Greener is Cleaner
Gregory J. Goba
Integrated Perspectives on Business
Saint Leo University
March 27, 2016
Dr. Blanch

CleanSpritz, a subsidiary of MJ Brenner is a manufacturer of cleaning supplies whose target market is threefold. The three industries are as follows: industrial products, home cleaning products, and auto cleaning products. Stateside revenue for their product line reached $53.76 million in 2011. However, since 2008, annual sales have been on the decline by an average of 7.5% annually (Gold, 2015). As a result of their declining sales, MJ Brenner VP of strategy gave CleanSpritz’ marketing team, led by Claire Beaton, six months to devise a plan to revive their sales strategy. Next, we will review a SWOT analysis of CleanSpritz.
Strengths
When considering the market for all-purpose cleaners, CleanSpritz had 14% of the market share, more than any other cleaner on the market. With such a large market share, Claire would have a sizeable population to conduct market analysis and obtain valuable product insight. This insight would undoubtedly be vital as she presented her strategic proposal to Brenner's Strategy team. CleanSpritz has already received positive feedback from several potential commercial customers regarding the 3:1 concentrate. Using the same data from table 4 (Gold, 2015), and presuming that the commercial business is as successful as the market for all-purpose cleaners, CleanSpritz would stand to gain a competitive advantage over its competitors. Following the presumption that CleanSpritz invests 7% of its sales revenue to research and development (as does MJ Brenner), its customers can be assured that they are using a top notch product when they use CleanSpritz.
Weaknesses
Cleanspritz has not made any considerable modifications in packaging their product in 20 years. This information is of great note as there have been