Marketing Analysis Assignment Solved

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing..............................................................................................................................1
1.2: Market segmentation............................................................................................................2
1.3: Marketing mix .................................................................................................................2
TASK 2............................................................................................................................................3
2.1 Aims of research and market analysis...................................................................................3
2.2 Methods of market research..................................................................................................4
2.3 Market analysis tool .............................................................................................................5
TASK 3............................................................................................................................................5
4.1: E-marketing and methods used in the process.....................................................................5
4.2: Maintaining and creating online image of company............................................................7
TASK 4 ...........................................................................................................................................7
3.1 Using techniques of market analysis.....................................................................................7
3.2: Interpreting the results ........................................................................................................8
3.3: Result presentation in the front of team...............................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing can be stated as the process which has bundle of activities and thus they are
highly related to the buying and selling up of goods. This kind of concept is mainly being utilised
for creating, retaining and satisfying the customers. This can be stated as the function for
attaining growth and success along with retaining customers.( Dann, 2010 ) This report is mainly
based upon the workshop of cars which the family is running from past 6 months. There are
various essential factors which are covered in this report like marketing and activities, marketing
mix and e-marketing. Analysis of market is being done by adopting tools and techniques which
can be used in online selling. The report is going to highlight one unique brand among all car
product that name is gearless car for getting higher growth.
TASK 1
1.1 Marketing
Marketing can be stated as the process of management where the products and process
shifts from concept to reality to customers. This in turn helps out in attracting large number of
customers and thus maintain the large base of customers. In order to promote the services and
goods and services for communicating with benefits to the customers. By this kind of method,
consumers are being offered high quality products and thus it mainly involves the coordination
of 4 components which are known as 4P's of marketing.( French, and Russell-Bennett, 2015)
They are mainly:
 Determination, selection & development of product.
 Determination of price.
 Choice of distribution channel to reach place of customer.
 Development and execution of promotional strategy.
There are mainly certain activities which are being performed with motive of attaining
the objectives of company.
Promotion: This can be stated as the activity where goods are being promoted within
market for creating awareness and communicating with benefits and values and it mainly helps
in accomplishing the profits and sales.
Market research: For making the successful, there are activities of marketing conducted
by marketing sector. This can help out in determining the trends of markets along with needs of

customers which in turn can help out in creating needs in better way. ( Hastings, and Domegan,
2013)
Maintain customer relationship: Marketing activities of the company mainly helps out in
availing large amount of customers and thus mainly develops the strong image of the potential
buyers.
1.2: Market segmentation
Determination of marketing segmentation is being done by the process of making it into
small homogeneous groups. Similar kind of characteristics are being possessed by members and
they have common aspect. Market is being segmented by Sunrise store descried below:
Geographic segmentation: In this kind of factor, market is mainly being divided as per
geographic reason. Classification is being needed for the car workshop for various regions which
are distinct. For example, the company target different region, location and areas customers for
gaining higher income and profitability.
Demographic segmentation: There are variables on the grounds of the market which is being
divided like income, age, religion, gender, nationality and many more. This kind of segmentation
is mainly being done by considering the buying behaviour of customers. For instance, the car
workshop main target are young, adults and old age people who are come for maintaining the car
in better manner.
Behavioural segmentation: This type of segmentation is mainly being done on the grounds of
usage, preference, usage, decision and behaviour of audience. Market is being divided as per
knowledge and usage of products. For example, car workshop are need to analyse their
customers behaviour and attitude towards new services and car brand facilities in the large
market place..
Psycho graphic segmentation: On grounds of segmentation lifestyle, personality and attitude of
customers. Attitude of the buyers is mainly considered by the workshop before market dividing.
For example, car workshop make change on time as per their customers need and requirements
which help them in achieving desired goals and targets.
1.3: Marketing mix
This mainly consists of 4p's of marketing and some of them are described below:
 Product: In business of workshop, products are being produced for enhancing the level
of productivity and gain the customers.

 Price: prices which are being set should be reasonable in nature along with better level of
quality within the products so that customers can be attracted.
 Place: Business has been operating the functions at single place for 6 months so there
will be the difficulty for expansion of business.
 Promotion: There should be awareness which is being created for the products which
showroom offers. ( Young, 2010)
TASK 2
2.1 Aims of research and market analysis
There is vital role which is being played by the market research for evaluating the actual
needs and wants of customers by social and opinion research. This will mainly allow the
company of family to target the market and thus record the thinking and perception they had.
This kind of factor gives the picture to the company of what has to be done to retain the market.
Research is mainly being classified into two category named as Primary and Secondary.
Primary Research: In this, data is being collected for the first time by the help of survey, focus
group and questionnaire and many more. Face to face interaction among consumer and
researcher. There are various types of methods such as interview, survey and observation for
analysing their company position in the large market place.
Face to face survey – The personal interview conducted face to faced and it is costly but
this is the best method for get full detail to an individual.
Survey – Online survey can be used by small business so they can easily capture the view
of existing and new customers in better manner.
Observation – the company can use this method for observe and analyse their customer’s
current needs and requirements. This can be used for look out people on their developing
products.
Secondary Research: This kind of method collects the data from the existing research. In
simple words, this can be stated as the primary source of the data for collecting the data which is
highly related with the potential buyer like internet, newspapers, magazines and many more.
Aim of research: “To gather and give valuable data to organization that assistance in
accomplishing their general objectives and destinations in a financially savvy and opportune
way.”

