Marketing Intelligence Report: Market Analysis and Strategies

This report delves into the realm of marketing intelligence, commencing with an introduction that defines its significance in market analysis, market penetration, and development metrics, particularly for new entrants into foreign markets. The report then explores the purchasing decision-making process, breaking it down into key stages. It investigates factors influencing buyer behavior, distinguishing between consumer and business models and the impact of cultural, social, and psychological influences. The report further examines the interplay between brand loyalty, corporate image, and repeat purchases. It also analyzes various marketing research methods, including primary and secondary research, qualitative and quantitative techniques, and discusses the validity and reliability of data. The report concludes by emphasizing the importance of understanding buyer behavior to effectively achieve marketing objectives and affect customer perceptions.

Marketing
Intelligence

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
1.1................................................................................................................................................4
1.2................................................................................................................................................5
1.3................................................................................................................................................5
1.4................................................................................................................................................6
TASK 2 ...........................................................................................................................................7
2.1................................................................................................................................................7
2.2................................................................................................................................................7
2.3................................................................................................................................................8
2.4................................................................................................................................................9
TASK 3..........................................................................................................................................10
3.1..............................................................................................................................................10
3.2 .............................................................................................................................................10
3.3 .............................................................................................................................................11
TASK 4..........................................................................................................................................11
4.1..............................................................................................................................................11
4.2..............................................................................................................................................12
4.3..............................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing Intelligence is a system in which the everyday information is relevant to a
company's market, gathered and analysed specially for the purpose of the accurate and confident
decision making in determine market opportunities, market penetration strategy and market
development metrics. Its important and necessary when a new organisation is entering a foreign
market(Wilensky, 2015). Its mainly used to improve business models and projects. Its the
determination that the intelligence needs to be collected by doing research in environment and it
also delivers it to the marketing mangers according to the needs of the manager. These
intelligence are designed and to be used by the marketing mangers and their often viewed by the
organisation's employees. They have user interfaces that are very closer resemble consumers
software around all the individual data sources, that are designed for the uses by analysts. For
example, in business intelligence can collect the high accurate, granular data,timely and it also
requires the IT support to build and edit the reports of custom. It will become quick and time
consuming for all the small companies. There are many online tools exiting to help and analysis
that stores the market intelligence(Wiid, du Preez and Wallström, 2012). There are different
stages of the purchase decision making process. Many theories are analysed on the buyers
behaviour in the terms of individual and the market.
TASK 1
1.1
Marketing intelligence is a step or a method which is the relevant information of
everyday of the company in the market. Gathering and analysed specially for the purpose of the
accurate and confident decision making in determine market opportunities, market penetration
strategy and market development metrics(Vos and Brennan, 2010). Market intelligence are the
effective marketing data that are essential and the first task of tourist organisation should be
transformed in the general market. It also helps in the destinations in orienting its products and
promoting actions.
There are 5 main stages of the purchasing decision making process and there are as
mentioned below-
 Problem recognition
 General need description

 Product Specification
 Search supplier
 Proposal solicitation
 Supplier selection
Recognition of problems- Problems are faced by every organisation and these problems
teaches them to sort out the issues to work hard and effectively(Vercellis, 2011). This occurs
when a firm or an organisation faces or recognizes problems or needs which can be met by
purchasing a product or the services.
Description of the general needs- When the organisation wants to improve its product
and services then this join this step of characteristics of the services so the the product needs to
be explicitly expressed.
Product specification- After these all steps an organisation can express the specification
of their products and services that will help in course done with the consultation of the technical
team.
1.2
The factors that affects the buyers behaviour are two factors. Ultimate consumer and
business buyers are the two different factors. Cultural, personal, social, and psychological
characteristics deeply affect the consumers behaviour and there are uncomfortable most of the
times. The different models are-
Models for Consumer behaviour- For every organisation the decision of buyer is the
most important and curial element for the whole firm. In the first step they find out about the
solutions about the questions can be stimulus models response of the consumer behaviour.
Stimuli marketing consists of four P' s and other major environmental factors like technological
and economic(Turban, Sharda and Delen, 2011). The marketer must find out about the black
box. There two parts like buyers characteristics and buyers decision.
Models of Business Buyer- This steps helps the marketers to understand the response of
business buyers in various marketing stimuli. This is to carve in order to affect the buyers
behaviour and that similar to consumer models. This shows the biggest differences between
consumer and business models. This models helps to understand the response of the business

