Recomendados
Recomendados
Más contenido relacionado
Destacado
Destacado (19)
Similar a Vital Element
Similar a Vital Element (20)
Vital Element
- 1. Supervisor – Paul Rhodes Nikolas Stavridis – Leader Khiriya Lahmer Aditya Somani Tarun Patel Anuj Sharma Genesis Consultancy Group
- 2. 2015 £1,000,000 2018 £5,000,000 • Marketing plan to reach £5 million turnover by end of 2018. • Strategy to target Primary schools in Yorkshire. • Strategy to increase number of clients. • Strategy to provide all services to existing clients. Requirements of Vital Element
- 3. Aim To prepare a Marketing plan to support growth plan of 5 million over next 3 years. Objectives • To identify potential target market • To develop a strategy to increase the number of clients • To understand the client needs and important Facilities Management Services • To develop marketing communication plan to cross sell other services to existing clients • To identify the list of important accreditation required to enter into local authority Aims and Objectives
- 4. The Environment Analysis Macro environment ( PESTLE) Secondary research Literature review Models and theories STP Marketing Mix Internet Primary research Questionnaire Interviews Telephonic Interview Methodology
- 5. Macro Environment Pestle Analysis - Political and Legal 1. New contracting model Launched in April 2014 2. Local authorities plays crucial role 3. Increase of living wage to £7.20 - for people aged 25 from April 2016 ( The Telegraph ) - Economic and technological 1. Inflation rate is currently at 0% (BBC, 2015) - Opportunities to increase profit since economic conditions are improving 2. Companies continuously engaging in cost effective technologies - Social and Environment 1. High demand for hospitals and health institutes 2. School-aged population is predicted to go up from 1.8% to 3.9% ( 2014 – 2019) 3. Paying attention on environmental practices and social responsibilities The environment Government County Council District Council Borough Council City Council
- 6. Segmentation Demographic - Schools, Colleges and Universities Geographically – Barnsley and Huddersfield Targeting Primary schools ( Public and Private) Positioning Unique selling proposition (USP) Service level agreement – no extra cost Flexible and tailored contract STP
- 8. Marketing Mix • Product – Most Preferred Service (Grounds) Continuing to promote as its in demand (Competitor Analysis) • Price – Reasonable although its competitive (existing Clients) • Promotion –Sales Representatives Customer Satisfaction Increasing awareness of services Attending BIFM conferences • Place – Local advantage More than 65 Schools in both areas (Small Projects) • People - Skilled Individuals (Business development executives) Registration at Local Authorities • Process – After sales services Need to focus at one area (Schools) Provide sustainability –Increase reputation • Physical Evidence - Offices in Huddersfield and Barnsley Creating great experience with customers
- 9. • FM helps in the managing of the schools ( single service provider) • 80 % of schools said repairing, cleaning and maintenance is ‘most important’ Findings from primary research (Questionnaires & interviews) 0 2 4 6 8 10 12 14 16 Repairing Cleaning Renovation Maintainance Ground Services Very Important 16 16 12 16 12 Important 4 8 4 8 Neutral 4 No.ofSchools Important Services
- 10. • The highest proportion of schools reported that the cost of FM services is ‘Neutral’ • Most of the schools said that they are unhappy with their current FM service providers • High demand for Ground care, cleaning and caretaking • Summer period is the most preferred time for FM companies to manage Schools Findings from primary research (Questionnaires & interviews)
- 11. FM services during Summer Period
- 12. • A Dedicated Schools Grant funds schools (30%) • The Official Journal of the European Union (OJEU) Findings from secondary research Huddersfield Barnsley
- 13. • All the existing clients use only one service of VE’s- Ground Services • Clients are aware of VE’s other services • Customers are satisfied with the pricing packages • Customer satisfaction from quality of work • Word of mouth publicity coming from Local Schools Existing clients ( telephonic interviews findings)
- 14. •Get listed to the Local authorities Department •Business Developmen t team (Employabilit y) •Focus on the educational sector- Adding more services to local schools •Become stronger in current locations: Huddersfield and Barnsley Create a sustainable environment Offer other services from VE’s speciality Opportunity to gain more contacts with Public Schools Promote Vital Element’s growth needs 2016 £2.5 million 250 % 18 Clients 2017 £3.5 million 140% 25 Clients 2018 £5 million 142% 35 Clients Future growth plan of VE
- 15. • Employing business development executives • Time management-Best time to attract schools • Create awareness about other services E-Mail brochure Public Relations • Improve company website More testimonials Specific case studies for FM importance Present the work of Schools in the website • Show Company’s Presence on social media LinkedIn Twitter Facebook etc. • Introducing short term contract • Contacting Letting agents, student accommodation Recommendation
