Competitive Advantage Strategies and Methods

This assignment provides an overview of competitive advantage strategies and methods. It includes references to academic papers and online resources that discuss product lifecycle management, customer satisfaction and loyalty, human capital and service innovation, and sustainability in business practices. The assignment also touches on e-marketing effectiveness, tourism destination marketing, and corporate environmental management.

Portfolio

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research..............................................................................................................1
Background of research..........................................................................................................1
Aim.........................................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Significance of the research....................................................................................................3
Rationale of the research........................................................................................................3
Summary of chapter...............................................................................................................3
CHAPTER 2: CONCEPTUAL ANALYSIS & LITERATURE REVIEW....................................4
Concept of marketing and its different activities...................................................................4
Benefits of marketing for retail industry in UAE...................................................................7
Measures that are used by retail: industry in attaining competitive edge at marketplace...10
Potential influence of marketing activities to gaining competitive advantage in context of
UAE retail industry...............................................................................................................11
Summary of chapter.............................................................................................................14
CHAPTER 3: METHODOLOGY.................................................................................................15
Research methods.................................................................................................................15
Research Philosophy............................................................................................................16
Research approaches............................................................................................................16
Sampling...............................................................................................................................18
Ethical considerations...........................................................................................................18
Validity and Reliability........................................................................................................19
RESOURCES TO PRIMARY AND SECONDARY DATA........................................................19
DATA COLLECTION.........................................................................................................19
Summary of Chapter.............................................................................................................20
Project schedule.............................................................................................................................20
CHAPTER 4: RESULTS, ANALYSIS & DISCUSSION............................................................22
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................59

Reflection.............................................................................................................................59
Recommendation..................................................................................................................60
Conclusion............................................................................................................................61
REFERNCES.................................................................................................................................63
.......................................................................................................................................................65

