Marketing Intelligence Assignement for gowri(final).docx

8/18/2019 Marketing Intelligence Assignement for gowri(final).docx

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Qualification Unit number and title

Pearson BTEC Level 5 HND Diploma in

Business

Unit 17 –Marketing ntelligen!e" Level 4

Student name and ID number Assessor name

M#H#LN$#M $%&'EE('#N

H15)1*+7 ma,$uenane

Date issued Completion date Submitted on

18th September 21! 1"th December 21! b# !$pm

Internal %erifier Dr $eorge Panagiotou

Assi&nment title 'rimania ( )ar*etin& Intelli&ence

Instructions

• #n ele!troni! !op- o. -our assessment must /e .ull- uploa,e,deadline date and time

• 2ou must su/mit one single PD3 or M( %..i!e &or, ,o!umen

relevant images or s!reens0ots must /e in!lu,e, 4it0in t0e saM( %..i!e &or, or PD3 ,o!ument

• T0e last version -ou uploa, 4ill /e t0e one t0at is marke, 2o

paper 4ill /e marke, i. -ou 0ave in,i!ate, t0is as -our .inalsu/mission

• 'evie4 t0e mitigating !ir!umstan!es poli!- .or in.ormation rela

etensions

•T0e .ile si6e must not e!ee, *)MB

• #ns4er t0e !riteria in or,er !learl- in,i!ating t0e pass !riteria

num/er

• Ensure t0at all 4ork 0as /een proo."rea, an, !0e!ke, prior to

su/mission

• Ensure t0at t0e la-out o. -our ,o!uments are in a pro.essiona

.ormat 4it0 .ont st-le #rial .ont si6e 1* .or t0e tet .ont 18 .or 0ea,ing an, .ont 1+ .or main 0ea,ing line spa!ing 15 an, 9us

• Use t0e Harvar, re.eren!ing s-stem: ot0er4ise it 4ill /e !ons

as plagiarise, 4ork

• Ensure t0at -ou /a!k"up -our 4ork regularl- an, appl- versio

!ontrol to -our ,o!uments

"Learner declaration

!erti.- t0at t0e 4ork su/mitte, .or t0is assignment is m- o4n an, resear!0 sour!es are .ull-

a!kno4le,ge,


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(tu,ent signature; M$%&'EE('#N Date; 1*1**)15

)ar*etin& Intelli&ence

+AS,1-

A$C 1$1 Describe the main sta&es of the purchase decision.ma*in& process

3rom; Marketing Department

(u/9e!t; %ur !ustomers< /u-ing /e0aviour an, t0e t0eories 9usti.-ing t0at along 4it0

.a!tors impa!ting t0eir pur!0ase ,e!ision making

Introduction

No4a,a-s organi6ations like Primark nee, to !onten, in a .o!use, /usiness se!tor

40ere making o. !ustomer lo-alt- t0roug0 servi!e giving is t0e ke- !omponent nitiall-

Primark nee,s to !reate resear!0 met0o,olog- 40ere it tries to ,istinguis0 t0e

!on!eale, nee,s or t0oug0t pro!esses o. t0e !lients 40i!0 0elp it to ,esign t0e ,esire,

pro,u!t .or !ustomers t0en organi6ation nee,s to take evaluating !0oi!e a/out t0e item

rel-ing upon t0e out!omes .igure, /- t0e resear!0 ee!ution Distri/ution an,

a,van!ement met0o,olog- a,,itionall- 0elp asso!iation to a!0ieve item to t0e ,oorstep

o. t0e !lients an, to make min,.ulness among t0e .o!use, on !lients #/ove all else

ke- outlining o. t0e a,vertising /len, 0elps asso!iation to ,ra4 in more !lients an, to

make epansive pool o. !lients /- making !lient ,e,i!ation an, /ran, pi!ture o. t0e

!ompan-

T0e /u-er ,e!ision pro!ess represents a num/er o. stages t0at t0e /u-er 4ill go

t0roug0 /e.ore making t0e .inal /u-ing ,e!ision


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Stages in the Consumer’s Purchasing Process

Sta&e 1$ /eed 0eco&nition

Ma-/e -ou=re 4anting to /a!kpa!k aroun, t0e nation a.ter -ou gra,uate -et -ou ,on=t

0ave parti!ularl- ,e!ent /a!kpa!k #,vertisers .re>uentl- attempt to invigorate /u-ers

into a!kno4le,ging t0e- 0ave a re>uirement .or an item


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Sta&e 2$ Search for Information

Possi/l- -ou 0ave possesse, a .e4 /a!kpa!ks an, reali6e 40at -ou like an, ,on=t !are

.or a/out t0em %n t0e ot0er 0an, t0ere ma- /e a spe!i.i! /ran, like Primark t0at

-ou=ve o/taine, previousl- t0at -ou en9o-e, an, nee, to /u- later on T0is is an

etraor,inar- position .or t0e organi6ation t0at !laims t0e /ran, to /e in?somet0ing

.irms take a sta/ at &0-@ (in!e it regularl- implies -ou 4ill !on.ine -our pursuit an,

/asi!all- pur!0ase t0eir /ran, on!e more

Sta&e "$ 'roduct valuation

%/viousl- t0ere are several uni>ue /a!kpa!ks a!!essi/le to /ro4se t=s impra!ti!al .or

