Execu Clean is a 3-month-old start-up enterprise newly established in your area. The company provides dry cleaning, laundry and garment alteration services, with a regular door to door pick-up and delivery service. The company has a production facility as well as qualified drivers and vans. For the time being the production facility is rented and cleaning equipment is leased.

Objectives:

In providing dry cleaning, laundry and garment alteration services the company aims to:

• Establish a sustainable business by the end of the first year of operation
• Have first-year total sales in excess of R 300 000
• Producing net profits

Mission and Vision:

Services are offered with free pick-up and delivery. High quality and convenience will save time and effort for the companies and working customers that we serve.

Keys to Success:

• The business is in the first year of operation, therefore, a comprehensive marketing strategy will be the key to success of the business
• It is important to remember that the customers want high-quality services, they will only use this service if they are entirely satisfied
• Hours of operation must be convenient, and services must be provided timely

Services:

Execu Clean provides services to both industrial and private customers. Customers can sign contracts with Execu Clean to get on-going and scheduled services. Orders are also taken over the phone and via e-mail. The production or operations facility is used for the installation of machines and equipment, washing and cleaning activities, storage of not yet cleaned and cleaned garments, as well as a workplace for garment alterations.

Personnel:

The owner is the director of the business and working part-time. You were employed as the general manager because of your extensive knowledge and experience in the field of business management. The company also has a laundry expert who is in charge of the operation and quality of garment cleaning and a logistics manager in charge of distribution. Two shop workers report to the laundry expert and two drivers report to the logistics manager. The laundry expert and logistics manager reports to you and you report to the owner of the business. A part-time laundry worker and driver are also employed to help out in busy seasons and in case one of the other workers get sick or have other matters to attend to.

Question:

The owner of Execu Clean has requested you to develop a marketing strategy and plan that is consistent with the companys business strategy. The strategy must be summarised in a formal management report and all research must be based on the area in which you live.

Your report should include the following:

• Executive summary (5 marks)
• Current marketing situation (5 marks)
• Threats and opportunities (5 marks)
• Objectives and issues (5 marks)
• Market and marketing strategies (5 marks)
• Reference list (5 marks)

Tips:

• Ensure that you do marketing research in a specific area familiar to you. "Execu Clean" is a start-up company in your area.
• If you only provide theory as your answer you will lose marks. Your answers must apply to Execu Clean.