TOPIC:
"To analyse the effectiveness of marketing activities and it's impact on achieving
competitive advantage in the market."
CHAPTER 1: INTRODUCTION
This is first chapter of dissertation which include discussion on the overview of the topic,
rationale of study, research aim and objectives and significance of study. The chapter will be
understanding actual concept of the research due to which it is being conducted by the
investigator.
Overview of research
Marketing refers to activities of firm which are related with purchasing as well as selling
service or product. It is process of business developing relationships with as well as satisfying
consumers. It is business or action of selling and promoting services consisting advertising or
market research (Rahimnia and Hassanzadeh, 2013). It is a management process that is
responsible for determining, anticipating and also satisfying the requirements of customers.
People who works in marketing departments in any firms tries to grab attention of the targeted
audiences. This helps them in finalising packaging design, media exposure, slogans and celerity
endorsements. With the help of using effective promotion techniques, firm can attract large
number of consumers. In addition to this, it is a responsibility of firm to determine needs as well
as demands of customers and try to fulfil them in an effective manner.
Background of research
Marketing is defined as the process of interacting with potential consumers in order to
deliver the offered product and services. It consists of investigation, promotion, selling and also
distributing the services or products. Under this, marketing is depend on the thinking regarding
business in context to needs and satisfaction level of consumers. If firm is able to provide the
services on the basis of requirements of consumers then it will help in attaining competitive
benefits at market place (Banerjee, 2017). Marketing is an action of do promotion and selling of
products with the help of market research along with advertising. In context to this, it entails the
product development, conduct market investigation, distribution of product, public relation etc.
United Arab Emirates is Arabian Peninsula nation along with Persian Gulf. In UAE, retail rates
were far from remarkable enhanced seen decade ago (Soteriades, 2012). This country is
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preferred destinations for international retail players in Middle East countries. In addition to this,
backed through high expatriate population number along with high customer base, retail
industry of UAE is developing. From the past few years, retail sector of UAE country has been
strong developed.
Aim
The aim of this investigation is "To analyse the effectiveness of marketing activities and
it's impact on achieving competitive advantage in the market." A study on Retail industry of
UAE.
Research Objectives
 To understand concept of marketing and its different activities.
 To identify benefits of marketing for retail industry in UAE.
 To determine measures that are used by retail industry for attaining competitive edge at
marketplace.
 To ascertain potential influence of marketing activities in gaining competitive advantage
in context of UAE retail industry.
Research Questions
 Describe the concept of marketing and its different activities.
 What are benefits of marketing for retail industry in UAE ?
 What are different measures that are used by retail industry in attaining competitive edge
at marketplace ?
 What are potential influence of marketing activities to gaining competitive advantage in
context of UAE retail industry ?
Under this, aims and objectives provides are related to specific subject area which need to
be address in this research. In the literature part, all objectives will need to be address with the
proper solutions in an effective manner. Through research methodology, data and information
can be collected that can provide appropriate and detailed information about specific subject
area.
Significance of the research
The present research mainly emphasis on effectiveness of marketing activities and it's
impact on achieving competitive advantage in the market. This research will provide deep
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knowledge on the retail industry of UAE and role of marketing activities in gaining competitive
advantage at market place. This study will also identify upcoming trends raising in the market
which can be used by them as opportunity. The research will also helps retail industry in
understanding actual requirements of customers (Lidstone and MacLennan, 2017). As a result,
they will easily be able to produce products according to the requirement of customers and
maximise their sales ratio. The another significance of this research states that it will provide
new approaches to retail industry by which they can improve their relationship with customers
and enhance its sustainability level at market place. It will also provide knowledge to
organisation belonging to retail industry about effectiveness of marketing activities in giving stiff
competition to competitor and gaining competitive advantages.
Rationale of the research
The main purpose of this research on retail industry to analyse actual role of marketing
activity in spreading awareness of the product at market place. It will also help organisation in
accessing different opportunities which are available at market place and can only be grabbed by
conducting correct market research. This research will also help companies in understanding
benefits of marketing activities for the retail industry of UAE and how they are helpful for
businesses in gaining competitive advantages. It will also help in identifying different measures
which can be used by retail industry in gaining competitive advantages. It can be said that
competition in retail industry is increasing day by day which is creating huge complexity for
organisation to survive in the same industry without any issue (Bai and Chang, 2015). Therefore,
with this research, retail industry can improve its sales performance as well as overall growth of
the industry.
Summary of chapter
In this section, introduction of the overall research project have been discussed. It has
also covered main purpose of the research and its importance for the companies belonging to
this sector in gaining competitive advantage. The next section of this research project will going
to cover literature review.
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CHAPTER 2: CONCEPTUAL ANALYSIS & LITERATURE REVIEW
An investigator requires to conduct an in- depth review of the information that is
published through using the secondary sources. It is conducted by using the secondary sources
such as books, articles, magazines etc. and also considering opinions of authors or writers.
Concept of marketing and its different activities
As per the thoughts of Erevelles, Fukawa and Swayne, (2016), concept of marketing can
be seen as the strategy which is being implemented by the companies for satisfying needs and
demand of customers, increasing sales ratio of the companies for maximising heir profitability.
The concept is also being used by the organisation sustaining longer at the market place by
gaining competitive advantage. It has been analysed that marketing is considered as the best
approach provides solutions to the company related to decline of sales, lack of customers support
etc. Thus, it can be said that if companies wants to sustain longer at market place then they
should go for good marketing act9ivies which are less in cost and contributes in raising their
profitability level at high. It has been analysed that marketing was quiet different in the past
years but with the changing time, it is being at every new day. As per evaluation, it has been
realised that during the earlier times, marketing was generally performed through face to face
interaction. Here, marketing team of companies were generally involved in spreading awareness
about the product and services to customers by showing practical sample of their packaging,
usage etc. But with the changing scenario, there have been major modifications with the
introduction of many new methods. This modification was done in the form of print media. In
this marketing team usually print information related to their products on newspaper in the form
of advertisement and after printing it, they used to distribute it into bulk. This has raised sales
level of the company as they are now able approach maximum number of people (Baker, 2016).
This has been further modified in the form of technology as marketing is now completely
revolving around technology. Now a days, modern methods of marketing is very effective as it
owns capability of reaching maximum number of people with helps of technology. It includes
advertisement through the television, social media, print media, etc. Therefore, it can be said that
advance form of marketing have improved access of companies over customers which have
contributed in upgrading their sales as well as profitability ratio.
The concept of marketing states that firms should firstly assess requirements of its
consumers. On the basis of opinion of Thimmesch (2019); it has been said that marketing is a
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strategy that organisations execute for satisfying the requirements of consumers, enhance sales,
raise profit level and compete with its strongest competitors. In addition to this, marketing
department tries to design the effective strategies for develop profitable and also strong
relationship with customers. Under this, there are different marketing activities mention below:
Selection of product- Under this, it is a main marketing related activity and producer
listen the consumers and also prospects before making decisions related to service or products,
before production, companies conduct an investigation, determine competitors, existing products
etc. It is necessary that product should be according to needs of consumers so that they can be
satisfied from this (Buhalis and Foerste, 2015).
Promotional activities- Developing the demands of consumers for product is a main key
to selling. In order to aware people about services or products, attractive promotion is necessary
by considering the specification about products (Amel and Hayat, 2016). On the other hand,
there are different ways by which company can promote its products for an instance social
media, banners, print media etc. These ways simply helps an organisation in maximising their
awareness about their products among customers. It has been evaluated that earlier specified
promotional activities helps business organisation in reaching their potential customers who
could buy their products at regular basis and generate profits for the company.
Market research: Marketing team of every company have to conduct an effective
market research so that they could analyse market situation. This helps the company in
understanding actual requirement of the market as well as customers so that they could produce
an effective product as the need. It has been evaluated that this marketing activity also guides
company about the developing opportunity at market place which could be grabbed by them.
These identified opportunities could be further used by them at the time of expansion. But, as per
the thoughts of Hao and Song, (2016) McDonald, M. and Wilson, H., 2016. it has been analysed
that excessive market research is time consuming process. It also misguides marketing team
because they are now focusing on other opportunity which can give them additional benefits.
While doing this, their mind as well as efforts diverts from actual objective for which they have
conducted market research. It ultimately reduces their attention from single product as a result,
this might become a big reason for the failure of their existing product at market place.
Selecting distribution channel: It is the another important activity which is being
performed by marketing team of the business organisation. It is essential for marketing team to
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choose feasible and cost effective distribution channel so that they could make their products to
available to customers effectively. It has been analysed that selection of right distribution
channel contributes in raising sales of products and services. The main reason behind this is that
customer are able to easily access their products which influences them to buy it whenever they
needs it. As per investigation, it has been identified that customer mainly purchases only those
products which are available at their near by stores. Therefore, selecting distribution channel is
seen as an important activity that is required to be done effectively by marketing department.
This is because, if they chooses any wrong distribution mode then they wont be able to reach
their potential customers.
Maintaining customer relation: The main work of marketing team is to manage their
relationship with the customers as they are the only one who helps company in becoming
successful. Strong relation with customers influences their thoughts to remain loyal towards
organisation which ultimately improves its sustainability. For this, marketing team focuses on
adopting several ways by which they could improve their relationship with customers. These
ways includes giving greeting cards to frequently visiting customer or old customers,
communicate to customers at regular basis for identifying their views about the products and any
kind of improvement which have been expected by them from the company to do it in their
product. Marketing team also takes feedback from customers as well as store footfall to finding
out their reviews on experiences. All of these activities helps the company in building up their
relationship with customers and influences their interest to remain loyal to with the organisation
for longer period of time.
As per the views of Stark, (2015), it has been analysed concept of marketing mainly
emphasises on delivering information about the product and services among customers in right
manner. This is helpful for the company in improving their accessibility on customers as a result
they could maximise their sales ratio and attain preset goals and objectives. But, the author also
believes that all the marketing activities are not helpful for the company which generates good
range of revenue for them. Some of them are expensive and time consuming which impacts
negatively on the budget of the marketing team and it results in decline of profitability
percentage. Therefore, it would have been better for marketing department to initially analyse the
actual requirements of the company and make a good plan so that can generate more revenue
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with less expenditure. Marketing team is also required to modify its marketing plan according to
the situations and requirement of market place.
Benefits of marketing for retail industry in UAE
As per the point of view of Izogo, Ogba and Nwekpa, (2016), it has been analysed that
marketing function is very beneficial for every industry as it helps them in communicating to
maximum number of customers and spread awareness about its product and services. As a result,
it enhances their sales and contributes in increasing sustainability at market place. In context to
retail industry of UAE, it can be said that marketing activities are really beneficial for this sector
because it allows them to enhance their command over customers (Jussila and et. al., 2015).
Retail industry is very broad in size, which requires adoption of effective marketing activities in
order to remain competitive at market place. It has been realised that retail industry is very dense
in UAE as competition in the similar industry is increasing day by day. This creates demand
more involvement of marketers in retail industry in order to raise their sales and generate
maximum revenue. Moreover, Sayani, (2015), have also said that trends in retail industry is
changing every next day. This leads to the create difficult situation out of stock for individuals
belonging to this industry. In order to neglect this problem organisation should to hire good
marketing executive which promote and popularise their products and services effective at
market place so that products can be sold out within the trade only.
As per the thoughts of Callon, (2016)it has been analysed that retail industry of UAE is
one among the fastest growing industry at market place. The authors believes that if this industry
is adopting suitable and feasible marketing activities then they could easily achieve enhance their
sales. This is ultimately growing the economic status of the country because increasing sales
ratio will generate tax for the government which can be used by them for good causes. Many
officials of this industry have expressed that modern approaches of marketing activities like e
commerce, technology based marketing (social media, mobile technology etc.) have improved
command of retail industry on customer. It is because, they are now able to communicate
maximum customers and aware them about their launches.
As per evaluation, it has been identified that retail industry of UAE is expanding rapidly
with the annual growth rate of around of 4.9% . The author have also stated that overall turnover
of the retail industry in 2016 was around $56.6 billion which estimate grow with approx $71
billion by 2021. while observing growth of industries, it has been identified that in past 15 years
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only retail and hospitality had grown with the highest speed. If, it is talked about retail industry
of Dubai then its growth rate can be clearly estimated with the some what 5.6 per cent from the
2018 till 2021. It can further be said that sales market of Dubai will going to reach around Dh
160.7 billion till 2021. By observing past figures of 2017, it has been realised that retail market
of Dubai had been grew with near about Dh128.45 billion which covers around 67 per cent of
market share of over all retail industry of UAE. It has been further realised that retail market of
Dubai is covering some what 47 percent of total shopping complex or malls of UAE which is
seen as the huge percentage (UAE retail sector continues to grow, 2019). By observing all of
these figures and values, it has been realised that Dubai is covering maximum proportion of
UAE retail industry which is very large in size. From this, it can be further said that usage of
effective marketing tools could maximise profitability ratio of the whole retail industry and also
improves their command over the customer. Therefore, it can be said that companies belonging
retail industry of UAE are required to go with the advance marketing activities which helps them
in continuing their growth rate with similar or increased speed.
In addition to this, another benefit of marketing for retail industry of UAE is that it
creates new business opportunity for the companies belonging to this industry. This is because,
marketing team is having regular based interaction with the customers and they are also aware of
developing demand of market and its expectation from the company. This brings up new ideas
for the companies as a result, they can grab raising opportunity at marketplace and expand their
business as well as profitability of the company. An effective marketing approach used by the
retail industry also improves percentage of loyal customers in UAE. This impacts positively on
sales ratio of retail industry and also maximises its profitability ratio. Some of the other benefits
of marketing activities for retail industry are defined as below:
Builds up relationship with customers: Marketing activities builds up relationship of
the company with the customers which is beneficial for retail industry of UAE. This is because,
if an organisation shares positive relations with the company then they will definitely remains
loyal with them for long term (Charter, 2017). As a result, it raise profitability ratio of the whole
industry which will ultimately contribute in the economic growth of the UAE. In addition to
this, positive relation with customers also persuades them to accept new launches of organisation
belongs to retail industry. The main reason behind this is that customers have trust on the
industry and they easily accept whatever it is introduced by them at market place. These
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customers also provides their their advances and suggestion to the company that will improve
their existing products. As a result, the companies of this industry will introduce products as per
the demand of customers that will reduce proportion of scrap value.
Targets ideal customers: It is the another benefit of marketing for retail industry in UAE
as it helps the companies belong to this industry and operates their business activities in UAE are
now able to target their ideal customers. It can be said, customer of UAE are mainly giving value
to price of the product and services which are being offered to them. But, at the same end these
customers are also giving value to products which provides value for money and are of high
quality. Therefore, it is beneficial for the companies to adopt effective marketing activities so
that they can target their potential customers for which they are producing products and services.
Captures untouched or neglected customers: The next benefit of marketing activities
of retail industry can be seen in the form of capturing or reaching untouched customers. For
example: by using effective marketing approach retail sector can reach untouched customers
which have yet not been approached by them. Like, Marks and Spencer is a well known brand in
retail industry but it mainly offers its product at premium price. This have created a limit for the
company to approach its potential customers because its products were only available at stores.
But, the company have further adopted latest marketing tool that is online selling of its products.
Adoption of this marketing technique have maximised its sales as it is now reachable to its
customers and they easily buy its products by purchasing them online. As a result, it can be said
that latest marketing activities has raised huge number of sales benefits to retail industry and
have also increased its profitability ratio.
As per the above specified benefit of marketing for retail industry of UAE, it can be said
that effective usage of marketing activities helps the company in growing at highest speed. But at
the same time, as per the thoughts of some another Jnongman, (2017) it has been realised that
even though marketing activities are good for companies but it also raises many unnecessary
expenses which ultimately minimises its profitability ratio. Along with this, the author have also
specified that many time customers takes the concept of marketing activities wrong which
creates their negative perception at market place. As a result, it impacts negatively on the
profitability of the whole retail industries.
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Measures that are used by retail: industry in attaining competitive edge at marketplace
According to the point of view of Katsikeas, (2016);, it has been analysed competition in
the retail industry is increasing rapidly as it is now easier for every one to start a new business
with less financial resources. For this, organisation belongs to retail industry adopts various
methods and approaches for attaining competitive advantage at market place and sustain longer
in the same industry (Mezue, Christensen and Bever, 2015). It can be said that these measure can
be easily implemented within the industry by using advance technology which contributes in
reaching maximum number of customers at market place. As per the views of Peskett. M,
(2018); it has been analysed that sustainable competitive advantage is considered as the key point
of success for business. Therefore, it is essential for companies belonging to retail industry to
focus on increasing its sales, high percentage of profit margins, more number of customers and
less employees turnover which can contribute in gaining competitive advantage at market place.
In context to retail industry, there are some measure that are adopted by this industry attaining
competitive advantage. These measures are defined as below:
 At first, retail industry should identify the niche market which is not properly covered or
grabbed by the competitors. Reaching this market will help companies of this sector in
enhancing their business effectively and attaining competitive advantage. It can be said
that it is a good measure but at the same it also has some negative impact on companies
which keeps them away from gaining competitive advantage (Prajogo and Oke, 2016).
The negative impact is that it quite expensive for the companies to analyse the market as
well as business activities of the competitors. This enhancement of expenditure reduces
their profit margins as they requires more number of employees to conduct a good survey
that also consumes high salary.
 Cost leadership is also seen as the effective measure which is adopted by retail industry
to obtain competitive advantage. In this, companies belongs to same sector tries to offer
similar product at lower price for grabbing attention of customers and influencing them to
remain loyal to them for longer period of time (Five steps to get a sustainable competitive
advantage, 2018). As per the whole study, this measure is only possible for large
organisation who can afford huge production in order to reduce their manufacturing cost
to lead the market. Thus, it can be said that this method is only favourable for large scale
companies belongs to retail industry.
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 Retail industry of UAE can also adopt Differentiation strategy for gaining competitive
advantage at market place. This strategy mainly emphasis on providing better services or
products to customers rather than its competitors. It can be said that an organisation can
become different from its competitor only by providing high quality products to its
customers, introducing any innovative product to them. In context to retail industry of
UAE it has been analysed that companies belonging to this industry can gain competitive
advantage by becoming different and unique at market place. As per evaluation, it has
been realised that companies which are adopting this strategy basically sells their
products at premium prices that is generally consist of high profit margin (De Mooij,
2018). It is essential for retail industry of UAE to maintain quality of their product
and3_1559217813 services in order to gain competitive advantage and sustain longer in
the same industry. On the other hand, some writers also believes that this strategy also
has its own cons which might stop companies of retail sector in gaining competitive
advantages. The main drawback of differentiation strategy is that it might exclude some
buyers as it is only giving preference to specific zone of buyers. It might also avoid
specific geographic locations too that could generate high level of profit for them in
future. Therefore, it can be said that differentiation strategy has both positive as well as
negative influences over the profitability ratio of the retail sector. But, the analysis is
done on aspect of competitive advantages then it has been identified that differentiation
strategy beneficial for retail sector in gaining competitive advantage.
As per the above specified different measures which have been used by retail industry of
UAE, it can be said that all of them are helpful for retail companies in obtaining competitive
advantages and enhancing their profitability ratio. But, at the same time some authors have
reflected its negative impact too which stops companies in gaining competitive advantages.
Thus, it has been identified that its better for retail sector to go with cost leadership strategy for
gaining competitive advantage.
Potential influence of marketing activities to gaining competitive advantage in context of UAE
retail industry
As given by views of Bhat and Darzi, (2016). it has been realised that marketing
activities places an essential role in the growth of retail industry of UAE and also helps them in
attaining competitive advantage. This is because effective marketing activities helps retail
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industry in spreading awareness about their products and services at market place in order to
influence interest of maximum number of customers. It has been seen that promotional activities
helps UAE 's retail industry in developing their demand of products among customers. This
raises their sales ratio, helps in gaining competitive advantage and also contributes in improving
profitability of the whole industry. Along with this, it has been identified that competition in the
retail industry is very vast which develops demand of huge involvement of marketing activities
for gaining competitive advantage. But, as per the thoughts of Alshehhi, Nobanee and Khare,
(2018) it has been analysed that marketing activities have raised unnecessary expenses for
companies of retail industry which indirectly keeps them away from gaining competitive
advantage. The author have also specified that marketing activities diverts mind of marketing
team into other opportunities which reduces their efforts on one core product. This reduces their
focus which ultimately impacts negatively on the business growth of the company.
As per the thoughts of …..., it has been analysed that marketing activities plays essential
role in attaining competitive advantages at market place. In context to the retail industry of UAE,
it has been identified that buying behaviour of customers are changing every day which creates
the need of adoption of effective marketing strategy to sustain longer at market place. It has
been evaluated that marketing team is now changing their strategies according to the buying
behaviour of customers. According to the current scenario, it can be said that customers
preferences of UAE are changing rapidly which raises demand of adoption of strong marketing
strategies that contributes in gaining competitive advantages. Changes in customers can be seen
in many form like in traditional time customers of UAE were shopping normal store or street but
now these customers gives preferences to shopping malls to purchasing their desired products.
Additionally, it is identified that purchasing power of customers is also increasing continuously
with the development of UAE. These changes in customers zone have enhanced demand of
marketing activities as it is essential for retail industry to grab attention of customers in order to
sustain longer in the same industry.
Apart from this, it has been further seen that marketing activities are also important for
retail industry of UAE because customer are evolving more rapidly in comparison to brands.
This influences interest of organisation to go for the innovative and cost effective marketing
activities for remaining competitive at market place. It also helps them in finding out some
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alternative method by which companies can attain their targeted customers which could
maximise their profitability ratio.
On the basis of thoughts of Gattorna, (2017) it has been analysed that there are numerous
of marketing activities which are beneficial for retail industry of UAE. It is observed that main
work of marketing team is to promote product at market place. It also spread awareness about
the same product so that customers can analyse that whether it is helpful for them or not. In
context to the retail industry of UAE, it has been analysed that if an organisation have good
marketing team then they can sustain longer at market place. This is because, marketing
activities not only popularises products at market place but it also influences interest of
customers to purchase the same product and remain loyal to the organisation for longer period of
time. As per evaluation of the retail industry, it has been seen that taste and preferences of
customers belonging to this industry is changing continuously which creates demand of good
marketing effort in order to realise customers that products launched by the company are
completely matching with their taste.
In addition to this, it has been analysed that marketing department also puts their best
efforts to influence interest of customers towards the product. This is simply done by initially
targeting potential customers and after that by using suitable marketing activity they can attract
them towards the product and services. For instance: Marks and Spencer is a providing quality
apparels to the customers at premium prices. So, marketing team of this company is only
targeting premium class customer who can afford it. Here, the main focus of this company is
only on upper class people so, its marketing team mainly plans marketing activities for them
only. It can be said that for persuading interest of premium and quality focused customers,
marketing team formulate their advertisement in such a manner which makes these customers
realise that these products are made for them only. This influences interest of premium
customers towards the products and persuades them to buy it. It also contributes in gaining
competitive advantage as with good marketing approach Marks and Spencer can improve its
influence on customers in comparison to their competitors. This also improves sales figures of
the company.
According to the perception of Christopher, (2016) , it is identified that organisation
which belongs to retail industry of UAE are required to build up their relationship with
customers for sustaining longer in the similar industry. It is because, trends in this industry are
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changing every single day so it is important for the companies of his industry to share positive
relationship with customer so that identify their requirement and expectation from company.
This helps the organisation in developing products and services according to their requirement
only. As s result, it improves number of loyal customers for retail industry. For this, marketing
department of retail industry generally interacts much with the potential customers. This reflects
customers that company is caring for them and their presence as well as thoughts are valuable
for them (Welford, 2016). This also convinces customers to reflects their actual views regarding
to marketing team. As a result, they are now able to improve their product according to the
customers desire. It ultimately helps them out in gaining competitive advantage because of
positive customer support.
Gap analysis
Gap analysis refers to the comparison of individuals actual performance with their
expected performance. The analysis specifically states that what was the desired by the
individual at the starting stage of the project and in actuality what has actually been performed
by them. With reference to the current investigation, it has been analysed that in previous
investigation researcher have stated that retail industry were using traditional form marketing
which was effective and beneficial for them. But, according to the current study it has been
identified that there are different marketing activities which are easy to use and also provides
results to the industry in effective manner. In the literature review section, it has analysed that
some of the authors have supported that effective market research and development of
employees relation is considered as the job role which is required to be used by marketing
managers in order to perform their business activities in effective manner. On the other, at the
same time it has been identified that some other authors believes that selection of right
distribution channel is the main work of marketing department.
Summary of chapter
From the overall discussion of this section, it can be said that information gathered from
authors was really helpful in enhancing knowledge regarding retail industry. This information
has also helped in identifying certain ways by which organisation belonging to this industry
could gain competitive advantage. The next section of this research will include discussion about
research methodology which have been used by researcher in conducting effective research.
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CHAPTER 3: METHODOLOGY
Methodology refers to theoretical as well as systematic analysis of methods which are
applied to field of study. It comprises about theoretical analysis of body of principles along with
methods which are related to branch of knowledge. It is process that used to gather data or
information for an aim of making effective business related decisions.
Research methods
Under this, investigator requires to determine nature of the research work by using the
appropriate as well as effective methods. The better research methods are helpful in conducting
investigation in an appropriate manner and getting positive outcomes (Silverman, 2016). There
are two different kinds of research methods and these are qualitative and quantitative. In
quantitative research method, investigator collect data through using statistical techniques and
measure it in the numeric forms. On the other hand, quantitative data provides information in
detailed manner and provide an in- depth analysis. Under this, information is measured on
theoretical basis. Among both the research methods, investigator uses the qualitative methods
because it provides the theoretical information in detailed manner.
Merits and demerits of Qualitative method
This research is done with the scientific method which is used by the researcher in the
study. This type of survey is need to be be done in detailed. In this research open ended
questionnaire is been formed to know about the perception of the target respondents. There are
certain merits and demerits of this research which are been mentioned below :-
Advantages
 Possible to understand the attitude of the consumer, through this research study it easy to
understand the perception towards the topic and also helps to maintain relationship
between consumer.
 As compared to other research study qualitative study is time consuming because the
sample size is small and low research cost is involve in it.
 It is based on the available data and information which helps the researcher to find out the
best solution the problem.
Disadvantages
 In the qualitative research once the data is collected by the experienced researcher, then
other investigator use that same information but the quality of the project differs.
15

