Paper Topic:

marketing research

REPORT TO THE VICE PRESIDENT OF MARKETING ON THE MARKETING RESEARCH DEPARTMENT

INTRODUCTION

It is to be recalled that at the meeting of the Board of Directors of Company X held on 30 June , 2006 , approval was given for the establishment of a Marketing Research Department . This decision was finally taken after several presentations were made to the Board to that effect . The newly created department was charged with the following responsibilities

Determine how various customer groups are reacting to present marketing mixes of company X

Evaluate the effectiveness

of operational marketing mixes

Create new marketing mixes for new customer markets

Assess changes in the external environment and the effect they would have on product and service strategy

Identify new market (a to e are after McDaniel and Gates , 1999

Assess present relationships with external marketing agencies with the view to making them stronger

This report presents the current and potential problems confronting our organization from the perspective of marketing and how the newly created department intends to solve them . It also considers new opportunities that have been thrown up since the creation of the department and how it intends to take advantage of them . The marketing department also plans to recruit additional staff . The new staff shall be given an orientation to enable better cope with our style of working . Details of the marketing research process have been given in Appendix 1

IDENTIFIED PROBLEMS

As with most start-up departments , the newly created marketing research department has no past records to guide its work . The only available records are those from our relationships with external marketing agencies . They cover mostly farmed out work from our organization . As a baby trying to walk , we anticipate to encounter difficulties but shall learn as we crawl forward . The department is seriously understaffed , so additional staff must be recruited to enable it discharge its assigned responsibilities . The new staff members would be given an orientation to enable them cope with our unique style of working . The department would also have to put in place expanded information systems to cope with the additional responsibilities assigned to it . Such systems would enable us handle the data that we collect and analyze effortlessly . There is also the need to put up in-house facilities for focus-group work and telephony research

IDENTIFIED OPPORTUNITIES

It is estimated that about over One billion people use the internet worldwide (Business week , 2005 . Available reports indicate that this figure shall increase in future . This is a big opportunity for our company , if we can identify our customers and offer them tailor-made goods and services

Some of the market segments of our company are presently underserved There is the need to accurately identify them and map out strategies to fully serve them . New markets have also opened up in other countries and regions that we must adequately research and go after

PROPOSED SOLUTIONS

We shall have to develop discussion guide book for our focus group work and also a manual on the research process...

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