buyer to the marketers. It becomes easy to the marketers to know about the consumer of
business.
1.3
The factors are as mentioned below-
Cultural factor -
Cultural- Its a basis reason behind every persons behaviour and needs. Behaviour of
human being is mostly learned(Toften and Hammervoll, 2010). According to the time our culture
is also becoming materialistic which shows that the customers are buying more electronic and
technological products so, only the changing culture as become bit difficult for the firms which
are not advanced in technology.
Subculture- Every culture has small subculture. Its a system in which the same group of
people have same value of systems in an order of simple life conditions and experience.
Social class- These are the sections which are the society's permanent and arranged
sections and their people believes in common values, interest and ways of doing things.
Social factor-
Group- Small groups influence a behaviour of the person. The groups have direct
influence and a person also belongs to are called as membership group. These differences varies
across the products and brands. It has be the most strongest when the product is visible to others
to the buyers pay respect.
Family- Buyer behaviour is strongly influenced by the family members. The most
important consumer is the family members of the organisation in the society(Singh and Agarwal,
2013).
Roles and Status- Every person has different roles and status but belongs to one group.
The persons position is defined by the roles and status in the group.
1.4
The relationship between brand loyalty, cooperate image and repeat purchase there are
three elements.
Brand Loyalty- when a customer buys a product from a brand and likes its quality and
repeatedly purchase the product from the same brand again and again, this shows the loyalty of
the brand. Brand that a consumer generally purchases from the same manufacture repeatedly
over the time rather that buying from other brand.

Corporate image-The impressions and perceptions of an organisation by the people or the
customers results of interaction with the firm and the ways the organisation represents itself.
Organisation mainly focus on the communication designs and materials advertising by using
text, logos, symbols and colour to create a good impression on the groups that are targeted by
the contribution of additional activities in a positive corporate images that includes PR
programs(Rust, Moorman and Bhalla, 2010).
Positioning- The image of the company is affected by and in many ways like-
Performance of an organisation
Features of the services and the product
Shape of firm's offering
Repeat purchase- It refers to the customers when their purchase the same brand again and
again is called repeat purchase. The repeat ion of purchase is also called as repurchase.
TASK 2
2.1
Market research are done by every organisation to know more about the customers needs
and demands face to face so to improve the product and the services. There are different kinds of
marketing researches used by the Morrisons. Its a retail company and this organisation has many
stores in different countries(Magnusson and et. al., 2013). This company uses these researches
for the betterment of the products and services to increase the productivity. The usages of these
researches types depends on the research objectives of the organisation.
Secondary Marketing research- This type of marketing research is mostly used by the
organisation is secondary market research. It involves the collection of data and then analysis
them. These techniques are advanced in secondary reports and already present in the market on
the bases of the company's own decision.
Primary market research- In secondary market the when the complete data is not obtained
is called primary research. If this research is implemented properly then it gives a unique insight
of the market conditions and in the actions of the company to improve the positions(Khare,
2014).

