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Executive Summary
Kleenmaid St George is an Australian company that began on the Sunshine Coast in 1987 and quickly gained advantage in the market through offering better service than its competitors, and providing quality products. Main competitors of Kleenmaid are LG, and Fisher & Paykel, with Miele occupying top position at the high end of the white goods market. The bottom end (the mass market), and the majority share of the market, is occupied by the big Electrolux Group, which owns many brands. Kleenmaid is a manufacturer, importer and distributor of white goods appliances. It imports high quality products which it sells from fully franchised Kleenmaid stores. It provides sales and after-sales service for these products. There is a vacancy for the service positioning peak, and Kleenmaid could achieve this through adjustments to its marketing strategy, including re-branding its personality to compete with luxury European brands. Kleenmaid needs to review its marketing strategy. Its strategies in the past have been successful because of the vision of its leaders and co-founders Andrew Young and Dick England, who are willing to take risks to ensure the success of their company. The company has been successful in identifying a gap in the service market and filling this. The purpose of this report is to suggest a marketing strategy based on internal and external factors, competitors, environment, etc., and also to identify a point of difference that can be used as differentiation. The recommendations are that Kleenmaid should position itself as the only Australian brand as a point of differentiation from its competitors and that this position is probably sustainable in the current environment, and ...