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D O N A L D A U R A , M A Y R A G O N Z A L E Z , K I M B E R LY K H I E U , R Y A N N A Z A R I A N , J O E T E N U T A , W E I R E N X I
MARKET ANALYSIS FOR HSG, INC.
2
AGENDA
HSG, Inc. History
Situation Analysis
Marketing Product Focus and Goal Setting
Marketing Mix
Implementation Plan
Conclusion
Presenter: Ryan N.
12/9/2013
3
HSG, INC. HISTORY
Founded in 1980 by Hector S. Garcia
2 locations: LA and OC
Industry leader in safety
$10 million liability insurance policy
First to own a Scaffold, Inspection, and Testing (S.I.T.) License
Presenter: Mayra G.
12/9/2013
5
CUSTOMER ANALYSIS
Services provided:
Window Cleaning Demineralization
High Pressure Cleaning
Caulking and Water Proofing
Metal Restoration
Scratch-Off and Bird Busters
• Specializes: High Rise Buildings
12/9/2013
Presenter: Mayra G.
6
INDUSTRY ANALYSIS
MPM Building Services, Inc.• Aggressive pricing • Strong online presentation
DMS Facility Services• Large and private owned• Six Sigma certification
South Shore Building Services• Quality service at low price
Low barriers of entry Highly competitive
12/9/2013
Presenter: Kimberly K.
9
MARKET SEGMENTATION
Clients: Property owners and managers
Segment the market • Size of the property• Geographic location.
Choose concentrated marketing
12/9/2013
Presenter: Ryan N.
10
TARGET MARKET
Clients who
Are not price sensitive
Have larger budget to
accommodate pricing
Value quality and safety over price
12/9/2013
Presenter: Ryan N.
11
MARKET PRODUCT GRID
• Highlights key customer segments• HSG primary market is large commercial buildings
12/9/2013
Presenter: Weiren X.
12
POSITIONING STRATEGY
Sells image restoration to make others be viewed in the highest esteem
To be known in the industry as “first-in class” for service quality and
professionalism
Increase the usage of social media outlets
Distinguish itself from the rest.
12/9/2013
Presenter: Weiren X.
13
MARKET AND PRODUCT GOALS
Phase One: (6-12 months)• Reinforcing current market
Phase Two: (6-24 months)• Rebranding
Phase Three: (24-36 months)• Market Expansion
Goal: Increase sales and expand into new markets
12/9/2013
Presenter: Weiren X.
15
PRODUCT
Already has great reputation
Rebranding
Emphasize eco-friendly services
Website interactivity and enhancements
12/9/2013
Presenter: Donald A.
17
CHANNELS OF DISTRIBUTION
Direct marketing strategy
• Builds customer loyalty• Stronger relationships• Extensive negotiations
Building Owners and Managers Association (BOMA)• Build awareness
12/9/2013
Presenter: Donald A.
18
INTEGRATED MARKETING COMMUNICATIONS
Advertising
Sales promotions
Personal selling
Public relations
Direct marketing
Social Media
Sponsorship
12/9/2013
Presenter: Joe T.
19
INTEGRATED MARKETING COMMUNICATIONS
Advertising
To owners and property
managers
Specific magazines
Personal Selling / Direct
Marketing
Increase salesforce
Incentives for new clients
Public Relations
Community outreach
12/9/2013
Presenter: Joe T.
21
IMPLEMENTATION PLAN
Encompassment (2014)• Refine knowledge of
markets through research• 3rd party
consulting/research agency
• Develop and launch new website
Establishment (2015)• Rebranding efforts• Develop salesforce
Expansion• Market
growth and expansion
3 stages over 5 years (2014 – 2018)
12/9/2013
Presenter: Joe T.
31
IMPLEMENTATION SCHEDULE
12/9/2013
Stage Date Task
1 Stage 1 5/1/14 Additional research on markets, expansion, etc
2 10/30/14 Website rollout, rebranding development
3 12/31/14 Stage 1 Completed
4 Stage 2 1/1/15 Rebranding rollout
5 3/31/15 Increasing salesforce, training, development
6 12/31/15 Stage 2 Completed
7 Stage 3 1/1/16 Market expansion
8 12/31/18 Stage 3 Completed / Continued expansion
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