Regus Audit.13.12.2014
Regus Audit.13.12.2014
Mature
New
Third place
Location
Services offices
Branch offices
Co-working
Workplace recovery
Day office
Stores
Meeting rooms
video conferences
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Collaboration spaces
Business lounge
Products
BCG
Recommended action
Third place locations are stars with the rising mobile workers increasing rate
it has a very high potential for future cash generation, Regus needs to invest
in Regus express brand and product awareness and its value proposition.
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Virtual offices
Dogs
Stars
4.1.2 Product development: Regus new product development contain significant innovative products as Regus Express
(Market innovation through new delivery channels), minor innovative products as virtual services and business support
(Process innovation) and no innovative products as tailoring of the packaging for different customers' need (Product and
position innovation), these innovations comes from understanding the customer needs and responding to markets' opportunities,
which enable Regus to constantly develop the customer value securing its Leadership to the serviced office market globally.
4.2 Promotion:
Regus communication mix established a good differentiated brand image with a standardized consistent message globally 'work
your way', also improved customer retention & acquisition through information and persuasive two-way regular communication,
where Regus rely mainly on online marketing which give it advantages as; low cost, conduction's speed, wide reach and creative
interactions, which helped enhancing profitability for the past years, communication activities' detailed analysis as follows:
4.2.1 Online Marketing: Regus online marketing act as a pull tactics to communicate directly to the company, be updated with
Regus's news and information, beside its effectiveness in New York and 5 other locations in short period, Regus's social media
global survey provided extra scope on social media importance to communicate companies news especially in emerging market
as China and Mexico, all these evidence made Regus to recruit a social media manager, who was assigned to develop a
standardized program for abroad operations to increase social media awarness. Regus approach to online marketing consists of;
Website's search engine optimization to appear in the first page of serviced offices search; mobile apps to ease customer
experience; blogging, youtube, scribd, webinars and white papers to provide information as case studies, testimonials and
researches for customer which act as online PR; also linkedin, twitter and facebook as low cost viral marketing tool for social
interaction to emotionally attach customers to Regus Brand and to use, also Regus offers a bit of customization per country
and individuals where website has a homepage to each country with its language, also it provide clients and customer access to
personalized privet accounts through which they can manage product services they use or wish to use, also Regus products and
services is visible for quick enquiry or booking to encourage trail and usage, and customers could find book a tour, read several
case studies and testimonials, which help to communicate how Regus's product and services used to meet customers' needs.
4.2.2 Offline Marketing (there are no enough data) : Sales Promotions: Regus occasionally allows its building sales manager
to offer promotional offers to maintain a certain level of occupancy that secure profitability, and usually offers promotions on 12
months contracts, also it offers a free technical support trail through its partnership with iYogi. In addition to customer's
Bloomberg updates displayed on screens in centers with partnership with RMG. //Corporate identity: Regus logos with its
strapline 'work your way' appear in each location with its standarized design demonstrate its corporate identity and
professionalism globally. //Specialized magazines: Regus do interviews with specialized magazines which acts as a PR
reflecting professional image. //Internal Communication: is good in creating a customer orientation culture, product awareness
and news through emails but it lacks motivation and retention to employees.
4.3 Pricing: Regus objective: Serve profitably, Framework: multi-dimensional pricing (Offset, Diversionary), pricing aspects:
depends on; size, location, range of services, floor locations, room's windows number and lease length, and generally it is in the
premium range. price promotions: competitive rates to maintain occupancy (devalue Regus brand), and loyalty discounts
through website. BASE PRICE Include standard service offices, in addition to receptionist and telephone answering services,
which is competitive to its Grade A services. EXTRA PRICE for telephone, internet, meeting rooms and secretarial services,
where the rates for these services are variable according to the needs (P8), and it fluctuate according to mentioned aspects
4.4 Place: Recently Regus made several partnership, in order to cover its mobile worker's needs, check Figure 4
4.5 People: Regus general rule is 'think global but recruit local' to benefit from local knowledge of customer, culture, language
(P11), where it appoint a manager who is expert in the local area who can support customers with information about local issues
and how things works to enhance the customer experience through information support, also it develop their team through
headhunting leadership as Rick Vlemmicks and Marc Nohr (P14), whom appointed a social media manager to develop a global
social media training programmes to maintain same level of professionalism globally, which enhance the customer
communication(P15), also Regus has intranet to keep its employees updated with its latest news and appointments (P11).
4.6 Physical evidence : Regus has a number of physical cues as its third places networks offerings (Regus Express) and
Websites' offers (refer to point 4.2.1.), also its corporate identity that is communicated through its branded offices uniformity globall,
in addition to its staff trainings and different notion of what customer service constitutes.
4.7 process: Regus has amended the process of customer attraction where it serve the prospect through booking online a tour or
having quotation, through being a customer and having a personalized internet content, and online reduced price offers, in addition
to its free apps for several mobile platforms, and Sat Nav which is compatible with several navigation platform which enhance
customers experience, which leads to customer loyalty.
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6'Cs
Cutomers & Market: Regus key accounts are mainly the international business as; Google, GSK, Starbucks and Accenture
(P12), while other customers are start-ups, home-based business, SME and work stations corporates, whom mainly belong to IT
and financial service industries, with constantly fluctuating needs. Market Global Market is estimated to be US$6 billion with
average growth 11% annually. Regus is accounted to 20% market share, also considered to be the largest provider globally.
Emerging markets ( especially Asia & Africa) is 12% & growth 21% (124 center last year), UK is 36% & 4% growth, taking in
consideration new trends as specialization & transportation hub places in UK market.
Competition and position : Recently Regus acquired several competitors as MWB business exchange (UK), Evans Easy space in
(UK), Office Suites plus (USA), and Corporate office centers (USA), which reduces appendix 2 to the following competitors:
Servcorp, BizSpace, Premier business center, The Executive center, Sirius. But it doesn't affect Regus position on the top of them
in quality, extended property service range, and cost.
Core competencies and assets
Chances and opportunities
Critical success factors or problem to cover
Constraints
Needs
Action
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Shareholders
New
customer
Employees
Suppliers /
partners
Pressure
Groups
Governments
Keep
Informed
Keep
satisfied
Keep
satisfied
Monitor
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