Santex Limited Research Paper Example | Topics and Well Written Essays - 1250 words

Santex Limited - Research Paper Example Furthermore, Sanitex is occasionally affected by seasonal fluctuation in the pest control business. That is why it needs to expand its product portfolio including carpet cleaning and distribution of sanitary products. However, Sanitex failed to attract potential new clients outside West London area due to its being a non-branded business. Clearly, Sanitex is faced with the issue of improving its entire business operation by augmenting its marketing activity in the pest control business. As marketing manager of Sanitex, the goal of the proponent is to steer the company forward, and be responsible for understanding how its decision making process and decision making unit have been impacted by the recession. Marketing research and competitor analysis Under the goal of Sanitex for product expansion is to actually create significant sales for the company even in tough economic conditions. However, there are two important issues concerning in this area. The first concern is to understand c ustomer behaviour and next to it would be the prevailing value of the company created for its customers compared to its competitors. In other words, the company should create a remarkable strong company brand while taking into account the prevailing customer behaviour in the pest control business and the competitive advantage that its competitors are holding. In order to do this, marketing research and competitor analysis are necessary. Under marketing research, there is a need to gain information about customer behaviour, potential market population, estimated market demand, market growth and trends in pest control business. On the other hand, competitor analysis is necessary to evaluate Sanitex’s both internal and external capacity in the pest control business. The following are potential tools that could be used in the competitor analysis. Internal value chain analysis Activities are found in a firm or organisation. These could be separate when they have to work together b ut they should be linked so as to effectively transform inputs into outputs, and each step to be undertaken should add value to the process that will eventually put in customer value (Ward and Daniel, 2006). Internal value chain analysis is proven effective especially in trying to come up with competitive advantage which has to be focused on differentiation and price strategy. The 7 Ps of marketing It is common to find 4 Ps in marketing textbooks which primarily include Product, Price, Place (distribution) and Promotion (advertising, public relations) (Boone and Kurtz, 2006). However, to complete the seven Ps, People, Partnership and Purpose should be added. It is important to find the intersection of these 7 Ps in order to effectively determine the target market, and making the target customers use or purchase the firm’s product or service offerings (Ivanko and Kivirist, 2008). Resource appraisal Unlike the SWOT analysis which at some point is broad enough because it conside rs both external and internal environment, the good thing about resource appraisal is its ability to focus entirely the on internal environment into the following categories of resources: equine, physical, human, financial, and intangible (Eastwood et al., 2006). This ensures a much more focused or detailed analysis of a firm’s internal environment. Physical asset Any tangible assets such as modification of products, special plant and equipment or location are