Aim of market analysis: “To discover more about client with respect to its like and despises and
the market in which they are by and by working.”
2.2 Methods of market research
General classification can be done on the grounds including secondary and primary
research. ( Johnson, and Jones, 2010)There are various research tools which are present for
mainly classifying the number of methods which are being described below:
Primary Research Method: In this, data is being collected by the likes and dislikes which is
mainly being collected for helping out workshop for goods and services which in turn can give
high level of satisfaction. Generally, data in this kind of method is majorly collected with
customers. This mainly will includes:
Review : It is most generally used technique and comes in wide assortment of size and shape. It
is for the most part considered when a substance needs to gauge something quantitatively.
Analyses, Free preliminary: Sample of items are appropriated with a specific end goal to grab the
consideration of target clients.
Secondary Research Method: This kind of method mainly collects the data for the customers
which does have the preferences mainly by internet, journals, twitter comments and many more.
Major benefit is that it if free of cost.
2.3 Market analysis tool
There are two method which can be used for analysing higher growth and development
that are as under:

SWOT analysis – It is internal analysis which help in analysing company strength,
weakness, opportunities and threats in effective manner. It can be used for making appropriate
decision regarding business expansion in other place.
PESTLE analysis – This is external analysis which assist in evaluating political,
economic, legal, social, technological and environmental factors. Along with this, it can be used
for examining external factors which occurs and make issues in an organisation.
TASK 3
4.1: E-marketing and methods used in the process
E-marketing can also be defined as internet marketing, online marketing, web marketing
or digital marketing. This marketing process involves promoting or advertising products and
services with the use of internet platforms. The E marketing involves not only the process of
marketing through internet but it also involves marketing done using E-mails and other media
that is wireless. The methods of E-marketing are discussed underneath:
Social network applications: Social media marketing plays a very critical role in the overall
internet marketing process. The social marketing works as a viral marketing that is introduced in
the markets over the previous four to five years. In this marketing process every business and
company tries to modify their pages and profiles in such a manner that is attractive and cooler
than other ones. The social networking sites such as Twitter , Facebook and Instagram helps the

businesses in posting their advertisements on the these sites with a very low cost and helps in
attracting a large customer base. ( Schmidt, 2010 )
Affiliate marketing: this type of marketing is common in the blogs, in this marketing a person
offers a link address to the readers who read the blogs to buy a product. The blogger then
receives the amount for each link through which the product is purchased. The individual
bloggers try to approach various brands and corporations for becoming affiliate. The companies
decide to select these bloggers on the basis of their followers and views on their blog posts.
4.2: Maintaining and creating online image of company
Methods that can be used in maintaining the online image of the company are as discussed under
in brief:
 The online presence of the company should be diversified by promoting the company on
social media platforms and other websites.
 In cases the customers or other stakeholders require the company to maintain their social
presence then the company should opt for LinkedIn as it is more professional.
 Focusing and giving attention to the offline reputation of the company.
 Sending out releases of press on daily basis to the stakeholders and investors of company.
 Expectations that miracle will happen, should be avoided.( Zainuddin, and Gordon, 2014)
TASK 4
Introduction - This report is mainly based upon the workshop of cars which the family is
running from past 6 months. The report is going to highlight one unique brand among all car
product that name is gearless car for getting higher growth.
Title: Company- Car workshop and Product- Gearless car
Demographics- The company are target mainly different age group people who are often buying
such type of brand. They are adults, retired people and youngsters.
Questionnaire for research
Questionnaire
Q.1. Are you happy with gearless car?
Yes
No
Q.2. which is the most attractive feature of this gearless car?

ABS
Air bag
Q.3. what is the best quality of gearless car?
Parking view camera
GPS system
Q.4. How do you target potential towards car?
Providing offers
Giving free services
Q.5. What are the major target group of gearless car brand?
Youngsters
Adults
Above 35
Q.6. In which manner, gearless car provide satisfaction?
High
Average
Low
Q.7. what is the first reaction of customers about gearless car?
Positive
Neutral
Negative
Q.8. What is the attractive things of gearless car?
Price
Features
Promotional facilities
Q.9. How do you know about this brand?
Newspaper
Internet
Television
Q.10. What are the qualities included in gearless car?
Unique design
Increase mileage

Q.11. Which is your favourite colour in car?
Black
Red
Blue
Q.12. Do you think company make improvement in gearless car?
Yes
No
Q.13. Before purchasing new car, which features do you prefer first?
Price
Safety
Comfort
Q.14. How do you evaluate gearless car overall quality?
Good
Average
Bad
Q.15. Do you think gearless car are worth their cost?
Yes
No
Analysis from the questionnaire in a data table
Q.1. Are you happy with gearless car? Frequency
Yes 25
No 5

Interpretation: Most of the respondents are happy with this gearless car and there are around 5
remaining people does not satisfied.
Q.2. which is the most attractive feature of this
gearless car?
Frequency
ABS 27
Air bag 3
Interpretation: Car workshop using ABS system for gaining attention of large number of people
towards new gearless automatic car.

