terms of market share. It makes the goals more attainable and tangible; in tags and laundry services we can measure the kind of progress it is having by the number of customers who use those services in a single day. If the numbers are in line with what was expected then this means that the business is making progress and will have a good market share.
Defining a goal that can be able to be attained is very critical for the business, and the things someone does to attain such goals must be carefully analyzed. We must always analyze if the skills the business is currently possessing can assist us in achieving our goals and if not what are the kind of things that can be done to change that. Tags and laundry services must set goals that are realistic and can be achieved within a given time frame; this can be done by them establishing key indicators of performance.
The goals set must be formed by being aware of the context of economic conditions that are currently in play, they should form a sense of reality, where the business is in a position to get the necessary resources required for the goal to be achieved. This is done by asking yourself as a business if you have the right people, materials, money, and machines to make sure the objective is attained. The goal set by the tag and laundry business to learn their customers and keep in touch with them is realistic since they have the resources and capability of ensuring all those things are done.
Goals set should always have a specific deadline for it to be fully achieved, so when setting a goal date of achieving it is a very vital goal. This is where we can determine the time frame of achieving such a goal and whether it is feasible, therefore in tag and bag laundry services the amount of time taken to learn the customers and use that information to strengthen the business is very crucial. If too much time is taken in that process then the information might become obsolete.
In tag and bag laundry services, the strength that this model of business usually displays is that there is a lot of efficiency because of the presence of staff who are well trained and they normally ensure the customers get optimum services. Customers can also be able to interact with the staffs that are charged with assisting them and in case of any problems with the services provided they just ask those staff present (Weng & Liu, 2018). There is also the use of current technology, therefore, possessing equipment that are excellent, and customers can access them easily at the same time being in a position to save their time and be charged affordable prices. We also offer door-to-door services to our customers, therefore, giving them an alternative from the already existing choices, we visit different organization and we let them be aware of the kind of services we offer
There is also a marketing budget that is limited and needed in brand awareness creation, the machines used by the business are very expensive and are of high-tech, therefore, maintaining the budget to cover advertising is sometimes are a very big challenge to the business and in some cases, it is forced to prioritize the things it will do first at the expense of other activities. Sometimes the location of where the business is situated can at times be of great inconvenience to some people, therefore, being a very great challenge.
Since the cost of buying those machines used is usually very high therefore when a machine is bought the business will not be able to gain a lot of profit in the first few months. Another threat posed to the business is the establishment of home built laundry machines, therefore, decreasing the rate of laundry services reliance and if no proper strategies are put in place the business might run a very huge loss or even lead to its closure. Competition is one of the weaknesses experienced by laundry businesses although the differentiation between the competitors is significant in the long run it can create a lot of problems. Competitors are trying to use the new technology to advertise their products by using newspapers, TV, and banners.
The opportunities found in the laundry industry is got from people who are always busy, they are the type of people who can’t do their laundry and allows us to utilize the advantage they have given us to further our business (Jo, M & Shin, 2017). There is also an increase in the number of medium-sized hotels and spa shops; this is good for our market and also increasing the amount of disposable income.
The market segmentation of a laundry business can be categorized into the following market segments: a person who does not own a dryer or a washer maybe because they are not in a position to afford one or their apartments are too small and a laundry machine can’t fit in it. Another market segment is someone who too busy or even lives alone and does not have time to do any laundry (Andaleeb, 2016). All these kinds of people are prospective laundry service users. Corporate hospitals that is comprised of public and private institution usually have a laundry department by in some cases they can outsource laundry services. Universities and schools, resorts, heavy and medium businesses, and government departments are also other institutions that use laundry services.
The current supply chain strategies used by laundry business is on-demand kind of services, this is where consumers will use their smartphones to tell the laundry service companies when and where their clothes should be delivered or collected (Zhu et al., 2017). This has made the supply chain to be very much effective and efficient in the kind of services they are offering. Customers can be able to even check at the current status of their clothes.
Integrated marketing communication (IMC)
IMC is the process where a variety of communication tools that are different are brought together so that a common message can be delivered to make an impact on the customer’s behavior and perception (Ots & Nyilasy, 2017). Examples are social media marketing, sales promotion, advertising, personal selling, and direct marketing. Tags and laundry bags services can integrate the use of personal selling, social media marketing, and advertising to increase their brand awareness through the integration of all those processes.
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. Strategic Marketing Management in Asia, 179-207.
Maric, T., & Sörensen Dahlberg, J. (2016). Loop-Development of a washable laundry bag that facilitates the laundry cycle and encourages shared washing (Master’s thesis).
Jo, M., & Shin, J. (2017). Market strategy for promoting green consumption: Consumer preference and policy implications for laundry detergent. International Journal of Consumer Studies, 41(3), 283-290.
Ots, M., & Nyilasy, G. (2017). Just doing it: theorizing integrated marketing communications (IMC) practices. European Journal of Marketing.
Weng, J., & Liu, T. (2018, June). Enterprise Strategy Analysis Based on SWOT Analysis. In 2018 International Conference on Sports, Arts, Education and Management Engineering (SAEME 2018). Atlantis Press.
Zhu, F., Chen, W., Chen, C., & Lin, C. (2017). edaixi (ewash): Digital transformation of laundry services (a).