 Due to different prospectives of the individual it is difficult for the researcher to present.
There are two type of people one who support the finding and another who does not
support.
 The major disadvantages of this research is data mining. Through this research the
investigator can manipulate the quality of the research.
Merits and demerits of Quantitative method
This research is based on the numerical data and observation and in this study statistical
tools and techniques are been used to analyse the problem of the research. There are many pros
and cons of this which are mentioned below :-
Advantages
 In qualitative research, the researcher is more focus on the objectives and also measures
and analyse the data.
 The survey is done according to accurate image of risk, which helps to obtain the straight
data without manipulation.
Disadvantages
 This method completely relies upon numerical data but still it is difficult for investigator
to capture each information in numerical format.
 Along with this, it is also harder for gathering information related to human behaviour.
Research Philosophy
It refers to belief about way under which the data regarding phenomenon should be
collected, analysed as well as used. It is a kind of summary of research experience and interests
consisting past, present and future endeavours. It is necessary for an investigator to choose a
beneficial philosophy so that research can provide positive outcomes. Positivism and
Interpretivism are various types of research philosophy. In interpretivism philosophy,
investigator tends to adopt the qualitative method in order to accumulate data in a proper manner.
On other hand, in positivism philosophy, researcher uses mathematical as well as scientific
models for data collection and analysis (Neuman, 2013). Among the both research philosophy,
investigator uses the interpretivism philosophy because it is based on qualitative methods and
provide the in- depth information about topic.
16

