DONALD AURA, MAYRA GONZALEZ, KIMBERLY KHIEU, RYAN NAZARIAN, JOE TENUTA, WEIREN XI MARKET ANALYSIS FOR HSG, INC.

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Presentation transcript:

DONALD AURA, MAYRA GONZALEZ, KIMBERLY KHIEU, RYAN NAZARIAN, JOE TENUTA, WEIREN XI MARKET ANALYSIS FOR HSG, INC.

AGENDA HSG, Inc. HistorySituation AnalysisMarketing Product Focus and Goal SettingMarketing MixImplementation PlanConclusion Presenter: Ryan N. 12/9/20132

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. 12/9/20133

SITUATION ANALYSIS 12/9/20134 Presenter: Mayra G.

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 12/9/20135 Presenter: Mayra G.

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 entryHighly competitive 12/9/20136 Presenter: Kimberly K.

SWOT 12/9/20137 Presenter: Kimberly K.

MARKET-PRODUCT FOCUS AND GOAL SETTING 12/9/20138 Presenter: Ryan N.

MARKET SEGMENTATION Clients: Property owners and managersSegment the market Size of the property Geographic location. Choose concentrated marketing 12/9/20139 Presenter: Ryan N.

TARGET MARKET Clients who Are not price sensitive Have larger budget to accommodate pricing Value quality and safety over price 12/9/ Presenter: Ryan N.

MARKET PRODUCT GRID Highlights key customer segments HSG primary market is large commercial buildings 12/9/ Presenter: Weiren X.

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/ Presenter: Weiren X.

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/ Presenter: Weiren X.

MARKETING MIX 12/9/ Presenter: Donald A.

PRODUCT Already has great reputation Rebranding Emphasize eco-friendly services Website interactivity and enhancements 12/9/ Presenter: Donald A.

SAMPLES 12/9/ Presenter: Donald A.

CHANNELS OF DISTRIBUTION Direct marketing strategy Builds customer loyalty Stronger relationships Extensive negotiations Building Owners and Managers Association (BOMA) Build awareness 12/9/ Presenter: Donald A.

INTEGRATED MARKETING COMMUNICATIONS Advertising Sales promotions Personal selling Public relations Direct marketing Social Media Sponsorship 12/9/ Presenter: Joe T.

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/ Presenter: Joe T.

IMPLEMENTATION PLAN 12/9/ Presenter: Joe T.

IMPLEMENTATION PLAN Encompassment (2014) Refine knowledge of markets through research 3 rd 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/ Presenter: Joe T.

12/9/ CONCLUSION Presenter: Ryan N.

12/9/ QUESTIONS?

12/9/ POCKET SLIDES

INDUSTRY STRUCTURE MAP: FIRM NUMBER AND SALES 12/9/201325

INDUSTRY STRUCTURE MAP: EMPLOYMENT AND SALES 12/9/201326

CUSTOMER DISTRIBUTION 12/9/201327

POSITIONING MAP 12/9/201328

DIVERSIFICATION GRID 12/9/201329

BREAKEVEN ANALYSIS 12/9/201330

IMPLEMENTATION SCHEDULE 12/9/ StageDateTask 1 Stage 15/1/14Additional research on markets, expansion, etc 2 10/30/14Website rollout, rebranding development 3 12/31/14Stage 1 Completed 4 Stage 21/1/15Rebranding rollout 5 3/31/15Increasing salesforce, training, development 6 12/31/15Stage 2 Completed 7 Stage 31/1/16Market expansion 8 12/31/18Stage 3 Completed / Continued expansion