-ou to inspe!t ever- one o. t0em ATrut0 /e tol, great /usiness people an, a,vertising

eperts reali6e t0at giving -ou an e!ess o. ,e!isions !an /e so overpo4ering -ou

4on=t not pur!0ase an-t0ing /- an- stret!0 o. t0e imagination Conse>uentl- -ou a,,

to 40at=s !alle, evaluative !riteria to o..er -ou some assistan!e 4it0 narro4ing ,o4n

-our ,e!isions

Evaluative !riteria are sure >ualities t0at are !riti!al to -ou .or eample t0e !ost o. t0e

/a!kpa!k t0e si6e t0e >uantit- o. !ompartments an, s0a,ing (ome o. t0ese

attri/utes are more vital t0an ot0ers 3or instan!e t0e measure o. t0e /a!kpa!k an, t0e

!ost ma- /e more !riti!al to -ou t0an t0e !olor?unless sa- t0e !olor is 0ot pink an,

-ou ,etest pink

Sta&e 4$ 'roduct Choice and 'urchase

(tage 8 is t0e time 40en -ou !0oose 40at /a!kpa!k to /u- Be t0at as it ma-

not4it0stan,ing t0e /a!kpa!k -ou are most likel- a,,itionall- settling on ,i..erent

!0oi!es at t0is stage in!lu,ing 40ere an, 0o4 to /u- t0e /a!kpa!k an, on 40at terms


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Per0aps t0e /a!kpa!k 4as less epensive at one store t0an anot0er 0o4ever t0e

salesman t0ere 4as impolite %n t0e ot0er 0an, per0aps -ou !0oose to or,er online on

t0e groun,s t0at -ou=re e!essivel- !aug0t up 4it0 making it impossi/le to go to t0e

s0opping !enter

Sta&e !$ 'ost purchase Use and valuation

#s o. rig0t no4 in t0e pro!ess -ou !0oose 40et0er t0e /a!kpa!k -ou a!>uire, is all t0at

it 4as laug0e, out lou, to /e ,eall- it is n t0e event t0at it=s not -ou=re lia/le to

en,ure 40at=s !alle, postpur!0ase ,is!or, 2ou ma- !all it pur!0aseruire, somet0ing else or a!!umulate, more ,ata .irst (0oppers

generall- .eel along t0ese lines 40i!0 is an issue .or mer!0ants %n t0e o.. !0an!e t0at

-ou ,on=t like 40at -ou=ve o/taine, .rom t0em -ou ma- give /a!k t0e t0ing an, never

/u- an-t0ing .rom t0em again

Primark ,o various t0ings to tr- to prevent /u-er


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t0eories an, mo,els t0at 0ave approa!0 to !lari.- an, pre,i!t t0e pur!0aser /e0aviour

o. t0ese people so t0at t0e asso!iation A.or eample Primark !an 4ork to4ar,s

meeting t0eir !lients >ui!k nee,s T0ese t0eories are:

Cultural theor# "#n in,ivi,ual=s /u-ing /e0aviour !an /e in.luen!e, /- !ultural

in.luen!es # Person=s !ulture !an /e ,e.ine, as a set o. values an, /elie.s t0at is

taug0t t0roug0 so!ial pro!esses T0ese values an, /elie.s lea, to !ertain

/u-ing /e0aviours (o!ial !lass is /ase, on o!!upation in!ome an, e,u!ation 40i!0

!an impa!t /u-ing /e0aviour as !an -our so!ial groups in!lu,ing .amil- an, .rien,s T0e

opinion lea,er is t0e in,ivi,ual in t0e group 40o 0as t0e most in.luen!e in /u-ing

/e0aviour ,ue to spe!ialist kno4le,ge an, s0eer .or!e o. personalit-

nvironmental theor# of bu#in& behaviour . # pur!0aser !an e0i/it ,iverse

pur!0asing /e0avior !0oi!es /ase, upon t0e !ir!umstan!e in 40i!0 t0e- are in Primark

oug0t to guarantee t0at t0roug0 !omponents .or eample promoting an, use o.

salesmen t0e- oug0t to attempt an, in.luen!e t0ose people to pur!0ase t0eir items as

oppose, to t0e !onten,ers 3or instan!e t0e- !an 0ave sta.. stan, at t0e stores

a..e!ting s0oppers to pur!0ase Elianto rat0er t0an Noor A(tevens *))5 t means

Environment !an pus0 !ustomer to /u- a pro,u!t even i. t0e- ,o not nee, it or /u- it

4it0out !onsi,ering t0e pri!e 3or eample Primark !ustomers pro/a/l- /u- some items

9ust /e!ause o. s0op environment or /e!ause o. t0e spe!ial sir!umstan!es T0e- !an

/u- Primark pro,u!t i. t0e- .in, t0em goo, .or a gi.t

A$C 1$" plain the factors that affect bu#er behaviour

Bu-er /e0avior is a management t0eor- !omponent t0at anal-6es t0e pur!0asing 0a/its

o. in,ivi,uals an,For groups

3or instan!e in t0e !lot0ing ,ivision Primarkselltops 9eans t"s0irts.ormal 4ear et!

(everal .a!tors a..e!t pur!0aser /e0avior t0ese are: Culture ps-!0ologi!al personal

.a!tors an, so on Ho4ever in a /roa,er perspe!tive t0e .a!tors t0at a..e!t /u-er

/e0avior at Primark are:


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Social 3actors: t0is .a!tor in!lu,ing people


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to ,a- /asis an, t0is .a!tor 0elps in.luen!ing t0e 4a- t0e in,ivi,ual 4oul, no4 /u-

pro,u!ts

E!onomi! situation an, %!!upation: #nperson


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0ave !ustomaril- .o!use, aroun, t0e a,vertising materials an, ,esign o.