Research approaches
It is plan and procedures that includes step of broad assumptions to the detailed method
of the data collection, analysis as well as interpretation. Under this, Inductive and deductive are
two main type of research approaches. In deductive research approach, there is new theory
developed as well as proved by hypothesis creation. Under this, outcomes are confirmed by
observation of the current facts and figures. On the other hand, inductive research approach starts
with theories and observations which are proposed towards end of investigation process as result
of the observations. Under this present investigation, researcher uses the inductive research
approach because it provides detailed information about the concept (Mackey and Gass, 2015).
Merits and demerits of deductive approach
This research approach relies upon testing hypotheses. This approach is simple, effective
and precise, in this there is no necessity for collection and explaining statistical data, as the usage
of mathematical techniques maintains authenticity of data. This also helps in deriving economic
theories. This approach also has the possibilities to explain casual relationship between variables
and concepts . This can also measure concepts of quantitatively and have the possibility to
generalize research findings to a certain extent. In opposite to inductive, this approach can be
more effective for higher classes and this also saves a lot of time and this is less expensive. In
this approach number of direct practice examples can be given immediately (Bhat and Darzi,
2016). In this, there is lack of students involvement and struggle for understanding. In this
approach, young learners cannot able to understand the concepts. This approach varies from time
to time and from place to place and hence not a universal one. This approach is also restricted
only to the derivation or economic theories.
Advantages and disadvantages of inductive approach
The main merit of inductive approach is that it completely relies upon the observation.
All of the developed results are formulated from the observations only. This also helps in the
development of scientific attitude. Inductive approach also leads to self study. Through inductive
approach, learning becomes easy and permanent and this also develops our self confidence.
There are probable chances that if observation is not correct then it might result wrong on the
conclusion too. As this cannot be used to understand all the topics of science (West, Ford and
17

Ibrahim, 2015). Inductive approach consumes too much time and this is not a suitable approach
for higher classes. This approach if frequently used by all then this become mechanical.
Sampling
Sampling is considered as the process in which researcher selects respondents from the
whole population. In this selection of respondent is basically done with the usage of different
methods and techniques. Under this, methodology is used to sample from the larger population
that based in type of investigation that is being performed by consisting random data sampling
method. In order to select population, investigator uses the random data sampling methods that
provides equal chance to all selected staff members. The main reason behind choosing random
sampling method for the current study is that it gives equivalent opportunities to all individuals
so that they can get selected with out facing any issue related to the bias behaviour in order to
become respondent.
Population: In this, current study, investigator have chosen large scale population
belonging to United Kingdom. This will include stakeholders of retail sector in order to give
more proficiency to the research in positive manner.
Sample Size: Sample size refers to the number of respondent chosen by researcher in
order to grab information from them on the chosen topic. These respondent are chosen from the
total population. With reference to the present investigation, researcher have used random
sampling method in order to select respondents without any act of bias. For the current study,
investigator have chosen 100 number of respondents so that effective analysis can be done in
positive and effective manner.
Ethical considerations
This part of research methodology is regarded as most essential part for conduct an
research in appropriate manner. Investigator is supposed to assure about the care of all the
associated people which are included in research work. It is a responsibility of an investigator to
keep the data or information about respondents confidential. It should not be disclose in front of
any other person in any case without permission of that respondent. On the other hand,
researcher can not ask any personal information from respondents. Under this, investigator
requires to accumulate all information by reliable or accurate information about specific
research area (Flick, 2015). At the time of performing activities, researcher should perform all
activities by following all ethical considerations as well as principles.
18

Validity and Reliability
It is essential for an investigator to produce reliable or valid outcomes to conduct an
investigation in an effective manner. Validity and Reliability are regarded as two main aspects
for research. For validity, there is a requirement for an researcher to collect information by using
the authentic sources. It is an instrument as well as test that is measuring what is supposed to do
in an accurate manner. On the other hand, reliability is to measure the consistency or stability of
test the scores (Marinkovic and Obradovic, 2015). It is the degree to which assessment related
tools are produced in order to obtain consistent as well as stable outcomes. In addition to this, it
is a responsibility of an investigator that collected data should be reliable in nature and provide
better results. Researcher is required to ensure that research work should satisfy the reliability as
well as validity criteria.
RESOURCES TO PRIMARY AND SECONDARY DATA
DATA COLLECTION
It is necessary to select the appropriate resources for collecting data about the specific
research area. Under this, it is a responsibility of investigator to collect the information or data
about the specific research area.
Primary data- It refers to information that is gathered for the purpose of conducting an
investigation in an effective manner. Under this, researcher collect the data or information for
first time and never used before. In order to collection information in primary data, it takes more
time and it is also expensive. It is an important process of gathering as well as measuring data
and information on the basis of individual interest in systematic manner (Bohl and et. al., 2014).
With the use of this, researcher easily gather relevant and valid information about the selected
area and topic. This will support them while taking decision towards the research and its
activities as well. Mainly, this type of collected data is based on the two types like secondary
source and primary of data collection. Both methods are the important for investigator to gather
data and information about the specified areas. This type of sources are related with original
material in which researcher undertake the study. In this, researcher obtain data directly from the
first hand which consist various ways such as surveys, observation, interviews, experimentation
and many more. All these are appropriate ways to gather valid information from different
respondents. It is quite expensive and time consuming method as compare to secondary source of
19

