Marketing * Evaluate her strategy planning for her new business. >From her love to stay in Petosky; she started the carpet cleaning service by her saving money, and based on her experience when she worked part-time for Joel Bullard. Mr. Bullard has a very successful business at this small town, dominates this carpet cleaning service, and so far no one able to compete to him in quality, strong relationship with many loyalty clients. Jane Galloway try so hard in advertising, taking care of her customers work but she still unable to reach her goal, $60,000/year.
* Why was not she able to reach her goal of $60,000/year? The most important problem of Jane is she did not do any marketing research in potential need of customers, she tries to sell the service she has rather the customer need. First, she should do marketing to know this business saturated at this town or not?. It seems to me that this small town just needs some extra works in the peak seasons as summers and winters. Second, she should study to know her competitions and what she should do to compete with them in quality, prices, customers relationship?. Third, from lack of marketing the potential need of customer; she set her goal is too high and spends too much energy to reach her target. * What should she do now? Explain.
I think she can have two choices: – First, if she wants to stay in Petosky; she should set her goal more reasonable. She can maintain her good work as quality and advertising; but she should have a more competing price with Mr. Bullard, builds up a strong relationship with customers. She will have a larger share with Mr. Bullard, and able to compete with him in the future.
– Second, she should do marketing study at another town for these matters: Potential need of customer, price, service and quality of current competitions. She will carefully check her ability to compete with them; then based on those conclusions, she will choose a right place to move her business, and have a successful business.