QUESTION
ANSWER
Executive summary
The current report will highlight innovations and creativity of cleaning company as well as impact of internal factor with the aid of SWOT analysis. Along with that, it will demonstrate entrepreneurship in the context of carpet and upholstery cleaning Services Company as well as proposed sales technique for the purpose of enhancing number of targeted customers. Williamson Group will consider long term sustainability in competitive market and increasing profit rate means 6.25% by 2020. As per principles of resource based theory, strategic planning regarding human sources as well as net capital and innovative equipments will be required at the starting of business process. Innovation and creativity both will be most significant criteria in business process due to attracting large number of targeted customers by delivering advance quality products. Williamson Group will face significant issues related to shortage of cash and reduced number of targeted customers in case of improper monitoring feedbacks of customers on official website. Low cost pricing strategy will be unique selling proposition of the company based on which number of targeted customers will be enhanced. Minimizing price level of cleaning service such as $3-$8 range in terms of $10-$14 will be effective way of providing chances to all people belonging from high class and lower class.
Creativity will be the ability to generate new concept and unique ideas based on which large number of customers will be attracted. Embedding digital technology and communicating with customers through online media will be significant ways of developing business process. With the adoption of idea regarding digital marketing and use of networking through business process, Williamson Group will be able to overcome issue of reduced number of targeted customers. Low cost idea will be effective way of enhancing number of targeted customers. Unique selling proposition such as low cost idea in case of delivering best quality cleaning service will be effective way of enhancing number of customers.
Table of Contents
II. Overview
1. Concept of business scenario
2. Overview of individual section
Findings
III. Concepts and theories related to innovation and entrepreneurship
1. Entrepreneurship
2. Small business
3. Innovation
Analysis
iv. Internal analysis
1. Defining SWOT analysis
2. Analyzing internal factors
v. Discussing proposed sales technique
vi. Embedding practical investigation
1. Proposed vision
2. Proposed mission
3. Proposed unique selling
Conclusion
Reference List
Appendices
II. Overview
1. Concept of business scenario
The current assignment deals with the proposal of a business in the carpet and upholstery cleaning sector. Williamson Group, which aims to be one of the household names in carpet and upholstery cleaning business, will be looking at long term sustainability in competitive market due to achieving leading position. Along with that, the company will be able to satisfy large number of targeted customers by delivering best quality carpet and decorative upholstery products within suitable price. Their main USP will be that they will provide cleaning services of carpet and upholstery one year for free. Management group of Williamson Group will maintain regular basis reviewing feedback of customers given on official website for the purpose of improving business process. The company will be looking at enhancing rate of profit by 6.25% at the end of 2020 (influenced from Phadermrod, Crowder & Wills, 2019). These goals will help the company to become a well-recognized name among the customers. Their services will range from cleaning of the rugs and carpets to cleaning of sofas and couch. They will provide package based services which in turn will help them in attaining the price penetration strategy. These objectives will enable the company to achieve their financial forecasting with proper cash-flow. The price penetration strategy will also enhance their customer base thus enabling them to improve their brand image as well (Hitt, Xu & Carnes, 2016).
In order to enhance number of targeted customers, the business organization will target Wellington due to having large customers belonging from upper class background. With the aid of best quality skilled labors, cleaning equipment, improvised chemicals and advance cleaning technique, all technicians of Williamson Group will be able to satisfy customers and fulfill business objectives such as long term sustainability. Long term sustainability is essential for the brand image of the company. With long term sustainability the company will gain brand power that will in turn increase the sale of their services (Miquel-Romero, Caplliure-Giner & Adame-Sánchez, 2014).
2. Overview of individual section
The current report will shed light on innovations and creativity of cleaning company as well as impact of internal environment on business process with the aid of SWOT analysis. Along with that, it will demonstrate entrepreneurship in the context of carpet and upholstery cleaning Services Company as well as proposed sales technique for the purpose of enhancing number of targeted customers. Proposed vision and proposed sales technique of the company will be discussed in the following study. The following study will discuss proposed unique selling proposition for the purpose of enhancing targeted customers and rate of earning profit.
Findings
III. Concepts and theories related to innovation and entrepreneurship
1. Entrepreneurship
Management group of Williamson Group will consider entrepreneurship as an activity of establishing business process by considering financial risks for the purpose of earning profit. As mentioned by Miquel-Romero, Caplliure-Giner & Adame-Sánchez (2014), an entrepreneur is an individual who considers unique creation as well as innovation and financial risks for the purpose of enhancing business growth and earning huge amount of profit.
As per principles of resource based theory, strategic planning regarding human sources as well as net capital and innovative equipments will be required at the starting of business process (Hitt, Xu & Carnes, 2016). Entrepreneur of Williamson Group will be able to maintain effective operation process by planning properly regarding required capital and technical resources.
As per principles of economic theory, entrepreneur of an organization will consider financial risks such as lack of cash flow and reduced earning profit in case of running small business firms (Importance of Economic theory, 2019).