data collection. The most common way of collecting data used by researcher is questionnaire
through which they can easily understand people interest towards the specific area and topic as
well. Questionnaire is one of the effective way to collecting data in which researcher sent the
different questions to respondents with some options. Through this, researcher can get to know
about the different opinions of respondents about specific research area in an effective manner.
Secondary data- It refers to information that is gathered through some other person other
than user. It is time saving method. In addition to this, data has been collected previously and
also accesses through investigators. As comparison to primary, secondary data tends inexpensive
and also available to be obtain (Wilcox and et. al., 2012). When an investigator uses the
secondary data, then it looks in to different sources from where it can obtain them. There are
different sources from which the data or information can be collected about specific area for an
instance books, journals, articles and many others. It is used to enhance sampling size of
investigation by using the authenticate sources. Under this, data can be collected in an easy
manner and can check its authenticity. It is mainly used in literature review section where the
view points and opinions of authors are considered.
Summary of Chapter
The above discussed section includes discussion on different kind of methodologies
which are being used in the research. From this chapter, it has been analysed that there are
inductive research have been used by investigator in order to make research more reliable. The
section has also shown that both the primary and secondary method of data collection will be
used by investigator. After completion of this chapter, the next will going to be started which
includes discussion on results, analysis and discussion.
Project schedule
Step
s
Description Due date
1 Preparation Stage
Week -1-2: Area of interest identified
Weeks 3-4: Topic selected/form submitted
Weeks 4-5: Topic refined to develop dissertation proposal
20

Weeks 5-8: Proposal written and submitted
2 Chapters 1-3 completed
Chapter 1 Draft Introduction completed
Chapter 2 Draft Literature Review completed
Chapter 3 Draft Research Methodology completed
3 Collection of data and information
Data analysis and Interpretation of data
Chap 4 Draft Results, Analysis and Discussion completed
Chapter 5 Draft Conclusions, Implications & recommendations
4 Final Writing up
Structure, presentation and proof reading
5 Final Stage
Final proof reading, printing and binding
6 Submission of Project (WOLF and hard copy
submission)
21

CHAPTER 4: RESULTS, ANALYSIS & DISCUSSION
Questionnaire
Q 1) Are you aware about the concept of marketing?
a) Yes
b) No
Q 2) What are the benefits of marketing activities for retail industry of UAE?
a) Improves sales
b) Enhances profitability
c) Retains customers
d) Enhances sustainability of organisation
Q 3) What are the different activities which are performed by marketing department?
a) Promote product and services
b) Builds relationship with customers
c) Selection of distribution channel
Q 4) Does current marketing strategy followed by retail industry are providing any benefit to
the companies dealing in this sector?
a) Yes
b) No
Q 5) As per your concern, what kind of marketing activity can be adopted by retail industry?
a) Advertisement through social media
b) Campaigns
c) Promotional events
Q 6) According to you, does marketing activities helps in gaining competitive advantage?
a) Agree
b) Disagree
22

Q 7) Do you think Market research is an essential part of marketing activity?
a) Yes
b) No
Q 8) Does marketing activities helps in influencing customers perception toward product
a) Agree
b) Disagree
Q 9) Does marketing activities support in increasing market share?
a) Yes
b) No
Q 10) Does marketing activities helps in creating awareness about products and services offered
by retail industry?
a) Agree
b) Disagree
Q 11) From the below mentioned option, which one is the most expensive marketing activity
that affects profitability of retail industry?
a) Advertisement through banner
b) Social media promotions
c) Campaigns
Q 12) What are the different research tools used by retail industry to conduct primary research?
a) Focus group
b) Interview
c) Observations
d) Questionnaire
Q 13) Which technique is beneficial for assessing customers response?
a) Customer survey
23

b) Suggestions & Advice
c) Competitor analysis
d) Social media
Q 14) Is it necessary for the retail industry to build their relationship with customers?
a) Yes
b) No
Q 15) What are the measures that are used by retail industry of UAE in attaining competitive
edge at market place?
a) Same product at lower price
b) Different product with different attributes
c) Hold your position through defensive strategies
Q 16) Do you think retail industry will loose its market share with the non usage of marketing
activities?
a) Yes
b) No
Q 17) What are the chances of success of retail industry in the market of UAE?
a) High
b) Low
Q 18) Provide some recommendation to the retail industry of UAE by which organization's
dealing in this sector can gain competitive advantage?
24

Theme 1: Concept of marketing
Q 1) Are you aware about the concept of marketing? Frequency
a) Yes 75
b) No 25
Interpretation: Concept of marketing simply means the efforts of organisation which are
placed to analyse needs of customers and after identifying them only develop better product for
them. It also helps company in satisfying needs of customers and compete its competitors. As per
the above specified graph, it has been analysed that 75 people have said that they have
knowledge about the concept of marketing because they updated with organisational activities.
They have also stated that they have observed many kind of marketing activities at marketplace.
On the other hand, remaining 25 people have said that they are not aware about this concept
because they are not connected to external world.
25
75
25
a) Yes
b) No

Theme 2: Benefits of marketing activities for retail industry of UAE
Q 2) What are the benefits of marketing activities for retail industry of
UAE?
Frequency
a) Improves sales 32
b) Enhances profitability 19
c) Retains customers 31
d) Enhances sustainability of organisation 18
Interpretation: Marketing activities are beneficial for retail industry of UAE as it helps
in connecting to the customers in effective manner. It allows company in understanding
perception of customers on the basis of which they can further develop the product. From the
above mentioned graph, it is interpreted that 32 respondents believes that main benefit of
marketing activities in retail industry is that it improves sales of the company. This is because,
26
32
19
31
18
a) Improves sales
b) Enhances profitability
c) Retains customers
d) Enhances sustainability of
organisation

effective marketing spread awareness of the products among customers which develops their
interest to buy it. As a result, it raises sales of the company belonging to retail industry. Whereas,
19 people have stated that marketing activities are enhancing profitability of the company. They
have represented that it is because of increasing sales. These 19 respondent personally thinks that
marketing is improving sales figures of organisation belonging to retail industry which ultimately
raises profitability ratio. 31 people have said that retail industry can retain maximum number of
customers by adopting good marketing activity. They believes effective marketing practices
realises customers that products which are offered by the company are made for them only. This
persuades them to buy these products at regular basis without moving on to some other brands.
As a result, they remain loyal to the similar brand for longer period of time. The remaining 18
respondents have specified that marketing activities enhances sustainability of the organisation at
market place. The main reason behind this is that marketing activities helps organisation in
improving their understanding over customers. It helps them out in gaining competitive
advantages. As a result, it maximises their sustainability in the retail industry for longer period of
time.
27

Theme 3: Different activities which are performed by marketing department
Q 3) What are the different activities which are performed by marketing
department?
Frequency
a) Promote product and services 45
b) Builds relationship with customers 32
c) Selection of distribution channel 23
Interpretation: Marketing department generally performs numerous of activities at
market place which helps organisation in gaining competitive advantages. It includes promotion
of products and services, strengthening relationship with customer, selection of distribution
channel, taking feedback from customers, conducting market research etc. As per the above
stated pie graph, it has been analysed that 45 respondents believes that main activity which is
performed by them is promoting products and services. According to their perception, marketing
team only promotes product and services of organisation at market place because they believe
28
45
32
23
a) Promote product and
services
b) Builds relationship with
customers
c) Selection of distribution
channel

their work is to spread awareness about the product which can be somewhat seen as the
promotion activity only. Whereas, 32 people have said that main work of marketing department
is to build their relationship with customers only. Behind this thought, they have expressed it is
really essential for organization as with strong relationship with companies they can gain
competitive advantage. On the other hand, remaining 23 respondent have expressed that
marketing department usually select relevant distribution channel by which they can provide
products to customers in right manner. It has been analysed that these respondent also believes
that if this work wont be done by marketing team then organisation belonging to any sector
would not be able to sustain at market place for longer period of time.
29