!ommuni!ation using logos images !ontent an, s0a,ing to make a great impa!t on

target people 0o4ever an assortment o. etra eer!ises a,, to a positive !orporate

image t0ese in!orporate P' programs

0epeat purchase; T0is term is allu,e, to t0e i,ea 40en !lient pur!0ases t0e same

/ran, /oug0t /- 0im on t0e past event: a,,itionall- !alle, repur!0ase Bran, lo-alt-

!an /e assesse, /- an eample o. repeat /u-s 3or 0ol,ing Arepeat /u-ing 4it0 t0e

goal t0at pur!0asers pur!0ase Primarkpro,u!t over an, over t0e /usiness oug0t to

!reate /etter pro,u!t t0an t0eir rivals

T0e t0ree !on!ept o. /ran, lo-alt- !orporate image an, repeat pur!0ase are

inter!onne!te, 4it0 one anot0er T0e organi6ation use various marketing tools to makepositive !orporate image in t0e min, o. !ustomers to in!rease lo-al !ustomers an,

in!rease repeat pur!0ase %n t0e ot0er0an, organi6ation !an !reat lo-alat- s!0eme to

in!rease repeat pur!0ase an, gra,uall- make lo-al !ustomers t means 40en a

!ompan- persua,e !ustomer to repeat t0eir pur!0ase an, i. t0e- are satis.ie, 4it0 t0eir

pur!0ase t0e organi6ation !an /ene.it .rom lo-al !ustomer

A$C 2$1 valuate different t#pes of mar*et research techni7ues

+o- C '0I)A0, ( 0'0+

3rom- )ar*etin& Department

Sub9ect- ur customers: bu#in& behaviour and the theories 9ustif#in& that alon&

ith factors impactin& their purchase decision ma*in&$

6usiness mar*et research is t0e pro!ess o. gat0ering an, anal-sis in.ormation to

.igure out i. a spe!i.i! itemFa,ministration 4ill .ul.ill t0e nee,s o. -our !lients &it0

e..e!tive market resear!0 Primark !an in!rease signi.i!ant ,ata a/out -our rivals

.inan!ial movements ,emograp0i!s t0e !urrent market tren,san, t0e spen,ing traits o.

t0eir !lients


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+he role and Importance of )ar*et 0esearch

T0e role o. market resear!0 is to 0elp organi6ations attain sustaina/le !ompetitive

a,vantage Market resear!0 ena/les organi6ations to remain a0ea, o. t0e market an,

a/le to pre,i!t /e0aviour not simpl- respon, to !0anges in t0e market pla!e

Importances

1 Market resear!0 !an promises t0e su!!ess o. -our marketing !ampaigns an, in"turn,eals

* Market resear!0 !an assist -ou keep a ta/ on -our rivals

Market resear!0 !an assist -ou minimi6e loss in -our /usiness

+he +#pes of )ar*et 0esearch plained

. -ou are 4on,ering 40at ea!tl- market resear!0 is an, 40at t-pes o. /usinesses

nee, market resear!0 t0en 0ere is -our ans4er Market resear!0 o. Primark !omprises

o. t4o t-pes o. resear!0 primar- an, se!on,ar- an, almost ever- t-pe o. /usiness

re>uires market resear!0 in or,er to /e su!!ess.ul

'rimar# 0esearch- 'rimar* monitors t0e >ualit- o. servi!es t0e e..e!tiveness o. saleseisting /usiness pra!ti!es an, t0e tools use, .or !ommuni!ation #,,itionall- it

also surve-s t0e present market rivalr- /- evaluating t0e /usiness plans o. -our rivals

Secondar# 0esearch is t0e gat0ering o. e..e!tivel- ,istri/ute, in.ormation to make an

organi6ation ,ata/ase t0at 0elps in situation anal-sis t ,evises s-stems .or

/en!0marking an, 0elps in ,e!i,ing t0e /usiness se!tor portions t0at an organi6ation

oug0t to target

Quantitative researchPrimarkuses various ,ata gat0ere, t0roug0 !lose, >uestionsA-esFno t-pe ans4ers in >uestionnaires an, surve-s or !lose,"en,e, >uestions in

intervie4s T0e ,ata len,s itsel. to anal-sis /- numeri!al or statisti!al met0o,s ena/ling

.ore!asting an, pre,i!tions


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Qualitative research is eplorator- resear!0 'esear!0 is open"en,e, 4it0 ,ata

!olle!te, t0roug0 a small sample si6e Iualitative ,ata is 4or, /ase, t is !ontet"ri!0

,es!riptive ,ata

t is t0e s-stemati! !olle!tion re!or,ing an, anal-sis

o. >ualitative an, >uantitative in.ormation a/out issues i,enti.-ing 4it0 marketing

pro,u!ts an, a,ministrations T0e o/9e!tive o. s0o4!asing eamination is to re!ogni6e

an, surve- 0o4 !0anging !omponents o. t0e promoting mi impa!ts !lient !on,u!t T0e

term is regularl- e!0ange, 4it0 statisti!al surve-ing: in an- !ase master pro.essionals

ma- 4is0 to ,ra4 a >uali.i!ation in t0at statisti!al surve-ing is !on!erne, parti!ularl-

4it0 /usiness se!tors 40ile marketing resear!0 is !on!erne, parti!ularl- a/out

marketing pro!esses APeter P GDonnel- J A*))7

Advanta&es of Qualitative 0esearch

Iualitative resear!0 is 0elp.ul ami, t0e earl- p0ases o. a stu,- 40en t0e anal-st mig0t

