Moving Enterprise Digital Business Enterprise

DIGITAL BUSINESS STRATEGY 4

Moving Enterprise

Introduction

It is common for people to relocate from one place to another because of various reasons such as job transfers, the need to explore a new environment, a growing family, etc. From time to time, organizations also face the need to relocate or move their operations to a new location. This presents lots of opportunities for a moving company focused on the specific needs of the market and keen on the application of the relevant digital business strategy.

The Business

The proposed business is a moving company that makes it easier for persons and organizations moving from one place to another to bring along goods and assorted items. The company intends to fully utilize various digital tools in the conduct of its business, i.e. in the identification of the ideal target market and satisfying customer expectations.

The company will offer a wide range of relocation-associated services including, but not limited to; packing the relevant items, loading them into specialized moving trucks, moving the items to the desired new location, unloading and unpacking the items, and finally helping with the arrangement of the shifted items in the new location.

Customers

The customers in this case have been broadly classified as those wishing to relocate or move from one place to another, and have items and/or assorted items that they would wish to shift to the new location. The company will offer its services across regions deemed to have high volume of prospective customers. To be more specific, the company’s prospective customers are inclusive of;

1. Households or individuals seeking to shift/change their places of residence

2. Organizations wishing to shift their operating locations from one place or premise to another.

To gain better perspective of customer volume, the company will make active utilization of Google’s Adwords. This approach has been selected owing to its low-cost nature. McKeown and Durkin (2016) note that this tool permits the entry of the relevant keywords and selection of the ideal options such as geographic region. In the words of the authors, with the selection of a geographic location, one can be “able to obtain feedback about how many potential customers are searching in an area and to further narrow those keywords to give us a more accurate picture of what’s going on in the marketplace” (McKeown and Durkin, 2016, p. 43).

Competitors

The moving services space happens to be rather crowded and, thus, competitive. Some of the key players – whom the company identifies as its primary competitors – are inclusive of, but they are not limited to; Stevens Worldwide Van Lines, American Van Lines, Bekins Van Lines, Mayflower Transit, JK Moving, North American Van Lines, United Van Lines, Atlas Van Lines, Allied Van Lines, and International Van Lines (Biermeier and Allen, 2023).

Satisfying Customer Expectations

To satisfy customer expectations, the company will be seeking to embrace an engagement-driven strategy. This is an especially effective strategy in the age of social media. McKeown and Durkin (2016) point out that “the engagement-driven strategy is enabled by the high signal strength of new media channels where almost all engagement can be recorded and analyzed...” (61). Towards this end, the company will have social media presence across multiple platforms such as Instagram, Facebook and Twitter so as to maximally engage its clients and sample their perspectives, viewpoints, and feedback. This way, the company will be able to ensure that its systems and structures are optimized for positive customer experience.

Addressing Competition

In a highly competitive business environment such as the moving industry, the relevance of having a viable competitive advantage cannot be overstated (Cegli?ski, 2017). Competitive advantage has been defined by “ways that a company can produce goods or deliver services better than its competitors” (Barney, 1991, p. 104). Thus, to address competition, the company will be seeking to embrace a course of action that sets it apart from its rivals in the industry. It is important to note that as Anwar (2018) indicates, an ideal competitive advantage should be difficult for competitors to replicate. To ensure that it sets itself apart from the competition, the company will be seeking to primarily embrace a differentiation strategy. In adopting a differentiation strategy, the company will be seeking to ensure that customers can be able to identify its value proposition on the basis of its uniqueness. The moving industry is awash with tales of unprofessional staff and poor handling of goods/items (resulting in scratches, breakages, or outright damage). The company will strive to ensure that it hires trained and professional staff and deploys ideal equipment/tools to ensure proper handling of client goods/items.