Theme 4: Marketing strategy followed by retail industry is providing any benefits to the
companies dealing in this sector
Q 4) Does current marketing strategy followed by retail industry are
providing any benefit to the companies dealing in this sector?
Frequency
a) Yes 62
b) No 38
Interpretation: Marketing strategies are crucial for every company in whatever sectors
they are dealing such as small, medium or large. If an organisations makes effective marketing
strategies than they will be able to attract large number of customers towards themselves. With
the help of the above mentioned graph it can be evaluated that 62 respondents out of 100, as they
have chosen the option “Yes”, which means that according to their viewpoint, whatever
marketing strategies retail industry is using such as online, advertisements etc., it is helping them
in pulling attention of maximum number of people. Whereas, other 38 respondents because they
have chosen the “No”, which shows that according to them some of the firms under retail
30
62
38
a) Yes
b) No

industry are using traditional form of marketing. This does not helps them out in improving their
sales as well as profitability. As a result, they are not able to generate good range of profits due
to negligible enhancement in sales level.
Theme 5: Marketing activity can be adopted by retail industry
Q 5) As per your concern, what kind of marketing activity can be adopted
by retail industry?
Frequency
a) Advertisement through social media 38
b) Campaigns 29
c) Promotional events 19
d) Free Samples 14
Interpretation: Retail industry is very vast in size which requires a good range of
marketing activities with innovative ideas in order to sustain longer in the industry. Therefore, it
is essential for organisation belonging to retail industry to adopt best suitable marketing activity
31
38
29
19
14
a) Advertisement through
social media
b) Campaigns
c) Promotional events
d) Free Samples

that could give them better presences among market as well as customers too. As a result, it can
be said that if right marketing activity is chosen by companies belonging to this industry they
could maximise its sales figures which will ultimately contribute into huge profits. As per the
above specified pie graph, it has been identified that according to the view point of 38 people
among 100 advertisement through social media is the best activity which could be adopted by
retail industry. In order to support this statement, they have said that maximum number of people
who are purchasing products or services from retail industry are in regular contact of social
media. Therefore, if retail industry is promoting their products and services through social media
then they could easily grab attention of customer. Whereas, 29 people have said campaigns is the
best marketing activity which should be adopted by retail industry as these campaigns spreads
awareness about the product and services to the customers. This develops interest of customers
in the new product which are promoted by this industry and also persuades them to buy them. On
the other hand, 19 respondent have said that retail industry should go for promotional events as
with this they can interact with the chosen customer zone in effective manner. Whereas, 14
people have said that free sample is seen as the best marketing activity for business
organisations.
32

Theme 6: Marketing activities helps in gaining competitive advantage
Q 6) According to you, does marketing activities helps in gaining
competitive advantage?
Frequency
a) Agree 68
b) Disagree 32
Interpretation: Marketing activities plays an essential role in the growth of
organisations as it helps the firm in enhancing knowledge about its products at market place.
This directly influences interest of customers towards their products as a result, it contributes in
gaining competitive advantages. From the above specified pie graph, it has been analysed that
among total of 100 respondents 68 have agreed to this thought because they thinks if an
organisation is using marketing activities for spreading awareness about their product at market
place, then it will easier for them to attract maximum number of customers. This result in
becoming competitive at market place. On the other hand, remaining 32 people have expressed
their negative views towards the similar thought because as per their point of company can only
gain competitive advantage by providing better quality products at lower to it customers. They
33
68
32
a) Agree
b) Disagree

have further said that if organisation belongs to retail industry are following every norm related
to quality check or they gives first and foremost priority to quality. Then, they do not require any
kind of marketing activity to remain competitive at market place as their quality of product will
do all kind of work.
34

Theme 7: Market research is an essential part of marketing activity
Q 7) Do you think Market research is an essential part of marketing
activity?
Frequency
a) Yes 69
b) No 31
Interpretation: Market research is the activity in which researcher collects required
information about a topic in order to find out desired outcome for the same. But, in relation to
marketing activity, market research can be seen as the essential part of this department. Here,
marketing executive generally conducts a market research for analysing actual needs and
requirement of customers, market trend, customers expectation, suggestion given by customers,
emerging opportunities etc. By collecting all these information researcher can identify suitable
opportunity for their company. They can also enhance satisfaction level of customers by
modifying their products according to the received suggestions. As per above stated graph, 69
people have expressed their positive response towards it and said “yes” that market research is
35
69
31
a) Yes
b) No

the part of marketing activity. In order to support their response they have said that for
performing marketing activity their executives are required to analyse market only. On the other
hand remaining 31 respondent have denied to the similar thought because respondent does not
have any kind of knowledge regarding marketing strategies ans activities which are performed
for them.
36

Theme 8: Marketing activities helps in influencing customers perception toward product
Q 8) Does marketing activities helps in influencing customers perception
toward product?
Frequency
a) Agree 70
b) Disagree 30
Interpretation: Effective marketing activities owns capability in influencing interest of
customers towards the product and services that are offered by business organisation. It has been
analysed that customers only shows their interest towards those products which has good brand
image at market place. Thus, business organisation belonging to any industry acquires influential
marketing strategies so that they can aware customers about its products and services. It also
contributes in creating demand of their product among customers as they have knowledge about
its usages and benefits. As per above represented graph, it has been analysed that out of 100, 70
respondents shown their positive response towards the concept because they thinks marketing
37
70
30
a) Agree
b) Disagree

activity is the only medium by which companies spreads knowledge about its products. if they
uses right marketing activity then they can easily create positive perception about its product in
customers mind. As a result, they feel attracted to it and purchases it according to their needs.
Whereas, leftover 30 respondent have specified said that they disagrees to this concept. In
relation to products and services, it can be said that once customers builds up negative image of
company or its products then none of marketing activity can improve it. They have also
expressed that there might be chances that marketing strategy could improve their brand image at
market place. But, it does not mean that customers will going to influenced towards its products
and services.
38

Theme 9: Marketing activities support in increasing market share
Q 9) Does marketing activities support in increasing market share? Frequency
a) Yes 72
b) No 28
Interpretation: Market share is termed as the proportion of market which is controlled
by an organisation or particular product at market place. Marketing activities holds good range of
influence over market place as they works hard for improving improving brand of their company
among customers. It also helps organisation in understanding raising demand of customers at
market. On the basis of this marketing executives can easily guide their management team in
modifying their products and services as per requirement of customers. Therefore, it helps
company in enhancing their hold at market place. From the above represented graph, 72
respondent have said that “yes” about this thought because they think effective marketing
strategy improves brand image of business organisation at market place. This result in increase in
sales of company which ultimately improves market share. On the other hand, 28 respondents
have denied to this similar thought as they thinks role of marketing activity is only to promote
39
72
28
a) Yes
b) No

products of companies at market but it does not plays any specific role in increasing market
share. In order to support this statement, these respondents have also said that expressed that
market share can also improved without getting much indulged into marketing activity as if
organisation offer good quality products to its customers then they does not require any kind of
marketing activity to increasing its market share.
40

Theme 10: Marketing activities helps in creating awareness about products and services
offered by retail industry
Q 10) Does marketing activities helps in creating awareness about products
and services offered by retail industry?
Frequency
a) Agree 85
b) Disagree 15
Interpretation: The main function of marketing team is to raise awareness about its
organisation's product and services at market place. In context to retail industry, it has been
evaluated that marketing activities are considered as booster for this industry because it helps in
sharing their collection, experiments to customers. Along with this, it also represent these new
products in front of customers in positive manner. From the above specified pie graph, it has
been observed that among 100, 85 respondents have agreed to this statement. These people
believes that retail industry can easily popularise its products and services at market place by
using effective marketing strategies. According to them promotional activities like social media,
sales promotions and many other helps companies in telling customers about actual information
41
85
15
a) Agree
b) Disagree

of the product. It also aware customer about its making process, benefits, using method, cost
every thing. As a result, it can be said that with the help of marketing activity customers can
easily grab all required information before even using it. On the other hand, remaining 15
respondents have disagreed to this thought. This is because, they thinks that customer can not get
aware properly about the product before using it. For strengthening this statement, these
respondent have also said that
42

Theme 11: Most expensive marketing activity that affects profitability of retail industry
Q 11) From the below mentioned option, which one is the most expensive
marketing activity that affects profitability of retail industry?
Frequency
a) Advertisement through banner 40
b) Social media promotions 29
c) Campaigns 31
43
40
29
31
a) Advertisement through
banner
b) Social media promotions
c) Campaigns

Interpretation: Marketing activities plays crucial role in the growth of business
organisation as it enhances awareness of products and services at market place. It has been
observed that even though marketing activities are effective but still they consumes lots of
amount of the company which ultimately affects its budget and reduces its profitability ratio. As
per the above mentioned pie graph, it has been realised that 40 respondents personally thinks that
advertisement is the most expensive marketing activity for retail industry. This is because, for
banner advertisement company have to take permission from many legal and private authorities.
They also have to pay high amount of money to hire their favourite place where they can put
hoardings of their products. Overall, this process reflects expensive marketing activity that could
impact negatively on the profitability of retail industry. Whereas, 29 respondent have expressed
that according to them promotions through social media is the expensive marketing activity.
These respondents have said that when an organisation plans to promote its product through
social media, then they have to commercially pay for it. Additionally, they also have to prepare
many advertisements which can be posted by them at social media in order to aware maximum
number of customers about its products and services. All of this consumes time as well as money
of retail industry. Therefore, as per their view point promotion through social media is the
expensive marketing activity which might impact negatively over the profitability of the retail
industry. According to the point of view of remaining 31 respondents, it can be said that
marketing activities like campaign are the most expensive for marketing. This is because, they
thinks while organising promotional campaign marketing team requires large scale of workforce
who could manage overall work. For this company have to pay additional amount to hire instant
workforce for the specific campaign. Additionally, campaign it self requires some promotional
activities by which they can attract maximum number of customers towards it so that they could
information about company's product could be delivered to customers. Thus, they have reflected
that campaigns are most expensive marketing activity for retail industry.
44

