Marketing Intelligence Report: Dorothy Parkins Marketing Strategy

This report analyzes the marketing intelligence of Dorothy Parkins, focusing on consumer behavior, market research, and customer satisfaction. It delves into the stages of purchase decision-making, buyer behavior theories (stimulus response model, diffusion of innovation), and the factors influencing buyer behavior (social, cultural, economic, and psychological). The report evaluates market research techniques, including primary and secondary data sources, and assesses the validity and reliability of findings. It also includes a market research plan, competitor analysis, and SWOT analysis. Furthermore, the report examines techniques for assessing customer response, designs a customer satisfaction survey, and reviews the survey's success. The analysis highlights the relationship between company image, brand loyalty, and repeat purchase, providing insights into effective marketing strategies.

Marketing Intelligence

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1Stages in purchase decision-making process.........................................................................3
1.2Explain the theories of buyer behaviour in terms of customers and markets........................4
1.3Factors affects the buyer behaviour.......................................................................................5
1.4Relationship among company image, brand loyalty and repeat purchase............................6
TASK 2............................................................................................................................................7
2.1Evaluation of types of market research techniques................................................................7
2.2Use of secondary sources.......................................................................................................7
2.3Asses the validity and reliability of finding in the market research.......................................8
2.4Prepare market research plan.................................................................................................8
TASK 3............................................................................................................................................9
3.1Asses the market size trends in the market............................................................................9
3.2Identification of key competitors of the organisation............................................................9
3.3SWOT analysis of the organisation and evaluating the opportunities and threats of a
product.......................................................................................................................................10
TASK 4..........................................................................................................................................11
4.1 Evaluation of techniques in assessment customer response...............................................11
4.2Design customer satisfaction survey....................................................................................12
4.3Review the success of survey...............................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is an essence of any organisation to increase its sales and generate more
revenue in the competition world. Dorothy Parkins is deal in the fashion products and they
develop marketing strategies by examine its strength, opportunities, weakness and threats in the
potential target market(Saren,2011). In the assignment, there is a study on stages of consumer's
buying decisions, buyer behaviour theories and it influenced by various factors. Along with this,
the types of sources to conduct market research and the company competitors analysis. Their is
also discussion on questionnaire methods and also the review the success of these methods done
by the organisation.
TASK 1
1.1Stages in purchase decision-making process
In the process of purchase decision-making in which consumer have to face various
stages while buying any products and services. It helps any organisation to make its marketing
decision that directly fulfil customer expectation. Dorothy Parkins make its decisions relating to
marketing activities and the stage are discussed below-
Need Recognition- The women's of UK country buys a clothing products more to fulfil
their needs. They prefer both traditional as well as modern fashionable clothes with high quality.
The Dorothy Parkin analyse its potential target market to know the customer needs and wants. It
help them to deliver products and goods as per the customer expectation to satisfy them.
Information Search- Customer recognise its needs related to clothing products is to
enhance its standard of living (Annie Jin,2012). The women's consumer search information
while purchase products are the high quality, affordable price, variety of design, comfortable in
wearing clothing , long life and also size availability in various sources such as social media and
newspaper. It help the cited organisation to place its information related to products on social
websites such as Facebook. Twitter and Instagram etc.
Evaluation of Alternative- The women's are more consider to compare clothing
products its competitor available in the market in terms of price, quality and variety of designs.
The Dorothy Parkin's used competition pricing strategy and update its clothing stores with the
new fashion trends in the market.

