Marketing Research and Analysis for Sally Clarke Shop

This assignment involves conducting a thorough research on the products and services offered by Sally Clarke Shop. Through various market research methods, such as primary and secondary data collection, qualitative and quantitative analysis, and customer feedback evaluation, the marketing team of Sally Clarke Shop aims to determine the value and position of the company in the market area. The findings suggest that Souffle Suissesse is a popular product among customers, which enhances the brand image of the firm. However, customer service needs improvement, and recommendations are made to adopt effective marketing techniques to promote products in a large manner.

MARKETING
PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Diverse activities carried out in marketing department....................................................1
1.2 Market Segmentation........................................................................................................2
1.3 Marketing mix..................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Aims of research and market analysis..............................................................................4
2.2 Market research methods..................................................................................................4
2.3 Tools and techniques of market analysis..........................................................................5
TASK 3............................................................................................................................................6
4.1 Methods used to e-market products or services...............................................................6
4.2 Procedure of managing online image...............................................................................6
TASK 4............................................................................................................................................7
3.1 Market analysis techniques...............................................................................................7
3.2 Interpretation....................................................................................................................7
3.3 Findings of marketing team .............................................................................................7
RECOMMENDATION...................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the most important activity of a company which defines a procedure of
creating, communicating, delivering and exchanging products or services as per choice of
customers. Therefore, in this process it is necessary for an enterprise to adopt best marketing
techniques which help in promoting the products in an effective manner (Armstrong and et. al.,
2014). In this regard, present report is based on a case study in which a small family is running
its business in local market. Sally Clarke Shop is taken in this context whose business is going
down. Therefore, marketing manager suggests employers how to promote its products in market
so that productivity and profitability can be increased.
TASK 1
1.1 Diverse activities carried out in marketing department
Marketing can be defined as a process of advertising goods and services of an
organisation which is used to create customers, satisfy their needs as well as retain them for long
period of time. Therefore, this department plays an important role in an industry which serves as
a face of it in marketplace by promoting business (Bramer, 2013). The main responsibility of this
division is to represent brand image of a company in a positive manner. As depend on size and
scope of enterprise, other duties played by marketers are-
 Define and manage brand of association- In this section, marketers define business
and concept of a company in marketplace in an effective manner. This would help
customers to know about products or services as well as complete procedure so that they
can make perception about to buy the same.
 Campaign management- Under this section, employees associated in marketing
department conducts various activities in order to promote business of an enterprise in a
vast manner.
 Producing marketing and promotional materials- It is the most important role of
marketing division in which they provide effective tools and resources to employees so
that they can conduct activities of promotion in an effective and efficient manner.
 Monitoring and managing social media- People are generally used internet and social
media pages to get information of products of an association before buy a product.
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Therefore, it is a duty of marketing department to provide proper information of
business of an industry. Along with this, they should manage the content also.
 Internal communication- In order to advertise products in marketplace, it is a duty of
superiors to provide proper information to employees about goals and objectives as well
as complete knowledge of features of commodities or services. It would help them in
better promoting.
 Managing the vendors- Marketing department helps a firm in choosing the best
vendors and agencies who will provide resources as well as support them in enhancing
sales performance. Web providers, Printing and ad agencies are termed as vendors for a
company.
Therefore, superiors of Sally Clarke Shop are needed to understand concept of marketing and
conducts all activities so that sales performance of it can be enhanced.
