Analyzing Marketing Strategies: A Research Report on Drake & Morgan

This report analyzes the marketing strategies of Drake & Morgan, a pub and restaurant chain, using various research methods including primary data collection with quantitative and qualitative analysis. The research aims to evaluate the effectiveness of their marketing approaches and their impact on market share and sales. Data was collected through surveys and interviews, focusing on both employee and manager perspectives. The findings cover aspects such as age, gender, tenure, sales increases, market share enhancement, and the perceived effectiveness of marketing strategies. The report concludes with recommendations for improving marketing strategies through diverse media, technology implementation in supply and logistics, and enhanced market analysis, while acknowledging the limitation of focusing on a single company within the broader industry. Desklib provides access to similar solved assignments and resources for students.

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