Purchase of product- It is a stage in which customer choose products and services after
analysing same type of goods with the another competitor (Kian Chong, Shafaghi and Leing
Tan,2011). The final purchase made by the consumer to fulfil its needs in terms of high quality,
design and fair prices made available in the market.
Post purchase Evaluation- It is a last stage in which consumer's analyse the products
that is purchased to examine that whether it proves beneficial or not for them. The product
satisfy them at highest level create trust and loyalty among the customer and they repeat to
purchase its products with the same company.
1.2Explain the theories of buyer behaviour in terms of customers and markets
The buyer behaviour concept allow the organisation and the manufactures of goods to
identify the customers requirements. For this reason, there are various theories and concept of
buyer behaviour used by the Dorothy Parkin's to determine the consumer behaviour are as
follows-
Stimulus response model - The consumer buyer behaviour can be identified with help of
stimulus model it help the marketing manager to understand the buyer characteristics while
purchasing a product. The customer is highly influenced by the various factors are social-culture
and personal factors. Culture of people are different from each other in terms religion,
geographic, racial groups and nationality religion etc. It directly impact on the cited organisation
relating to goods and services they produce them according to the customer taste and preferences
(Saren,2011). Along with this, the another marketing stimuli in which customer purchasing
decisions influence by the product design and its prices. The Marketers place its products and
promote them as per the customer's culture and these are easily made available in the marketer.

Diffusion of innovation theory- This theory explain the degree to which a consumer is
relatively follow the new innovation ideas than the another in social system. It mainly categories
into five are innovators, early majority, early adopter, laggards and late majority. The main
motive of this theory to research on the individuals and deliver culture products in the potential
target market(Cheah and Phau, 2011). It is adopt by the Dorothy Parkin's to know its consumers
attitudes, beliefs, values and perception relating to clothing products.
1.3Factors affects the buyer behaviour
Their are various types of factors that impact on the consumer buying behaviour that are
impact on the organisation's marketing decisions (Mitic and Kapoulas,2012). The marketing
activities of Dorothy Parkins are highly affect due to change in its consumer behaviour about its
products. The factors affects its behaviour are describe below-

Social factors- Consumer behavioural pattern change that are mainly influence by the
social factors. The major factors involves are consumer's life style, attitudes, family culture and
like-dislikes. For example. Consumers purchasing decisions change relating to clothing is highly
fluctuating some people likes traditional cloths and other western.
Cultural factors- Purchasing behaviour influence by the social class it can be determine
in terms of beliefs and attitudes etc. The UK country there is a difference in the culture the
people like to purchase more western trendy cloths.
Economic factors- The major factors influence the buyer behaviour of consumers are
family income, saving and other economic factors (Annie Jin, 2012). For example,the consumers
who comes under high-income groups afford expensive products and other people are in lower
income groups like to purchase low prices goods.
Psychological factors- The consumer buying behaviour affect due to perception,attitude
and behaviour etc. The decisions impact on person thinking and its life style about products and
services as per the situation. For example, the consumer purchase decisions relating to clothing
products change in different situations are in the occasion, daily life and occupation etc.
1.4Relationship among company image, brand loyalty and repeat purchase
The relationship between company image, repeat purchase and brand loyalty are directly
relate to each other. Corporate image is reputation of any organisation in the minds of all people
all over the world and it is a success of a company. Customer loyalty means in which the brand
company deliver high-quality of products to satisfy consumers demands continuously. Repeat
purchasing is not directly relate to the consumer loyalty but highly depends upon the quality and
cost of products (Albayrak,Aksoy and Caber,2013). For example, the company provide the
products have a high quality and affordable price in the market and the competitor does not
provide same type of goods. Corporation have a brand image in the minds of its consumers not
because of consumers loyalty but it highly depends upon the innovative products. In this concept
the customers loyalty and corporate image are different from each other but they have some
similarities. Therefore, the brand loyalty do not shift to another brand even they provide high
quality of goods in same quantity. The corporation brand image not influenced the customers to
buy its products and there is only an brand image in the minds of consumers.

