Marketing Essay Example | Topics and Well Written Essays - 750 words - 26

Marketing - Essay Example Market players are postponing the inevitable change for as long as possible. The services provided by the traditional dry cleaners do not bear up to levels of expectation. Clothes although clean are returned in a malodorous condition, materials damaged in the long term, and with the added ‘bonus’ that Perchloroethylene (perc) is a skin irritant for some people. The chemical has been banned in some areas of the country and it has also been documented as ‘environmentally unfriendly’ and is very harmful and carcinogenic to the employees. The customers and the paying public have been conditioned to this offering and it is in my view that a positive, strong public awareness campaign will help forefront the market, giving SUN Dry Cleaners the first mover advantage. The competitive advantage of Sun Dry Cleaners is that the operations will be set up from scratch which will not involve any switching costs or transaction costs. Also, the market players currently are very afraid of increasing the public awareness solely due to the costs that are involved. This gives SUN Dry Cleaners the advantage, as the company intends to offer substantial benefits in service quality; raising the bar by bringing the industry into the present economic climate. Hence the size of the operations is the benefit for the company. The small size allows SUN to be more responsive and informed along with being better educated and environmentally aware clientele. This business is aimed to be opened in Miami, Florida. The city offers fantastic growth potential and of location is also deliberate off the basis of procuring industry inside knowledge as to customer preference, that is, the need to be able to look and feel the cleaning establishment on a one to one level with the view that confidence will be instilled as to the level of professionalism being employed therein. The current market condition includes several dry cleaners