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Answer: 
Industry Analysis

Unilever South Africa led sales in 2016, recording a value share of 53%, followed by Colgate-Palmolive 9% & Proctor & Gamble 9%. Unilever has been dominating the market since it was introduced; it has till date not faced any major challenges with any of the competitor brand, as is evident by the figures mentioned above. Some other brands which are present in the market are Bliss, Reckitt Benckiser South Africa & Tiger consumer brands. Some private players like Shoprite checkers & Pick ‘n’ Pay retailers also continue to rank amongst top 10 (Folbre, 2014)

The competition in the laundry care industry is driven by exclusive price wars between its competitors. The fight to give a better product at cheap and reasonable prices is what drives this consumer focussed FMCG product. With the launch of Ariel by P & G the war grew fierce and marketing activities grew at a sleuth. Brand promise and identity is also something which plays a very important role in driving the industry. A strong distribution network of retailers, catchy phrases to get the attention of customers are also very important factors which are driving the competition in the industry. Every laundry care company is fighting for every single penny which is in the market.

The success of any industry is determined by some of the factors, which are not governed and defined by the company, but by the market, such factors are called as Key success factors. These are just 3 to 5 areas where the company has to focus on in order to attain the vision of the company, they can also be understood as flaws in the company, which the company identify and wants to get over with it (Ang & Dyne, 2015).The Key success factor for any industry can be:

Strategic focus –Including the leadership, Management & Planning (Hwang & Lu, 2015)

People- Including personnel, staff, learning & development (Chen, 2016)

Operations- including Processes & work (Rosenmann & Brocke, 2015)

Marketing- Includes customer relations, sales & responsiveness (Charter, 2017)

Finances- Including asset, facilities & equipment.

Case Specific KSF

KSF

 

Strategic focus

Bringing cost down, brand identity, study of the market

People

Experienced personnel, people from the industry, training focussed

Operations

Well defined processes and operational planning

Marketing

Billboards, Newspaper ads, SEO,SEM

Finances

Huge in house machinery for production, finance controller from managing the financial activities.

Competitive strategy can be understood as a long term plan the company employs to gain a competitive advantage over its rival can be understood as competitive strategy. This type of strategy can be used in the company’s advertising campaigns or its communication in the market, infusion of same in the product strategy leads to competitive advantage. Product modification, cost leadership, service modification is some of the ways in which one can achieve competitive strategy over others (Madsen & Walker, 2015)

The three types of strategies which can be identified are:

Cost Leadership strategy: This type of strategy is when a firm is targeting customers in all or most of its segment offering the lowest price; it is a case of cost leadership, as he is offering lowest cost in all the segments. It is a very relevant competitive factor in price sensitive market like South Africa (Curt & Zehir, 2016)

Differentiation Strategy: If a company is targeting the customer in most or all of the segments based on the attributes other than price, like higher quality of product, better packaging, better service, better after sales etc., then the company is focussing on differentiation strategy as they are focussing on keeping them differentiated from other on attributes other than price (Curley & Slocum, 2016)

Focus strategy: If the company is focussing on one or the few segments in terms of differentiation or price, it comes under the scope of focus strategy. So basically focus on either on price, or differentiation leads to focus strategy (Neumann & Brown, 2013)

Unilever

Proctor & Gamble

Bliss chemical Pty Ltd

Unilever has established a name for itself in space of personal care, skin care, home care food products etc. The company has been capitalizing its experience of more than 2 centuries to its disposal. The company aptly uses its differentiation strategy and focuses on customer segments and provide them value for money.

The company was launched around the same time as of Unsilver, but the company was launched in South African market after quite some time. Price wars begin right after Ariel was launched in the market. Ariel was launched with much of a fanfare and soon made a name for itself in the market. The company delivered on its promises and made a name for it. It is following a strategy of cost leadership and customer focus

The company founded in the year 2001 and has established its presence all around Africa. The company focussed on bottom of the pyramid and targeted people at the lower end. Bliss with its brand MAQ focussed on the price, as the people at bottom end of the pyramid are price sensitive. The company is using only price as its competitive strategy and has been really good at it.

