There are a number of reasons for choosing the dry cleaning, laundry, and alteration service industry:
Source: "10 Reasons Why The Dry Cleaning Business Continues To Grow", http://www.mindspring.com/~jimgirone/cleanpage/howto.html
Table 1: Labour market
Proportion of males employed full-time 2001/2002
Proportion of males employed part-time 2001/2002
Proportion of females employed full-time 2001/2002
Proportion of females employed part-time 2001/2002
Table 2: Guildford economic change
Change in GDP per head (1995 – 1998)
Change in average gross weekly earning (1999 – 2002)
Change in total employment (1991 – 2001)
Sources: Local knowledge, Local futures
Table 1 in the previous topic shows the percentages of males and females working full time from the period 2001 – 2002 which are a lot higher than that of those working part time. Employment, income, and GDP trends show an increase over the past several years.
These tables show that more and more people have money (standard of living increased) but have less time to do their housework (laundry) in Guildford. They are often tired after working all day and tend to spend money to hire someone else to do the housework for them. Moreover, the demand on clothes of these working people (particularly professionals) usually increases proportionately with their income. Buying more clothes, especially expensive clothes, makes them pay more attention to the care and cleaning of those clothes. With careful research, this business focuses on working and professional class customers as a target segment market.
There are two competitors in dry cleaning, laundry and alteration services in Guildford: Trend Cleaners and Woodbridge Hill Cleaners and Launderers. They are both small-scale services but have quite a lot of customers (this information is collected by self research and observation). However, these shops do not provide door-to-door service free of charge for customers. Hereunder are the strengths, weaknesses, opportunities and threats pertaining to this business: