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Measuring Organizational Performance through Marketing Activities

   

Added on  2019-12-28

18 Pages3778 Words302 Views
MarketingData Science and Big Data
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Research Project
Measuring Organizational Performance through Marketing Activities_1

Table of Contents
TASK1.............................................................................................................................................3
1.1 Introduction...........................................................................................................................3
1.2 Factors that contribute into the research project selection....................................................3
1.3 Literature review...................................................................................................................4
1.4 Research project specification...............................................................................................5
1.5 Gantt chart.............................................................................................................................6
TASK 2 ...........................................................................................................................................7
2.1 Resources..............................................................................................................................7
2.2 Research investigation..........................................................................................................7
2.3 Data and relation variables....................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Research evaluation techniques..........................................................................................10
3.2 Data analysis.......................................................................................................................11
3.3 Recommendations...............................................................................................................15
TASK 4..........................................................................................................................................15
4.1 Appropriate media...............................................................................................................15
REFERENCES .............................................................................................................................17
Measuring Organizational Performance through Marketing Activities_2

TITLE: To identify the impact of marketing activities on the performance of organisation: A
study on Morrisons.
TASK1
1.1 Introduction
Every organisation performs their operations in an efficient manner to achieve profits
and generate revenues. These companies establish their business on the basis of some objectives
and aims (Kim and Ko, 2012). There are many functional areas in an enterprise such as human
resource, finance, marketing, sales and so on. Marketing is focusing on buying and selling of
products by performing promotional activities. Through this, overall performance of the firm can
be increased in the market as compare to other competitors. These marketing activities can help
an entity in enhancing their brand image at the global level. The present report is based on
Morrisons which perform their operations in the retail sector. Through this current study, it can
be analysed that how marketing activities can enhance performance of an enterprise. For this,
some of tools and methods are used by the researcher so that overall research can be conducted
in more effective manner. Along with this, data can be collected from both primary and
secondary sources.
1.2 Factors that contribute into the research project selection
Research project is a kind of process that is used to conduct study by collecting the
information from different sources (Webb and et. al., 2011). There are some of the factors which
contribute in selection of the project. An enterprise has to identify requirements of their service
users and offer them services as per their interest. Through this, the overall satisfaction level
among all people can be increased and that can lead an enterprise towards success. Project
selection is an approach which is used to select a topic. There are many factors which need to be
considered by researcher so that overall aim and objectives can be achieved.
There are some issues or challenges that are faced by an organisation while performing
the marketing activities at the workplace. So, for this it is necessary to identify the problems so
that overall success can be achieved. When problems have been identified then overall research
questions can be resolved in more effective manner. There are some more factors which play
vital role at the time of selecting the project and these are like people, program, problems. On the
Measuring Organizational Performance through Marketing Activities_3

basis of these, overall research objectives and aim can be accomplished in more effective
manner. Furthermore, some of the research approaches has been used so that their overall impact
of marketing activities on the company’s performance can be identified.
1.3 Literature review
There are many business organisations who establish their goals so that they can achieve
competitiveness in the market as compare to other rival firm. Marketing activities play vital role
in performance of an enterprise and through this they will be able to improve their brand image
(Ginevičius, Podvezko and Ginevičius, 2013). There are many authors who gave their opinion on
marketing activities that how these practices can affect the performance of an enterprise. Here,
data is collected through secondary sources such as books, articles, journals, research. Along
with this, the gap between past and present research can be identified. Furthermore, the aim can
be accomplished in more successful manner and current study can be conducted in more
effective manner.
Marketing activities
Zenker and Martin (2011) stated that marketing is an approach that is used by the
organisations in order to increase the satisfaction level of the people. On the basis of these kinds
of activities, the communication gap can be reduced and two way communication can be
established between customers and company. Through this, all users will be able to get the
valuable or quality services as per their requirements. It has been analysed by Fu (2011) that
there are some of marketing activities such as sales promotion, social media, public relations,
advertising and distribution of the services. Firm used these in order to attract number of people
towards their services so that their overall sales can be increased. Through this, the brand image
of the firm at the global as well as domestic market can be improved.
When an enterprise made any marketing plan then in this some elements such as price,
product, place and promotion play their role so that profitability can be achieved. On the basis of
these, the firm will be able to fulfil the needs and demands of their consumers.
Organisation performance
As per the view point of Broberg, Umans and Gerlofstig (2013) organisational
performance is measured on the basis of the output and that can be compared against their
objectives. Along with this, the overall performance is the combination of three areas such as
financial performance, product market and shareholders. On the basis of these, an enterprise will
Measuring Organizational Performance through Marketing Activities_4

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