Apex Dry Cleaning Marketing Proposal
Apex Dry Cleaners is a full service dry cleaners that offers a variety of services for its customers such as same day service dry cleaning (in by 9 am, out by 5pm), next day laundry service, and pressing. Apex has been in business since 1993, and is owned by Mr. and Mrs. John Allen. Apex is conveniently located in a small strip shopping center at the intersection of Randall Mill and Davis Street. Since both streets are four-lane streets, there is a high volume of traffic flowing daily on each, thus causing Apex to have a high drive-by exposure. The strip shopping center also contains a convenience store, tailor shop, and a small insurance agency, thus making it possible for Apex to have adequate parking and no access difficulties. The opposite three corners of the intersection contain small low-rise office buildings.
The client believes that the demographics of the present clientele are in their twenties to thirties, middle class, with an average income, and are homeowners. Most customers have children and are mostly laundry customers, which contribute to 65% of Apex's business, with is higher then the industry average of 43% (based on Dry Cleaning Today). Females represent a larger percentage of Apex's clientele, although men's clothing accounts for a higher percentage of total business. Apex has a 90% customer retention rate, due in large part to their unfaltering commitment to quality service. This high level of customer retention provides Apex with annual sales of approximately $400,000.
Apex has two main competitors: One Hour Dry Cleaners and Comet Dry Cleaners. Both of these competitors are located in a seven-mile radius and are large dry cleaning chains. They also both have higher levels of economies of scale and can offer lower prices compared to Apex. Due to this, Apex has strived to deliver its "quality promise", something their two competitors lack. Apex's prices are about 10% higher then the competition, but it is the quality and personal
The client believes that the demographics of the present clientele are in their twenties to thirties, middle class, with an average income, and are homeowners. Most customers have children and are mostly laundry customers, which contribute to 65% of Apex's business, with is higher then the industry average of 43% (based on Dry Cleaning Today). Females represent a larger percentage of Apex's clientele, although men's clothing accounts for a higher percentage of total business. Apex has a 90% customer retention rate, due in large part to their unfaltering commitment to quality service. This high level of customer retention provides Apex with annual sales of approximately $400,000.
Apex has two main competitors: One Hour Dry Cleaners and Comet Dry Cleaners. Both of these competitors are located in a seven-mile radius and are large dry cleaning chains. They also both have higher levels of economies of scale and can offer lower prices compared to Apex. Due to this, Apex has strived to deliver its "quality promise", something their two competitors lack. Apex's prices are about 10% higher then the competition, but it is the quality and personal