Evaluating Marketing Techniques for Small Businesses: Capital Joinery

This report delves into the significance of marketing techniques for small businesses, using Capital Joinery as a case study. It examines both traditional and modern marketing approaches, including flyers, posters, value additions, referral networks, follow-ups, cold calling, and internet marketing. The report analyzes the application of marketing mix strategies (product, place, price, and promotion) and incorporates marketing theories such as the Ansoff Matrix and Porter's Five Forces to assess their impact on business growth and profitability. The research also explores the importance of STP (segmentation, targeting, and positioning) model. The document outlines the research stages, including the research question, data collection, and key resources, providing a comprehensive overview of marketing strategies for small businesses in the UK sector.

Developing Academic
literacy

Table of Contents
Table 1 - Research Stages ...............................................................................................................3
INTRODUCTION ..........................................................................................................................6
MAIN BODY...................................................................................................................................6
Background of Capital joinery.....................................................................................................6
Marketing techniques important for small businesses.................................................................7
Marketing Strategies..................................................................................................................11
Porter's five forces.....................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

Table 1 - Research Stages
Task 2
1
Clear explanation of what has been asked (in your own words)
I have chosen the research on the marketing techniques important for the small
businesses by studying the modern and traditional techniques of the market. The
small businesses are looking for the ways to attract the customers and develop the
business. The research study is based on the Capital Joinery organization which is
highly experienced and dedicated Joinery firm and specialized in windows, stairs
and doors in London. By using the marketing mix strategies the price, product,
place and promotion of the firm would be analysed and also adopting the Ansoff
matrix and Porter's Five Forces theory of marketing to maximize the productivity
and profitability. The strategies are studied with the help of (segmentation, targeting
and positioning) STP model. And I also explained some modern and traditional
techniques in the research so that the clear understanding of the market would be
observed.
2
Research Topic
To evaluating the extent at which marketing techniques are important in relation to
small businesses in context of UK sector, A study on Capital Joinery
3 Research Question(s) - what shall I be doing? Why is it important?
To what extent are marketing techniques important for small businesses?
The Capital Joinery enterprise focuses towards the growth and development of their
firm. It is important for them to analyse the modern and traditional marketing
techniques and strategies and take some decisions, so that they increase their market
share and also study the theory which helps them in market development, product
development, market penetration and diversification of the firm. The different
theories help the organization to build the brand image and form some strategies to
develop the market plan. This research included the Porter's five forces in which the

company focuses towards the threat of new entries, bargaining power of the
customers, threat of the substitute products, bargaining power of the suppliers and
the competition rivalry of the company. This framework analyses is important for
the small businesses to compete with the competitors in marketplace.
4
Information needed (data) to answer the research question
The information gather for this research is regarding tools and techniques the
company is adopting in their business and the different marketing strategies, model,
theories and concepts used by the company to develop and increase the growth of
the firm. The decision regarding the marketing mix which are broadly classified into
four level i.e., product, place, price and promotion are studied for the development
of the small businesses. While research will carry the information regarding the
market strategies followed by their competitors so that the small enterprise can
make plan and move towards the maximization of the profitability and increasing
the sales of the products.
5
Keywords to search for
Improvement of the firms technologies.
Marketing mix
Marketing strategy of STP(segmentation, targeting and positioning) Model
Theories of marketing
Modern marketing techniques
Traditional techniques of marketing
6 Key resources (e.g. journal articles, books, company websites etc.)
6
Storing and organizing the data so that you can find it when needed (e.g. in
folders on your desktop, printed out, etc.)
All the data are stored as a hardcopy and with hardcopy a word file or a soft-copy
would be stored in the desktop and transfer a copy of the data in pen-drive and also
store a backup of the data so that at the time of requirement of the content it is easy
to get the information regarding the research from such data stored.
7 Extract relevant information from the identified key resources – identification
of key areas of information needed to help answer the research question (list
key areas of the research project)
 Know the customer's requirement.

 Promotion of the products through various advertisement channels.
 Modern techniques used by the Capital Joinery such as social media
marketing, email marketing, internet ads., product placement, value added
products, affiliate marketing.
 Traditional techniques followed by the firm which includes blog post title
test, a topic based content strategies, audience segmentation, brand
extensions, posters and many more.
 The marketing mix plan adopt by the company while focusing towards the
price, place, product and promotion.
 Theories of marketing followed during this research are Ans-off Matrix and
the Porter's Five Forces.
8
Structuring the report - subheadings organized in such a way that the report
flows in a logical way
TITLE
CONTENT PAGE
INTRODUCTION
MAIN BODY
 Background of the company
 Marketing Techniques important for small businesses
Modern techniques
Traditional techniques
 Marketing Theories
Ans-off Matrix
Porter's Five Forces
 Marketing strategies
STP(segmentation, targeting and positioning) Model
 Marketing Mix
CONCLUSION
REFERENCES
APPENDICES

9
Project deadlines – produce a Gantt chart to indicate order,
duration/completion of main activities
Activities /weeks 1 2 3 4 5 6 7 8 9
Selection of search
topic
Developing
proposal of
research topic
Identifying
objectives and aims
Developing
literature review
Data collection
Data analysing
Report submission
to tutor
Updating feedback
INTRODUCTION
Developing academic literacy means independent choice at same time which is received
by students in the form of instructions and grammar mistakes. That might need to be complete
and helps them in developing their skills plus make them more to perform with having better
quality (Jonsmoen and Greek, 2017). Capital Joinery offers variety of door, windows, stairs
along with having headquarter in West London. All furniture items are being so furnished that
more customer are satisfied with their products. This report explain about extent of marketing
techniques in small business furthermore which have included marketing traditional and modern
tools, marketing theories.