1.2 Market Segmentation
This term defines a process of segmenting a market into smaller fragments having similar
characteristics or demographic profiles like race, caste, religion, status ad more. This would help
in understanding demands, needs and taste of customers as per segments as well as complete the
same in proper manner. Procedure of market segmentation depends on type of transaction i.e.
either in B2B (Business to Business) or B2C (Business to Consumers). As per present scenario,
sales performance of Sally Clarke Shop is going much down therefore, this firm is required to
use this technique (Gordon, 2012). Through this process, it can serve food products like breads,
chocolate truffles, savoury tarts, takeaway meals and more as per taste of them. Marketing
procedure includes various procedures like Segmentation, Targeting and Positioning which aid in
targeting clients in a better manner. Concept of entire process can be described as- Segmentation: Since London has a big market place where people are belongs to diverse
culture, so to understand taste and demand of each is much difficult for a company. In
this regard, marketing managers of Sally Clarke Shop are needed to divide customers as
per their perception and demographics. Targeting: After dividing the market area as per demographic, superiors of this outlet are
required to locate target customers who will buy the products thus enhancing the overall
sales and profitability of firms.
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 Positioning: This factor is linked with establishing a good image about the products in
the mind of customers. If the customers have positive thoughts about the goods then they
will purchase them. So, it would aid Sally Clarke Shop in improving its sales
performance.
1.3 Marketing mix
This technique is formulated by Jerome McCarthy's 4P classification which is based on
concept of developing an effective strategies of marketing. It consists four topologies that are
product, price, place and promotion (Armstrong and et. al., 2014). All these approaches help a
company in evaluating the value of products as well as of business of it a marketplace. Thus, in
context with Sally Clarke Shop, this method helps in enhancing its sales performance in the
following way:-
Corn-fed chicken with apple, cider, celery and tarragon sauce which can be reheated and serve
within a short interval of time aid Sally Clarke Shop to attain mind of its targeted group in a
proper manner.
4P's of marketing mix Procedures
Products Delicious drinks, fresh soup, roasted chicken
pie, dark chocolate cheese cake, Souffle
Suissesse and more (McClements, 2015). All
these eatables are best seller items of this firm
which are considered as major demand.
Price Reasonable costs of food items as well as
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timely discounts reflects the best addition part
of Sally Clarke Shop which attract minds of
customers in an impressive manner. In addition
to this, it also help in retaining all for long
period of time.
Place Taking internet and mobile orders in a
prominent, efficient and error free manner
enhance delivery service of this firm.
Promotion 'Buy five products and get 2 free' is a slogan of
this outlet which helps in attracting more
customers towards its eatables.
TASK 2
2.1 Aims of research and market analysis
Market Research and its aim:
In order to know the reason behind reducing sales of an outlet, managers are used to
make a proper research first. The main goal of such investigation is to know entire process
through which a company can hits its target in a proper manner (Bishop and et. al., 2013). In
addition to this, major aim of a research is to conduct all activities used to gather information in a
proper manner. It will help Sally Clarke Shop in getting proper solution of problems which aid in
increasing sales performance. Therefore, major aim of this company for making a research on
market analysis:-
 Recent trends of marketplace can be determined
 Formulate unique strategies for attaining minds of customers
 Customer's point of view can be evaluated
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2.2 Market research methods
There are various methods given for making a proper market research and all have own
importance. It includes questionnaire, email, focus targeted group and more. But for small family
business like Sally Clarke Shop, it can be tricky to measure which process they should use for
market research. It generally based on budget of such firms that gives best value for their
research and saves time as well. Marketing manager of this firm use following major techniques
for research-
 Quora method- It is a social media platform procedure is based on questionnaire
pattern in which a firm puts some questions and get relevant answers of the same (Lees-
Marshment, 2014). For this context, managers are needed to set up a Quora profile
through which they can gain obtain valuable result.
 Book reviews- This method is most beneficial for a firm which has less budget. In this
process, employers can read reviews of customers and can identify perception of people.
This would help them in determining value of their products at marketplace.
 Social media- It is the best method for conducting a proper research in which superiors
of an association used to get connected with customers easily. Through this method,
they can determine perception of people, understand their problems as well as know the
reason behind decreasing market value of products and find solution as well.
2.3 Tools and techniques of market analysis
Some major ways used to gather data for business of a small firm like Sally Clarke Shop
are:-
Techniques used for marketing analysis
Observation In this process, managers are needed to observe
whole condition of marketplace (Lee and
Kotler, 2011). It will help in ascertaining
consumer behaviour.