/e un!ertain o. pre!isel- 40at 4ill /e !on!entrate, on or 40at to !on!entrate on T0is

sort o. eamination ,oes not re>uire a stri!t !on.iguration arrangement /e.ore it starts

T0is gives t0e s!ientist opportunit- to give t0e stu,- a !0an!e to unravel all t0e more

normall- #not0er a,vantage to >ualitative resear!0 is t0e anal-st a!>uires nitt- gritt-

an, ri!0 in.ormation as etensive !ompose, portra-als or visual proo. .or eample

p0otos

Disadvanta&es of Qualitative 0esearch

T0e resear!0er o. a stu,- using >ualitative resear!0 is vigorousl- in!lu,e,

simultaneousl- 40i!0 gives t0e resear!0er a su/9e!tive perspe!tive o. t0e stu,- an, its

mem/ers T0e resear!0er ,e!ip0ers t0e eploration as in,i!ate, /- 0is or 0er o4n one"

si,e, vie4 40i!0 ske4s t0e in.ormation a!!umulate, #not0er ,ra4/a!k is t0is

eploration strateg- is e!eptionall- te,ious an, !an keep going .or a !onsi,era/le

lengt0 o. time or even -ears

Advanta&es of Quantitative 0esearch

Iuantitative resear!0 allo4s t0e resear!0er to >uanti.- an, investigate in.ormation T0e

relations0ip /et4een an autonomous an, 4ar, varia/le is eamine, in point o. interest

T0is is 4ort040ile in lig0t o. t0e .a!t t0at t0e anal-st is more goal a/out t0e ,is!overies

o. t0e eploration Iuantitative resear!0 !an /e utili6e, to test t0eories in anal-ses ,ue

https://en.wikipedia.org/wiki/Qualitative_datahttps://en.wikipedia.org/wiki/Quantitative_datahttps://en.wikipedia.org/wiki/Qualitative_datahttps://en.wikipedia.org/wiki/Quantitative_data


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to its !apa!it- to gauge in.ormation utili6ing statisti!s Iuantitative resear!0 let t0e

resear!0er to !olle!t ,ata .rom a large num/er o. respon,ant in a ver- s0ort time i. a

>ui!k result is ,eman,e,

Disadvanta&es of Quantitative 0esearchT0e ,isa,vantage o. >uantitative resear!0 is t0e setting o. t0e stu,- or trial is

overlooke, Iuantitative resear!0 ,oes not !on!entrate on t0ings in a !0ara!teristi!

setting or talk a/out t0e importan!e t0ings 0ave .or various in,ivi,uals as su/9e!tive

eamination ,oes #not0er in!onvenien!e is t0at a 0uge eample o. t0e popula!e must

/e !on!entrate, on: t0e /igger t0e spe!imen o. in,ivi,uals s!rutini6e, t0e all t0e more

.a!tuall- ea!t t0e out!omes 4ill /e #not0e ,ra4/a!k is t0e respon,ant 0as no !0an!e

to s0are 0is or 0er i,ea or ask a/out t0e >uestion i. 0e or s0e !an not un,erstan, t0e

>uestion

A$C 2$2 Use sources of secondar# data to achieve mar*etin&

researchob9ectives

(e!on,ar- ,ata is in.ormation gat0ere, /- some/o,- ot0er t0an t0e useer Normal

4ellsprings o. (e!on,ar- ,ata .or so!iolog- in!orporate !ensuses organisational

re!or,s an, in.ormation gat0ere, t0roug0 >ualitative met0o,ologies or >ualitative

resear!0

Primark store !an take o..er o. se!on,ar- sour!es o. in.ormation .or getting t0e ,ata in

regar,s to t0e opposition in t0e area o. retailing # !are.ul eamination o. se!on,ar-

,ata !an 0elp in !reating signi.i!antl- more ,ata (u!0 resear!0 4ill 0elp t0em in pi!king

up ,ata 4it0 respe!t to t0e /usiness in t0e parti!ular area 40ere t0e- !raving to eten,

t0eir operations an, a/out t0e !onten,er


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Colle!t se!on,ar- in.ormation on eisting retailers alrea,- operating in UK .rom

availa/le sour!es like 4ikipe,isorg

Colle!t se!on,ar- in.ormation on pro,u!ts t0at re>uire, to /e retaile, .rom

availa/le sour!es

Primark !an !olle!t in.ormation .rom internal secondar# sour!es su!0 as;

• Pro.it an, loss sataemaents

• Balan!e s0eets

• (ales .igures

• Previuos market resear!0 40i!0 0ave /een ,one in Primark

%r .rom Eternal (e!on,ar- ,ata su!0 as;

• European Dire!tor- .or in.ormation sour!es on Marketing

• Dire!tor- on n.ormation sour!es o. /usiness in.ormation

• Market resear!0 !ompanies• Primark Competitors

• Moreover in.ormation .rom Tra,e asso!iations an, Pu/lis0ers o. in.ormation !an

/e gat0ere, too

A$C 2$" Assess the validit#and reliabilit#ofmar*et researchfindin&s

'elia/ilit- implies t0e ,esire o. ,is!overing t0e same results ever- time t0e estimations

are utili6e, ANargun,kar *)) T0en again vali,it- is 4orrie, a/out t0e ,esire o. t0e

,is!overies an, t0e real ,is!overies o. t0e eploration ADen6in an, Lin!oln *)))

ali,it- an, relia/ilit- o. Primark is essential in ea!0 eamination 40i!0 ,elineates t0e