In the context of Williamson Group, managerial head will take decision regarding welfare and social development at the starting of business due to which success level will be enhanced significantly. As opined by Read et al. (2016) at the starting of business process, it is essential to take strategy regarding social welfare and development so as to enhance number of targeted customers.
2. Small business
Small business in context of New Zealand will indicate running business process by engaging less number of employees such as 250-300 as well as investing fewer amounts for the purpose of operational process. In the following context, Ferreira, Fernandes & Ratten (2017) stated that investing fewer amount and engaging fewer number of employees in case of small business do not matter on higher amount of profit due to depending upon key factor which is strategic planning related to mission of business process.
3. Innovation
Innovation and creativity both will be most significant criteria in business process of Williamson Group due to attracting large number of targeted customers by delivering best services. Creativity will be the ability to generate new concept and unique ideas based on which large number of customers will be attracted (influenced by Dawson & Andriopoulos, 2014).
Dual innovation theory will indicate three significant processes such as developing as well as testing and validating innovative techniques for the purpose of maintaining an effective business process (Edwards-Schachter et al. 2015). Williamson Group will be able to develop business process by identifying developing area and rectifying existing innovations into the business process.
On the other hand, innovation will be the technique to implement products as per principles of creative ideas. In the context of Williamson Group, skilled and experienced technicians will use advance quality cleaning facility having interior and exterior pest control as well as powder baits to clean carpet properly.
Analysis
iv. Internal analysis
1. Defining SWOT analysis
With the aid of identifying strengths as well as weaknesses and threats, Williamson Group will be able to make changes at required area to be improved in business process. Along with that, management group of the company will improve operation process as per demand of customers related to cleaning service and price level. As per views of Phadermrod, Crowder & Wills (2019), SWOT analysis assists in improving quality of products and delivery services due to identifying strengths and weaknesses.
Strengths | Weaknesses |
|
|
Opportunities | Threat |
|
|
Table 1: SWOT analysis
(Influenced by Phadermrod, Crowder & Wills, 2019, p.197)
Figure 1: SWOT analysis
(Influenced by Phadermrod, Crowder & Wills, 2019, p.197)
With the aid of advance quality equipments such as pest technique, Williamson Group will be able to enhance number of targeted customers. Along with that, company will acquire additional competitive advantages such as increasing rate of profit and enhanced number of targeted customers by reviewing feedback of customers. Company will be able to review feedbacks of customer by recruiting skilled and experienced members. Apart from that, with the help of low service rate, Williamson Group will enhance number of targeted customers. This is because; customers will be looking at getting best cleaning services within suitable price. Therefore, enhancing number of targeted customers by providing best delivery services will assist the company to emerge business process in competitive market. Moreover, company will be able to fulfill requirements of customers regarding cleaning carpet and upholstery services by recruiting skilled and experienced staffs and delivering best quality services. As opined by Phadermrod, Crowder & Wills (2019), delivering best quality services within suitable price are key requirements for achieving leading position in competitive market and maintaining long term sustainability. New Zealand will support cleaning services of the company based on which company will be able to fulfill business objectives such as long term sustainability.
In case of fulfilling requirement of customers related to best quality cleaning service and low pricing strategy, company will consider regular basis market analysis. Due to which, managerial group of Williamson Group will provide best quality training based on the way of cleaning carpet and upholstery services by taking advantages of latest automated machineries. Apart from that, company will consider lack of following Government cleaning policy as a major threat due to including regular basis updated data. Increasing rate of new entry and use of similar cleaning equipments by local companies will be considered as major threats of the company.
v. Discussing proposed sales technique
Proposed sales technique:
Williamson Group, New Zealand will be lacking in context of technological processes such as use of digital marketing which will be reason of reducing number of targeted customers currently. It will follow traditional process such as announcing delivery services on the street with the help of creating campaign as well as facing with customers. Due to which, management group of the company will not be able to meet appropriate number of targeted customers as per estimation. Therefore, reducing number of targeted customers and failing to fulfil business objectives are significant issues in New Zealand based company. However, limited research and development centre and limited accessibility into digital communication across the country will restrict to communicate with customers through online media. As opined by Chiu et al. (2014), communicating with customers through social media as well as official website are great way of improving business process and putting innovative ideas into business. In 2019, number of targeted customers of Williamson Group might be reduced by 2.1% beyond which use of traditional approach will be dependent.
Along with that, consideration of traditional business process and avoiding forecasting of financial risks will be significant issues of Williamson Group due to which they will be unable to develop business process within a short period. As mentioned by Agnihotri et al. (2016), following of traditional business in digital era is most significant issues in context of business development. Moreover, Yasmin, Tasneem & Fatema (2015) stated that without adopting idea related to establishing communication through social media with international and national customers, an organization cannot be able to enhance number of targeted customers and amount of profit. From the following point of view, it will be stated that limited consideration of digital communications as well as improving business process by checking feedback of customers on official website will create issues related to limited number of customers. However, company maintains creative activities and innovative ideas for the purpose of providing best quality carpet and upholstery cleaning services.
