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MARKETING RESEARCH
Table of Contents INTRODUCTION...........................................................................................................................1 (Secondary) Marketing Research...........................................................................................1 (Primary) Marketing Research...............................................................................................2 Findings from Primary Marketing Research........................................................................10 Analysis of Chosen Action...................................................................................................11 Recommendations for the retailer........................................................................................12 FOCUS GROUP...........................................................................................................................13 Describe the chosen marketing method................................................................................13 Customer profile...................................................................................................................14 Justification of marketing method(s) used (consider positive and negative aspects of using your chosen method(s).........................................................................................................14 Findings from Primary Marketing Research........................................................................14 Explain what the findings show...........................................................................................15 Consider where correlation and/or causation is present in your findings............................15 Analysis of Chosen Action and Consider both positive and negative aspects of the chosen activity..................................................................................................................................15 Recommendations for retailer..............................................................................................15 Explain an ideal course of action for retailer........................................................................16 APPENDIX....................................................................................................................................17 Consent Forms......................................................................................................................17 REFERENCES..............................................................................................................................19
INTRODUCTION Marketing research refers to process that links with consumers, end users and producers to market by information that used to determine as well as explain the marketing opportunities. It includes collecting of data regarding organisations or people and then analyse it in a better manner. The brand agency that will be used in this project is Tesco and it deals in a retail sector. It is multinational groceries and the general merchandise retailed in United Kingdom. This company has diversified in to different areas for an instance books, furniture, clothings, software telecom etc. Under this, the marketing plan will be based on the Tesco mobile. Marketing plan outline marketing strategy for coming quarter, month and year. It will consist the advertising goals and the marketing of business (Belk, Fischer and Kozinets, 2012). Marketing plan included brief description about current marketing position of business and proper discussion about the target market that will mainly use to attain marketing objectives in an effective manner. (Secondary) Marketing Research The market research is complied as well as organized to analyse the market. The secondary research includes collation and summary of existing investigation. It is contrasted with the primary investigation in that the primary research includes data collection and the secondary research uses the primary sources of investigation. Under this, secondary method will be used to conduct investigation. The different sources to collecting the secondary information are books, journals, articles and many others (Crouch and Housden, 2012). The research that will be conducted on the Retail sector. Tescois a British multinational general merchandise and groceries retailer in United Kingdom. This company is third- largest retailer in worlds in terms of gross revenue and ninth in world measured through revenues. Under this, selected brand is Tesco mobile. It is mobile virtual network operator in United Kingdom. The Tesco mobile deals in the telecom industry. This is mainly operated through Tesco by using O2 network. This firm deals in the telecommunication market and provide the better networking services to people. The main customers of this company are youngsters because they like to use the new services and applications in mobile. They want the advanced technology and features in their mobile phones (Dolnicar and Ring, 2014). Tesco mobile has more than 5 million of customers. In order to attract the consumers, it make changes in features or develop new in its mobile phones on the basis ofnew market trends and demands of people. Under this, main product is Tesco mobile, 1
SIM and network services. The main competitor of Tesco mobile are Liquid Telecom, Vodafone, EE etc. Unique Selling Proposition refers to the marketing concept that is proposed as theory to describe pattern in advertising campaign successfully. It is helpful in convince the consumers to switch the brands. Under this, advertisement is an effective way to attract the consumers towards services as well as products. It is a necessary component that differentiate product from its rivals. The Unique Selling Proposition of Tesco mobile is to provide the better mobile network coverage in United Kingdom. It is helpful in connecting people from all over the world. It is providing the brands chance to reach at its consumers on home screen of mobile phones with the users which are able to save the money on mobile phones bills through opting in new service (Hair and et. al., 2012). In order to attract the people, Tesco business firm provide its products or services at good cost and there is a possibility of partial payment. (Primary) Marketing Research The primary research is a kind of proprietary investigation, means data is gathered from research area directly through an investigator. In order to conducting the primary research, questionnaire as a marketing research method will be used. Through using random data sampling method, 10 respondents are selected and these are the regular customers of Tesco company. The questionnaire is mention below: Q1) Are you aware about the marketing concept?Frequency Yes7 No3 Q2) Are you satisfied from the products and services of Tesco company? Frequency Yes6 No4 Q3) What are the different ways through which Tesco can aware customers about its products ? Frequency Conduct advertisement8 2
Use branded packaging2 Q4) Does Tesco need to bring some new features in its mobile phones? Frequency Yes7 No3 Q5) Which marketing channel is more effective for Tesco Mobile to carried out promotion of its product? Frequency Television4 Social media6 Q6) According to your point of view, which factor should be consider by Tesco before choosing any marketing channel? Frequency Cost5 Reachability5 Q7) Does Tesco require to make changes in its marketing strategy?Frequency Yes6 No4 THEME 1: Aware about the marketing concept Q1) Are you aware about the marketing concept? Frequency Yes7 No3 3
Interpretation:From the above mention graph, it has been interpret that there are 7 respondents which are aware about the marketing concept and 3 are not.So, for enhancing their knowledge it is necessary to provide the better information about marketing concept in a detailed manner. THEME 2: Satisfied from the products and services Q2) Are you satisfied from the products and services of Tesco company? Frequency Yes6 No4 4 YesNo 0 1 2 3 4 5 6 7 7 3Column B
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