TASK 2
2.1Evaluation of types of market research techniques
The Dorothy Parkins conduct market research to know the customer demand and needs
about its product in the target market. They use two type of techniques to done market research
are describe below-
Primary Data- It is a primary information gather from the customer who consume its
products from the market. They collect data by use of internal sources are the questionnaire and
interviews to know the consumers feedback. In the questionnaire methods the marketing
manager know the consumer behaviour, perception and attitudes towards clothing products. For
this reason, they placed various questions in which customer have to fill the answer through
which they identify its feedback (Chan and Ngai,2011). The another method by conducting
interview in which the manager ask direct question to customers face to face so, its becomes
easier to know customer's requirements. It help them to know the qualitative information and
reviews about the products.
Secondary Data- The another methods used by organisation to conduct market survey
through external sources. The cited organisation gather data with help of Journals, newspaper
and European unions publication etc. The advantage of this method is that it reduce cost and time
as they are readily available (Saren,2011). In modern technology like internet assist many
organisation to collect information about product by access over the net.
2.2Use of secondary sources
The cited organisation collect information by use of various type of external source to
know the customers expectation are discussed below-
Sales Data- The sales reports includes data relate to sales in which daily activities of
sales help the company to monitoring and analysing its sales frequency. It enable the firm to alter
its marketing strategies such as promotion and price to increase sales of its products in the target
market.
Customers Feedback- The cited organisation gather information through the customers
feedback forms and it allow the consumer of clothing products to rate them. It helps the firm to
know the satisfaction level of consumers about its products and services (Annie Jin,2012).

Competitor's annual reports- The organisation identified its competitors potential by
analysing its annual reports. It provide information relating to company's business as well as
financial activities that help them to determine its market position. It enable them to overcome
from weakness and strengthen its opportunities in the target market.
2.3Asses the validity and reliability of finding in the market research
The market research conduct by cited organisation with help of primary sources they
provide true information about company's products and services. The reliability and validity of
the firm are indicate in the company's primary data. The company have a correct information that
are describe by help of these:-
 Sample size- The company collect information from the 100 consumers that are reliable
and validate. These help the firm to know the customer's expectation related to its
products and services (Reijonen and Laukkanen,2010). They use Random sampling
through it is free from biasses.
 Respond Rate- The customer's respond is higher rate that is 60 consumers provide
information to the cited organisation about product. They fill the answers in the
questionnaire methods that indicate the reliability and validity of a market research.
2.4Prepare market research plan
 Rationale- The rationale of market research is only to know the customers needs and
demands in the potential target market in the UK country. The Dorothy Parkins want to
expand its business in the London to know the customer expectation relating to clothing
product in the minds of women customers.
 Objective- The main purpose of the market research is that to identifies the opportunities
and threat in the new market.
 Methodology- The company conduct market research to collect the qualitative
information for this they use qualitative methods (Mitic and Kapoulas, 2012). They
conduct market survey by the questionnaire methods and gather information from the
target market.
 Analysing the Data- The various tools of statistical and also various sampling methods
used by the marketing manager. It enable the organisation to analyse the gathered data

with the help of primary and secondary sources. They use primary data to collect
information from the 100 respondents in the UK market.
 Time frame- The research is conduct by the cited organisation that would be completed
in 1 month (Annie Jin, 2012).
 Budget- The budget is allocated by the company for quantitative market research is
£21000 and for qualitative research is £10000.
TASK 3
3.1Asses the market size trends in the market
Market is usually involve retailers, competitors, suppliers, reviewers and customers etc.
The size of market trends of clothing industry in the UK can be describe by use of various
elements are as follows-
Market segments in the UK- The market of clothing industry in the UK country are
quite established they provide various type of clothing designs to all customers are men's,
women's and kids etc (Cheah and Phau,2011). The clothing product sale by the various modes
such as supermarkets, retail stores, online stores and also discount stores.
Market size and value- The clothing market in the UK is large in the volume in terms of
customers populations and the demands of clothing product is also high of both women's and
men's etc. It also provide best opportunities to the London market on the basis of customers
needs and demands for the new clothing design.
Market Trends- The trends in the UK market relating to fashion trends is increasingly
day by day in the women's population. For this reason, it gives an opportunities to the Dorothy
Parkins to expand its business in the UK market by developing a new design of a clothing with
high clothing that are made available to the customers at fair price.
3.2Identification of key competitors of the organisation Competitor analysis- It is a process used by many organisation to identify its potential
competitors in the UK market of clothing industry. The cited organisation used these
analysis to know its opportunities and threats in the UK market (Slowikowski and
Jarratt,2013). Along with this, it helps them to develop marketing strategies to take
advantages in the competitive world.

