SWOT ANALYSIS

The SWOT Analysis sets out the characteristics of the entity which makes
up its internal and external strengths and weaknesses, as well as the probable
opportunities and potential threats to the organization. Taking these into
consideration may help Game of Clothes know the way to survival and progress
from its present standpoint. This is through making use of the strengths, giving
direct attention to weaknesses, taking advantage of the opportunities and
minimizing the existing threats.

Strengths

The company uses modernized machines for rendering services.

The machines to be used are time-efficient which is also a factor
considered by customers in availing our services.
Machines consume less water which makes its usage efficient and
sustainable.
The company pioneers the offering of certain services in the vicinity such
as self-service and automated folding.

Weaknesses

Machines require huge space.

The company is new to the industry; thus, the management is
inexperienced.

Opportunities

Since the business is a pioneer in certain services, it is easier to get a

huge part in the market share; hence, attracting more customers.
As technology advances, production runs are seen to improve and be
better.
Target location is very accessible to customers since it is near
establishments such as offices, schools, and dormitories. Customers can
walk, ride a pedicab, or drive thru their car to reach our location since
parking space in front of the location is sufficient for vehicles to fit in.
 Through its strategic location, near dormitories, the company can enter
into exclusive contracts with the administration of dormitories in the area.

Threats

Current leased space cant sustain space requirement for additional

equipment.
Inexperienced management results to unfavorable labor efficiency in the
short run.
The existence of competitors in the area is still a threat to the business
due to customers loyalty.

STRATEGIC MIX OF SERVICE MARKETING

 To market the services offered by Game of Clothes. The company creates
a successful mix of right product/service at right price at the right place through
the right promotion, people, process and with the right physical evidences.

Product/Service

Game of Clothes sees an opportunity in establishing the laundry business

within Intramuros as there is a high demand for laundry services. The company
offers two types of laundry services which are the self-service laundry and the
drop-off laundry services. Games of Clothes also takes pride to be the first in
introducing automated folding not only in the Manila but also in the Philippines.

a) Self-Service Laundry
Game of Clothes is the pioneer in providing self-service laundry in
the community which primarily caters the need of the customers to do
their own laundry while using high quality performing washing machines.
It saves the customers the time and they can also assure that the clothes
are cleaned according to what they want.
a) Drop-off Laundry
Game of Clothes also provide the traditional drop-off laundry
services like the wash-dry-press as there is also a high demand of this
service but only a few of its competitors offer such service.
b) Automated Folding
Automated folding machine helps customers to ease up the burden
of folding their clothes. It is easy to use and can finish a laundry load 2
times faster than manual folding. It also have a de-wrinkling mechanism
which get those pesky wrinkles removed from the clothes.
c) Beverages/Coffee Vending Machine
A coffee vending machine is placed inside the laundry shop for
those customers who want to stay while waiting for their laundry to be
done.

Price
 The price is a major factor of any business or firm. Game of Clothes
assure that the prices of its services are reasonable and can be afford by the
customers. Game of Clothes caters different laundry services so the prices will
depend on the service availed by the customers. The business will have a poster
of the corresponding prices of its services so the customers will be updated to
any changes.

Sample Poster of Services offered with their Prices

Place

Game of Clothes provides its services near to the customers where they
can easily access the place of the business. The place is located at the ground
floor of Intra Mall building where other businesses and establishments are also
located and visited by most of the people. Game of Clothes utilizes the popularity
of Intra Mall to introduce and market its services. When it comes to the distance
from the dormitories or boarding houses, the place is just a few blocks away so
the customers may opt to walk or ride a tricycle/pedicab on their way to the shop.

Promotion
 Through promotional activities, Game of Clothes will communicate the
merit of its services and persuade target customers to avail these services.
Game of Clothes will follow integrated promotion mix to effectively promote its
services and to maximize profit through customer satisfaction. These are
described below:

a) Sales Promotion
The company will run the following sales promotion strategies to
add to the basic value proposition behind the services offered for a limited
time in order to stimulate consumer purchasing, selling effectiveness, or
the effort of the sales force.
Customer relationship management
Game of Clothes establish its long-term relationship with its
customers through the form of offering IRON CARD or the loyalty card.
Aside from the cashless payment to operate the self-service laundry
machines, Game of Clothes use the iron card to give incentives such as
bonus points to the customers. Customers with bonus points will get some
privileges and thus a strong customer relationship is created.

Iron Card (Front)

 Iron Card (Back)
Occasional Promos
On different occasions, Game of Clothes will offer special service
promotions or packages to entice more customers and boost company
sales.

Sample of Occasional Promos

b) Advertising
 Game of Clothes will distribute fliers within the vicinity of the location or
directly give it to the administration of the dormitories within Intramuros as
it will gain a large number of customers.
Sample of Flier

The company will also utilized the increasing influence of the Internet
through posting up-to-date advertisements through its social media
accounts.
Game of Clothes will also do a word of mouth advertising. Its employees
are well trained to promote services to the customers through their
excellent behavioral skill.

3. Personal Selling

Personal selling is oral communication with potential buyers of a product

with the intention of making a sale. Game of Clothes will focus initially on
developing a relationship with the customers, but will always ultimately end with
an attempt to "close the sale. The companys employees are very good at
springing up the relationship with customers. They can very well understand
consumer needs and are capable to satisfy those needs.

People
 Game of Clothes ensures that all its employees share in the success and
growth of the companies through letting the employees see the clear benefits of
working with Game of Clothes Laundry Services. These benefits include:

a) Skill development
Most of the front-end staff that the company recruits are either
under-skilled/ un-skilled or having minimal/ no formal education or training.
Upon employment, Game of Clothes gives 3-day training to each of them
which includes both operational training on process for good quality
washing and personal grooming, communication and customer marketing.
At the end of the training, the company expects the employees to work in
a more professional manner.
b) Financial security
There is a direct correlation between business performance and
employees salary. The companys front-end staff salaries have no ceiling
which means that the higher the business grows, the more is their monthly
salary.

Process
 Game of Clothes prepares a flow chart about who, where and what will the
customers do in availing its chosen service. This also helps to have a well-
organized flow of transactions.

Customer Self- Yes Has Yes

Service? IRON
CARD?

No Go to the No
cashier for Proceed to
payment/availm Self-Service
ent of iron card. Laundry
Station.

Wash-dry- Proceed to
fold or weighing
Wash-dry- station.
press? Yes Avail
Foldimat
e?

Cashier No
Present
claim stub Go to the
cashier for
to staff.
processing of Proceed to
order. folding END
section

Release of
laundry
END

END

Physical Evidence
 The major elements of physical evidence includes the physical
environment, the modes and content of communication, service personnel the
tangible elements that accompany the service and the brand. The following are
the examples of physical evidence that the Game of Clothes carries out in its
business operation:

a) Packaging
It is the way how the cleaned clothes are packed and given to the
customers. All the heavy clothes would be packed with paper between
each fold so that the ironing doesnt get spoiled. Game of Clothes also
offers eco bags to customers that they may use in bringing and picking up
their laundry from the shop.
Sample of Eco bags:

b)
Uniform

The employees will be given two sets of uniforms each year.

According to the policy of the organization, each employee has to wear
the uniform during the working hours.
c) Physical Environment
 Game of Clothes operates in clean surroundings as regularly
maintained by the laundry staff. It keeps the shops premises free of dust,
dirt or any other materials that may sully the clients. Game of Clothes also
do not allow smoking inside the shop so that the items retain its fragrance
from the wash.