,e,i!ation an, sin!erit- o. t0e eploration an, s0o4s 0o4 pre!isel- Primark !on,u!te,

t0e eploration A(aun,ers et al *))7 Here t0e resear!0er attempte, to keep t0e

resear!0 more e,u!ational an, utili6e, mo,est su/stantial te!0ni>ue .or investigating

in.ormation 40i!0 make resear!0 a vali, an, relia/le one To ,iminis0 t0e /iasness t0e

anal-st utili6e, ,iverse sorting o. t0e polls so respon,ents !an replies 4it0 no /iasness # .e4 in>uiries are ee!ute, utili6ing .irml- !onsent to t0e emp0ati!all- ,i..er 40i!0

,e!rease t0e /iasness an, to repl- /- !onsi,ering t0e in>uiries

&it0 a spe!i.i! en, goal to surve- 40et0er t0e resear!0 is ,one 4ell or not t0e

relia/ilit- !0e!k o. t0e resear!0 ,is!overies must /e .inis0e, 'elia/ilit- measures t0e


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!onsisten!- o. s!ores over a parti!ular time.rame t !an ,eliver a stea,- result in t0e

event o. repeate, estimations #t .irst t0e estimations are to /e !0e!ke, as t0ere are

possi/ilities o. mistakes t0at ma- eist in t0e estimation pro!ess 3irstl- t0ere ma- /e

s-stemati! errors t0at are ma,e ,ue /iasness in t0e ee!ution o. eamination T0ere

ma- /e ran,om errors 40i!0 are su,,en in t0e measuring pro!e,ure # .e4 s-stems

Primark !an /e utili6e, to evaluate relia/ilit- o. market resear!0 ,is!overies .or

eample Test"retest te!0ni>ue #lternative stru!tures relia/ilit- an, in4ar, !onsisten!-

relia/ilit- strateg- 'elia/ilit- o. resear!0 !an /e pi!ke, up /- upgra,ing t0e >uantit- o.

estimations rat0er t0an s!ores 4it0 t0e utili6ation o. goo, eperimental !ontrol in or,er

to ,e!rease irregular varia/les ABaker *))

ali,it- is use, to measure t0e resear!0 ,is!overies to !ompre0en, 40at a test plans

to >uanti.- Distin!tive met0o,s .or !0e!king vali,it- o. t0e resear!0 ,is!overies !an /e

utili6e, like interior vali,it- 40i!0 !0ara!teri6es t0e !ir!umstan!es an, en, results

relations0ip in t0e stu,- or outer vali,it- 40i!0 means t0at t0e ,is!overies are vali, .or

general in,ivi,uals an, not onl- t0e general population in!lu,e, in t0e stu,- T0e .or t0e

most part utili6e, s-stem is !ontent vali,it- as it is a rapi, an, simple 4a- an, epen,s

less time Like4ise t0e eperts !an /e approa!0e, a/out t0e su/9e!t .or assessing t0e

s!ale AJo//er D *)1)

t is a t-pi!al t0eor- t0at i. a measurement pro!e,ure o. Primark is not relia/le t0en it

!annot /e terme, as vali, 40ile t0e measurement !an /e regar,e, relia/le even i. it is

not vali, . t0e resear!0 .in,ings are not relia/le an, vali, t0en it 4ill /e entirel-

,isregar,e, an, 4ill not /e regar,e, trust4ort0-

+AS, 2

A$C 2$4 'repare a mar*etin& research plan to obtain information in a &iven

situation

6ac*&round


15/27

Primark is one o. t0e main apparel retailers in t0e UK t is possesse, /- an ris0

organi6ation an, is 4orking in aroun, 15 nations aroun, t0e glo/e #s in,i!ate, /- t0e

organi6ation


16/27

Data anal#sis section

)ethodolo section coverin& amon& others5 7ualitative and 7uantitative

techni7ues

Primark t0e plan !an /e le, in t4o routes /- using so as to utili6e /ot0 >uantitative

met0o, o. resear!0 plan an, >ualitative approa!0 o. resear!0 plan T0e >uantitative

met0o, eamine a/out t0e volume relate, angles o. ne4 laun!0 s0oe 40ile t0e

>ualitative met0o,olog- !ontemplates t0e .o!use, on !lients s!ope o. !on,u!t an, t0eir

!riti!ism to4ar, t0e pro.i!ien!- o. item or a,ministrations t0e- are getting AHom/urg et

al *)1* 3or >ualitative resear!0 4e !an use intervie4 or .o!us group an, .or

>uantitative resea!0 4e !an prepare >uestionnaire an, !olle!t ,ata .rom 5o

respon,ants

n or,er to get su..i!ient ,is!overies t0ere is 0ave to ,ire!t a market resear!0 plan n

Primark t0e plan !an /e le, in t4o routes /- using so as to utili6e >uantitative

met0o,olog- o. resear!0 plan or >ualitative approa!0 o. resear!0 plan T0e >uantitative

met0o,olog- eamine a/out t0e volume relate, angles o. ne4 laun!0 s0oe 40ile t0e

>ualitative met0o,olog- !ontemplates t0e .o!use, on !lients s!ope o. !on,u!t an, t0eir

!riti!ism to4ar, t0e pro.i!ien!- o. item or a,ministrations t0e- are getting AHom/urg et

al *)1* #!!or,ing to t0e stu,- o. s!enario given 4it0 respe!t to t0e Primarkualitative measure o. resear!0 s0oul, /e use,

Un,er t0is measure a !lient stu,- involving an arrangement o. surve- is s0oul, 0ave

