MNM3708
ASSIGNMENT 2 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 2 MAY 2025
, MNM3708
Assignment 2 Semester 1 2025
Unique Number:
Due Date: 2 May 2025
Retail Management
Table of Contents
1. INTRODUCTION ..................................................................................................... 3
2. IDENTIFICATION OF CONSUMERS ...................................................................... 3
2.1 Components of Customer Analysis ................................................................ 3
2.2 Application to Star Cleaner .............................................................................. 3
2.3 Target-Market Approaches .............................................................................. 4
2.4 Segmentation Priorities and Recommended Focus ...................................... 5
2.5 Positioning for Competitive Advantage .......................................................... 5
3. DEVELOPING AN OVERALL STRATEGY ............................................................. 5
3.1 The Retailing Mix and External Environment ................................................. 5
3.2 Controllable Variables Applied to Star Cleaner ............................................. 6
3.3 Uncontrollable Variables Applied to Star Cleaner ......................................... 8
4. TRADING-AREA ANALYSIS .................................................................................. 9
4.1 Overview of Trading-Area Analysis ................................................................ 9
4.2 Population Characteristics Relevant to Star Cleaner .................................. 10
4.3 Nature of Competition and Level of Saturation ............................................ 10
4.4 Practical Recommendations .......................................................................... 11
5. CONCLUSION ....................................................................................................... 12
6. REFERENCES ...................................................................................................... 12
, 1. INTRODUCTION
Star Cleaner is a professional cleaning service provider specializing in residential,
office, and specialized cleaning solutions. The company offers flexible and eco-friendly
services tailored to the specific needs of its clients. As an emerging business in the
cleaning industry, Star Cleaner aims to expand its market share and build strong brand
loyalty.
The purpose of this report is to conduct a detailed consumer analysis, propose
appropriate marketing strategies, and evaluate the trading area where Star Cleaner
operates. The analysis will assist in identifying customer segments, developing a
competitive strategy, and making informed decisions about market expansion.
Understanding the market is critical for business success. A thorough analysis of
customer needs, competitive forces, and external market factors enables companies
like Star Cleaner to align their services with customer expectations, build competitive
advantage, and achieve sustainable growth (Kotler, 2021).
2. IDENTIFICATION OF CONSUMERS
2.1 Components of Customer Analysis
Customer analysis involves understanding who the customers are and what influences
their purchasing decisions. It typically includes demographics (age, gender, income,
education), psychographics (lifestyle, values, attitudes), and buying behavior
(purchasing habits, brand loyalty, price sensitivity) (Lamb, Hair, & McDaniel, 2021).
Key factors influencing customer decisions in the cleaning services market include
convenience, trustworthiness of service providers, price sensitivity, quality of service,
use of eco-friendly products, and flexible service packages (Ferrell & Hartline, 2020).
2.2 Application to Star Cleaner
ASSIGNMENT 2 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 2 MAY 2025
, MNM3708
Assignment 2 Semester 1 2025
Unique Number:
Due Date: 2 May 2025
Retail Management
Table of Contents
1. INTRODUCTION ..................................................................................................... 3
2. IDENTIFICATION OF CONSUMERS ...................................................................... 3
2.1 Components of Customer Analysis ................................................................ 3
2.2 Application to Star Cleaner .............................................................................. 3
2.3 Target-Market Approaches .............................................................................. 4
2.4 Segmentation Priorities and Recommended Focus ...................................... 5
2.5 Positioning for Competitive Advantage .......................................................... 5
3. DEVELOPING AN OVERALL STRATEGY ............................................................. 5
3.1 The Retailing Mix and External Environment ................................................. 5
3.2 Controllable Variables Applied to Star Cleaner ............................................. 6
3.3 Uncontrollable Variables Applied to Star Cleaner ......................................... 8
4. TRADING-AREA ANALYSIS .................................................................................. 9
4.1 Overview of Trading-Area Analysis ................................................................ 9
4.2 Population Characteristics Relevant to Star Cleaner .................................. 10
4.3 Nature of Competition and Level of Saturation ............................................ 10
4.4 Practical Recommendations .......................................................................... 11
5. CONCLUSION ....................................................................................................... 12
6. REFERENCES ...................................................................................................... 12
, 1. INTRODUCTION
Star Cleaner is a professional cleaning service provider specializing in residential,
office, and specialized cleaning solutions. The company offers flexible and eco-friendly
services tailored to the specific needs of its clients. As an emerging business in the
cleaning industry, Star Cleaner aims to expand its market share and build strong brand
loyalty.
The purpose of this report is to conduct a detailed consumer analysis, propose
appropriate marketing strategies, and evaluate the trading area where Star Cleaner
operates. The analysis will assist in identifying customer segments, developing a
competitive strategy, and making informed decisions about market expansion.
Understanding the market is critical for business success. A thorough analysis of
customer needs, competitive forces, and external market factors enables companies
like Star Cleaner to align their services with customer expectations, build competitive
advantage, and achieve sustainable growth (Kotler, 2021).
2. IDENTIFICATION OF CONSUMERS
2.1 Components of Customer Analysis
Customer analysis involves understanding who the customers are and what influences
their purchasing decisions. It typically includes demographics (age, gender, income,
education), psychographics (lifestyle, values, attitudes), and buying behavior
(purchasing habits, brand loyalty, price sensitivity) (Lamb, Hair, & McDaniel, 2021).
Key factors influencing customer decisions in the cleaning services market include
convenience, trustworthiness of service providers, price sensitivity, quality of service,
use of eco-friendly products, and flexible service packages (Ferrell & Hartline, 2020).
2.2 Application to Star Cleaner