Qualitative market research- Primary research deals with the collections of lot of the data
is called as qualitative market research. Mainly there are three qualitative market research and
there are as follows-
Survey research- Its the most commonly know type of survey marketing research
conducts survey. This survey market is successful needs in a large possible targeted market.
2.2
Marketing research is a design of systemic collection, reporting and analysis the data in
order to improve the decision of management by providing relevant(Johns and Van Doren,
2010). Timely and accurate information. Employees in marketing researchers perform different
types of researches by the help of techniques like-
Qualitative marketing research techniques
Observational marketing research techniques
Different surveys techniques
Experimentation
Qualitative marketing research techniques- These are more flexible and less structured.
These data gathering from the marketing research techniques is deep and rich because of the
longer and flexible relationship with the respondents that has more chances. Three main areas
where these techniques are used by the employees- Exploratory, Orientated, Clinical.
Techniques of Qualitative marketing research-
Individual in depth interview- These interviews are done face to face contacted with the
respondent in which issues are discussed in detail(Trainor, Krush and Agnihotri, 2013). There
are two basic types of individual in the depth of the interview that are non directive and semi
structured. The semi structured interview attempts to explore not only the areas that are not
listed. The exact wording and time are pre decided for the different areas.
Focus group sessions- In this process of attaining possible idea and the solutions to a
marketing issues from a group of people discussing them.
2.3
The validity and reliability of the market research are as follows-
Secondary data is also available in the completed suitable and is sufficient to concluded. Its
cheap to gather the secondary data to compare it to the primary data. And the time involves in
probing the sources of secondary in less than that its required in completing the primary data

gathering. Its very much cheaper and a secondary data(Högström, Rosner and Gustafsson,
2010). The secondary sources gives more precise data that are obtained in the way through the
primary research. Government has undertaken the huge levels of survey that gives accurate
outcomes. Secondary data also plays a considerable roles in the examining phase of the research.
This research examines and improves the researchers understanding of the marketing problems.
The secondary data also helps in defining the populations and in structuring the sample to be
taken in the benefits of the market(Henley, Raffin and Caemmerer, 2011).
The researcher has to be the cautions in using the secondary data. Researches are
interested in rural communities and their average size. These researches are done to know more
about the market and customers. These provides informations that are more precise and
important for the firm Morrisons. The secondary sources gives more precise data that are
obtained in the way through the primary research. Government has undertaken the huge levels of
survey that gives accurate outcomes. Secondary data also plays a considerable roles in the
examining phase of the research. This research examines and improves the researchers
understanding of the marketing problems. Secondary data is also available in the completed
suitable and is sufficient to concluded(Hedin, Hirvensalo and Vaarnas, 2011). Its cheap to gather
the secondary data to compare it to the primary data. And the time involves in probing the
sources of secondary in less than that its required in completing the primary data gathering. Its
very much cheaper and a secondary data.
2.4
The main and the basis aim of marketing is to affect the customers thinking about the
firm and also about the product. Behaviour of buyer is very hard to understand. And its
extremely important part that a marketer needs to perform. When a marketer understands the
behaviour of the buyer then it will be easy to them to achieve the targets and reach the goals and
objectives of the business. This makes the organisation in a better position to the targeted
products and services in the market. So only behaviour of buyer is fully focused on the needs of
every group, individual and organisation. There are two types of buyer recognized and there are
ultimate consumers and business buyers.
Ultimate consumers- The product and services purchased by the household and
individual for the personal consumption is called as Ultimate Consumers(Gibson-Sweet and et.
al., 2010).

Business buyer- The products and services purchased by the firms from the other firm for
renting and reselling the products and services is called as business buyer.
There are different types of individual buying behaviour situations like-
1. Complex buying behaviour
2. Dissonance
3. Habitual Buying Behaviour
4. Variety seeking buyer behaviour
Types of business buying behaviour situations are-
1. Straight re buying
2. Modified re buying
3. New task
4. System reselling
TASK 3
3.1
The MORRISIONS is working in the supermarket retailer which is having sharing a large
part of the GDP of UK. This is a market which is having so much potential for the company
because this market is having regular products to sale(Donnelly and et. al., 2012). Individuals
available in this market is having potential to be a customer cause they are having need of grocer
products. So company have to make these type of products which can provide satisfaction by use
of these products. Morrisons is having 10.79%v market share by their products and services but
they have to increase it by making qualitative products and increase their services to their
customers. They have to make lead on ASDA and TESCO which are leading organisations in
this sector. They have to make emphasis on customer relationship strategies to enlarge their
market and grip on their customers.
3.2
As they are working in merchandise retail sector they have to face crucial competition
and they have to make proper analysis of their available challengers in their market. It helps
them to0 make better competition strategies and better products to compete with them and as
well as to enlarge their market. The company can get knowledge about their challenger and their

