Marketing Research Assignment

Added on - 29 Apr 2020

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Running head: MARKETING RESEARCHMarketing Research:Name of the student:Name of the university:Author note:
1MARKETING RESEARCHExecutive SummaryThis is a study, which will compare the marketing mix of two retail companies in United ArabEmirates. The two rival companies that have chosen for the study are Landmark and Emke.These two companies are the fastest growing companies in United Arab Emirates and have beenincluded in the top 50 fastest growing global retail organizations. Emke group, which consist ofLulu Hypermarkets, are the 9thfastest growing retail chain in the United Kingdom and Landmarkis the 16thfastest growing retail chain in the world. Even though the growth rate of Emke groupis more than Landmark, the market share and revenue generation of Emke in these sectors is lessthan Landmark. Landmark is ranked at 198thposition among the top 250 retail companies in theworld and Lulu hypermarkets is ranked 213thamong the top 250 retail companies in the world.Thus, by linking with the objective of the study it can be highlighted that marketing mix of boththe organizations are similar in nature as they operate in the same market. Moreover, as theirmacro environment factors are same, they are using similar strategies to mitigate their marketrisk. However, they have a lot of opportunity of improving their scope in the market by usinginnovative marketing strategies for increasing their penetration in the market.
2MARKETING RESEARCHTable of ContentsIntroduction......................................................................................................................................3Literature review..............................................................................................................................6Research methodology...................................................................................................................13Findings and analysis.....................................................................................................................15Conclusion.....................................................................................................................................21References......................................................................................................................................23
3MARKETING RESEARCHTopic:A comparative analysis of the marketing mix of Emke and Landmark in retail sectorIntroductionThis is a study, which will compare the marketing mix of two retail companies in UnitedArab Emirates. The two rival companies that have chosen for the study are Landmark and Emke.These two companies are the fastest growing companies in United Arab Emirates and have beenincluded in the top 50 fastest growing global retail organizations. Emke group, which consist ofLulu Hypermarkets, are the 9thfastest growing retail chain in the United Kingdom and Landmarkis the 16thfastest growing retail chain in the world (Landmark Shops 2017). Even though thegrowth rate of Emke group is more than Landmark, the market share and revenue generation ofEmke in these sectors is less than Landmark. Landmark is ranked at 198thposition among the top250 retail companies in the world and Lulu hypermarkets is ranked 213thamong the top 250retail companies in the world (Editor 2017). Thus, it shows that there is growth in the retailindustry and the companies can maintain their sustainability and increase their market share ifthey are able to provide the consumers with good quality product at affordable prices(Lulugroupinternational.com 2017). Both the organizations have been able to expand theirbusinesses in the gulf region and have the opportunity of further expanding their business in theoverseas market.The retail industry in United Arab Emirates is booming in nature and the market isexpected to grow even more by the end of 2021. The value of retail industry in UAE is $56.6bnand turnover of sale in the market till the end of 2021 is supposed to be around $71bn (Sadaqat2017). Thus, various researches shows that the retail industry is suppose to grow at a rate whichis around 5% in the market. Moreover, the retail industry has a considerable contribution to the
4MARKETING RESEARCHeconomy of country and the retail industry contributes 11% to the GDP (Frank 2017). Thedemand in the retail sector in the UAE remained stable in the fiscal year of 2016 and increase inthe footfall in this sector increased by 6% (AMEInfo 2017). The rise in the number of tourists inthe country has supported the growth of the industry due to the lack of sales tax and expansion inpromotion and sales events. Thus, this shows that there has been a steady increase in the volumeof sales and the number of consumers in the retail industry. The infrastructure in this industry isexpanding at a rapid rate, which shows that the companies are positive about the growth in themarket.Competitor analysis is used to position the organizations strengths against the weaknessof the competitors in the market or the organization chooses position which poses no potentialthereat for the organization. This means that it is essential for the organization to be aware of thestrengths and weaknesses of its competitors as much as they are aware of the needs and desiresof the consumers in the market (He et al. 2015). The main objective of the competitor analysis isto identify the strengths and weaknesses of the organization so that they can predict their nextmove. The competitive strategies are developed based on the analysis of the competitors in themarket. This enables them to take counter measures for gaining competitive advantage andmaintain their long-term sustainability in the market. Thus, the organization should have a betterunderstanding of the market conditions so that they can analyze the actions that the competitorscan take.The main objectives of the competitor analysis for any organization are as follows:Calculate the potential strategies available to the consumers that could provide them withsuccess in the marketPredicting the counter measures which the rival company can take
5MARKETING RESEARCHIdentifying and understanding the reaction of the rival organization to the changes in themarketHowever, it is essential to identify the competitors in the market if they want to gain competitiveadvantage in the market and there are two approaches, which are used by the organizations sothat they are able to identify the market competitors. The first approach is the based on thesupply side, which tries to identify the similarity in technology, resources base and operations offirms working in the same market (Frösén et al. 2016). The second approach is based on thedemand side, which tries to identify the organization fulfilling the similar needs of the consumersin the market. However, the organizations will have to focus beyond the immediate competitionin the market and will have to consider the indirect competitors in the market. Therefore, thesources of this type of then competition can be ind3eified with the help of three domains andconsist of the areas of interest, contingent areas and areas of influence (Calvo-Porral and Lévy-Mangin 2014). Contiguous industry will consist of the companies who are selling substituteproducts of the organization, the area of interest consist of the companies, which have similarresources and capability of fulfilling the needs of the target consumers in the market. The area ofinfluence consists of the firms, which are in the dire ct vicinity of the organization and will affectt6he organization directly.
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