Therefore, it will be proposed that embedding digital technology and communicating with customers through online media will be significant ways of developing business process. As asserted by Kannan (2017), communicating with customers on regular basis through online media can assist in improving business process within limited period. In context of Williamson Group, it will be proposed that digital marketing will be greatest technique to optimize official website on regular basis so as to bring company name on first list of search engine result page. With the adoption of idea regarding digital marketing and use of networking through business process, Williamson Group will be able to overcome issue related to reduce number of targeted customers. As suggested by Tiago & Veríssimo (2014), regular basis optimization process of official website of an organization can be significant way of ranking page and enhancing number of targeted customers. Digital marketing and B2C technique will be most appropriate way to enhance number of customers due to providing chances to them of viewing quality of delivery services of Williamson Group. Along with that, Business to customer technique will be maintained properly by adopting idea of digital technology and online media. As opined by Chiu et al. (2014), B2C sales is the technique of targeting individual customers by focusing on their demand related to price level and quality of delivery services.
In context of B2C sales, it will be demonstrated that management group of Williamson Group will be able to target on individual customer by adopting idea of digital communications. In terms of maintaining face to face conversions with customers, Williamson Group will adopt strategy of targeting individual customers which will ensure meeting of expectations of consumer regarding best quality service and low price (influenced by Malik & Sachdeva, 2015).
Figure 2: Benefits of digital marketing
(Source: influenced by Kannan, 2017, p. 19)
vi. Embedding practical investigation
1. Proposed vision
Williamson Group will consider long term sustainability in competitive market and increasing profit rate by 6.25% by 2020. Along with that, vision of the organization will be on the basis of emerging business process with increasing use of digital technology. However, reducing number of targeted customers and failing to fulfil business objectives will be significant issues in Wellington Group. Along withs that, limited research and development centre and limited accessibility into digital communication across the country will restrict Williamson Group to communicate with customers through online media. As opined by Chiu et al. (2014), communicating with customers through social media as well as official website are great way of improving business process and putting innovative ideas into business. Based on the following point, it will be demonstrated that considering vision on the basis of long term sustainability can be possible by adopting strategy of digital marketing (Refer to appendix 1).
2. Proposed mission
Williamson Group will consider higher customer satisfaction as well as brand recognition as mission. Due to which, management group of the company will consider business to consumers sales technique. Business to consumers will allow large number of targeted consumers to get desired information regarding cleaning services of the company and service rate through online media. However, limited research and development center will not allow the company to put more innovation and creativity into business process so as to enhance number of targeted customers. As opined by Kuratko (2016), earning higher amount of profit in terms of investing fewer operating amount into business process is the key way of developing business process rapidly. From the following point of view, it will be stated that net operating cost of Williamson Group will be slightly varied from up to down in every quarter due to reducing rate of inflation rate as well as increasing amount for transportation (Refer to appendix 2).
3. Proposed unique selling
Low cost idea will be effective way of enhancing number of targeted customers. Unique selling proposition such as low cost idea in case of delivering best quality cleaning service will be effective way of enhancing number of customers. Minimizing price level of cleaning service such as $3-$8 range in terms of $10-$14 will be effective way of providing chances to all people belonging from high class and lower class. Thus, it might impact on business process in a positive way. Moreover, Ashley & Tuten (2015) stated that without adopting idea related to establishing communication through social media with international and national customers, an organization cannot be able to enhance number of targeted customers and amount of profit. From the following point of view, it will be stated that limited consideration of digital communications as well as improving business process by checking feedback of customers on official website will create issues related to limited number of customers (influenced by Payne, Frow & Eggert, 2017).
Conclusion
Thus, it will be concluded that business to consumers will be most appropriate selling technique. Due to which, management group of Williamson Group will adopt strategy of using digital marketing and communicating with consumers through online media. Digital marketing will assist in optimizing website of the company and ranking in the first page of search engine result page based on which number of customers will be enhanced. Management group of the company will consider regular basis optimization process of official website which will be most appropriate planning process of developing business growth. In order to organize plan related to search engine optimization process in a perfect way, skilled and experienced marketing members will be required. Resource based theory will indicate strategic planning regarding human sources as well as net capital and innovative equipments will be required at the starting of business process.
Reference List
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Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. Retrieved on: 5th February 2019. Retrieved from: http://www.academia.edu/download/42154764/Research_Work_-_Creative_Strategies_in_Social_Media_Marketing.pdf
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114. Retrieved on: 5th February 2019. Retrieved from: http://www.academia.edu/download/32449681/Understanding_custmers_repeat_purchase_intention.pdf
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Appendices
Appendix 1: B2C marketing through digital technology
(Source: https://www.funsoln.com/2017/03/what-is-b2c-marketing.html)
Appendix 2: Importance of social media marketing with the use of SEO
(Source: https://www.slideshare.net/jasonaldein/the-importance-of-social-media-marketing-in-seo)
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