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Marketing Plan

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Marketing Plan
Planning for Success
Residential Cleaning Services
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Happy Housekeepers
August 20, 2014

Table of Contents 1.0 Executive Summary………………………………………………………………4-5 2.0 Situation Analysis…………………………………………………………...……5-6 2.1 Market Summary…………………………………………………………………6-7 2.2 SWOT Analysis…………………………………………………………………..7-8
2.3 Competition……………………………………………………………………......8-10
2.4 Product Offering…………………………………………………………………..10 2.5 Keys to Success………………………………………………………………...10-11 2.6 Critical Issues…………………………………………………………………….11 3.0 Marketing Strategy Overview………………………………………………..11-12 3.1 Mission Statement………………………………………………………...……...12 3.2 Marketing Objective……………………………………………………………..12-14 3.3 Financial Objectives……………………………………………………………...14-15 3.4 Target Markets………………………………………………………………..…15-17
3.5 Positioning…………………………………………………………………………..18
3.6 Pricing Strategies………………………………………………………….……18-19
3.7 Marketing Attack Stratergy……………………………..…………………….19-21
3.8 Marketing Research………………………………………………………………..…21-23
4.0 Controls Overview……………………………………………………………………..…23
4.1 Progress milestones…………………………………………………………………….23-24
4.2 Marketing Organization………………………………………………………………24-25
4.3 Contingency Planning…………………………………………………………………..…25
5.0 Conclusion…………………………………………………………………………..……...26 References……………………………………………………………………………………...27

1.0 Executive Summary
Happy Housekeepers is a residential cleaning service who will deliver professional cleaning services to homeowners within the Milwaukee County area. Our target market will consist of middle and upper class residents who want and need quality housekeeping services. Because we will offer a high level of professionalism and trustworthiness, these targeted families will be more than willing to pay a high premium for the services we will offer. Most of the target markets rely on cleaning services to


References: Michalowicz, M. (2013). The 50 best strategies for small business. Retrieved from http://www.mikemichalowicz.com/the-50-best-marketing-strategies-for-small-business/ McIntosh, Adams, K Byers, P. (2013). SBDCNET. Small business research reports. Commercial residential cleaning services. Retrieved from http://www.sbdcnet.org/small-business-research-reports/commercial-residential-cleaning-services New Mexico State University (2013) Milwaukee County City Data (2013). Milwaukee Wisconsin. Retrieved from http://www.city-data.com/city/Milwaukee-Wisconsin.html Quick Facts (2013). Census. Government, States. Milwaukee County, Wisconsin. Retrieved from http://quickfacts.census.gov/qfd/states/55/55079.html Think house cleaning ( 2013) http://www.think-house-cleaning.com/sample-marketing-plan.html Merry Maids (2014) Molly Maids (2014). Our franchises. Frequently Asked Questions. Retrieved from http://www.mollym Cost helper (2014) Factfinder2 (2013) Census, government, Milwaukee Wisconsin. Income. Retrieved from http://factfinder2.cnsus.gov/faces/nav/jsf/pages/index.xhtm Quick facts (2013) City Data (2013). Milwaukee Wisconsin. Retrieved from http://www.city-data.com/Milwaukee-Wisconsin.htmlaid.com/faqs.aspx
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