Hilti Emirates Marketing Strategy Analysis

Running head: DISSERTATION
Impact of Product Marketing Strategy on Customer Satisfaction
Case Study of Hilti Emirates
Name of the Student:
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Abstract
The study explores the impact of the product marketing strategy on
improving the customer satisfaction. With the special references of Hilti
Emirates, the study defines how the company develops the product
marketing strategy to satisfy the expectation level of the existing customers.
The literature section of the study discusses the conceptual analysis of the
product marketing strategy that has the clear and considerable impact on
the customer satisfaction rate. On the other hand, the study also depicts that
the customer satisfaction depends on the purchasing behavior of the
customers. The value added services or the extra benefits provided by the
company can create the impact on customer satisfaction level. The
researcher first reviews the past related literatures the marketing strategy
and the relation with customer satisfaction, these literatures gave an idea
about the research variables that influence the research topic. The research
methodology describes the systematic flow of the research study by using
appropriate philosophy, approach, and research techniques. The study is
developed by conducting mixed method technique in which primary data is
collected. The primary data collection process is conducted by gathering the
quantitative and qualitative data. The responses derived from these methods
are then linked with the information collected from qualitative analysis. The
study identifies the significance of the product marketing strategies for improving the customer
satisfaction. The obtained information from the literature study indicates that the competition
among the business companies has been increasing drastically. Hilti Emirates is also focusing on
improving the product marketing strategy that can turn out to be much profitable for the future
prospects. It is identified that the customers generally opt for some of the specific services while
purchasing any product or service from a company. It is essential for the company to improve the
product quality, which is the major requirement for each of the customer. It is also recommended
that Hilti Emirates needs to pay attention towards the pricing structure of the products along with
the promotional activities. The brand image depends on the extensive promotions and the value
added services for the target customers. The information extracted from the primary data

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collection process highlights this concern regarding the service quality, price, and promotions.
The company is expected to improve these areas of concern for the betterment of the customer
service.

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Table of Contents
Chapter 1..........................................................................................................................................5
Introduction......................................................................................................................................5
1.0 Introduction................................................................................................................................5
1.1 Background................................................................................................................................5
1.2 Problem Statement.....................................................................................................................6
1.3 Background of the Company.....................................................................................................7
1.4 Research Aim.............................................................................................................................9
1.5 Research Objectives...................................................................................................................9
1.6 Research Questions....................................................................................................................9
1.7 Research Hypothesis................................................................................................................10
1.8 Research Scope........................................................................................................................10
1.9 Summary..................................................................................................................................10
2.0 Introduction..............................................................................................................................12
2.1 Concept of Product Marketing.................................................................................................12
2.2 Marketing Strategies................................................................................................................14
2.4 Concept of Customer Satisfaction...........................................................................................24
2.4.1 Theory of Customer Satisfaction..........................................................................................26
2.5 Impact of Marketing Strategies on Customer Satisfaction......................................................27
2.6 Gaps in the Literature..............................................................................................................28
2.7 Conceptual Framework............................................................................................................29
2.8 Summary..................................................................................................................................29
Chapter 3........................................................................................................................................31

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Research Methodology..................................................................................................................31
3.0 Introduction..............................................................................................................................31
3.1 Research Philosophy................................................................................................................32
3.2 Research Approach..................................................................................................................34
3.3 Research Design......................................................................................................................35
3.5 Sample Population...................................................................................................................35
3.6 Data Collection Method...........................................................................................................36
3.7 Data Analysis...........................................................................................................................37
3.8 Ethical Consideration...............................................................................................................37
3.9 Limitation................................................................................................................................38
3.10 Summary................................................................................................................................38
Chapter 4........................................................................................................................................40
Data Collection and Analysis........................................................................................................40
4.0 Introduction..............................................................................................................................40
4.1 Quantitative Data Collection...................................................................................................40
4.1.1 Demographic questions........................................................................................................40
4.1.2 Quantitative questions on product marketing strategies.......................................................45
4.1.3 Quantitative questions on product customer satisfaction.....................................................51
4.2 Qualitative Data Collection.....................................................................................................65
4.3 Summary..................................................................................................................................67
Chapter 5........................................................................................................................................68
Conclusion and Recommendation.................................................................................................68
5.0 Conclusion...............................................................................................................................68

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5.1 Linking Objective with the Primary and Secondary Data.......................................................68
Recommendation...........................................................................................................................71
5. 3Future Scope of the Research..................................................................................................72
Appendix........................................................................................................................................79
Quantitative questions on product customer satisfaction..............................................................81

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Chapter 1
Introduction
1.0 Introduction
The high level of competition in the global scale is persuading business marketers to
adopt the unique strategies to attract more customers. The demands of the customers are
changing continuously due to which the business marketers sometimes face the considerable
challenges (Mithas, Krishnan and Fornell 2013). The business marketers thus need to identify the
fruitful strategy to improve the product marketing strategy more precisely for ensuring
profitability in the future (Peppers and Rogers 2016). The study would discuss the usefulness of
the appropriate marketing strategy necessary for Hilti Emirates to satisfy the needs of the
customers. The chapter would provide the overview of the research aim, objectives, and
questions for understanding the subject matter in detail. The entire study would be developed by
conducting the research around the subject matter discussed in this chapter.
1.1 Background
According to Wei, Samiee and Lee (2014), marketing is the integral part of the business
in current scenario. Apart from accounting, production, and operational functions, marketing is
another major contributor to the business success. The business existence relies on successful
products and services, which in turn depend on successful marketing process. Therefore, the
business owners require gathering the extensive knowledge and information related to the
operational market (Johanson and Mattsson 2015). Moreover, marketing is always a critical part
of an organization’s success. The giant manufacturers such as Toyota, Microsoft and Apple,
provide the commendable efforts in structuring their marketing activities since they have to

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invest a large capital amount for their expenditures. Customer satisfaction is the major focus for
every business marketers to earn more profitability for the company (Hollensen 2015). In order
to fulfill the expectation level of the customers, it is important for the business marketers to
understand the basic needs and requirements. Accordingly, the marketing activities are needed to
be planned and executed. Hence, it can be implied that the development of the marketing
functionalities is one of the most helpful ways of increasing the customer satisfaction rate, which
would turn out to be much profitable for the business.
1.2 Problem Statement
Organisations strive to make profit by gathering the maximum number of customer base.
Therefore, most of the companies look forward to adopt effective strategies that can help in
making the customers satisfied and happy. It is essential to monitor the customer purchasing
behavior to gain more profits, values, and market share (Srinivasan and Moorman 2013). The
establishment of the strengthened customer base helps in maintaining the sustainable position of
the company for a long run. The customer satisfaction and reliability are the keys to achieve the
long-term success.
Hilti strives to provide the best solution to the customers in order to keep them much
satisfied. The company deals with the innovative technologies, which help in managing the
workforce and produce the best result for the customers. The customer satisfaction is the focus
for the company since it is the key to their survival (Baker 2014). In order to build the better
future, the company creates the enthusiastic customers. Hence, it is quite necessary for the
company to implement the best and effective marketing strategy to strengthen the brand value.
The company has developed the effective training session for the customer service team to keep
the customers properly informed about the products and services (Shi, Prentice and He 2014).