/een /e le, to eplore t0e ,is!overies T0e .ee,/a!k o. t0e !lients 4oul, .rame t0epremise .or anal-sis an, .or ,e!i,ing t0e out!ome o. entire marketing resear!0 plan

Time.rame; Time perio, taken .or t0e resear!0 is 4eeks

Bu,,get; 4il /e .i later


17/27

(everal (tages o. t0is 'esear!0

Pro!ess

No o. &eeks

'e>uire,

Un,erstan,ing t0e Pro/lems *

'esear!0 >uestion ,evelopment *

Developing t0e resear!0 met0o,olog- *

Con,u!ting intervie4 on t0e sele!te,

respon,ents

*

Data anal-sis *

nterpreting anal-6e, ,ata

Data Presentation

.inal report

A$C "$1 Assess mar*et si;e trends ithin a &iven mar*et

T0e marketing pro!ess !omprises o. planning marketing s-stems eamining

s0o4!asing opportunities !reating promoting s-stemsan, ,ealing 4it0 marketing

e..ort AKotler

T0e target market o. Primark is t0e real !onsumer group in 40i!0 Primark 4ill tr- to

o..er its items an, a,ministrations n spite o. t0e .a!t t0at it is ,i..i!ult to !at!0 ea!0

!onsumer in target market ,esigning servi!es .or t0e ,istinguis0e, /usiness se!tor

4ill make ,eals easier

T0e market si6e is evaluate, /- t0e total volume or estimation o. sales in t0e

/usiness se!tor an, t0e aggregate volume is .igure, t0roug0 t0e >uantit- o. units

sol, an, t0e amount spent /- t0e !lient to 0ave t0e epenses o. pro,u!ts sol, UK

garments s0oe store Primark is soli, an, element market 40i!0 sa4 t0at t0e


18/27

market si6e is up4ar, n t0is /usiness se!tor t0e /u-ers are t0e important ,river

an, t0e a,vertiser nee, tomarket t0e /ran,s A#0me, et al *)1) Primark market

si6e is eten,ing /e!ause o. true to li.e ,evelopment o. t0e items an,

a,ministrations 40i!0 gro4s t0e market si6e

Market Tren,s

(imilarl- important is assessing tren,s t0at !oul, impa!t t0e Primark market in .uture

Doing as su!0 4ill provi,e Primark a sign o. t0e long 0aul .easi/ilit- o. so!ial enterprise

t0e opportunities t0ese progressions present an, 0o4 Primark so!ial en,eavor 4ill

rea!t to t0e !0anging /e0avioro. its !lients Primark


19/27

• (imulate, /len, Marketing

C0anges in t0e /usiness se!tor are !riti!al in lig0t o. t0e .a!t t0at t0e- .re>uentl- are t0e

opportunities an, t0reats #lso Primark !an possi/l- signi.i!ant in.luen!e t0e market

si6e

#!!or,ing to t0e a/ove !0art 0ouse0ol, spen,ing is 0ig0er on .oo, an, /everage

items or t0e in!reasing mi,,le !lass tren,s t0at s0o4s an in!rease in t0e parti!ipaton

o. epen,iture in transport an, !ommuni!ations Upper !lasses epose an in!rease int0e s0are o. goo,s an, servi!es like ,ura/le goo,s leisure a!tivities e,u!ation an,

0ealt0 !are an, epen,iture 4it0 luur- items

A$C "$2'lan and carr#out a competitor anal#sis for a &iven or&ani;ation

T0e anal-sis looks to ,istinguis0 s0ort!omings an, >ualities t0at an organi6ation=s rivals

mig0t 0ave an, a.ter4ar, utili6e t0at ,ata to en0an!e en,eavors insi,e o. t0e

organi6ation # su!!ess.ul anal-sis 4ill .irst a!>uire !riti!al ,ata .rom !onten,ers an,a.ter t0at in lig0t o. t0is ,ata .oresee 0o4 t0e !onten,er 4ill respon, in spe!i.i!

situations

Like ot0er !ompan- Primark is also .a!ing intense rivalr- .rom $eorge at #(D# Tes!o

Marks an, (pen!er TK Ma Cost!o Net Oara Ne4 Look Pea!o!k an, Matalan

http://www.businessdictionary.com/definition/analysis.htmlhttp://www.businessdictionary.com/definition/analysis.html


20/27

#nal-sis .or ever- signi.i!ant !onten,er esta/lis0es t0at Primark 0as /etter /usiness

>ualit- an, 0ig0 pie!e o. t0e overall in,ustr- t 0as great /u,getar- streng0ts an, 0ig0

gain.ulness -et mo,eratel- lo4 >ualit- o. a,ministration an, lo4 gauges o. innovation

position Primark is giving !are.ul !onsi,eration to its promoting te!0ni>ues Promoting

speaks to /oun,ar-/et4een!ommer!ial !enter an, organi6ation an, in.ormation o.

present an, ,eveloping 0appenings in !ommer!ial !enter is !riti!al in vital arranging

a!tivit-

n relation to rivalr- a .e4 outsi,e po4ers an, e!ologi!al !0anges are !on.ronte, /-

Primark t0at s0oul, /e !onsi,ere, to .igure its promoting pro!e,ure #t present Primark

is !on.ronting 0ig0 rivalr- 4it0 >ualit- !onten,ers like Pea!o!k Matalan an, so .ort0

