Produce a marketing strategy
The business that I am going to produce a marketing strategy for is CCL computers ltd. The reason why I have decided to do a marketing strategy for them is because their only way of advertising products to customers is on the Internet so they don’t get a lot of feedback and also they don’t know if there would be any potential customers if they found other ways of advertising as well. They might also want to know what the prices of rival firms goods are.
In order to do this assignment I will have to collect information about rival firms and about CCL computers ltd potential customers and ways they could advertise to get these customers. There are two types of research, which could help me to collect the information, primary and secondary. Primary research is where you gather the information directly and secondary research is where you use someone else’s information that has already been collected. 1. The information may be inappropriate to me.
2. The information may be out of date and that wouldn’t help with the market today. There are different methods of carrying out research within the two types of research: observations, experiments and surveys. Observations This is where a business might have a market researcher following customers to monitor their behaviour. For example a supermarket might employ market researchers to monitor the behaviour of customers. They will observe where the customers go, what they do and what they buy. The big disadvantage with observations is that it is expensive to do.
Experiments This is where a business will change some parts of a product and see what the response from customers is. For example a cereal company might want to change the colour of their product so they will choose a certain area then make sure the products they send there are a new colour without the box saying the cereal has had any alterations and see what response the people from that area give them. The disadvantage with this is that the sample isn’t broad enough so it won’t give a good enough view of the opinions for the whole of the UK.
Surveys This is where a business will decide on a set of questions that it will ask its existing and potential customers. The questions will be the same for every person interviewed. This type of research involves taking a sample of the population and asking them the pre-set questions. There are four types of surveys, they are:
1. Personal interviews – this is where an interviewer asks individuals (customers or potential customers). The questions are asked face to face. The advantages of personal interviews are: any problems or questions that weren’t understood correctly can be dealt with and also the body language of the person being interviewed can be observed. The disadvantages are: it is expensive to carry out and also the interviewer can be biased and try to persuade them to chose a specific answer.
2. Postal surveys – this is where a letters and questionnaires are sent to house owned by the sample of population chosen. The letter states what the company does and why the person has been chosen to do a survey. It also gives them information on how and who to contact with any queries or problems. The advantages of this survey are: It can cover a wide geographical area which means there is a broader sample, It is relatively inexpensive, The respondents have time to complete the survey so they won’t feel intimidated. The disadvantage is that the response rate is very low because many people will just throw it in the bin.
3. Telephone Surveys – this is where an interviewer calls the sample population by phone and the interviewed is carried out over the phone during the call. The advantages are: It can cover a huge area so the sample of population can be spaced out and the size can be greater, It is relatively cheap to do. The disadvantages are: The survey is limited to only the people who have a telephone. 4. Panel surveys – this is where a group of people are asked questions regularly.
The advantages of this are: They can monitor the views of the members over time, More truthful answers are usually received. The disadvantages are: Panel members may change over time, Members may be set in their views. When you carry out a survey there are various sampling techniques to get a sample of the population. The two basic types of sampling are random or non-random.