Surveys  Interview
 Telephonic surveys
 Social Media survey
Focus Group and Product Testing Under this procedure, investigators are used to
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select a group of customers and ask them some
questions based on set objectives.
Situation Analysis  Strengths
 Weaknesses
 Opportunities
 Threats
TASK 3
4.1 Methods used to e-market products or services
The concept of e-marketing reveals process of online selling commodities or services of a
company (Lefebvre, 2011). There are various methods are available like
 E-mail marketing- It is considered as one of the most beneficial technique used for
marketing goods or services to a certain segment of people through e-mails.
 Search engine optimisation- This process is considered as art of increasing the
appearance of a company's websites. It will help in increasing number of followers for
them.
 Social media channels- It includes Facebook, Twitter, YouTube and more. Under this
session, employers are used to make good communication with customers and can
evaluate value of their products.
4.2 Procedure of managing online image
For creating a strong brand image in marketplace, managers are needed to identify
methods which should be cost effective also (Graber and et. al., 2016). In context with social
media reputation, it is a process of tracking and monitoring the information available on internet
about products of a firm including customer's reviews. Therefore, managers of Sally Clarke
Shop use following method of managing online image:
 Social media engagement: Develop a strong relation with customers by listening each
and every problems of them help in turning negative image of their brand to positive.
 Connect social media accounts with sprout social: This tool make it absolutely easy to
track records on Twitter, Instagram etc. as well as read all the messages in inbox of
single-stream.
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TASK 4
3.1 Market analysis techniques
Marketing analysis aid a firm to develop strategies through which they can gain
competitive advantage (Graber and et. al., 2016). Some market research analysis technique used
by Sally Clarke Shop are-
 Primary- Under this technique, managers can collect information by conducting
research directly on a targeted population.
 Secondary- In this procedure, superiors can gather data directly which is already
published by others and available on internet, newspapers and literature reviews.
 Qualitative- Opinions and judgements of people can be evaluated using this method. In
this procedure, people of Sally outlet use face to face interview method.
3.2 Interpretation
Conducting a proper research on products and delivering services of Sally Clarke Shop, it
has interpreted that taste of eatables of this firm is marvellous and awesome. In addition to this, it
serves a wide range of products to customers. But major drawback as evaluated of this outlet is
customer service which is not so effective. Therefore, in this context it needs to make
improvement which enhances sales performance.
3.3 Findings of marketing team
Marketing department of Sally Clarke Shop has used various methods and techniques to
conduct a proper research for determining the value and position of this firm in market area.
Through this process, it has find that among a wide range of products, Souffle Suissesse is the
best item that is loved by majority of customers. It enhances brand image of this firm in a
profitable manner.
RECOMMENDATION
It has recommended that Sally Clarke Shop needs to adopt some beneficial techniques of
marketing. This would help in promoting products of this outlet in a large manner. Through this
process, it can gain high attention of customers and influence them to get a bite of tasty eatables.
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CONCLUSION
From this research, it has summarised that whether a company belongs to large business
or small should adopt effective marketing techniques. This would aid them to advertise its
product or services in a large manner. In addition to this, marketing managers of such firms are
also needed to make a proper research on regular period of time by which they can evaluate
perception of people about value of their products or services.
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REFERENCES
Books and Journals
Armstrong, G., and et. al., 2014. Principles of marketing. Pearson Australia.
Bishop, M. L., and et. al., 2013. Clinical chemistry: principles, techniques, and correlations.
Lippincott Williams & Wilkins.
Bramer, M., 2013. Principles of data mining. Springer Publishing Company, Incorporated.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Graber, L.W., and et. al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Lee, N. R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Lefebvre, R. C., 2011. An integrative model for social marketing. Journal of Social Marketing.
1(1). pp.54-72.
McClements, D. J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
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