Case Study: The Danish Cleaning Company

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Company background
The ISS group was founded in Copenhagen, Denmark in the year 1901 as a small security company with 20 watchmen named Kjøbenhavn-Frederiksberg Nattevagt (Copenhagen-Frederiksberg Night Watch). In the year 1934, they discovered a service opportunity for cleaning services and established a new subsidiary called the Det Danske Rengorings Selskab A/S (The Danish Cleaning Company or the DDRS). Finding this venture highly profitable and in demand, they expanded into Sweden in 1946 and to Norway in 1956.
Today, ISS offer a wide range of services like Facility Management, Cleaning Services, support Services, Property Services, Catering Services,
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Measures like adopting a New Value Proposition, Enhancing Employee Wellbeing to Increase Customer Satisfaction, and redefining roles of the Supervisors were discussed in length.

SWOT Analysis
SWOT Analysis – the identification and assessment of strengths, weaknesses, opportunities and threats – is intended to yield strategic insights. (Valentine, 2001)
E.K Valentine also explains that SWOT analysis is the traditional means of searching for insights into the ways of realizing the desired ailments
This analysis will give us a better understanding of the internal and external factors that influenced ISS
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Equal and enough opportunities were given to their employees to manage their own schedule and deal with their customers directly. ISS was recognised with a first place award as a leader in work/life balance through flexibility which led to professionals seeking supervisory roles. They also identified the scope of integrating facility services to increase their sales.
Threats:
The economic climate and recruiting the right personnel remained a challenge for the company. The unavailability of customer satisfaction data made historical data inaccessible which led to uncertainty for the management on how to improve their service quality further. Cultural sensitivity was very high throughout the Icelandic region and the company had to be very careful in ‘praising’ the individuals.

Service Marketing Issues:
Booms and Bitner believe that services need another type of marketing and a different type of marketing mix. They distinguished service marketing from product marketing. In their marketing mix, three Ps namely personnel, physical assets and procedures were added to the existing four of the Product Mix . (Kumar, 2013) (Culliton

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