Marketing research project Essay Example | Topics and Well Written Essays - 2500 words

Marketing research project - Essay Example ow to target markets or segment markets based on consumer’s preferences is a relatively tough job to do but it is crucial for the company of Graham Elliot, who has the required experience and knowledge about high risk sports and the location where he wants to introduce adventure holidays. However, he is unsure about how to segment markets in the region and is also relatively unaware of the consumer’s attitude towards the business. The segmentation of a market will allow the company to know the prospects of the business and to allow it to know the group of people who will be most interested in the business. This detail about the market will enable the company to work on gaining the highest return on its investment. The trends in purchasing, attitudes and behaviour of consumers also needs to be studied. The company also needs to know how the business of adventure holidays can be promoted once it is established. The research conducted in the North East Market will help the company to know which types of consumers prefer adventure holidays. It will help the company of Graham Elliot to target markets to maximize their profits. The research will state whether skiing and mountain biking in the Isere and Drome Valleys will be feasible and the responses of the consumers in Ardeche and Verdon Gorges of introducing canyoning and climbing in the region. It will help in segmentation of the market and target marketing for road biking in areas of Les Deux Alps and Mount Ventoux. The research will also give a general idea of the kinds of adventurous sports that can be also introduced in the later years to promote the growth of the business and to gain a competitive advantage over the rival companies. The research will also enable the company to know the pricing strategies to be used in comparison with the rival company’s. Exploratory research will be carried out to help with the investigation. Consumers will be interviewed one by one as to their opinions, preferences, the

Markiting Case Study Example | Topics and Well Written Essays - 1500 words

Markiting - Case Study Example The paper would make an attempt to explore marketing mix of Sainsbury’s (2011), effect of internet on the same, issues that have arose from cultures or globalisation and Search engine optimisation (Pickton & Masterson, 496-499, 2010). Marketing Mix Product Quite understandably, being a retailer the product of Sainsbury’s (2011) ranges from grocery to home furniture, organic products to frozen foods, sports goods to clothing, from fashion to DVDs, the product line of Sainsbury’s is spread over different products. However, the focus has been to create a product line, which is more inclined towards non-perishable items rather than perishable items. For most of the large sized stores of Sainsbury’s would end up stocking more than 30,000 lines. However, important here to note is that out of these 30,000 lines around 6,000-7,000 product lines would be the company’s â€Å"own label† goods. Important here to note is that Sainsbury has been actively e xtending many product lines as well. For example, there are more than 700 line of the â€Å"basic† product, which the economy product line of the company. Furthermore, the company has also extended to include more than 1100 premium products in its line under the umbrella of â€Å"Taste the difference† category. Moreover, this has also allowed the company to customise its product line greatly. Sainsbury’s is now selling many well-known brands and along with them, it is selling many brands that have been custom made for its customers. Place Without any doubts, the factor of place has great importance in marketing. The company currently holds more than 872 stores all over United Kingdom. The stores appear to be in three formats including the regular stores, convenience and smaller supermarkets and the hypermarkets. In order to satisfy the needs and demand, there are some superstores of the company that operate on a 24/7 basis. The format of the store opened by Sain sbury’s largely depends upon the area and the need of the customers of that locality (Lancaster & Massingham, pp. 264-266, 2010). Important here to note is that how well Sainsbury’s and other retailers have been able to respond to the threat of disintermediation. Critics predicated that with the rise of brick and motor companies, retailers would become extinct. However, Sainsbury has been able to respond well to the challenge of disintermediation by intermediation and setting up new online business. Promotion Sainsbury’s has been an aggressive marketer and promoter for its products. The same is evident with the fact that recently, Sainsbury’s signed a deal with the administration of 2012 Summer Paralympics, which will take place during 29 August and 9 September 2012. Sainsbury’s has taken a bold step by signing a deal, which is the largest in the history of this event. Sainsbury’s also takes the credit of giving the advertising world â€Å" the best known slogan in retail advertising† which is of â€Å"Good Food Costs Less at Sainsbury’s.† Furthermore, since 2000, after being pushed at the third position in the retail industry of United Kingdom, it pursued aggressive promotion strategies. Using Jamie Oliver as the ambassador for the corporation, it has been able to add more than extra 1 billion Euros