 Strategic group- It can be defined as a group of association of the clothing industry that
have a same types of business strategies and models. This strategic groups can identified
on the basis of goods and services offer by the company in terms of its quality, price,
features and specification etc.
Their are several competitors of Dorothy Parkins in the UK market in the clothing industry such
as Selfridge, TopShop and Evans etc. The various company provides variety of designs in the
jeans, trousers, tops and t-shirts etc. at different price, size, quality and comfort factors. The
Parkins clothing product company can be put in these strategic group of association with.... Competitors analysis of Dorothy Parkins company- The main competitor of this company
established their business in the UK market and its operations and business activities
operate. It is difficult to match the demands and service of clothing product. It analyse
that the the brand loyalty and brand image of the cited company is higher than its
competitors.
3.3SWOT analysis of the organisation and evaluating the opportunities and threats of a product
The Dorothy Parkins company analyse its opportunities and threats in the UK market by
adopting SWOT model that are discussed below-
Strength
 The company have a brand image in the minds of its customers
 It have a better customer services (Annie Jin,2012).
 They provide stylish fixtures.
Weakness
 The major weakness is that they have a low space of clothing products in the window as
well as stores.
 It have a small presence in the UK market.
Opportunities
 They can expand its business in various areas (Slowikowski and Jarratt, 2013).
 They also promote its marketing activities by use of social media and its wesites.

Threats
 Customer can shift with another competitor if there is any change in its taste and
preferences.
 Their is a risk of loss if there is any dramatically change in the political as well as
economic climate.
The SWOT model of cited organisation can help them to know its opportunities and
threats in the UK market. It provide an opportunities to expands their business by developing
variety in its clothing products to all types of customers such as men's and kids. Along with
this,they increase its sales by provide marketing information in the social websites such as
Facebook, Twitter and Instagram etc. Whereas, the major threat in the UK market is that
company have to produce products according to its customer expectation so, they cannot shift
with its competitors. They also have to monitor the political and economic factors and develop
strategies accordingly.
TASK 4
4.1 Evaluation of techniques in assessment customer response
Their are various techniques that help the various organisation to examine the customer
responses about its products. The cited organisation follow various techniques which are as
follows-
Home customer survey- The organisation adopt these survey to gather the data about its
company's products and services. They also help them to analyse its performance in the potential
target market from its customers (Saren,2011). The customer of its firm are provide information
about company performance and also assist them to know its expectation.
Questionnaire methods- The questionnaire methods are adopt by many firms in which
they put many questions to its customers. The answers that are provide them is useful to know
the customers opinions and views. On the basis of answer they examine the level of customers
satisfaction.
Customers suggestion- This methods help the company to know the company desires
and needs relating to its products as well as services (Kian Chong,Shafaghi and Leing Tan,
2011). The consumer provide suggestion about firm's performance and products quality,

features, prices and size etc. They use the gather data to fulfil the customers expectation in a
desired manner.
4.2Design customer satisfaction survey
The Dorothy Parkins conduct market survey to know the customer needs and demands
about its product with help of questionnaire methods that are as follows:-
1. What type of price would you like to pay for the branded Jeans?
 Under £20
 £20-£30
 £30-£50
2. What size you wear in the T-shirts and Tops?
 S
 M
 L
 XL
 XXL
3. Do you like our designs and quality of clothing?
 Yes
 NO
4. Do you shift with another competitor if, they produce same type of price and quality of a
product?
 Yes
 No
5. Where do you like to prefer cloths for shopping?
 Malls
 Online websites