Theme 12: Different research tools used by retail industry to conduct primary research
Q 12) What are the different research tools used by retail industry to
conduct primary research?
Frequency
a) Focus group 17
b) Interview 30
c) Observations 25
d) Questionnaire 28
45
17
30
25
28
a) Focus group
b) Interview
c) Observations
d) Questionnaire

Interpretation : Anything that becomes a mean of gathering information for any study
research tool is required, here the different research tools are used to conduct primary research.
As per from the above chart, it has been analysed that among 100 respondents, 28 retail
industries used questionnaire tool to conduct primary research as these are analysed to draw out
the information required. In order with this, 30 retail industries used the interview tool method
for conducting research as in this method, skilled interviewer knows how to engage and
stimulate the respondent to participate and give more complete answers. The interview can be
telephonic or face-to face, so by this opinions and attitudes can be recorded and questions can be
clarified to the participant to get a more specific response. On the other hand, 17 retail industries
used the focus group tool to conduct primary research as in this tool there is a moderator who
leads a discussion about a particular subject and they might show pictures of potential
advertisements, or ask the participants to try the product right there and give their opinions. Rest
of the 25 industries prefer observation tool for researching, this is an interesting tool because in
this participant behaviour can often be very enlightening. As all 100 respondents are satisfied
with these tools of primary research for conducting successful research in order to achieve their
aims and objectives.
46

Theme 13: Marketing technique is beneficial for assessing customers response
Q 13) Which marketing technique is beneficial for assessing customers
response?
Frequency
a) Customer survey 29
b) Suggestions & Advice 31
c) Competitor analysis 22
d) Social media 18
Interpretation: Marketing manager of every organisation uses different techniques for
assessing customers response. These techniques includes customer survey, suggestions and
advices, competitor analysis, social media and many more. It can be said that if an organisation
is using these techniques then they can easily find out thoughts and perception of customers
which helps them out in modifying their existing product according to the needs of customers.
As a result, these techniques also contributes in gaining competitive advantage at market place.
47
29
31
22
18
a) Customer survey
b) Suggestions & Advice
c) Competitor analysis
d) Social media

As per above specified pie graph, it has been seen that among total of 100, 29 respondents have
said that customer survey is the best technique by which company can assess customers
response. These respondents believes that by this technique marketing team can easily interact
with customers and can also understand their point of view about the product and services. As a
result, they can modify their products as per the thoughts of customers only. Whereas, 31
respondents thinks customers response can be easily assessed by organisation by taking online
feedback from customers. These feedback provides suggestions and advices that can be used by
businesses in improving their existing products. Thus, according to them it is the best technique
by which customers be assessed easily. 22 respondent have expressed that by doing competitive
analysis marketing team can identify how they can assess their customers. For this, marketing
executives initially analysis which strategies are used by competitors and how they can interact
their customers. As a result, they had expressed positive response towards this option. Remaining
18 respondents have said that social media is the effective marketing technique by which
customers can be assessed. In order to the support this option, these respondents have expressed
that with the help of social media marketing team can communicate to customers analyse which
product is liked by them the most and which are neglected by them.
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Theme 14: Necessary for the retail industry to build their relationship with customers
Q 14) Is it necessary for the retail industry to build their relationship with
customers?
Frequency
a) Yes 77
b) No 23
Interpretation: With the changing time, retail industry is now focusing on developing
their relationship with the customers. It can be said that formulation of relationship has now
became basic need of organisation. This is because, sustainability of retail industry is highly
dependent on the positive bond as if company's belonging to this industry holds negative
relationship with customers then these customers will switch to another brand. As a result, it will
going to be harder for organisation in surviving longer in same industry. According to the above
represented pie chart, it can said that 77 respondent have represented that they are in the favour
of this concept. These respondents believes that it is very important for the business organisation
to build relationship with customers as with this these customers will provide their best
49
77
23
a) Yes
b) No

suggestion to retail industry. These suggestions will help organisation in modifying their existing
products as per the needs of customers. As a result, customer will get their desired products
which will ultimately influence them to buy it. On the other hand, remaining 23 respondents
among total of 100 have shown their negative response towards. This is because, they thinks that
it is not important for them to strengthen their relationship with customers as they can also
survive without their support.
50

Theme 15: Measures that are used by retail industry of UAE in attaining competitive edge
at market place
Q 15) What are the measures that are used by retail industry of UAE in
attaining competitive edge at market place?
Frequency
a) Same product at lower price 45
b) Different product with different attributes 33
c) Hold your position through defensive strategies 22
Interpretation: Creating a sustainable competitive advantage may be the most important
goal of any organisation and may be the most important single attribute on which each firm must
place its most focus. So as per from the above chart, it is analysed that every organisation small
or large, needs a competitive advantage to compare itself from the competition. The competition
is simply a factor that compare their business from others and makes customers more likely to
choose the product over the competition. It is necessary to attain competitive advantage as the
51
45
33
22
a) Same product at lower price
b) Different product with
different attributes
c) Hold your position through
defensive strategies

business has no unique method to gain attention of customers. In context with 100 respondents,
45 retail industry used this measure to attain competitive edge at market place as according to
them same product at lower price is the best measure to gain competitive advantage, On the other
hand 33 retail industries using the measure different product with different attributes as they aid
the competitive advantage from this. Rest of the 22 retail industries prefer to use hold the
position through defensive strategies as this measure is helpful for them to achieve the advantage
of rivals.
52

Theme 16: Retail industry will loose its market share with the non usage of marketing
activities
Q 16) Do you think retail industry will loose its market share with the non
usage of marketing activities?
Frequency
a) Yes 62
b) No 38
Interpretation: Retail industry in UAE performs the process of selling consumer goods
and services to customers through multiple channels of distribution in order to gain profit. In
retail industry, retailers satisfy the demand identified through a supply chain. As per the above
graph, it has been analysed that among 100 respondents, 62 are agree with the above statement
that retail industry will loose its market share with the non usage of marketing activities because
if they do not use the marketing activities then the shares of the retail industry will decrease and
they occur lose in business. On the other hand, rest of the 38 respondents are disagree with the
53
62
38
a) Yes
b) No

above statement as according to their perception the retail industry will not lose their market
share with the non usage of marketing activities.
Theme 17: What are the chances of success of retail industry in the market of UAE?
Q 17) What are the chances of success of retail industry in the market of
UAE?
Frequency
a) High 65
b) Low 35
Interpretation : The retail industry can be get success in the market of UAE if they
market themselves and advertise in advance to the audience about the openings. As per the above
graph, it has been analysed that if the retail industries follow the method of research as they
should always do the research first to ensure that there is a market for what they have to offer
then they can get success in the market of UAE, there chances of being succeed will result in
54
65
35
a) High
b) Low

High. On the other hand, if they didn't follow the procedure and didn't plan according to the
market and didn't adopted the technologies as per the customer needs and requirements and
according to the competitive business environment then the chances of being success in the retail
market of UAE will be low.
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Critical review on the basis of secondary research
In this section, researcher mainly elaborates overall sum up of literature review which
have been gathered by them from different articles. It also involves critical evaluation of
perception of different authors on similar topic. In context to this, critical review of all topic of
literature review are described as below:
Concept of marketing and its different activities
As per the thoughts of Prajogo and Oke, (2016), it has been analysed that marketing is the
function in which business organisations analyzes requirements of customers and then
formulates an effective strategy in order to maximise their profitability by delivering good
quality products to customers. As per observation, it has been further analysed that marketing
manager of every organisation uses different marketing activities which helps them out in
enhancing their sustainability at market place effectively. As per overall evaluation, it has been
identified main marketing activities that have been used by business organisation includes
selection of product, distribution channel, promotion of products and services etc. It can be said
that by performing these activities business organisation can easily influence interest of their
customers and can also persuades them to buy its products and services. As a result, it enhances
sales figure of company and increases its profitability ratio. Researcher have also analysed that
developing positive relationship with customers is also a part of marketing activity. Thus, it can
be said that by having positive relationship with customers zone organisation can easily
improvise its sustainability ratio at market place.
Benefits of marketing for retail industry in UAE
According to the view point of Rahimnia and Hassanzadeh, (2013), it can be said that if
marketing activities are analysed effectively then their ultimate conclusion which is reflected as
positive. That means customers effective usage of marketing activity is beneficial for overall
retail industry of UAE and company's who are belonging to it. But at the same time some other
authors have stated that marketing activity also creates unnecessary expenditure for businesses
which directly minimises its profitability ratio. Therefore, as per evaluation it can be said that it
majority of writers are supporting the statement that marketing activities have raised profitability
ratio of business organisation belonging to retail industry. In addition to this, researcher have
also identified that main benefit of marketing activity for retail industry is that it helps
56

