I am almost done with this paper. Only need 1 more part focus about OPPORTUNITIES. Need help. Thank you. Opportunities are external and are happening outside the company (for example economic trends, political trends, technological advances, cultural and social trends, competition). File is attachedSteinhorst / Truealty Construction & Services LLC
Brandon Hoang, Carol Gutierrez, Jack Mittauer, Nhi Tran
George Mason University
Marketing 303-016
Group 11
September 13, 2020
I.Introduction
Truealty Construction & Services DBA Steinhorst is a company that offers plumbing and
remodeling services to their customers in the Northern Virginia area. Truealty bought Steinhorst
in March 2019; therefore, the owners and most of the staff have changed since then. Although
they provide great services, their marketing strategies are very poor. Regarding social media,
they are only active on Facebook, where you can easily identify downloaded pictures from
Google, rather than unique pictures. In addition, their website is poorly designed in a way that is
not appealing to their customers at all. Despite the fact that all technicians (plumbers) have
acceptable uniforms, remodelers do not have a determined uniform to represent the company as a
whole. Appearance can be a key factor for businesses in this industry; therefore, having all
remodelers in uniform can provide a greater focus on the company itself. Great services are not
enough to run a successful business, marketing is also needed to attract potential customers. We
found this company in desperate need of improvement regarding their marketing strategies,
which will provide more than enough data for our group to work on.
Steinhorst is very well located in the main street of the Annandale area, Little River
Turnpike, with a huge sign and company trucks out front that attract local customers. Having a
decent size building on a highway can attract hundreds of clients, especially if it is in a city
where old houses are abundant. Why is this important? Having old houses can lead to many
plumbing issues, which can also lead to remodeling. Thus, their marketing strategy is Locational
Excellence.
However, location is not everything, in order to attract and keep loyal customers, quality
and customer service are fundamental keys to keep the business growing. In fact, Steinhorst’s
core competencies are quality and customer services. Their technicians provide excellent
customer service and quality work. Their everyday saying is “if the customer is happy, we’re
happy”. It’s not only about generating profit, but also making customers happy with the services
provided.
II. SWOT Analysis
Strengths: When it comes to the online presence of Steinhorst Heating and Cooling there
are some clear strengths that make it an appealing company if someone were to need plumbing
services. First up is their website, this website is easy to use and easy to navigate. Finding the
services Steinhorst offers is easy as they have a large list of the numerous services they offer.
Additionally, they separate these lists of services into multiple categories that can be seen at the
top of the page. These categories are plumbing, kitchen & bath, electrical, and HVAC. Another
strength with their website is that it is easy to contact them as their phone number is in large font
at the top of the page, furthermore, the store hours and location are easy to find at the bottom of
the webpage. Another strong component of their web presence is that on Yelp, they have a lot of
positive reviews. Of the 30 reviews on Yelp, 15 are 5 stars, and they have an overall rating of 3.5
stars which I would consider pretty strong. A final aspect of Steinhorst’s marketing strategy
that’s working well is their Facebook page. On their Facebook page, Steinhorst posts pretty
frequently, on average, at least once a week; Steinhorst also once again makes it easy to get in
contact with them as they have their phone number easy to find at the top of their profile page.
Threats: There can be many threats when trying to do too much as a business. A threat to
Steinhorst could be company’s who specialize in plumbing or other services. These companies
may be better suited to fix certain problems that Steinhorst may not have the expertise to solve or
might just deliver better quality.
Also Steinhorst is very proud to be a family-owned business. Although this has its perks
threats of corporate plumbing or heating companies can be a real problem. A family that just
moved up to VA may have had prior experience with another company that has stores
throughout the United States rather than being a home-based company such as Steinhorst. Also
the threat of other companies employing potential employees. An employee may look more into
a public company to get hired since there might be a better hiring and employment process.
Lastly customer service/staff might be better through other companies. Most large
companies have sophisticated guidelines and processes for employees to be hired, how customer
service should be run, etc. A family company like Steinhorst may have poor customer service
since they might not be as strict or sophisticated on their guidelines. Many negative yelp reviews
come from lack of customer service or professionalism. Other competitors may see this and
focus on their customer service and quality of service knowing that it’s a concern of many
customers.

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