T0e- are putting .ort0 s0o,,- items also an, ,eveloping at t0reatening positiontremen,ous spee, o. Primark # large portion o. Primark !lients are !0anging to

mat!0es in vie4 o. t0eir >ualit- items an, great a,vertising s-stems 40i!0 Primark

nee,s Marks an, (pen!er t0e /iger rival o. Primark 0as etremel- /roa, a,vertising

te!0ni>ues 4it0 soli, /ran, port.olio T0e- ,o !ommer!ial on ea!0 me,ia a!!essi/le:

40ile Primark ,on


21/27

# stu,- un,ertaken /- an organi6ation to i,enti.- its internal strengt0s an, 4eaknesses as

4ell as its eternal opportunities an, t0reats

Primark is market lea,er in t0e apparel a!!essories like s0oe 0an,/ag an, retail

in,ustr- T0roug0 t0e main ,ivisions t0e organi6ation is !entere,aroun, t0e

etension o. t0eir s0oe lines in relan, as 4ell as in ,istin!tive parts o. t0e glo/e

T0e Primark is a soli, !ompan- regar,ing !onve-ing t0e innovative a,ministrations

T0e- are all aroun, esta/lis0e, 4it0 !onstan!- an, ventures monetaril- as 4ell as

4it0 t0oug0ts #long t0ese lines t0e usage o. a!!essi/le pro!e,ures oug0t to /e

ver- mu!0 le, t is /etter .or t0e organi6ation to utili6e ever- one o. t0e ne!essities

40i!0 are 9ust .or t0e motivation /e0in, a!!omplis0ing t0eir o/9e!tive

Stren&ths

Primark 0as more t0an 1+1 stores aroun, t0e nation an, o. t0ose 1+1 stores 1*5

are situate, in t0e UK

t 0as a !ompose, /usiness stru!ture giving its !lients 40at t0e- nee,

Primark o..ers openings .or 4ork an, utili6es more t0an *7))) in,ivi,uals

t o..ers 0ig0 roa, >ualit- garments at !0eap !osts an, >ualit- to ,ra4 in its !lients

Provi,es garments .or all ages an, gensers


22/27

Oara in laun!0ing o. ne4 s0oe

T0e- no4 0ave a !0an!e to s0are t0eir astoun,ing items like s0oe an,

a,ministrations a/roa,

Provi,e 0ig0 >ualit- s0oes to .as0ion !ons!ious people

T0reats

Primarkueness@

T0e organi6ation !an 0ave issues in a,vertising as t0e- ,on


23/27

Advanta&es of Customer Satisfaction Surve#s

• Up.to.date feedbac*; $at0er !urrent !onsumer .ee,/a!k on ,i..erent vie4s o.

Primark Primark !an remain .o!use, o. !lient tren,s t0roug0 routinel- /ooke, online

revie4s or email overvie4s an, get moment !lient .ee,/a!k t is !onstantl- valua/le

to get kno4le,ge into 0o4 -our !lients are rig0t no4 respon,ing to all parts o.

Primark /usiness AJo//er *)1)

• 6enchmar* results; Primark !an ,ire!t t0e same revie4 sometimes to !lients to

in!rease pro!ee,e, 4it0 un,erstan,ing into t0eir !lients %vervie4s !an 0ave t0e

same in>uiries 40i!0 4ill permit -ou to look at in.ormation a.ter some time an,

/en!0mark revie4 in.ormation !ross4ise over earlier -ears to .igure out 40et0er an-

progressions s0oul, /e ma,e• Sho that #ou care; Customers like to /e re>ueste, t0eir .ee,/a!k t gives t0e

!lient t0e re!ognition t0at -our organi6ation values t0em: is .o!use, on keeping t0em

as a long 0aul !lient: an, /ases /usiness !0oi!es on t0eir .ee,/a!k

Disadvanta&es of Customer Satisfaction Surve#s

+oo man# surve#s5 so little time; Primark


24/27

A$C 4$2 Desi&n and completeacustomersatisfaction surve#

To evaluate Primarkuis0 t0ing Be t0at as

it ma- t0e ma9orit- o. t0e !ases t0e revie4 in>uiries ,onualit- are e!ee,ingl- !onverge, 4it0

!lient eperien!e ACat0erine *)11 Here t0e >uestionnaire .or !ustomer stu,- is as

per t0e .ollo4ing

1 &0at is -our gen,er@

a Male

/ 3emale

* Ho4 ol, are -ou@

a 1+"*8

/ *5")

! 1"8)

, 81"8

e 5)Q

Ho4 long 0ave -ou use, t0ose s0oes@

a Less t0an one -ear

/ %ne to t4o -ears

! More t0an t4o -ears

8 Ho4 o.ten ,o -ou pur!0ase s0oes@

a Mont0l-

/ 2earl-


25/27

! Ever- t4o -ears

, More t0an t4o -ears

5 Ho4 4oul, -ou rate t0e level o. servi!e -ou re!eive,@ A1 /eing lo4 an, 5 0ig0

a 1

/ *

!

