Market Feasibility Analysis of Harvest Cleaning Services

Harvest Cleaning Services Assignment Help

Market Feasibility Analysis (MFA)

Introduction

This Market Feasibility Analysis details the complete process of research and analysis to identify potentially viable marketing opportunities. This MFA contains the following sections:

1.      Initial market assessment

2.      Organisational assessment

3.      Legislative requirements assessment

4.      Resource requirements

5.      Financial assessment

Although you may assess multiple opportunities, at least 2 opportunities will need to undergo an assessment through all stages and be documented in this template.

Where a marketing opportunity does not appear viable after the initial market assessment, select another opportunity for assessment.

We recommend you take the time to review this document before starting your research to fully understand the information required.

Abstract

The marketing plans for household market and hospitality industry are effective for the Harvest Cleaning Services, and the company with these two marketing options can establish the organizational goals of achieving 10% increment in sales. In every aspect the marketing option is proved to be feasible thus can be applied.

1. Initial market assessment

	Opportunity 1	Opportunity 2
Marketing opportunity	Explore the household market, which is a huge market in Australia.	Explore the market in the hospitality industry as the industry is required extensive cleaning services.
Target market	The family peoples are mainly targeted, the housewife, old retired people, are mainly targeted to grab the marketing opportunity.	The health centres, hotels, restaurants are the target customers for the cleaning services of Harvest Cleaning services.
Potential competitors	The local cleaning services, which already provides similar types of services to the households are potential competitors of this company.	The domestic and global cleaning services organization, which deliver similar types of services to the hospitality sectors are the main potential competitors of the company.
Summary analysis of both options	Both the options are effective for the Harvest Cleaning Services as both provide adequate opportunities for the company to grow in the market. The household market is a big market and the idea of direct marketing, and promotional campaign will enhance the opportunities for the company in this specific market. The reason behind this, the direct marketing and promotional campaign will improve the awareness of the household people about the company and its services and hence, increase their interest in the services provided by the company. The hospitality business usually requires extensive cleaning services, hence if the company explore this market, then the company may get huge market and hence, the opportunities will be increased massively.

2. Organisational assessment

	Opportunity 1	Opportunity 2
Franchise marketing strategy	The marketing strategy of Harvest Cleaning Services for increasing the awareness of the people is direct marketing with promotion campaign. The key marketing objective of the Harvest Cleaning Services is to increase the awareness of the household people about the company and its services.	[What is the franchise marketing strategy? What are the key marketing objectives?] The marketing strategy of Harvest Cleaning Services for increasing the awareness of the people of corporate worlds, basically the people associated with hospitality business is to perform promotional campaigns in the social media. The key marketing objective of the Harvest Cleaning Services is to enhance the awareness of the people associated with hospitality industry about the industrial product and services of the organization.
Organisational structure	Harvest Franchising Group is a group of companies, and many companies are under this group. All the franchises are managed by their own management and staffs. The company has a national marketing team, and Peta Brun is the head of the marketing team. The entire marketing activities for the group use to be conducted by this team.	Harvest Franchising Group is a group of companies, and many companies are under this group. All the franchises are managed by their own management and staffs. The company has a national marketing team, and Peta Brun is the head of the marketing team. The entire marketing activities for the group use to be conducted by this team.
Franchise services	The Harvest Cleaning Services offer a wide range of cleaning services such as Dry cleaning, carpet cleaning, office cleaning, sofa cleaning, Fumigation plus pest control, etc.	The Harvest Cleaning Services offer a wide range of cleaning services such as Dry cleaning, carpet cleaning, office cleaning, sofa cleaning, Fumigation plus pest control, etc.
Strategic alignment:	The potential marketing opportunities in the household market are aligned extensively with the strategic marketing goals of the company, and it helps in increasing 10% sales of the franchise.	The potential marketing opportunities in the hospitality industry are extensively aligned with the strategic marketing goals of the company, and it helps in increasing 10% sales of the franchise.
Potential risks:	The potential risk can be defined as the increasing sell of the cleaning services may reduce the quality of services.	The potential risk can be defined as the increasing sell of the cleaning services may reduce the quality of services.
Potential opportunities:	Explore household market	Explore hospitality industry
Changes needed	Improve the quality of services	Provide professional services
Brand alignment:	The market opportunity will support greatly the brand image of the company, as more and more people will use the services from the company.	The market opportunity will support greatly the brand image of the company, as more and more organization in hospitality sector will use the services of the company.
Summary analysis of both options	Both the market opportunity supports the company's goals and immensely support the brand image of the company in its existing and new clientele.

3. Legislative requirements assessment

	Opportunity 1	Opportunity 2
Legislation, regulations and industry codes	Australian Competition and Consumer Commission (ACCC) and Australian Consumer Law provide the guidelines for marketing, advertisement, and promotion activities for the Australian companies. Furthermore, the entire companies have to obey the guidelines for running marketing activities in Australia.	Australian Competition and Consumer Commission (ACCC) and Australian Consumer Law provide the guidelines for marketing, advertisement, and promotion activities for the Australian companies. Furthermore, the entire companies have to obey the guidelines for running marketing activities in Australia.
Summary analysis of both options	Both the marketing activities will be performed by the guidelines provided by ACL.

4. Resource requirements

	Opportunity 1	Opportunity 2
Resources:	Survey Form	Social media Campaign
	Pen
	Promotional services package
Outcome:	Expected huge clients	Expected huge clients
Summary analysis of both options	Both the opportunities will provide good outcome

5. Financial assessment

	Opportunity 1	Opportunity 2
Strategic objective:	To increase franchise revenue by 15%, to increase franchise sales by 10%	To increase franchise revenue by 15%, to increase franchise sales by 10%
External factors:	Other companies substitute services	Substitute services
Estimated cost:	$AUD10,000. Will increase sell by 10%	$AUD5,000 will increase sell by 15%
Return on Investment (ROI):	Estimated marketing cost $AUD10,000 and 10% return is reasonable.	Estimated marketing cost $AUD5,000, and 15% return is reasonable.
Viability:	Based on the research it is obvious that the household market is potential; hence, it is a viable market.	Based on the research it is obvious that the hospitality industry has lots of potentials; hence, it is a viable market.
Summary analysis of both options	Both the marketing option is feasible as both deliver a reasonable return on investment.

Overall summary analysis of both options

Both the options are feasible as both are effective in all aspects.

Task 2

Email

From: To: executive.team@Harvestcleaning Cc:
Re: Marketing Opportunity Analysis

The marketing to the hospitality industry would result in number one ranking between the two marketing option as it would provide huge sell of the services of the company and both the options have a significant contribution to the business growth. The quality of services of the Cleaning services must be improved and meet the industry standards. With the improved quality, the Harvest Cleaning services will continually provide quality services to the present customers. The organizational changes are needed to serve different types of customers. The individual and organizational customers' needs are different; hence, the different organizational structure would be effective in delivering require quality services.