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Entrepreneurship: Markets & Morality

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Discuss about the Entrepreneurship for Markets & Morality.




The growth of health issues and other factors are making the demand for cleanliness to increase. Every induvial and organizations prioritize being smart and clean (Russo, 2010). This means more cleaning service organizations need to be established to cater for the growing demand. Johor Bahru, Malaysia has been growing in various perspectives that have led to increase in the demand for cleaning services and I believe establishing an enterprise which offers these services will play a significant role in improving the level of cleanliness for individuals and organizations which value it. The reason why Johor Bahru is ideal for this business is because the numbers of current businesses which provide this type of services do not match the current demand, and they have not also understood the consumer expectations.

My Purpose

The reason why I would like to venture in this type of business is because I have realized there is a gap which needs to be filled in this sector. As time goes on, people are becoming prone to new diseases which emerge each day; organizations, on the other hand, are seeking to improve cleanliness so as to enhance their image to the public. This means there is an increase in demand for the professional cleaning services.

Starting this kind of business will make people who seek for good cleaning services to get them because one of the core values of this enterprise will be offering high-quality services which can meet the customer expectations. My business will emphasize on using advanced technology and best detergents to ensure best services are delivered to the customers.

Establishing this venture will also contribute towards economic growth because it will be legally registered enterprise (Jane, 2013). One of the ways it will contribute in the economic growth is paying tax. It will also play a role in offering job to the youth. As time goes on, the job market is becoming flooded and therefore opening this type of business will assist in addressing this problem.


My Dream Business

This business will majorly offer cleaning services in Johor Bahru, Malaysia and will expand its services to other parts of the country as the business continues to grow. The reason why this strategy will be used is because the enterprise will start as a small business because of various factors like the planned startup capital and other resources.

Some of the services offered will include window cleaning, floor cleaning, and carpet cleaning among others. The business will majorly target two market groups: consumer and commercial. The consumer group will primarily consist of residential maid services. For this group, the enterprise will offer carpet and window cleaning along with other cleaning services required on a less-frequent basis. In the commercial market, the business will offer a wider variety of services along with other companies which target enterprises rather than individual consumers.

Assessing Existing Dream Businesses

The current businesses have not yet known the changes in consumer perceptions towards cleaning services. Currently, customers are looking for quality, not just the services (Catherine, 2015). Some of the existing businesses which provide these services in Johor Bahru, Malaysia are far away from perfection. For example, some of them are using outdated cleaning machines which end up compromising the quality of their services. Others use low-quality detergents which leave stains or bleach floors, curtains, and windows. My business will be unique in its own way because it will emphasize in innovation and technology to enhance quality.

The current cleaning businesses are yet to realize that the demand for cleaning services have increased significantly (Vincent, 2012). They have not yet expanded their businesses to match this demand. This means demand is high and supply is low. This situation is making most of the customers to seek these services from unqualified people.

Market Analysis

The cleaning market has been growing in the recent years. The reason which has triggered this growth is the fact that people have understood one of the primary factors of enhancing health is by remaining clean (Orly, 2010). The growth in demand has created a gap which can only be filled by new companies entering in this sector. This means introducing this kind of business will help the customer attain high-quality cleaning services, hence satisfying their demand.

As time goes on, competition is becoming rampant in this sector. This competition is triggered by more companies entering the market to address the growing demand (Bruce, 2015). This competition comprises of both large and small companies which provide cleaning services to different types of consumers within the town and its outskirts.  

From analysis, there are some of the enterprises which are already in the market, providing various cleaning services which my business aims to provide.  Some of these enterprises include; mama love, bro & sis cleaning services, Sparkline cleaning services, Suncorp cleaning, CC cleaner & services JB among others (Hess, 2011). Because these competitors have been in the market for a while, they know trends concerning consumer purchasing behavior, and therefore good strategies will be used to assist my business in overcoming the competition related challenges.

My business will be committed to attaining a competitive advantage through ensuring it provides services which can meet customer expectations. This will be attained through using the modern technology and inventing the best strategies of providing high-quality cleaning services (Mihaela, 2016).  The business will gain its profit through offering various cleaning services like floor cleaning, carpet cleaning, window cleaning, curtain cleaning and so forth. The profit will be obtained by subtracting the operational cost from the money received from customers for the services.

My target market will be organizations and individuals who seek for professional cleaning services within Johor Bahru, Malaysia. The business will analyze customer needs and develop strategies which can address those needs in the best way. Some of these strategies will include coming up with unique services which can enhance differentiation, targeting the right customers and coming up with the best pricing strategies.

For differentiation, the staff members will be trained to ensure they provide unique services to enable the customers to differentiate them from those of competitors. This will be attained through using scientific methods to determine the effectiveness of our cleaning services. For the targeting strategy, the business will mostly target the customers who value getting cleaning services from professional within the town and its outskirts. The business will also charge fair prices which will lead to profitability and assist the business in attaining competitive advantage.


Because this will be a new business which will start as a small business, good management styles will be used to ensure it survives in the market. This will include ensuring the services offered matches the customer expectations, employees are trained to improve their cleaning skills and ensuring all business resources are well utilized. The business will be growth oriented through using some of the profit earned to promote growth. To survive in the competitive market, the business will use proper marketing strategies like promotions, differentiation, good pricing, targeting the right customers and segmenting the market in a manner which can assist the enterprise to learn and address the customer needs.



Bruce, B., 2015. Entrepreneurship as a Sign of Common Grace. Journal of Markets & Morality, 18(1), pp. 78-90.

Catherine, R., 2015. "Help, I Have Too Much Stuff!": Extreme Possession Attachment and Professional Organizers. The Journal of Consumer Affairs, 49(20), pp. 45-90.

Hess, E., 2011. Growing an Entrepreneurial Business: Concepts and Cases. Stanford, CA.: Stanford Business Books.

Jane, E., 2013. Working toward Employment: Preparing for Tomorrow and Beyond. Journal of Visual Impairment & Blindness, 107(6), pp. 14-34.

Mihaela, I., 2016. Entrepreneurship Evolution in Terms of Economic Development Stages.. Global Economic Observer, 4(2), pp. 44-89.

Orly, N. S., 2010. The Speech of Services Procurement: The Negotiated Order of Commodification and Dehumanization of Cleaning Employees. Human Organization, 69(3), pp. 45-102.

Russo, M., 2010. Companies on a Mission: Entrepreneurial Strategies for Growing Sustainably, Responsibly, and Profitably. Stanford, CA: Stanford Business Books.

Vincent, L., 2012. Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty. New York: American Management Association.


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