Research Analysis on Marketing Strategies of Drake & Morgan

The purpose of this report is to analyse the feasibility and
outcomes of the used research techniques and strategies
information of other relevant reliable network. The research
planning are also analyzed according to its opportunity to design
the research for most effective data collection including real
time data analysis and simultaneous data collection strategy.
RESEARCH AIMS AND OBJECTIVES

A review of the literature of the last years will be used to deeply
research the concept of marketing, its evolution and the extent to
which Drake and Morgan has adopted the concept. It pinpoints
which segments the company is capable of serving best and it
designs and promotes the appropriate products and services
LITERATURE REVIEW

Through researching Drake and Morgan’s ascension, helped by the
successful application of innovative marketing strategies, I hope to
gain knowledge that will help me for my future development and
better understand marketing as a whole.
USEFULNESS OF THIS RESEARCH

• The researcher has selected primary method of
data collection in order to collect fresh data rather
than pre existing data. In this research paper, the
researcher has selected both quantitative as well as
qualitative type of data collection method in order
to record data in both manager as well as
employee’s perspective. This enabled the
researcher to use interview and survey tools for
data collection in this research paper are survey and
interview tool.
RESEARCH METHODOLOGY

• In this research paper, the researcher will select primary type
of data collection method as it directly enables the researcher
to focus of collection of fresh data rather than pre existing
data. in order to obtain the most appropriate outcome
relevant to the research topic, the researcher will select both
Quantitative and Qualitative techniques for collection of data.
By selection of this type of data collection method, the
researcher will be able to focus on both employees’ and
managers’ perspectives related to the research topic. The
researcher will also be able to use survey and interview tool
that would enable in obtaining an effective outcome.
PRIMARY DATA COLLECTION METHOD

• Data analysis is one of the most critical parts
of research paper as it directs the researcher
to attain the objective of research paper as
per research topic. In this research paper, the
researcher has qualitative as well as
quantitative data analysis method in order to
obtain outcome in both manager’s as well as
employee’s perspective related to the
research topic.
QUALITATIVE AND QUANTITATIVE ANALYSIS

ETHICAL CONFEDERATION
The research will be conducted by following some ethical norms and
confederations involving the data collection where the research will gather
different data from opinions that can be personal and sometimes against the
authority. The research has to follow Data protection act 1998 to keep
confidential of the data that are collected from the participants

DATA COLLECTION AND ANALYSIS

50%
30%
20%
Age
21 – 35
35 – 50
Above 50
Q1. WHICH AGE RANGE DO YOU BELONG?

Q2. HOW DO YOU IDENTIFY YOUR GENDER?
Female Male Other Unwilling to Disclose
0%
10%
20%
30%
40%
50%
60%
70%
gender
gender

Q3. HOW LONG ARE YOU WORKING FOR THE DRAKE & MORGAN ?
20%
50%
30%
experience
Less than 1 year
More than 1 year but less than
5 years
More than 5 years

Q4. HOW OFTEN DO YOU FIND SALE OF DRAKE & MORGAN HAS INCREASED?
Once in a quarter Once in a semester Once in a year
0%
10%
20%
30%
40%
50%
60%
70%
Sale increase

Q5. HOW OFTEN DO YOU RECORD AN ENHANCEMENT OF MARKET SHARE OF
DRAKE & MORGAN?
Once in a quarter Once in a semester Once in a year
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Change in market share
Change in market share

Q6. HOW OFTEN WAS DO YOU THINK DRAKE & MORGAN SHOULD CHANGE
THEIR MARKETING STRATEGY FOR ENHANCING SALE?
10%
30%
60%
Change in market strategy
Once in a quarter
Once in a semester
Once in a year

Q7. HOW OFTEN DO YOU THINK THAT DRAKE & MORGAN SHOULD PLAN FOR
INCREASING MARKET SHARE FURTHER?
Once in a quarter Once in a semester Once in a year
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Plan for market share
Plan for market share

Q8. HOW DO YOU RATE MARKET PERFORMANCE OF DRAKE & MORGAN FOR
YOUR TENURE?
Least satisfactory Somewhat
satisfactory Satisfactory Much satisfactory
0%
5%
10%
15%
20%
25%
30%
35%
Employees

Q9. HOW DO YOU RATE INCREASE IN MARKET SHARE OF DRAKE &
MORGAN FOR YOUR TENURE?
10%
20%
30%
30%
10%
Rating about share increament
Least satisfactory
Somewhat satisfactory
Satisfactory
Much satisfactory
Most satisfactory

Q10. HOW DO YOU RATE EFFECT OF MARKETING STRATEGY OF DRAKE &
MORGAN ON EXPANSION OF ITS MARKET SHARE?
Least
satisfactory Somewhat
satisfactory Satisfactory Much
satisfactory Most
satisfactory
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Rating of marketing strategy
Employee parcentage

With the use of research planning, the study will be able to determine key
points of the research data and the process of the data collection that also
associated with information gathering and data representation. The
project planning helped the flow of the information according to the way
of the conducting research. On other hand, this research planning enabled
the opportunity to design the research according to the most effective
data collection including real time data analysis and simultaneous data
collection strategy. The appropriate plan allowed the details explanation
and analysis of the business and market analysis of the Drake & Morgan
that was beneficial for the research project and issues.
RESEARCH ANALYSIS

RECOMMENDATION
Recommendation How By whom By when
Improving marketing
strategy
depending on diverse media of
public relationship including social
media based promotion, online
forum and discussion domain,
offline promotions like TV and
radio based advertising.
Marketing and
promotion team
Implementation of new
technology
Supply and
Distribution chain
Logistic department
customer attraction Offering special offers and coupons
for loyal customers
Sales team
more advance market
research
analyse the current market
condition and the positions of their
immediate competitors within their
market segment
Marketing team

Being based on a particular company in pub and restaurant chain that blocks
the opportunity to analyse overall market condition of the industry. The
company can improve their marketing strategy and their inbound and outbound
logistic as well as expanding their facilities. The marketing team and the sales
team have the major role to increase the opportunity of capturing market by
analyzing customer needs and requirement.
CONCLUSION