Due to the dynamic natures of the cleaning business, it is significant for the marketing team of a company to conduct customer and competitor analysis to grow in a competitive market. The immense competition in the market always affects the margins and sales of the company. Also, the competitive nature of the company determines its ability to retain customers. The article, “The competitive analysis-the appropriate instrument towards a successful development” by Pulaj and Kume (2013) seeks to explain the competitive analysis and strategic choices that companies use to succeed in the market. According to the article, a competitive strategy is a technique that companies use to analyze the industry and competitors. In my business plan, I will recommend my company to simultaneously compete with differentiation strategy and low-cost strategy. This approach allows the company to achieve a greater profit margin. The company I intend to venture into deals with residential cleaning services and competition is always high on the market. According to Pulaj and Kume (2013), the quality of the product results in a higher market demand to the company with differentiation strategy.

Next, the article, “Customer satisfaction in the restaurant industry; examining the model in local industry perspective” by Sabir, et al. (2014) focuses on addressing determinants of customer satisfaction. Citing Sabir, et al. (2014), companies should focus on service quality, price, product reliability and physical design if they consider customer satisfaction as a marketing strategy. The concept from this source that is specific to my company is service quality and price. The greater the service provided to customers, the greater the level of satisfaction (Sabir, et al., 2014). Besides, in a situation when a company charges higher prices, customers may expect premium quality.

Lastly, the article, “The relationship among customer demand, competitive strategy and manufacturing system functional objectives” by Xu, Zhang and Ma (2013) tries to determine the relationship among customer demand, competitive strategy and the functional objectives of a manufacturing system. A reliant relationship in a company influences communication and accuracy of determining customer demand (Xu, Zhang, and Ma, 2013). Riviera Cleaners will have to focus on enhancing customer and enterprise relationship. When there exists a healthy relationship between the customer and the organization, it would be easy for the company to resist market risks and make competitive strategies.

References

Pulaj, E., & Kume, V. (2013). The competitive analysis-the appropriate instrument towards a successful development. European Scientific Journal, ESJ, 9(19), 65-70.

Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A., & ur Rehman, A. (2014). Customer satisfaction in the restaurant industry; examining the model in local industry perspective. Journal of Asian Business Strategy, 4(1), 18-31.

Xu, W., Zhang, Q., & Ma, J. (2013). The relationship among customer demand, competitive strategy and manufacturing system functional objectives. Journal of Industrial Engineering and Management, 6(4), 1238-1254.

 
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