Introduction To Marketing Essay

Describe how a selected organisation uses food market seek to apply to the exploitation of its merchandising plans In this section of the unit the investigation of the trade look used by Kelloggs will be shown by thorough enquiry and evaluation similarly how it links in to the training of Kelloggs marketing plans.The Purpose of Market queryMarketing enquiry is what informs creases make decisions by helping it to understand the changing dynamics of its market. This involves begining let on more rough customers, competitors and the overall marketing environment. The purpose of doing this is to gather selective information on customers and potential customers. The pure explanation of market interrogation is systematically gathering, recording and analysing entropy and also about the issues relating to marketing crossings and services. There be ii types of researchs that fuel be conductedPrimarySecondaryThese research can thence be formed into either quantitative or qualitativePrimary ResearchPrimary research is data and information that the business has ga in that respectd first-hand and has not been equanimous in the beginning.Internal primary research data sources includegross revenue figures for the businesss own yieldsCustomer data held on a central database.External primary research methods includeQuestionnaires and SurveysInterviews and Focus Groups brain-teaser Shoppers,And other observation techniques.Secondary ResearchSecondary research uses data and information that has been collected before, either from within the organisation which can also be seen as internal data or by some other organisation which is mostly regarded to as external data.Secondary research is sometimes referred to as desk research and sources includeReports from sales and regional exemplarsPrevious marketing research (internal)Trade journals and websites (external)Books and new-fashioned(a)spapers (external)Industry reports from industry associations and government de spark offments (external)Census data and public records (external).This nowM2-Explain the limitations of marketing research used to contribute to the discipline of a selected organisations marketing plans For this sector of the report I will be identifying and explaining the limitations of the market research methods used in the Kelloggs investigation. This should give a clear overview of how Kelloggs develop. In the case bailiwick I have been hearing I have acknowledged Kelloggs uses four junctures of market research to tell they have examined a mathematical proceeds collectively which enable Kelloggs to develop theyre products cleanse and to better the product to suit its target audience. Firstly, we have a precise primary(prenominal) sector of market research which is seen as disco rattling, it is vital to identify a set of new pabulum caprices that would be suitable for developing a new Crunchy Nut product. Secondary research was conducted from Mintel an d Datamonitor and was used to find out about innovation trends in the cereal market. It was also used to find out about new products, flavours and foods from around the world. Food developers at Kelloggs used this information to come up with a number of new food ideas.Although secondary data is easy to access there are some limitations Kelloggs affect to take into friendship, this could be for instance the get on of the documents and when the research had been operated. Also the size of the group the research was taken and how numerous people were involved. I have also accredited secondary research can be very vague and general this would prove enigmaatical for Kelloggs to make a decision. In market research there are different aspects a business can branch into, umpteen in which are very beneficial. The next form of research Kelloggs had fore taken was selecting the best concept for their product they go steadyd they could do this by overseeing a quantitative survey. This h ad then created particularised statistical information that indicated that a new Crunchy Nut Bites idea was perceived as the most kindly amongst all the ideas tested. Although Kelloggs manage to use the quantitative data expeditiously there can be drawbacks to using quantitative data, the main hitch of quantitative research is the context of the study is ignored.Quantitative research does not study things in a natural setting or address the meaning things have for different people as qualitative research does. Another shortcoming is that a large sample of the population moldiness be studied the bigger the sample of people researched, the more statistically accurate the results will be. Once the conception was formed Kelloggs then had a job conform and construct the concept into a new product this involved usage of qualitative research which helped Kelloggs food technologists to explore the taste and texture of the new food idea in more detail. Kelloggs needed to understand th e eating experience of the consumer before a decision could be made about how to develop the normal in more detail. Kelloggs needed to take in to consideration even though the qualitative would help theyre market research they whitethorn be some downfalls, for example the researcher of the study is firmly involved in the subroutine, which gives the researcher a unverifiable view of the study and its participants. The researcher interprets the research according