policies to take over their market. It is a part of market plan and it have to done before making
marketing policies and strategies.
Key Factors MORRISIONS ASDA
Economies of scale 7 8
Customer satisfaction 9 6
Product distribution 6 9
Innovation 8 5
TOTAL 30 28
As the above given analysis they are having greater marks from the ASDA PLC, these numbers
are taken from authentic sources. The company is having innovation but they are having loose
points in distribution of their products(Brooks and Simkin, 2012)). They have to cover on this
point to cover their market.
3.3
It is essential for the company to use their available market opportunities to grow up their
market share. As they are having so much competition, they have to work on their weaknesses
and they have use their strength to use their opportunities.
STRENGTH;
They are having huge experience of this sector and they are having brand name.
Experienced and skilled employees can perform for betterment of the organisation.
WEAKNESSES
 They are not having grip on their customer because they does not know about customer's
expectations. Fluctuations in their economical conditions is making them weak to enlarge their market.
OPPORTUNITIES
 This market is having so much opportunities because most of the peoples comes in
supermarket to buy merchandise products(Ayub and et. al., 2013). They are having a large range in their retail stores which is making huge attraction of
customers.

THREATS
 Challengers are the biggest threat for them, it can bes damage their market positions and
as well as their profits.
 Economical changes in the UK economy is affecting on purchase power so the company
have to be aware for this.
TASK 4
4.1
The tools that can be utilized for assessing the responses of the customers have been
enumerated in the manner as under: Home customers survey: The tool such as survey is being utilized by the analyst for the
sake of getting better knowledge regarding the customer responses. The analysts can
make utilization of the mail or phone for the sake of gathering responses of the individual
in relation to the product that is offered by Morrison. Through this tool analyst can gain
insight to the staff behaviour when they treat them at store. The shopping experience of
the customers can be utilized by the firm for analyst in order to determine their responses
which can be utilized by firm for the sake of improving their services that is provided to
the customers(Ahmad, Shah and Ahmad, 2010). Customer service questionnaire: The analyst in this tool can make utilization of the
questionnaire for the sake of gaining responses of the customer. Under this tool the
customers are being asked regarding the issues which are being faced with respect to
product of Morrison. The past experience of customer is being surveyed in this tool so
that responses can be assessed in an effective way. The questionnaire involves both open
and close ended questions that offer clear picture with respect to customer views and
opinions regarding the product of Morrison. Customer complaints: The tool of customers response is effective for the business analyst
in making investigation of the responses of the customers. Under this tool the customer
feedback are being invited. The views of customers in relation to product can be known
with this.
Customer suggestions: The feedback which is offered through acts of customers as suggestion
for the business. Such can be utilized by the firm for the sake of bringing enhancement within

their product and services(Högström, Rosner and Gustafsson, 2010). Business analyst can make
development suggestion form that can enable the firm in gaining knowledge regarding the
customer responses. With this tool buyers needs can be assessed in an effective manner.
Therefore it can facilitate in bringing alteration in its products as well as services in accordance
with customers for the sake of satisfying them.
4.2
Questionnaire
Gender
Male
Female
Age
 Below the age of 18 years
 Above 20 years
 Above 30 years
How often you purchase products from Morrisons?
 Once in a week
 Once in a month
 Once in every six months
Are you satisfied with the existing services of Morrisons?
 Satisfied
 Highly satisfied
 Dissatisfied
 Highly dissatisfied
Does the company meets the service standards?
 Yes
 No
 Sometimes
 Always
Have you suggested the services of Morrison's to any other customers?
 Yes
 No