D O N A L D A U R A , M A Y R A G O N Z A L E Z , K I M B E R LY K H I E U , R Y A N N A Z A R I A N , J O E T E N U T A , W E I R E N X I

MARKET ANALYSIS FOR HSG, INC.

2

AGENDA

HSG, Inc. History

Situation Analysis

Marketing Product Focus and Goal Setting

Marketing Mix

Implementation Plan

Conclusion

Presenter: Ryan N.

12/9/2013

3

HSG, INC. HISTORY

Founded in 1980 by Hector S. Garcia

2 locations: LA and OC

Industry leader in safety

$10 million liability insurance policy

First to own a Scaffold, Inspection, and Testing (S.I.T.) License

Presenter: Mayra G.

12/9/2013

4

SITUATION ANALYSIS

12/9/2013

Presenter: Mayra G.

5

CUSTOMER ANALYSIS

Services provided:

Window Cleaning Demineralization

High Pressure Cleaning

Caulking and Water Proofing

Metal Restoration

Scratch-Off and Bird Busters

• Specializes: High Rise Buildings

12/9/2013

Presenter: Mayra G.

6

INDUSTRY ANALYSIS

MPM Building Services, Inc.• Aggressive pricing • Strong online presentation

DMS Facility Services• Large and private owned• Six Sigma certification

South Shore Building Services• Quality service at low price

Low barriers of entry Highly competitive

12/9/2013

Presenter: Kimberly K.

7

SWOT

12/9/2013

Presenter: Kimberly K.

8

MARKET-PRODUCT FOCUSAND GOAL SETTING

12/9/2013

Presenter: Ryan N.

9

MARKET SEGMENTATION

Clients: Property owners and managers

Segment the market • Size of the property• Geographic location.

Choose concentrated marketing

12/9/2013

Presenter: Ryan N.

10

TARGET MARKET

Clients who

Are not price sensitive

Have larger budget to

accommodate pricing

Value quality and safety over price

12/9/2013

Presenter: Ryan N.

11

MARKET PRODUCT GRID

• Highlights key customer segments• HSG primary market is large commercial buildings

12/9/2013

Presenter: Weiren X.

12

POSITIONING STRATEGY

Sells image restoration to make others be viewed in the highest esteem

To be known in the industry as “first-in class” for service quality and

professionalism

Increase the usage of social media outlets

Distinguish itself from the rest.

12/9/2013

Presenter: Weiren X.

13

MARKET AND PRODUCT GOALS

Phase One: (6-12 months)• Reinforcing current market

Phase Two: (6-24 months)• Rebranding

Phase Three: (24-36 months)• Market Expansion

Goal: Increase sales and expand into new markets

12/9/2013

Presenter: Weiren X.

14

MARKETING MIX

12/9/2013

Presenter: Donald A.

15

PRODUCT

Already has great reputation

Rebranding

Emphasize eco-friendly services

Website interactivity and enhancements

12/9/2013

Presenter: Donald A.

16

SAMPLES

12/9/2013

Presenter: Donald A.

17

CHANNELS OF DISTRIBUTION

Direct marketing strategy

• Builds customer loyalty• Stronger relationships• Extensive negotiations

Building Owners and Managers Association (BOMA)• Build awareness

12/9/2013

Presenter: Donald A.

18

INTEGRATED MARKETING COMMUNICATIONS

Advertising

Sales promotions

Personal selling

Public relations

Direct marketing

Social Media

Sponsorship

12/9/2013

Presenter: Joe T.

19

INTEGRATED MARKETING COMMUNICATIONS

Advertising

To owners and property

managers

Specific magazines

Personal Selling / Direct

Marketing

Increase salesforce

Incentives for new clients

Public Relations

Community outreach

12/9/2013

Presenter: Joe T.

20

IMPLEMENTATION PLAN

12/9/2013

Presenter: Joe T.

21

IMPLEMENTATION PLAN

Encompassment (2014)• Refine knowledge of

markets through research• 3rd party

consulting/research agency

• Develop and launch new website

Establishment (2015)• Rebranding efforts• Develop salesforce

Expansion• Market

growth and expansion

3 stages over 5 years (2014 – 2018)

12/9/2013

Presenter: Joe T.

2212/9/2013

CONCLUSION

Presenter: Ryan N.

2312/9/2013

QUESTIONS?

2412/9/2013

POCKET SLIDES

25

INDUSTRY STRUCTURE MAP: FIRM NUMBER AND SALES

12/9/2013

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INDUSTRY STRUCTURE MAP: EMPLOYMENT AND SALES

12/9/2013

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CUSTOMER DISTRIBUTION

12/9/2013

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POSITIONING MAP

12/9/2013

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DIVERSIFICATION GRID

12/9/2013

30

BREAKEVEN ANALYSIS

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31

IMPLEMENTATION SCHEDULE

12/9/2013

  Stage Date Task

1 Stage 1 5/1/14 Additional research on markets, expansion, etc

2 10/30/14 Website rollout, rebranding development

3 12/31/14 Stage 1 Completed

4 Stage 2 1/1/15 Rebranding rollout

5 3/31/15 Increasing salesforce, training, development

6 12/31/15 Stage 2 Completed

7 Stage 3 1/1/16 Market expansion

8 12/31/18 Stage 3 Completed / Continued expansion