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Topic: market research for A-1 Cleaning Company.

Table of content

1. Background-company, issues and challenges face.. page 2 2. Problem definition and objectives.page 3 3. Research design/plan..page 4 4. Data gathering.page 5
4.1. Secondary data. 4.2. Primary data.

5. Field work and data collection...page 6


5.1. Data collection 5.1.1. 5.1.2. Research instruments Sampling plan 5.1.3. Research approaches 5.1.4. Contacts method 5.2. Field work

6. Data analysispage 9
6.1. Customer relationship management (CRM) 6.2. Data warehouses

7. Reporting of finding.page 10 8. Cost and time.page 11


8.1. Cost 1

8.2. Time Executive summary: The growing of high-building office is accompanied with appearance of office cleaning service. Most business owners dont have enough time or desire to clean their office. Cleaning office becomes more necessary than in the past. Thus, the office cleaning services are the best choice to keep their office tidy. Jason West is owner of A-1 Cleaning. He focuses on office cleaning for large corporations. He is in trouble that the demand for office cleaning is decrease; however, there is not new competitor. He realized that, prior to building his competitive advantage he needs to better understand how customers access service quality and what they are expected. 1. Background-company, issues and challenges faced.

A-1 Cleaning was found in 2001, they were long time in cleaning business, so they had many experience in cleaning office, moreover they had quantity stable customer. As a result, office cleaning is high frequency service that is usually performed daily, thus, customer prefer to hire the fix cleaning Office Company with high experience. Therefore, it is difficult for competitor to take market share of Jasons company. They have to make many marketing strategies to attract A-1 cleanings customer. Now, the issues that Jason has to face with are search how customers value and what they expect their services. Understand of these issues, Jason will able to satisfy old customer and draw other customer from competitor. After that, he must make a competitive advantage to attract new customer. He has to know that competitor always try to take his client, so he needs have a clear and concrete plan to promote his business.

2.

Problem definition and objectives.

Defining problem and objective is always the most difficult part in marketing research. It has impact in success or failure of company. If problem is not clear, spending on research will be costly and result of this will not able to use effectively. Problem is defined exactly, it means we solves a half of problem. The importance step is set research objective. Descriptive research is to delineate marketing problem, circumstances, or market such as the market potential for a product or the demographics and attitudes of customer .In Jasons company case; we can see two problems that we need to research. First, what customer understands about the company that includes the way people in company work and their services? It means that customer will receive how much better benefit from this A-1 Cleaning Company than other cleaning company. Thus, Jason has to show the ability of his company to customer. It may through advertisement campaigns, or by word of mouth. Therefore, he must build his company by prestige and quality. Second, how to draw more quantity of new customer use services of Jasons company. The quality of services is importance factor to attract customer. A-1 Cleaning Company wants to have great services; Jason must understand what his customer need and satisfy what they want. He needs show that their services have many competitive advantages and his companys services are wonderful choice. Customer satisfaction does not mean that they will use the services; he has to do better than competitor. Addition, he must be concerned with the attitudes of employer and worker to customer. It contributes to the success of the company. The

way Jason decorates and keeps their office tidy is also factor to draw customer. It is manner customer value how company work.

3.

Research Plan.

This is the important step. Researchers have to find effective gathering information method and define exactly necessary information, in order to help Jason develop efficient plan. There are two types of data that need for Jason to make a plan. Secondary data is gathered by other researchers. It has been used for other goals. It is kind of inexpensive information resource. Jason company is able to accept the research cost. However, in some case, the information is old or in exacted. It leads to waste the time and cost to research or failure plan. Primary data is the information that is gathering for specific goals. Most the managers use survey method to collect information. It is the most efficient method because it shows the exact what customer need, their attitudes to services and their expectation.

4.

Data gathering.

4.1. Secondary data: Jason can find this information in the Internet, journal and periodical or report of other survey result in the past. He can also buy them from research companies that give him special benefits to compete with his rival. These information will help him understand what customer need is, and how to serve them. Moreover, from the information, Jason can understand more about his customer and people who is able to become his customers, such as lifestyles, attitudes. Thus, it is easier to find potential

customers of A-1 Cleaning. It also helps him to classify types of customer in order to decide the suitable price for each kind of service.

4.2. Primary data: First, the method, that is usually used to collect data, is survey research. It means that researcher makes questionnaire to ask relative services information or their knowledge. It helps Jason has an objective view and exact information that he need to develop marketing plan and develop services. It is the best way to get in touch with A-1 Cleanings customer. Survey also shows behavior, preference, and attitudes of customer to the services of A-1 Cleaning Company. However, in some case, people are not able to or want to answer the questions. Moreover, they do not have blame for their answer. Thus, it leads to make an inexact information and failure in making strategies. There are many ways to take information from people. They can make a survey then sent to customer email or ask customer directly. They usually divide people into group and ask them with the same questions about cleaning, such as divide them by customer income, or the necessary of using cleaning. There are some mistakes that are usually made in survey. These are the unexpected and people unwilling or can not to answer. In some case, questionnaire is not practical. It makes people, who are asked, do not want to answer. Second, the observational research is also should used. This approach means that researchers make an observation to know what customer think about their services and their action of A-1 cleaning company. Observation research provides needed 5

information about preference, satisfaction of customer. This helps Jason determine what he should do motivate his company service such as should hourly discount or work-load. Therefore, Jason can use two of method to gather needed information.

