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Marketing Research of Converse

Discuss Marketing Research of Converse within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Converse (pronounced /ˈkɒnvərs/) is an American shoe company that has been making shoes since the early 20th century. o address ...

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Netra Shetty
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Marketing Research of Converse - April 1st, 2011

Converse (pronounced /ˈkɒnvərs/) is an American shoe company that has been making shoes since the early 20th century.

o address the need for more information, marketing companies are developing new methods for collecting data. This has led to the introduction of several new technologies to assist in the information gathering process. Many of these developments are Internet-based technologies that include:

Enhanced Tracking - The Internet offers an unparalleled ability to track and monitor customers. Each time a visitor accesses a website they provide marketers with extensive information including how they arrived at the website (e.g., via a search engine) and what they did when on the website (e.g., what products were investigated). In many ways the vast data available through Internet tracking has yet to be used by the majority of marketers. However, as tracking software becomes more sophisticated the use of tracking data will be a routinely used research tool.
Improved Communication – Not only is the Internet enabling marketers to monitor customers’ website activity, it also offers significant improvement in customer-to-company communication which is vital for marketing research. For instance, the ability to encourage customers to offer feedback on the company’s products and service is easy using website popup notices and email reminders. Also, as we discuss in the Planning for Market Research Tutorial, the use of the Internet for conducting online focus group research is expanding.
Research Tools – A large number of Internet services have added options for conducting research. These include the ubiquitous search engines, tools for conducting online surveys, and access to large databases containing previous research studies (i.e., secondary research).

esearch Methodology

Primary

Primary data will be gathered through surveys, focus group and observational research.

Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.


Secondary

Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.



Research Methods for B2B Market

The research method for B2B market will be survey group research and focus group research. The researcher will send mails to the different companies that are near or accessible to Stobo Castle inviting its employees to participate in the survey and focus group. Those that will participate in the survey and focus group will be sent mails explaining the background and the purpose of the survey and focus group.



Research Methods of B2C Market

The data gathering procedure for the B2C market will also involve survey research and focus group research. A survey questionnaire will be given to the guests of Stobo Castle. Some people from the target market segment will also be invited to participate in the focus group discussion.





Sales and Marketing Plan

Mission

The mission of the sales and marketing plan is to increase sales by attracting more consumers and at the same time maintaining the loyal guests of Stobo Castle.



Objectives

The objectives of the sales and marketing plan is to formulate strategies that will help Stobo Castle to attract the B2B and B2C markets.



Strategies

Marketing Mix

Product – the spa is undergoing a series of development in order for it to serve a wider customer base. New amenities and facilities are introduced in order to satisfy the needs and requirements of the consumers.

Price – the diverse packages offered at Stobo Castle is expected to fit every consumers needs and requirements as well as their budgets. The wide arrays of treatments are now more competitively priced.

Place – the location of Stobo Castle is still one of its advantages. The location is private and exclusive, yet accessible.

Process – the services, products and treatments at Stobo Castle are of excellent quality.

People – employment of added staff in order to cater to the needs of a wider customer base. The spa is currently looking for well-trained and experienced beautician. Training and development of the current employees must also be given priority.
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Jitendra Mazee
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Re: Marketing Research of Converse - 2 Weeks Ago

Quote:
Originally Posted by netrashetty View Post
Converse (pronounced /ˈkɒnvərs/) is an American shoe company that has been making shoes since the early 20th century.

o address the need for more information, marketing companies are developing new methods for collecting data. This has led to the introduction of several new technologies to assist in the information gathering process. Many of these developments are Internet-based technologies that include:

Enhanced Tracking - The Internet offers an unparalleled ability to track and monitor customers. Each time a visitor accesses a website they provide marketers with extensive information including how they arrived at the website (e.g., via a search engine) and what they did when on the website (e.g., what products were investigated). In many ways the vast data available through Internet tracking has yet to be used by the majority of marketers. However, as tracking software becomes more sophisticated the use of tracking data will be a routinely used research tool.
Improved Communication – Not only is the Internet enabling marketers to monitor customers’ website activity, it also offers significant improvement in customer-to-company communication which is vital for marketing research. For instance, the ability to encourage customers to offer feedback on the company’s products and service is easy using website popup notices and email reminders. Also, as we discuss in the Planning for Market Research Tutorial, the use of the Internet for conducting online focus group research is expanding.
Research Tools – A large number of Internet services have added options for conducting research. These include the ubiquitous search engines, tools for conducting online surveys, and access to large databases containing previous research studies (i.e., secondary research).

esearch Methodology

Primary

Primary data will be gathered through surveys, focus group and observational research.

Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.


Secondary

Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.



Research Methods for B2B Market

The research method for B2B market will be survey group research and focus group research. The researcher will send mails to the different companies that are near or accessible to Stobo Castle inviting its employees to participate in the survey and focus group. Those that will participate in the survey and focus group will be sent mails explaining the background and the purpose of the survey and focus group.



Research Methods of B2C Market

The data gathering procedure for the B2C market will also involve survey research and focus group research. A survey questionnaire will be given to the guests of Stobo Castle. Some people from the target market segment will also be invited to participate in the focus group discussion.





Sales and Marketing Plan

Mission

The mission of the sales and marketing plan is to increase sales by attracting more consumers and at the same time maintaining the loyal guests of Stobo Castle.



Objectives

The objectives of the sales and marketing plan is to formulate strategies that will help Stobo Castle to attract the B2B and B2C markets.



Strategies

Marketing Mix

Product – the spa is undergoing a series of development in order for it to serve a wider customer base. New amenities and facilities are introduced in order to satisfy the needs and requirements of the consumers.

Price – the diverse packages offered at Stobo Castle is expected to fit every consumers needs and requirements as well as their budgets. The wide arrays of treatments are now more competitively priced.

Place – the location of Stobo Castle is still one of its advantages. The location is private and exclusive, yet accessible.

Process – the services, products and treatments at Stobo Castle are of excellent quality.

People – employment of added staff in order to cater to the needs of a wider customer base. The spa is currently looking for well-trained and experienced beautician. Training and development of the current employees must also be given priority.
Hey friend, i would like to tell you that you are doing very nice work and i really appreciate it. Well, i have also got some important information on Converse and would like to share it with you which would help many people here.
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