to his or her own biased view, which skews the data gathered.Another disadvantage is that this research method is very time devour and can last for months or even years. Finally, it is always important to ensure the financial side of the product are unders similarlyd and the product brings in a good profit also it is a good idea to set promotional prices to enable the customer to have a sampler of the product. This meant Kelloggs were undeniable to predict a forecast of the product, Kelloggs do this by undergoing one f inal test prior to the new product frame. This is called the In Home Usage Test. The consumers are given the product to try for several days and this enables Kelloggs to capture how consumers interact with the product for the first time. As well as this being a very good technique to understand the consumer they can be negatives to this the obvious problem Kelloggs would be facing is that markets are unpredictable. Any sales forecast, unless rigorous its analysis of conditions, can be flat-out wrong.Sales forecasts fall into two basic categories, each of which has distinct disadvantages. In this case this is a qualitative forecast so sales forecasts rely on experts opinions to predict forthcoming sales performance. Which may be detrimental to Kelloggs because qualitative approaches is subjective therefore opinions, even well-informed ones, can be wrong, especially if they entert take into account relevant economic data. After overseeing Kelloggs market research although the major drawbacks Kelloggs can face, market research is very important for Kelloggs as it previews what Kelloggs can slip upon when launching a new product. However market research that is gathered by whatsoever organisation could prove to be irrelevant and inappropriate.D2-Make confirm recommendations for improving the asperity of the marketing research used to contribute to the development of a selected organisations marketing plans. After looking at all the limitations that effect Kelloggs this has entitled me to make justification and recommendation for improving the logicality of the marketing research used in Kelloggs. whence I will be making three comprehensive recommendations with justifications to rectify validity of the market research used to contribute to the development of Kelloggs marketing plans. Market research is used by many organisations and is very fatal tool however the data collected can sometimes not be as valid for various reasons, resulting in a busine ss to make the wrong decision and highly affecting its market plans. The first recommendation I would like is to discuss to enhance the validity of the market research is for an organisation like Kelloggs to choose the rightly amount of people to question.Kelloggs main objective is to remedy their menstruation product and to continue to create new products in order to unravel this out they would have to carry research to find out what they overleap in and what they need more of however if the amount of people questioned is too small the results would be invalid and will not do any justice to statistic therefore Kelloggs should make the sample random and larger this will increase the accuracy of the information leading to the right decisions, Kelloggs also need to be aware of setting themselves a determination and objective they would like to reach when choosing a people to take part in their research this increase validity as it gives and aim of what is required from conductin g this research Secondly, I would like to recommend if Kelloggs ask specific and objective questions, the people Kelloggs survey should represent a crosswise of their target groups. This can extend the results to the whole group as big as Kelloggs sample is representative.Key factors in this matching process are sampling time and number of people surveyed. For example if they were to launch a new product of a similar range they need to question what they feel is missing from the existing products they can do this by asking feedback of existing customers this will make the data more valid and reliable because the right questions have been asked. Finally I would like to intimate to Kelloggs to avoid self-selection and use a valid samples with a representative view of Kelloggs target group are based on random selection. If Kelloggs allow survey respondents to decide whether to answer a survey, Kelloggs cant be sure the respondents represent a random sample. You have to pick surv ey respondents at random and furcate those who dont answer the questions as did not respond.If the non-responsive group is substantial, reduction it by adding people who volunteer adds self-selection bias to the result because the volunteers are plausibly to share characteristics not demonstrative of your whole target group. Kelloggs may have to change how you conduct the survey to get enough samples from a random selection. All of the above suggestions are to improve the validity and reliability of market research used by Kelloggs however Kelloggs should also make sure that the question it uses match its research objectives to ensure that information collected contributes to the development of its marketing plans. Recommendations mentioned above will improve the validity of the research and accuracy of the information that will help the business make the right decisions based on the information collected and results of the research.