companies in reaching to the untouched or neglected customers . Along with this, it also
improves relationship business organisation with customers. This influences customers in
sharing their actual experience with the marketing team in the form of feedback that includes
suggestions and advices both. As a result, organisation's can improve their products and services
according to the expectation of customer. It will definitely improve their sales ratio.
Measures that are used by retail industry in attaining competitive edge at marketplace
From the point of view of Raut, Narkhede and Gardas, (2017) it has been analysed that
organisation belonging to retail industry uses different measures for capturing attention of
customers and gain competitive advantages at market place. It is identified by the researcher that
cost leadership is best approach by which company's of retail industry could gain competitive
advantage. In this, it is suggested to organisation to provide similar products at market but with
lower prices in comparison to competitors. This will help them out in influencing interest of
customers with low pricing strategy. Another method which have been analysed by investigator
is focusing more on innovation in order to provide different products to customers. But, for
implementing the same, it is essential for these companies to not compromise with the quality.
This is because, customers will only support innovation if they are delivered with high quality. In
addition to this, researcher have also identified that company's of retail industry also faces some
issues with strategy as by following this company's from this zone might skip or exclude specific
customer zone. This will impacts negatively on sales as well as profitability ratio.
Potential influence of marketing activities to gaining competitive advantage in context of
UAE retail industry
According to the thoughts Sayani, (2015), it has been evaluated that marketing activities
of company's belonging to retail industry can influence interest of customers towards its product
and services as a result it contributes in gaining competitive advantage. It is further seen that
retail industry of UAE is very dense in nature which ultimately creates demand for organisation
to adopt marketing activity in order to remain competitive at market place. In addition to this, it
has been further analysed that retail industry of UAE is one among fastest growing industry. This
enhances requirements of using effective strategies in order to promote its product and services
among customers so that they can get proper information about it. It can be said that proper
promotion also contributes in creating additional demand of product in consumers life. It also
helps customers in accepting new products and services which are offered by retail industry. As a
57

result, these customers remains loyal to organisation as well as retail industry for longer period.
It further contributes in improving sustainability level of this industry at market place.
As per the above specified discussion of this section, it has been analysed that overall
response of respondents and authors was satisfactory as it was helpful for enhancing
understanding overall retail industry of UAE. From this section, it has been concluded that
organisations belonging to retail industry are required to adapt proper marketing activities in
order to gain competitive advantage at market place. In addition to this, they should also focus on
improving their relationship with customers which will help in influencing their interest towards
offered products and services.
The next chapter of this research will going to describe about proper conclusion of the
research which includes discussion on issues. On the basis of the conclusion, recommendation
will going to represented for the discussed issues. This section will also reflection of whole
research and limitations as well.
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CHAPTER 5: CONCLUSION AND RECOMMENDATION
Reflection
From my journey of research different experiences has been gained by me as this
provided me the range of valuable information and knowledge. I have learned the way in which
marketing is related with purchasing as well as in selling the services or products to customers.
The study has provided that how management process contributes in satisfying needs of
customers. I m happy to identify the benefits of marketing for retail industry in UAE as this has
motivated me building relationship with the company. It can be said that investigation has helped
me out in changing my perceptions towards marketing concepts. I am surprised to know that
retail industry is very dense in UAE as competition in the similar industry is increasing day by
day. The research work specifically emphasizes on data and information which can be collected
and provide appropriate and detailed information about specific subject area. Information related
to the concept is also being done which is used by the organisation sustaining longer at the
market place by gaining competitive advantage. I am happy to observe the manner in which
retail industry of UAE emphasizes on fulfilling the demands of customers. When I was doing
research, I thought that cost leadership is not a measure for achieving competitive advantage but
while researching I came to know that Cost leadership is the effective measure which is adopted
by retail industry to obtain competitive advantage and also in this, companies belongs to same
sector tries to offer similar product at lower price for grabbing attention of customers and
influencing them to remain loyal to them for longer period of time. I can claim that the research
work has helped me in identifying significance of marketing for retail industry in UAE. While
researching, my communication was not so good as while questioning the customers, I didn't get
proper response by the respondents. So after this research, I came to know that if my
communication skills were good at the time of survey then the response received by the
respondents could have been much better. I am able to develop the positive relationship with the
customers as it helps in enhancing the sustainability at market place effectively. From my overall
experience, I can say that in future if I will get opportunity to conduct research on similar topic
then I will surely work hard on identifying that how those traditional marketing activities can be
again used by retail industry in influencing interest of customers. It will help chosen industry of
UAE in maximising their sales figures as well as profitability ratio.
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Recommendation
From the above mentioned research on retail industry of UAE, it has been analysed that
this industry is very dense in nature which requires some effective strategies by which they can
improve their command at market place. On the basis of this information which have been
gathered by the researcher from different sources, it can be said that strategies and methods by
which companies belonging to this industry can maximise its competitiveness at market place.
Some of the recommendation for the same are defined as below:
 At first, it is recommended to the retail industry of UAE to develop their relationship with
customers. For this, they are required to conducted some feedback session with visitors
and footfall of store. This will enhances their regular based interaction with customers
and help organisation belonging to the same industry in understanding expectation and
requirements of customers. It will also help company in identifying changing demand of
customers which can be used by them in developing new product for customers. As a
result, by adoption of this strategy business organisation can remain competitive and gain
competitive advantage at market place.
 At next, it is suggested to organisation belonging to retail industry to redesign their
marketing plan. In this, it is essential for the marketing manager to select cost effective
marketing activities. This is because, no doubt marketing helps company in improving
their sales figure but if these activities are much expensive then it directly minimises their
profitability ratio. As per whole, evaluation it can be said that retail industry should give
main preference to social media as it promotional tool as it is cheapest method of
advertisement. Thus, it will reduce cost of company and contributes in delivering
information to maximum number of customers.
 It is further advised to retail industry that they should not neglect their ethical values
while conducting marketing activities as their single unethical step might impact
negatively on their brand image. It can be said that if company's belonging to retail
industry are executing their marketing activities in ethical format then will definitely
receive positive customers support. This will contribute in retaining them as loyal
customers with the company for longer period of time. Along with this, it aids in gaining
competitive advantage at market place.
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 Last but not the least, it is recommended to retail industry of UAE to conduct a market
research at regular basis in order to identify the upcoming marketing activities. This will
help firms of retail industry in choosing right and feasible marketing activities which can
be easily be acquired by its marketing team. It can be said that if retail industry uses
trendy marketing activities they can grab attention of maximum number of customers and
also meet up of their sales targets.
Conclusion
Form the above portfolio on "To analyse the effectiveness of marketing activities and it's
impact on achieving competitive advantage in the market.", it is concluded that, marketing is
referred to a process where, a interaction take place between service and product provider and
potential customer. This consists of investigating, promoting and selling along with distribution
of products and services. this portfolio helps in understanding the concepts of marketing and
different activities performed in marketing like, section of product, promotional activity, market
research. This report also helps in learning the benefits of marketing for the retail sector in UAE
like, building relation with customer, targeting ideal customer, capture untouched or neglected
customer. Along with this, this portfolio helps in learning the measures that are taken by the
retail industry of UAE, that can help them in gaining some competitive advantages at market
place like, differentiation strategies, cost leaderships and other. This portfolio also helps in
learning some potential influences of marketing activities, which helps the retail industry of UAE
in gaining some competitive advantages. It has been identified that usage of qualitative research
methodology was best for this research as it is a theoretical technique of making research, where
the data is collected in the detail and in depth as well. This method help in giving the output
which is more authenticated to theoretical informations. Along with this, this research also help
in learning the approaches that a researcher can use for making an effective research, this
inductive research approach is used by researcher. As it is logical approach for research and also
provide more scope for students to participate in research. This approach also lead to self study
for a research and make the learning easier.
Limitations of the study
While conducting the above research, there are several limitations that are faced by the
researcher. Some of them are as follow :-
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1. Lack of previous studies in research area : One of the limitations faced by researcher
while conducting the research, was lack of the study in earlier time on the topic of this
research. As literature review is the most important part of the research, therefore, it is
needed to study and collect required knowledge about the topic before starting the
research.
2. Lack of training : As Researcher need proper information and knowledge for conduct a
good research, so that they can make appropriate result for research. For this it is needed
to provide some training related to objectives, so that researcher can gain enough
knowledge about research.
3. Lack of interaction : It is very much necessary for researcher that while conducting the
research, people use to interact with them. Mean while, many time people use to think
that it is waste of time and do not use to give proper answers. For this, researcher have to
be interactive and have to explain the importance of researcher to society. This will lead
the researcher in receiving proper results.
62

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