A marketing strategy is a technique that articulates how an organization will deliver the products and services in ways that meet the expectations of customers. The competitive advantage for Riviera Cleaners Company is differentiation. Due to the stiff competition, the company will target quality and value-seeking customers since they would be willing to pay a premium price. Using Porter’s generic strategy, the approach that I will use is differentiation focus. According to West, Ford and Ibrahim (2015), this approach allows the company to concentrate on particular niche markets. With the knowledge of the dynamics of the market, the company can develop well-specified services for the market. Our company will provide residential cleaning services to wealthy households, and because of their consistency, the company will focus on them by providing quality services that will earn them value for their money.

The dynamics in the cleaning industry require firms to employ mechanisms that will help them survive. Our marketing strategy is differentiation focus, and the company will differentiate the cleaning services in the following ways. First, the company will differentiate the service based on the speed of delivery. After receiving an order for the service, the company will ensure the service is delivered on the same date. Speed and accuracy are features that customers value and are willing to pay for extra coins (West, Ford & Ibrahim, 2015). Second, the company will introduce training programs so that employees can exhibit professionalism. Since the company deals with affluent clients, employees need to act professionally in the way they interact, clean and resolve conflicts. Third, the company will offer a 30 day, money back, satisfaction guarantee. If the customer is not satisfied with our services, he/she will receive a full refund within 30 days.

The prices for our services will reflect the differentiation focus strategy that the company will use. The company will charge premium prices for the service, and our focus is to ensure that the client receives high-quality services. We will market our services through the distribution of colored brochures. The brochures will have details of the services and prices being offered by the company, and it will target a chosen segment of the market. Second, the company will employ the use of word of mouth referrals. Citing West, Ford, and Ibrahim (2015), customers trust their friends, and they will play a significant role in disseminating information about the company. Also, the company will offer economic incentives to customers who manage to introduce new clients to the company.

Reference

West, D., Ford, J. B., & Ibrahim, E. (2015). Strategic marketing: Creating competitive advantage. Oxford: Oxford University Press.

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