- 16. “Small opportunities are often the beginning of great enterprises” - Demosthenes
- 17. Dahlen, M., Lange, F. & Smith, T., 2010. Marketing Communications: A Brand Narrative Approach. Chichester: John Wiley & Sons Ltd.. Dibb, S., Simkin, L., Pride, W. M. & Ferrell, O., 2006. Marketing: Concepts and strategies. 5th ed. Boston: Houghton Mifflin Company. Kotler, P. & Armstrong, G., 2006. Principles of Marketing. 11th ed. New Jersey: Pearson Education, Inc.. Novikov, A. M. & Novikov, D. A., 2013. Research Methodology: From Philosophy of Science to Research Design. 1st ed. Boca Raton: CRC Press. Anderson, E., 2015. SMEs hit by 'double-whammy’ pressures of living wage and pensions - Telegraph. [Online] Available at: http://www.telegraph.co.uk/finance/enterprise/11732184/SMEs-hit- by-double-whammy-pressures-of-living-wage-and-pensions.html [Accessed 21 August 2015]. BBC, 2015. UK's inflation rate falls to 0% - BBC News. [Online] Available at: http://www.bbc.co.uk/news/business-33518710 [Accessed 21 August 2015]. References
Notas del editor
- Some parts in England have 2 tiers of local authority or government, County Councils District, Borough or City Councils They are responsible for the operations in their areas and hierarchically county council comes before the district, borough and the city council and all the important decisions about the education, transport, fire and safety, trading standards, etc. is taken by the county councils. The city, borough, or district council takes decisions only about the rubbish collection, council tax collection, planning applications, housing, recycling. Decision making All the members of the council have the responsibility for the decisions.
- Most of our schools want service level agreement according to our primary research Flexible and tailored – based on customer's requirement, providing short term contract, so that the company can show they are better.
- This bar graph compares and contrasts how various schools responded when asked to rate the importance of FM’s five main services namely, repairs, cleaning, renovation, ground services and maintenance. Overall, it can be clearly seen that the highest number of schools (i.e. 16 out of 20) considered repairs, cleaning and maintenance to be the most important services. These schools rated them as ‘’Very Important.’’ Meanwhile, other schools rated these services as just ‘’Important.’’ When questioned about cleaning, four schools reported that their opinion on this subject was completely neutral. This is somewhat strange, as according to Health and Safety regulations in the U.K., it is essential that a school should be kept clean to ensure that the children’s health is not adversely affected. Not surprisingly, Only 12 schools considered renovation and ground services to be ‘’Very Important’’ whilst the remaining eight marked them as just ‘’Important’’.
- All the pictures have been captured during GC Group Primary research
- Developing the FM Policy • Commissioning – where the LA commissions whole services either in-house or outsourced • Therefore, FM policy is not always set directly by the officer responsible; it can be set indirectly by the choices the LA makes about how to provide public services. Making Decisions about FM • Decision-making in LAs has to be transparent and well documented. LAs make decisions at cabinet meetings where elected councillors debate and vote in a similar way to how Parliament agrees on bills. • Council staff – to undertake the work of the council, develop and implement the proposals that meet the needs of the public and the budget available. • Most FM contracts will follow the OJEU tender process and have to be transparent and decisions evidence-based and well documented. The Official Journal of the European Union (OJEU) has to be approved by the government which can accept the entry requirements for private companies to work with Local Authorities • The Official Journal comprises three series: • The L Series contains EU legislation including regulations, directives, decisions, recommendations and opinions. • The C Series contains EU information and notices including the judgments of the European Courts, calls for expressions of interest for EU programmes and projects; public contracts for food aid; etc. • The supplementary S series contain invitations to tender which can be found at Tenders Direct How do local authorities fund their facilities management requirements? • Council tax (15%), Central Government Revenue Support Grant (6%), National Non Domestic Rates (11%) • Fees and charges (7%) • Specific grants and other sources (16%) • A Dedicated Schools Grant funds schools (30%) • Social housing is funded by the Housing Revenue Account (HRA) (4%) • Capital funding (11%) Outcome • • Central government pays this on a per pupil basis. Schools will allocate money for the maintenance, cleaning, catering and all other FM services from this grant. Therefore, an FM provider to a LA will have around 100 separate clients.
- Mouth Publicity-Customer Loyalty Judish Catholic School has recommended To Mrs. Susan (Dalton School) to approach Vital Element Londley’s School has recommended VE services to Hade Junior & Infant School Fire assessment managed by VE’s Management team