This paper needs to relate to the company Servepro, the restoration company that repairs damage to homes. Identify their market segment (pages 178 through 181). What information can you find that describes this target market?
Servepro Restoration Company is involved in providing repair services to homes and corporations following disasters such as floods, fires, and storms. It is also involved in the correction of damage that is caused by molds. Over the years, Servepro has focused on ensuring that normalcy resumes in people’s lives following floods, storms, fires, and other disasters. In particular, they are involved in making repairs to household items that are damaged following various natural calamities. Servepro is so good in its job that it returns the damaged goods to the situation they were in before being damaged by floods, fires, or storms. The paper explores the market segments of Servepro and the target market characteristics.
One of the company’s primary market segments is people living in cities with poor drainage systems. Such people are likely to experience flooding in their homes whenever the city experience high amounts of rainfall. Consequently, the household goods of such people are likely to be damaged by the water that gets into their rooms. The company needs to tap into this market segment by distributing brochures of its home repair services. This particular market segment is not financially well off. Rich people are likely to stay in houses that have features that prevent flood water from getting into their homes. Consequently, the company needs to lower its charges to a reasonable level for most flood victims to tap into this market segment.
The homes constructed in areas where rivers tend to break their banks comprise another market segment for the Servepro Company. The government has been asking such people to vacate their houses, but some house owners are adamant about leaving. Thus, from the onset, the Servepro Company must understand that this particular market segment comprises stubborn characters who may even refuse to pay for the rendered restoration services. By refusing to relocate to safer places, this target market has expressed a character of resistance that Servepro should take seriously before engagement. In dealing with such people, the company should insist on the client paying promptly after having their houses restored. One of the strategies that can be involved in capturing this market segment is using polite sales personnel.
Cities and towns that are vulnerable to fires comprise a market segment for the Servepro Company. In such cities, the company is likely to sign contracts for restoring homes following fire outbreaks. For instance, the company can be involved in removing soot from homes that were hit by a fire accident. The government has been committed to stamping out fires through the rapid deployment of firefighting units. The proactive nature of the government in putting out fires in the urban areas may lead to the shrinking of the market segment for the company. Nevertheless, it can still get into lucrative contracts by concentrating on specific residential areas where putting out fires is an uphill task. A case in point is in congested residential areas where the firefighting trucks take too long before the accident scene. Unfortunately, telling by the disconnect from the rest of the accessible city regions, such neighborhoods are inhabited by poverty-stricken individuals who cannot afford expensive firefighting services. The outbreak of fires causes emotional distress to the victims. The company, therefore, needs to show empathy to this market segment. In addition, given that fires raze down property worth millions of dollars, the company needs to readjust its pricing system to the level that those who have lost property in the inferno can afford to pay.
Another potential market segment for the Servepro Company is the neighborhoods frequently hit by storms and tsunamis. People in such places usually encounter losses by having their property and homes destroyed by the storms. This particular market segment may not be financially better off. Opulent people would have an alternative of moving out to states and towns devoid of such environmental hazards. Unfortunately, poor people have to continue living in places that pose significant risks to their lives due to the lack of a better alternative (Parkinson 117). In offering to repair the household goods destroyed by storms, the company should consider the economic plight of this market segment. It should then charge them prices that align with their income and affordability levels. Alternatively, the company can seize the opportunity to promote itself by offering restoration services to poor households for free. Given that tsunamis and storms receive a lot of publicity, the company can be in a position to gain widespread publicity and fame by being featured in international news headlines helping the poor bring their lives back to normal through the offering of free restoration services.
People living in lowland areas are more likely to be affected by flooding than those in elevated areas. Therefore, the residential neighborhoods in lowland areas serve as a perfect market segment for the Servepro Company. The company can offer services such as repairing sewer lines destroyed by runoff water, unblocking sewage lines, and constructing drainages for runoff water. Lowlands residents attach great importance to hygienic environments inside and outside their homes. Given the value people in the lowlands attach to cleanness and keeping their neighborhoods free of floodwater, the company will likely sign lucrative contracts with people living in such places.
Fires result in unpleasant odors on the buildings that remain unscathed following a fire incident. In addition, such fires can deposit soot on houses, which makes the owners have a hard time living in them. The company can tap into such a market segment that remains largely unexplored. In particular, after every fire incident, the marketing personnel of Servepro should take the initiative of offering home restoration services to the owners of the buildings that were in a position to withstand the fire. Given that this particular market segment is usually desperate to have their houses restored to pre-fire condition, the company should charge such clients relatively high prices. This customer segment is characterized by the urgent desire to have their homes repaired. To capture the market segment, the company should offer a comprehensive home restoration package that comprises getting rid of the soot deposited by the fire on the building and removing an unpleasant odor that usually occurs as a result of smoke getting into buildings following fire outbreaks.
A wide range of market segments remains untapped by the Servepro Company. In particular, there are a lot of opportunities for doing home restoration services in homes and buildings plagued by fires, floods, storms, and other natural calamities. The company should develop strategies for winning over clients in such market segments. To this end, the company must identify each market segment’s unique characteristics and formulate pricing and marketing strategies that appeal to consumers in the untapped consumer markets.
Parkinson, Jonathan. “Drainage and storm water management strategies for low-income urban communities.” Environment and Urbanization, vol. 15, no. 2, 2003, pp. 115-126.
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Published On: 04-12-2019