Target Market Strategy
Introduction
Quality Sanitary Limited (QSL) is a production entity seeking to provide sanitary products for residential as well as institutional and commercial use. QSL specializes in reusable face masks, face shields, and hand sanitizers, which are produced following the highest standards with regards to quality assurance. QSL has built up a production plant at the Queensville Industrial Park, which is the heart of industrial development in New State county. The company plans to become a verified distributor of all six government health care facilities in New State, as well as the numerous private health facilities in the county. Another target market is the resellers, who we plan to use as a link to the public consumers. QSL aims for a successful fight against viral and bacterial illnesses which develop due to lack of hygiene. The company also aims to provide quality assured products for competitive prices that are friendly to everyone.
Product Description
At QSL, the products of focus include reusable face masks and shields, as well as hand sanitizers. The company plans to introduce quality reusable face masks, which would form a formidable competitor to the already popular N-95 face masks. N-95 masks are known for their quality and protection against the on-going Covid-19 pandemic (Udwadia, 2020). QSL plans to follow the 3-ply recommendations, together with the idea of making it reusable for up to 4 days. The face masks will undergo quality tests to ensure it attains the National Institute for Occupational Safety and Health (NIOSH) approval. The hand sanitizers will be produced according to the FDA requirements for antibacterial hand hygiene, as well as the Good Manufacturing Practice recommendations (NASEM, 2017).
Market Penetration Strategy
Since our products are designed for a universal benefit, we aim to reach all possible consumers. We, however, place the initial focus towards the public healthcare sector, which is currently the entity that is most affected by the pandemic. QSL seeks to issue a series of public advertisements, through the various media channels, with the intent of gaining the awareness of the public. As we have already segmented the market and chosen to place focus on public healthcare, QSL aims to physically approach the healthcare administration, through the necessary government channels. The purpose of the approach would be to explain the description of the products on sale, together with the benefits of choosing QSL over the current market options. The focus of the market pitch as far as QSL is concerned, is the provision of quality-assured products, for a market-low price, a win-win situation, especially with the challenging times we are facing.
Potential Challenges
With the development of the QSL market strategy, it is evident that there are significant challenges on the path to success. Initially, the effects of the pandemic on the economy are significant. It is currently more difficult to start a business with the current environment, as it is significantly more expensive to go about the process than before. The lockdown restrictions across the globe have left masses unemployed and businesses closed down. With the current uncertainties, it is difficult to plan effectively. Secondly, the market is already saturated, with countless entities now entering the market for sanitary products as producers and sellers. Thus, there is a flood of face masks and shields, as well as hand sanitizers, though most of these products are low-quality. However, with the QSL strategy focusing on quality assurance, there is an opportunity for successful penetration. QSL aims to create a strong competition against the N-95 respirator mask, which, although produced by various companies, remains a quality-approved sanitary product.
Strategy for Success
The QSL strategy for success involves the focus on quality service and product delivery to its consumers. The quality factor is then merged with the affordability factor, which produces a formula for success. The company is determined to raise awareness against low-quality standards, which appear to be the norm with the majority of players in the health sector. During times such as these, it is an effective adherence to the requirements and standards concerning quality and hygiene, which will ensure victory against the spread of the pandemic, as well as other hygiene-related illnesses.
QSL is determined to provide a cost-effective product catalog, which focuses on long term supply for competitive pricing. Health care facilities would have the option of regular product deliveries, as well as flexible payment options, which are considerate of the current challenging times. The products will undergo various tests to ensure their quality, as well as standards regarding the NIOSH and FDA approvals (Paxton, 2020).
Conclusion
QSL is committed to the production and distribution of quality-assured sanitary products. The company targets the public health sector, as well as the general public, as these segments are in demand for quality sanitary products at subsidized prices. QSL aims to maintain an effective distribution system that focuses on the quality of products and service delivery. The company is determined to significantly benefit the general public, as they are the ones who are greatly affected by the pandemic and its effects.
References
Udwadia, Z. F., & Raju, R. S. (2020). The N-95 mask: invaluable ally in the battle against the COVID-19 pandemic. Lung India, 37(4), 323.
Paxton, N. C., Forrestal, D. P., Desselle, M., Kirrane, M., Sullivan, C., Powell, S. K., & Woodruff, M. A. (2020). N95 Respiratory Masks for COVID-19: A Review of the Literature to Inform Local Responses to Global Shortages.
National Academies of Sciences, Engineering, and Medicine. (2017). Integration of FDA and NIOSH processes used to evaluate respiratory protective devices for health care workers: Proceedings of a workshop. National Academies Press.