, 8

e 5

+ &oul, -ou re!ommen, t0is s0op to -our .rien,s an, .amil-@

a 2es

/ No

7 Does t0e /ran, in.luen!e -our pur!0ase@a 2es/ No

Ho4 0elp.ul 4ere t0e sta.. 4it0 0elping -ou .in, a pro,u!t t0at suits -our nee,s@

a Not 0elp.ul

/ (lig0tl- 0elp.ul

! er- 0elp.ul

Di, -ou 0ave an- !on!erns 4it0 Primark@

a 2es

/ Np

1). -es 40at@

a RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR


26/27

11Do -ou .in, t0at Primark is su!!ess.ul in !reating /ran, lo-alt-a 2es/ No

1*&0i!0 one .rom t0e .ollo4ing is a priorit- 40ile -ou t0ink a/out pur!0asing

pro,u!ts .rom Primark@

a Iualit- pro,u!t/ Pri!e an, store eperien!e! #ll o. t0e a/ove, None o. t0e a/ove

T0is >uestion is ,esigne, 4it0 t0e options 40i!0 0ave t0e logi!al stru!ture o. t0e

satis.ie, strongl- satis.ie, not satis.ie, an, neutral T0is surve- result 4ill 0elp to .in,

out t0e a!tual result o. t0e surve-T0is in>uir- is planne, 4it0 t0e alternatives 40i!0

0ave t0e !o0erent stru!ture o. t0e .ul.ille, une>uivo!all- .ul.ille, not .ul.ille, an,

nonpartisan T0is overvie4 result 4ill .igure out t0e genuine a.tere..e!t o. t0e revie4

A$C 4$" 0evie the success of a completed surve#

T0e num/er o. respon,ant ; 4e gat0ere, 1)) !omplete, >uestioonare so 4e !an

generalise t0e ,ata

in!omplete, >uestionnaire ; t0e rate o. !omplete, >uestionnaires in m- resea!0 4as

)S so it 4as a su!!ess.ul surve-

T0e overvie4 surve- >uestionnaire /rings t0e in.ormation o. parti!ular issues an,

s0ort!omings o. t0e asso!iation T0e term !onsumer lo-alt- 4ill /e measure, 40en t0e

!onse>uen!e o. t0e revie4 report 4ill /e su/mitte, n a,,ition t0e real results 4ill

!onve- t0e late ,ata 40i!0 is !onve-e, /- t0e eamination goals ACat0erine *)11

Consumer satis.a!tion on Primark 4ill /e /roug0t 40en t0e a.tere..e!t o. t0e overvie4

4ill /e sure Nonet0eless t0e out!omes mig0t positive or negative /ot0 is normal #t t0e

point 40en t0e out!ome 4ill /e sure Primark 4ill attempt to ampli.- t0e a,ministration

segments an, elements T0en again i. t0e out!ome is negative t0e Primark ma- make

a move to make t0e item improvement 4it0 t0e un!ommon element looking at t0e

!onten,ers T0e !lient a,ministration gives t0e spe!ial .eatures o. t0e proposal 40i!0

/uil, up t0e s0o4!asing eer!ises


27/27

+rainin& 'lan

T0e training !ourse .or t0e 1) mi, level oversee 4ill /e !entere,aroun, t0e ke-

strategies o. t0e statisti!al surve-ing pro!e,ures T0e statisti!al surve-ing met0o,s

is inten,e, to a,, to t0e vali, !oor,inate, e..ort 4it0 t0e ,iverse pro!e,ures o. eamination 0o4 to /ring t0e genuine result 0o4 to rea!tion 4it0 t0e negative

result T0is .rame4ork 4ill /e upgra,e, 40en t0e eploration is inten,e, to a,, to

t0e parti!ular a!tivities o. t0e resear!0 te!0ni>ues T0e ten mi,level !0ie. o. Primark

4ill /e rea,- to !omplete t0e resear!0 o. t0e Primark

0eferences -

Baines P 3ill C G Page K A*)11 Marketing Lon,on %.or, Universit- Press – *n,e,tion

Britten 3 A*)1* Ne4 meaning .or t0e term =ni!0e market= N2 Times'etrieve, *)18")+"*7

C0am/ell D (tone0ouse $ an, Houston B A*)1* Business strateg-; an intro,u!tion*n, e,ition page 18

Jo//er D A*)1) Prin!iples an, Pra!ti!e o. Marketing Lon,on +t0 e,ition M! $ra4"Hill

Kent B A*)1 T0e Pri!ing (trateg- #u,it Cam/ri,ge (trateg- Pu/li!ationsp81 (BN 7")"*7"+8")

Kotler P A*)) Prin!iples o. marketing .ort0 European e,ition page +5"++

Peter P GDonnel- J A*))7 Marketing Management Kno4le,ge Lon,ong; t0 e,ition

P0ilip K G $ar- # A*)11 Prin!iples o. Marketing 1E Pearson Prenti!e Hallp* (BN 7")"1"+)781"5

'ei, D: Bo9ani! C A*)1) Hospitalit- Marketing Management A5 e, Jo0n &ile- an,(onsp 1 (BN 7)87))5+

(tevens ' &ren B an, Lou,on D A*))5 Marketing planning gui,e page 1++

444primark!ouk
http://www.nytimes.com/2006/09/29/style/29iht-Rshop.html?pagewanted=allhttp://en.wikipedia.org/wiki/NY_Timeshttp://en.wikipedia.org/wiki/NY_Timeshttp://en.wikipedia.org/wiki/Special:BookSources/9780273649380http://en.wikipedia.org/wiki/Special:BookSources/9780136079415http://books.google.com/books?id=wZUFreNHOWsChttp://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Special:BookSources/9780470088586http://www.nytimes.com/2006/09/29/style/29iht-Rshop.html?pagewanted=allhttp://en.wikipedia.org/wiki/NY_Timeshttp://en.wikipedia.org/wiki/Special:BookSources/9780273649380http://en.wikipedia.org/wiki/Special:BookSources/9780136079415http://books.google.com/books?id=wZUFreNHOWsChttp://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Special:BookSources/9780470088586

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Marketing Intelligence Assignement for gowri(final).docx