MAIN BODY
Background of Capital joinery
Capital Joinery was established by Kris Stevenson. Before he worked on respective
developments such as Dundas House, The Scottish parliament construction. In his life he had
work on too many other projects and build up great experience to start own company. CJS have
gained many clients but still they work on small company along with small families in business.
Organization also provide self-made service to each clients plus privilege worker for them. CJS
work on quality based not on quantity because they know how to take pride from other peoples.
CJS also thinks about surrounding as their products do not harm to environment and always keep
their agenda on high (Julien, 2018). Whether they have large projects or small, they can join their
connection with environment and make their more products while by keeping their recycling and
green materials in mind of their employees. Kris' workers best in designing more furniture from
their studies along as they work under many stores from that only Kris have earned money and
build up their own business. Moving on, he worked at aggregate architectural companies, and
earn much money, getting better understanding in materials, techniques moreover tending in
developing their qualities. He opened his own shop, when he was not at shop, he mainly spends
it time in travelling, playing cards, eating and doing some other activities, also having fun with
his families.
From company, they have also provided professional expertise for their clients
furthermore they also try to reduce their customer bills. CJS company provide many varieties of
furniture that keeps on attracting their customer. This company being at local furniture designer
and builder with them. Many buildings furniture have been prepared by them and interior
designing can be also done (Turner and Endres, 2017). As they have market strategies about
while to be more developed more in market with fewer stores but more existing customer and
developed more customer.
Marketing techniques important for small businesses
Marketing techniques:
Marketing technique helps the business in the promotion and advertisement. Marketing team of
the company carries the marketing related activities. Some marketing techniques are:

flyers:
It is one of the cheap marketing techniques because small companies have small budgets, so they
do not go for expensive marketing techniques. Capital joinery can distribute flyers in that area
where they are doing the business. Doing marketing is very important for the small business
because it will help small business in growing into large company. The flyer should be small and
to the point (Jain and Yadav, 2017). Company should highlight the products which they are
selling like doors, wooden stairs, windows, joinery etc. also providing details about the contact
numbers. Giving offers, discounts or coupons to the customers will increase the sales of the
company.
Posters:
The public property, supermarkets have spaces where advertisement and promotions can be
done. Capital joinery can go for posters also this will increase the reach of the company and
more customer will get attracted towards the company because at public space and supermarkets
there are more footfalls of the customers. Company have to research about that where more leads
are generating and that area which is generating high leads then form next time company can
more focus on that particular area.
Value additions:
This is the most powerful technique when it comes to selling of products and services. It can be
said that value additions are the same as the coupons or offers but their main aim is to increase
the satisfaction of the customer which can help the company in beating the competition. Capital
joinery can give value additions in the form of rewards, guarantee, warrantee or discounts to the
old customers etc. because customer will go to that company only who provide them better
discounts (Nip, 2020). While company forming the advertisement then they should highlight the
value addition points.
Referral networks:
this is the business to business referral. Where a person of different profession refers that person
which does not belong to that profession. Example a lawyer is referring real estate agents or an
accountant is referring broker. Capital joinery should also make relations with other businesses
so that the other business can refer capital joinery. Referral is also a kind of word of mouth
publicity under this a person refer the particular company telling the good things about the

company. If the company is referred by another company then the company reputation get
increased.
Follow ups:
Follow-ups is the best method to know the feedbacks of the customer for the company. This can
be done with the help of questionnaire which can be filled by the customers. In the questionnaire
company can ask that from where did you find about this company, are you satisfied with the
products of the company etc. follow-ups will also help the company to know that what are next
demand of the customer so that company can fulfil their demand and can get the competitive
advantage (Rusetskaya, 2020).
Cold calls:
Cold calling includes the door to door marketing or marketing over calls. It is very important for
the small businesses which helps in increasing the sales of the company. When over the phone
cold calling is done then the advantage of body language will cannot get as one have to convince
the customer over call only and on call, only voice of the person can be heard. Small business
like capital joinery can do cold calling as it is the cost effective marketing technique.
Internet:
Internet is the most emerging and most famous marketing technique nowadays. Through internet
company can do promotion easily by putting very less efforts and internet helps to increase the
reach of the company and can attract large customer group. The internet has changed complete
marketing pattern, earlier companies were following traditional method for marketing for
promoting their products and services and now modern marketing techniques are used by the
companies like internet because internet is used by wide audience so it is easy for the company
while doing promotion. Internet is very important marketing tool for small company as it is cost
effective and small companies have less budget.
Social media marketing:
It is very latest form of marketing (Krizan, 2020). Under this marketing activities are done using
social media platforms like Facebook, twitter, Instagram etc. social media is used by majority of
people nowadays so all these people can be easily targeted by the company. Capital joinery can
post image of their products over social media. Attractive images will help the company in
growing their sales. Social media have more traffic and visibility. Through social media