5.

Data collection and field work.

5.1. Data collection. 5.1.1. Research instruments Data in primary schools, market researchers have a choice of two main international large information request forms. The question consists of a tome that the question be referred to people to answer. In preparing formal request information, marketing researchers have preordained questions to ask, question forms, question words, and handle questions. Each question needs to see it tested to enter the study targets. From this, Jason needs to make logical questionnaire to interview people who are researched. Moreover, he has to choose what is necessary to ask, avoid unsuitale question or individual question. 5.1.2. Sampling plan Marketing researchers often draw conclusions about the flying army of consumers by studying relatively few mummeries the total population of consumers. Monomers are the population of a piecewise chosen to represent the general population. Ideally, samples should be agents for the researchers could happen are beneficial for the accuracy of estimates thinking and behavior of the population to increase. If the sample

is not representative, it could usher corporations to fly the wrong conclusions and abuse of its own resource.

5.1.3.

Research approaches:

Observation is a way to find the necessary information. When market participants business, the observer will keep the data collected easily and more accurately. Foreseeing needs customers to meet them. Observer might say the market is the best in market research.

5.1.4.

Contacts methods

Interview by telephone is the best method for collecting information quickly, and it provides more flexibility mail question. Interview questions can be explained without understanding. Telephone interviews also allow greater control samples. Response rates tend to be higher than with mail question. But an interview over the phone also has its drawbacks. Cost per sign is higher than with mail questionnaires, people can relate as referred than an inconvenience or an intrusion, and they may not want to discuss the question for a personal interview. Personal interviews, including some invited to speak to a trained interviewer about the product or service company. Interviews need objective knowledge about the topics and industries, and knowledge and behavior of some groups of consumers. Personal interview is quite flexible and can be used to collect a large amount of information. Training interview can keep the attention of the poster in a long time and can explain difficult questions. They must have persuasion and explaining skills. It is easier to interview customer. 5.2. field work 7

Field operations of the company Jason are quite large. All buildings and rooms are need of cleaning and maintenance of headquarters office. Large scale requires the company strategically Jason good market research, collecting data from markets and customers via forms of advertising, marketing or customer care. Since then the market can understand sanitation services should do, what to ask can meet all needs. A reasonable cost to the satisfaction of customers, a brand of quality confirms to the company, an advertising strategy to attract customers from competitors. Therefore, the company A-1 should have a strategic market research to make good solid foundation for success. Online surveys, customer surveys are the best way to market research.

6.

Data analysis.

Data analysis is collecting process to see needs information through market research in order to help managers have exact decision. Percentage of Cleaning Companys customer per price level.

7 0 6 0 5 0 4 0 3 0 2 0 1 0 0 $ 0-$ 2 40 $0 0 4 -$6 $6 -$ 0 80 $8 10 0-$ 0

Chart show the percent of customer for each price level per day. Basing on this chart we can know what customers prefer to use cleaning services per price level of a

company. From this, Jason is able to have specific strategies to develop types of services and have suitable price for each type of customer.

6.1.

Customer relationship manager

Customer relationship manager is method that shows the interaction between customer and company who serve them. It is the way to keep quantity of loyal customer by managing information of individual customer and caring about their desire. It is also the best way to have more customers. Therefore, Jason has to focus on controlling information about his customer. Understanding customer helps him to have more ideas about cleaning services. 6.2. Data warehouse Data warehouse is making to facilitate for analysis. It is not gathering information, however, it is pulling information together into a central, accessible location in order to use high-powered data mining techniques to sift through the mounds of data and dig out interesting about customer.

7.

Reporting of findings.

Entering a market, companies need to determine what they should study. Net lives of people, population density, habits of each kind of people in the corporation to make suitable services. After segment market, capture the types of customer to develop business plans to meet the needs of customer about cleaning office. Next step is collect information to develop the advertising plan such as perfect cleaning, hourly discount, and work-load discount. After that, the company created the brand in new markets 10

while attracting customers to the company's content services company, so we can create the company's foothold in the competition environment.

8. Cost and time


8.1. Cost If Jasons company is not able to make a market research, they will buy it from expert research company. It takes about $5500-$8500 to makes a small research market. It is suitable because it is difficult to gather exact information about customers habits, behavior, and attitudes. In average, a company is willing to pay 10% -20% of their income to make a research and advertises. That means cost of research is not inexpensive. Thus, Jason has to evaluate exactly the importance of market research. 8.2. Time Time to make a market research is the sooner the better because if it takes less time than other company, that means A-1 Cleaning Company has enough time to develop their plan. Their services will come to customer faster. Thus, research market should finish in 2-3 month. It helps Jason has opportunities to attract new customer. 11

Conclusion The market researchers are needed for every owner business. Researcher should make a research carefully because it has impact on success and failure of a company. Market research is help them not only to develop plan and motivate strategies, but also avoid and solve many problems. However, it also make company has wrong decision. Final, the most important thing for manager is quality of services and behavior of people who serve. Word count: 2242 words.

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