Marketing and Management - Report

Added on - 28 May 2020

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Running head: MARKETING AND MANAGEMENTMarketing and managementName of studentName of UniversityAuthor note
1MARKETING AND MANAGEMENTExecutive summaryFrom the report, it could be understood that the research process was done for developinga research proposal and target specific customer segments to enhance the profit level and drivethe sales. JB Hi Fi has gained popularity and because of the good quality products available atlower prices, the marketing and promotional activities have remained effective as well. Toenhance the marketing capabilities, JB Hi Fi has used major promotional strategies to supportbrand promotion and increase the customer base. To overcome the issues of sales decline andproduct positioning, the market research process was conducted to anlyse the market conditionsand the customers’ preferences were understood to make sure that proper business decisionswere made. The research design was managed by progressing through both descriptive andcasual research designs and the data was collected from both managers and customers. Thelimitations were cost, time and lack of genuine data and information due to presence ofunauthenticated articles, documents, blogs and websites. The issues could though be overcomeand proper business decisions should be made for successful achievement of business outcomesand this would allow JB HiFi to sustain in the competitive business environment.Table of Contents
2MARKETING AND MANAGEMENTIntroduction......................................................................................................................................4Research background.......................................................................................................................4Research objectives.........................................................................................................................5Research questions...........................................................................................................................5Research proposal............................................................................................................................6Research process..........................................................................................................................6Research plan...............................................................................................................................7Research design............................................................................................................................7Data collection.............................................................................................................................8Ethical issues................................................................................................................................8Limitations...................................................................................................................................9Conclusion.......................................................................................................................................9References......................................................................................................................................10
3MARKETING AND MANAGEMENTIntroductionThe report is prepared to focus on the market research process and its four steps todevelop a market research proposal for identifying a particular customer segment to which theproducts and services of JB Hi Fi are delivered. Marketing concept is the delivery of productsand services to the customers along with the various promotional activities managed by thecompany to make customers aware of the products and services, furthermore enhancing thebrand image and name to drive sales and gain increased profit too. According to the four steps ofthe marketing research process, JB Hi Fi has enabled marketing intelligence techniques forobtaining relevant information about the customers like their needs and requirements anddifferent marketplace conditions to making necessary changes to the products and services andensuring that those are properly delivered to the customers (Armstronget al. 2015). By followingthese four steps, it has become easy for the company to collect information, collect both primaryand secondary data properly and communicate the findings of the research to make appropriatebusiness decisions (Jbhifi.com.au 2018).Research backgroundBased on Kotler et al. (2013), the four major steps of conducting the marketing researchare followed to define the problem or issue and develop the research objectives. This wouldfurther help in creating a proper research plan for obtaining information and data, implement theresearch plan properly and analyse the data. Based on the collected data and research plan, theinterpretation and reporting of the findings of research are done to ensure that the products andservices are marketed properly and the needs of customers can be fulfilled. Based on the entireresearch process, the marketing manager of JB Hi Fi identified the problem that the company
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