platforms along with images, videos can also posted. By seeing the videos of the products
customer will get the clear idea of the products.
search engine marketing/ PPC:
It is the technique which is used by the company to increase the traffic on their website it is done
by paid online advertising. Pay per click is the most common search engine marketing tool.
Under this the company buys the space for advertisement over search engine and whenever that
add is clicked then the company have to pay for that. It is very effective for the small company
like capital joinery because increase the reach of the company. Gives good visibility in cost-
effectiveness and easily company can target the markets.
Email marketing:
E-mail marketing is also a modern marketing technique (Puthussery, 2020). Under that company
can email about their products or new offers to their existing customers so that they come to
know if the company have come up with any sales or any discounts.
Digital marketing:
This help company for being more developed while adopting their digital technology, and they
can also become cashless. Digital marketing make them to create their profile, websites and
blogs so that many other existing or new customer will get attracts.
Marketing theories:
Ansoff matrix:
This technique is used while doing strategic marketing planning. It has four dimensions which
are:
market penetration:
Market penetration is the selling of existing products in the existing market. Through adopting
the modern marketing techniques company can target the audience which will help them to
increase the market share for the existing products. Capital joinery can go for the competitive
marketing strategy which will help the company in penetrating the market. Proper promotion and
advertisement can also help to increase the market share. For this company can also provide
attractive schemes to the customers (Loredana, 2017). Under this products and markets are old
only but the focus of the company has increased on both.
Market development:

Under market development company sells the existing products in the new markets. This can be
achieved by going to the market of different city or by exporting the products. This strategy will
help the company to target complete new market where the company will get new customers.
Where there will be new distribution channels like shifting from traditional selling to e-
commerce selling. Capital joinery can sell their products through online platforms or from their
own website. Online shopping is very trending nowadays so company can take this advantage
and increase their revenue by selling online. To increase the sales in the new market company
can give attractive discounts to the consumers.
Product development:
Under the product development new products are launched in the existing market. Under this the
company have to make new or innovative products which can attract the existing customers. As
this company is trading in wooden gates or windows or stairs so company can even make home
décor wooden items because wooden pieces are liked by many people. Product development is
also necessary to beat the competition because with the change in the market trends the demand
for the innovation is increasing. For product development company require detail research that
what customer want and research is the expensive thing.
Diversification:
Diversification is the strategy where the market and products both are new. It is the risky
technique as the company is not aware about the market or do not know that the new product is
accepted by the new market or not (Thompson, 2019). Company should maintain proper balance
between the risk and reward.
Among all the above company can go for product development because they are dealing in
wooden and have the scope for developing new products and new products can also help the
company in increasing their market share and for that company have to carefully study the
market trends and the customer behaviour.
Marketing Strategies
A small business is the one which has not yet made a big mark in terms of awareness of its
product, revenue, supply chain etc. It has a way to go to successfully benchmark its name in the
industry and come in competition. The marketing strategies which can go a long way in
developing its niche can be categorised as below:

a) Segmentation: The business has to know who are its key buyers and thus make a list of what
can be their expectations. The kind of product they are looking for has to be made by the
company concerned to win over their expectations (Eltayib and et.al., 2018).
Capital Joinery being in furniture business has a large audience to cater viz. The
households, the shops, hospitality sector etc. The business although has to segment the type of
product required by these separate entities and maintain a contact with distributors catering to its
customers.
b) Targeting: The customers who are purchasing in bulk quantities and bringing a fair amount of
revenue for the business can be categorized known as targeting. Company has to pay special
attention to their demands and change in tastes for the product. Company has to make them stay
hooked to their products with giving of offers like discounts etc.
Capital Joinery can do a targeting research on a section which orders in bulk. Also, it has
to see whether the group is large enough to be targeted and whether it has the potential to give
same results in future. Accordingly discount on purchases can be given to them with providing a
membership card (Jones and et.al., 2018).
c) Positioning: This segment means introducing some unique features to the product which helps
the company's product stand out in the market and the company gets a name for its product in the
market.
Capital Joinery can do some research to come up with an innovative idea to design its
product in a different way or it can simply come up with a scheme which gives a competitive
advantage over others while making a purchase. Company can work on its pricing to position
itself in the minds of certain group of customers.
Marketing Mix
Product: This means the type of product the company is dealing in. A diversified range in
products category will mean customer being exposed to variety of choices from the same
business and also it will mean reduction of risk for the business.
Capital Joinery deals in widgets making used in furniture, doors, windows, wooden
staircases. It can increase its business by also going in furnishing of chairs and tables which is a