BTEC HND Business Research Project: Marketing Strategies, Iceland Ltd.

This research project investigates the impact of marketing strategies on achieving competitive advantage, focusing on a case study of Iceland Ltd. The introduction highlights the crucial role of marketing strategies in business growth and reaching target audiences. The research aims to determine the effect of marketing strategies on gaining a competitive edge in the marketplace. The objectives include identifying the uses of marketing strategies, determining the significance of competitive advantage, evaluating the relationship between marketing strategies and competitive advantage, and recommending marketing tools. The data analysis section presents findings on the effectiveness of marketing strategies, customer satisfaction with products and services, the helpfulness of marketing strategies in gaining a competitive advantage, effective measures to attract customers, types of marketing strategies, the role of online marketing, customer purchasing frequency, and the need for improvements in existing products and services. The conclusion synthesizes the findings, emphasizing the importance of marketing strategies in achieving high competitive advantages and recommending new product development strategies. The report is based on a Pearson BTEC HND Business assignment, demonstrating the practical application of marketing principles.

RESEARCH PROJECT

CONTENT
• INTRODUCTION
• DATA ANALYSIS
• CONCLUSION
• REFERENCES

INTRODUCTION
• Marketing strategies plays an eminent role in growth and
success of every business organisations. It helps people in
order to reach their target audiences in a certain time period
time.
• The presentation will be describe the impact of marketing
activities on competitive advantage.

Research Aim: -
To determine the impact of marketing strategies in order to gain competitive
advantage at marketplace. A case study on Iceland.
Research objectives: -
• To identify the uses of marketing strategies in the context of Iceland Ltd.
• To determine significance of competitive advantage
• To evaluate the relationship between marketing strategies and competitive
advantage
• To recommend marketing tools in order to gain competitive advantage
Continue...

Data analysis
It is the part, which provides proper information about research
project. So that reseracher can better outcomes in future.

Theme 1 : Effectiveness of marketing strategies of
Iceland Ltd.
A. Good B. Excellent C. Average
0
5
10
15
20
25
Column B
Q1. What do you
think about marketing
strategies of Iceland
Ltd?
Frequency
A. Good 10
B. Excellent 25
C. Average 5

Theme 2 : To know the satisfaction level of products
and services
A. Yes B. No
0
5
10
15
20
25
30
35
35
5
Column B
Q2. Are you satisfied
with products and
services of the
company
Frequency
A. Yes 35
B. No 5

Theme 3: Marketing strategies are helpful in gaining
high competitive advantage
A. Yes B. No
0
5
10
15
20
25
30
30
10
Column B
Q3. Is marketing strategies are
helpful in gaining competitive
advantage?
A. Yes 30
B. No 10

Theme 4: Effective measures to attain and retain
customers
2
20
8
10
A. Traditional media
B. Social media
C. Promotional
items
D. Digital media
Q4. What are the
effective measures
used by Iceland Ltd.,
in order to attract
customers?
A. Traditional media 2
B. Social media 20
C. Promotional items 8
D. Digital media 10

Theme 5: Types of marketing strategies
0
4
8
12
16
20
8
5
7
20
Column B
Q5. Which marketing
strategies are adopted by
company ?
A. Market penetration 8
B. Diversification 5
C. Market development 7
D. New product
development 20

Theme 6: Online marketing is assistive in covering
large group of people
25
12
3
A. Agree
B. Disagree
C. Don't know
Q6. Is online marketing is
assistive in covering large
group of people?
A. Agree 25
B. Disagree 12
C. Don't know 3

Theme 7: Customers are connect with Iceland since a
year ago
0
5
10
15
20
25
30
30
7
3 Column B
Q7. How many times, are
you purchasing products
and services of Icealnd ?
A. More than a year 30
B. Six months 7
C. Less than 3 months 3

Theme 8: Make improvements in existing products
and services
25
15
A. Agree
B. Disagree
Q8. Do you think that company needs
to make improvements in existing
products and services of the business
organisation?
A. Agree 25
B. Disagree 15

CONCLUSION
As per the above presenttaion, it has been analysed that
marketing strategies plays an important in order to achieve high
competitive advantages. As Iceland Ltd., is medium size
corporate association, then it has to adopt new product
development strategy; in this firm delivers new and innovative
products to its customers in its existing market.

REFERENCES
Sirmon, D. G. and et. al., 2011. Resource orchestration to create competitive
advantage: Breadth, depth, and life cycle effects. Journal of Management. 37(5).
pp.1390-1412.
Kumar, V. and et. al., 2011. Is market orientation a source of sustainable competitive
advantage or simply the cost of competing?. Journal of marketing. 75(1). pp.16-30.
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and
role in international marketing. Routledge.