Sanitex limited started its operations in West London 4 years ago. Its founder, and current C.E.O, Mr. Griffins founded the company with his wife after being made redundant from Excelsior PLC, an international blue chip company based in Leicester, ending a career of over 20 years as a Management accountant.
With his redundancy payment of £15,000 and some personal savings of £4,000 from his wife and business partner, Mr. Griffins started Sanitex Company to provide pest control services to home owners in West London. In the last three years, Sanitex business has grown in the area and now provides pest control services to local businesses, schools and industrial estates. The company is estimated to be worth £500,000, with last year's pre-tax turnover of £200,000.
Coming from an accounting background, Mr. Griffins has had to teach himself the fundamentals of marketing and customer service on the job, making many mistakes some of which has lost him business. He is very passionate about providing exceptionally high quality customer service to his wide range of clients, (tenants, home owners, nursing homes, local schools, colleges, industrial estates and supermarkets).
For the last two years, Mr. Griffins has been struggling to expand his business to cover the Greater London area within M25. His plan is to extend his operations from West London where the company has been operating the pest control business. The expansion has been hampered by his limited knowledge of customer behaviour. This, compounded by the hard economic times has led Mr. Griffins to set aside £50,000 for research to help him understand his current and potential customers' buying process, buying behaviour and the competitive environment.
The seasonal fluctuations in the pest control business have also affected Sanitex's cash flow. Mr. Griffins hopes to expand the company's product portfolio to include carpet cleaning and distribution of sanitary products. Some of Sanitex's organization clients have expressed interest in carpet cleaning services, but as a non-branded business, the company has not succeeded to attract new clients outside the West London area. You have recently been appointed by Sanitex as their Marketing manager. Among other roles, you are responsible for steering the company forward.
Your current responsibility, among other things is to gain a clearer understanding of how the DMP and the DMU have been impacted by the recession.
Assuming that Sanitex Ltd caters to both household and business consumers, critically explain the main stages of the DMP(decision making process) for the individual and industrial purchaser.
1. Please ensure that your answer is related to Sanitex Ltd Also support your discussion within a theoretical frame work.
2. Explain the factors that impact on the buying behaviour of Sanitex Ltd's customers. (for the individual and industrial purchaser)
3. Write a short report to the CEO of Sanitex Ltd, evaluating the relationship between brand loyalty, corporate image and repeat purchase.