marketing policy for swimming pool term paper

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Promoting Plan, Sports Marketing, Infestation Analysis, Macro Environment

Research from Term Paper:

Marketing Organizing

The marketing planning involves three major concepts the swimming pool organization must consider: the segmentation criteria put on the audience, the identification in the target market, or markets, and then, the placement of their services and products.


There are lots of criteria utilized to segment the marketplace and recognize those particular groups of visitors to which to deal with the support. The most relevant criteria incorporate demographics, profits or preferences and capabilities of the individuals in the portion (Brown, 2007). But the choice of the most relevant segmentation requirements must be produced relative to the kind of activity done by the firm. In this order of ideas, the segmentation criteria best for the swimming pool business revolve around:

Monetary capabilities in the customer – regardless of these people being company or specific clients, they have to all be capable of pay the fees for the cleaning, repairing or perhaps remodelling of their pools. From this order of ideas, the consumer potential customers must register previously mentioned medium incomes and the business clients need to have ended the prior year with profits

In that case, the customers should be interested in going swimming activities

Finally, the potential customers must be produced from adults who have the capability to decide pay

However male or female is commonly utilized as a segmentation criterion, in today’s case no matter since both males and females can be in charge of the upkeeping of the pool area at the workplace or may own their particular personal swimming pools at home.

Aimed towards

Based on the size of the activity conducted by the swimming pool company as well as the characteristics of the industry and market and in addition by keeping in mind the segmentation criteria forwarded in the previous section, the company will certainly mainly treat two goal markets.

The first target audience will be created from people registering previously mentioned medium incomes and who have their personal pools. The members on this target market will be house owners, instead of flat owners, and often live in the suburbs of the significant cities. The other target market will be formed by corporations whom offer swimming services with their customers, such as hotels, well being centers of spas.

Nevertheless the close collaboration with the two target market segments is vital for the future success with the swimming pool organization, an important standards must be made. The market of individual clients is basically shaped from older customers with the company’s, who have been gathered over the years and can not be put aside in favour of corporate customers, even if the last mentioned present more chances of upcoming financial success and an improved stability throughout the signing of long-term contracts for the cleaning and upkeeping of several pools owned by organization.

Managers of open public swimming pools been able by the point out or private sector organisations will also be dealt with, but they usually do not represent a primary target market.


The main idea in placement a product or perhaps service is that of presenting this in the light of it is core competencies, its eco friendly competitive advantages and the benefits it will provide you with the customer (Ries and Bass, 2000). Also, it is based on showing those features which make the service better than the identical ones marketed by the competition. Keeping this in mind, the services of cleaning, redesigning and restoring of the swimming pools will be put onto the market as according to the following attributes:

The company has extensive previous expertise with working with pools

The company numbers a wide array of satisfied customers

The corporation uses the most recent and most environment-friendly technologies

The company employs highly specialized staff, committed to rewarding all requires forwarded by the customers

The business will offer specialized and customized solution based on the unique requirements of each consumer.

5. Targets and Ideal Direction

Throughout the expansion with their business procedures, the damages company wants to achieve the subsequent goals:

Increase their customer base with both individual and corporate clientele

Increase the amount of satisfaction plus the quality of services offered to the customers

Boost their machines by purchasing and incorporating newer and better solutions

Increase their gross annual net income

The objectives offered by the business are SMART, in the meaning that they are particular, measurable, possible, realistic and time-sensitive (Acuff and Wooden, 2004)

Certain – gain more consumers, improve the technology and register superior revenue

Measurable – the organization is going to measure their achievement of the goals through intense inside control, the implementation of adequate strategies and by measuring how the applied procedures include managed to gathered the desired end result

Achievable – the goals established by the corporation are difficult in the and therefore they start the company on to new areas, but are certainly not impossible to satisfy

Realistic – the desired goals will be accomplished within the specific amount of time with the resources offered, completed with exterior resources in which necessary

Time sensitive – the desired goals are set within an approx . time frame, including end the first yr of prolonged operations which has a $50, 500 profit after taxes.

To be able to achieve these kinds of goals, the swimming pool company will have to put into action a wide series of strategies about the quality in the management, finding the most feasible courses of action, motivating employees, enlarging the consumer palette and a large number of additional strategies in regard to the services offered. The strategies relevant to the assistance will be even more developed within the Marketing Mix section and clearly organized into the 4 types of decision that really must be made: item, place, promotion and price.

The human source strategies are necessary to ensure that the staff increases their performances and sustains the business in getting its general goal. To achieve this desiderate, the swimming pool company will offer a variety of incentives with their personnel, including increased income, benefits, adaptable schedules, more free days and nights or any additional type of individualized incentive. Furthermore, the managing must support and encourage constant marketing communications with the staff and try to line-up their specific goals with all the overall goal of the corporation (Mathis and Jackson, 2005).

6. Promoting Mix

The marketing mix encompasses almost all decision and consequent tactics that will be integrated in regard to merchandise, price, place and promotion. Product decisions refer to features such as company, functionality, top quality or basic safety. Price decisions generally make reference to the costs strategy to be implemented and any advertising prices provided to customers. Promo decisions label choosing the suitable communication programs used to present the service to the population plus the advertising tactics and promotions. Place decisions revolve around the distribution channels used and any other strategies decisions that needs to be made to support the business functions (Net MBA, 2002-2007).


Aside from the already existent pool area cleaning solutions, the company will likely offer fixing and re-designing services to both specific as well as business clients

The services will be offered under the business brand name

The stated features of the assistance is to support customers have a better and cleaner pool

The safety from the services emerges by the using the latest systems and the increased usage of environment-safe procedures, including ozone rather than chlorine

The services offered can meet superior quality standards which will be certain by the great reputation of the organization


The assistance will be offered by the place needed by the buyer, namely on the actual location of the swimming pool

The company will be reached by the interested customers by means of telephone or perhaps email and also at the company’s headquarters

The organization will certainly conduct the operations from its administrative head office, where it will likewise keep the required machineries and tools employed in the process of cleaning, repairing and remodelling in the swimming pools

Selling price

For starters, the business will put into practice a transmission price approach, meaning that they may offer their very own service at extremely low prices in order to assure a successful transmission of the market and gain the interest of shoppers (Riezebos, 2003)

Then, the swimming pool company will put into action a varying pricing strategy, which will be founded based on the expense of providing the services; any enhancements made on these costs will be shown in the selling price for the final client

In creating their selling price, the corporation will also consider the prices executed by the competition, trying to lower them the organization will also present promotional pricing, but this will likely be mentioned in the Promotions section


The swimming pool company offer promotional rates to their first clients consisting in major cost reductions

They will implement promotional strategies including three to get the price of two, meaning that if a customer pays the organization to wash the pool twice, they will clean the third time for free of charge

Up until now, the organization

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