Market position Occupied by Unilever is of the leader, P& G is the challenger and Bliss can be considered as the follower. Leader position can be understood as the one who is the frontrunner in the category, challenger is the one who is close second and the follower can be understood as the one who uses the strategy of both leader and challenger and sets itself in the race. 

For the purpose of this case study, let’s call the company as clean wash-Woosh

Mission Statement- It defines the company in 30 second or less, it is extremely specific and purposeful (Freeman & Jeanloz, 2017)

Mission Statement-We are at a mission to provide best quality, best priced cleaning service in your houses.

Tagline- Dirty laundry??? Not any more, at a price that your pocket will cheer!!! Happy cleaning

Vision: It can be understood as what the organization would like to achieve in its long term plan or future (Kirkpatric, 2017)

Growing business

  • Sales
  • Profit margins
  • Capital efficiency
  • Cover more grounds

Reducing environment hazards

  • Greenhouse gases
  • Water
  • Waste treatment
  • Sustainable sourcing

Proposing a competitive position: Clean wash-Woosh, will enter the market amidst many competitors, Unilever, P& G, bliss etc. It’s really not easy to break in the market with such big players already in the market. A market which is bleeding like anything, a new company would just die competing with them. Hence, for clean wash –woosh , the competing position has to be of the follower, follow what Maq has done when it entered the market and what areas it has been targeting. Based on it the company can decide its followed strategy. Price is a very competent feature, so if clean wash-woosh can keep it prices really low, as in lower than the lowest, it can become a household name in the market. The pricing strategy has to be penetrative, keep the pricing low so that normal households can afford it, and then let the quality speak for itself.

Guidance towards implementing the strategy:

Focussing on the 7P’s of marketing will help the company take care of all the Product mix strategy

Product- It’s a laundry cleaning scented strong detergent which will leave the clothes fresh and clean

Place- In the retail outlets and small stores.

Price- Competitive

Promotion- The target audience for the product is mid segment or the bottom of pyramid, so radio promotions and bill board promotion will be effective

People-People with relevant industry background and those who are looking to grow with the company.

Physical evidence- Extremely attractive packaging with the clear cut tagline.

Once the company is clear of its 7P’s of marketing, then the actual work begins.

The company has to identify clearly what market share they are looking at, understand the segment, their emotions, sentiments, thus reaching on a clear value proposition.

Marketing expense has to be curtailed to the extent that, the company should not use all the marketing channels at once, should target one by one.

Another strategy which company could deploy to get the customers is AIDA model

A-Get the attention of customers (Offer free washes etc.)

Interest- Get their interest in the product

Desire-Get in them a desire to buy the product

A-Action to call, provide information on how to buy the product.  

References: 

Ang, S. and Van Dyne, L., 2015. Handbook of cultural intelligence. Routledge.

Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.

Chen, H.L., 2016. The Study of Key Success Factor of the Construction Company after Implementing New Regulation of Housing and Land Tax Unity-A Case Study of Kaohsiung Area.

Curley, A. and Slocum, J., 2016. Organizing a Startup Business According to Differentiation Strategy and Virtual Design.

Folbre, N., 2014. The care economy in Africa: Subsistence production and unpaid care. Journal of African Economies, 23(suppl_1), pp.i128-i156.

Freeman, K.H. and Jeanloz, R., 2017. Mission Statement and Introduction.

Hwang, B.N. and Lu, T.P., 2013. Key success factor analysis for e-SCM project implementation and a case study in semiconductor manufacturers. International Journal of Physical Distribution & Logistics Management, 43(8), pp.657-683.

Kirkpatrick, S.A., 2017. Toward a Grounded Theory: A Qualitative Study of Vision Statement Development. Journal of Management Policy and Practice, 18(1), p.87.

Kurt, A. and Zehir, C., 2016. The relationship between cost leadership strategy, total quality management applications and financial performance.

Madsen, T.L. and Walker, G., 2015. Modern competitive strategy. McGraw Hill.

Neumann, D.L. and Brown, J., 2013. The effect of attentional focus strategy on physiological and motor performance during a sit-up exercise. Journal of Psychophysiology.

Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process management. In Handbook on business process management 1 (pp. 105-122). Springer Berlin Heidelberg.

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