Q.3. what is the best quality of gearless car? Frequency
Parking view camera 26
GPS system 4
Interpretation: Parking view is the best quality of gearless car which are prefer by customer and
other is GPS system which is also one of the most attractive quality.
Q.4. How do you target potential customers
towards car?
Frequency
Providing offers 28
Giving free services 2

Interpretation: The car workshop target people by providing them different and also give them
additional services regarding car.
Q.5. What are the major target group of gearless
car brand?
Frequency
Youngsters 5
Adults 10
Above 35 15

Interpretation: The company mainly target above 35 year people who are spending money for
purchasing car.
Q.6. In which manner, gearless car provide
satisfaction?
Frequency
High 10
Average 15
Low 5
Interpretation: Most of people gain satisfaction from using new gearless car and there are around
10 people who are average satisfied with this brand.
Q.7. what is the first reaction of customers about
gearless car?
Frequency
Positive 15
Neutral 10
Negative 5

Interpretation: There are around 15 whose first reaction is in positive while know about gearless
car.
Q.8. What is the attractive things of gearless
car?
Frequency
Price 5
Features 15
Promotional facilities 10
Interpretation: Features is the most attractive thing of gearless car which attracting more number
of customers.

Q.9. How do you know about this brand? Frequency
Newspaper 10
Internet 15
Television 5
Interpretation: Most of the people are hear about this gearless car from internet and other are
through newspaper and television.
Q.10. What are the qualities included in gearless
car?
Frequency
Unique design 25
Increase mileage 5

Interpretation: There are around 25 respondents who are said that unique design is best quality
include in gearless car.
Q.11. Which is your favourite colour in car? Frequency
Black 15
Red 10
Blue 5
Interpretation: There are around 15 respondents who are agree on that they are preferbalck color
on car rather than red or blue.

Q.12. Do you think company make
improvement in gearless car?
Frequency
Yes 25
No 5
Interpretation: Most of the people are said that company require to make improvement in their
gearless car.
Q.13. Before purchasing new car, which
features do you prefer first?
Frequency
Price 15
Safety 10
Comfort 5

Interpretation: Most of the customers are look on car features rather than safety and comfort.
There are 15 respondents who are agree on this statement.
Q.14. How do you evaluate gearless car overall
quality?
Frequency
Good 15
Average 10
Bad 5

Interpretation: There are large number of people that is 15 are satisfying that gearless are good
for overall quality and other said no.
Q.15. Do you think gearless car are worth their
cost?
Frequency
Yes 20
No 10
Interpretation: Most of people are agree on that gearless care are worth their price and 10 are
does not agree on this statement.
Secondary research:
In the cited business, the analysis techniques of SWOT are used in the management to
determine the various factors that are discussed as underneath:
Strengths:
 The business is a strong player in area that they operating.
 They have robust brand image.
 The business has an exclusive network distribution
 Parent backing is strong.
Opportunities:
 there is good growth of the automotive industry in the are of operation.

 Modifications of the cars are very demanding.
Weaknesses:
 the situation of labour unrest id degrading the business's production and financial health.
 The product quality laps impacts the reputation of workshop.
Threats:
 There is an substantial increase in competition over last few months.
 Regulations imposed by government.
 Interest rates are rising very rapidly.
There are number of tools which exist within market which can directly or indirectly can
affect the functions and operations of the company. This mainly includes social, political,
economical and technological. PESTLE analysis are described as under: Political factor: Government of United Kingdom may put affect on business association
like: change in strategies, laws and different components.( Han, Pei, and Kamber, 2011) Economical Factor: Consumer's pocket and economy of a country significantly
influences costs of items and overall revenues too. Social factor: Culture of a nation assumes indispensable part in setting of business
association and notoriety can be improved through different exercises like CSR
exercises.
 Technological factor: Updated apparatuses and innovation may help Coffee, Cake and
Kisses in hitting their objectives.
 Environmental factor – The Company require developing those car brand which does
not affect on environment.
 Legal factor – the car workshop need to follow all rules and legal laws which are made
by government in better manner.
Conclusion - This has been concluded that the marketing activities of business offers
very critical role in increasing the operations of business in efficient manner and in turn
increasing the profitability of business. For business to get reliable results in the future there
is an urgent requirement that they use tools and techniques of business in a efficient way.
The methods such as internet marketing should be adopted to communicate efficiently about
their product. These all factors have helped in the presentation of report to the team
members.

Recommendation - The market research of the cited business of car workshop shows that
it is beneficial business if the company uses SWOT analysis and determines the
weaknesses and converts them into opportunities then company can increase the
profitability and sustainability in the market. The results also tell that company should
maintain both online and offline image by using the above methods.