How does Pro Force respond to their environment?
The social aspect of environmental forces has the most significant impact on Pro Force’s marketing activities. Millennials have grown up bombarded by flyers and newsletters and often throw them away before reading them. “Millennials are going online for shopping, source of news, entertainment, and social networking. Due to their profuse usage of digital media, digital marketing is an effective manner for communicating with Millennials” (Journal of Consumer Marketing, Longitudinal study of digital marketing strategies targeting Millennials, 1). Pro Force has adapted its marketing strategy to cater to this generation by strongly focusing on online advertising and abandoning traditional marketing methods.
When consumers want to get their house renovated they want it done right and by someone they can trust. When I spoke to the owner about this issue Jim answered, “Pro Force takes pride in the skills of its employees. We emphasize to customers that our work always exceeds basic code and for this we are trusted by the government to apprentice new workers” (Jim Kerswell, personal communication, October 13, 2015). To further prove their credibility, Pro Force became certified under the Better Business Bureau (http://www.bbb.org/edmonton). Pro Force uses this consumer-to-business rating to show they meet all …show more content…
Alberta fell into a recession and over 12000 people lost their jobs (Calgary Herald, para. 1). People questioned the stability of the economy leading to a decline of building permits by an astounding 22% from the previous year (Statistics Canada, Residential construction). Pro Force responded by emphasizing their ability to stick to a tight budget. They also promised free estimates so customers can decide if home renovations is a good idea without risk (Pro Force Contracting Services, para.
The social aspect of environmental forces has the most significant impact on Pro Force’s marketing activities. Millennials have grown up bombarded by flyers and newsletters and often throw them away before reading them. “Millennials are going online for shopping, source of news, entertainment, and social networking. Due to their profuse usage of digital media, digital marketing is an effective manner for communicating with Millennials” (Journal of Consumer Marketing, Longitudinal study of digital marketing strategies targeting Millennials, 1). Pro Force has adapted its marketing strategy to cater to this generation by strongly focusing on online advertising and abandoning traditional marketing methods.
When consumers want to get their house renovated they want it done right and by someone they can trust. When I spoke to the owner about this issue Jim answered, “Pro Force takes pride in the skills of its employees. We emphasize to customers that our work always exceeds basic code and for this we are trusted by the government to apprentice new workers” (Jim Kerswell, personal communication, October 13, 2015). To further prove their credibility, Pro Force became certified under the Better Business Bureau (http://www.bbb.org/edmonton). Pro Force uses this consumer-to-business rating to show they meet all …show more content…
Alberta fell into a recession and over 12000 people lost their jobs (Calgary Herald, para. 1). People questioned the stability of the economy leading to a decline of building permits by an astounding 22% from the previous year (Statistics Canada, Residential construction). Pro Force responded by emphasizing their ability to stick to a tight budget. They also promised free estimates so customers can decide if home renovations is a good idea without risk (Pro Force Contracting Services, para.