Analyze the marketing process of an actual firm

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Prudence K. Magezi

Prudence is part of our roster of professional writers with a regular contribution to our business strategy sample collection. As a Market Research Analyst by profession, Prudence brings her training in business analysis as well as real life expertise from the world of professional business consulting, to our case study solutions. The result is a robust collection of superb premium business strategy case studies tailored for student revision, faculty and researchers.

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Marketing is all about managing markets in a way that brings about profitable customer relationships. However, in order to build these relations, sellers must search for buyers, identify their needs and desires, design good market offerings, set prices for them, promote them, and store and deliver them. Activities such as consumer research, product development, communication, distribution, pricing, and service are thus core marketing activities. If the marketer understands consumer needs; develops products that provide superior customer value; and prices, distributes, and promotes them effectively, these products will sell easily. As noted by management guru Peter Drucker, “The aim of marketing is to make selling unnecessary.” In this report, secondary market research was used to assess the marketing strategy used by a given company and how successful it has been. 

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Key Learning Outcomes

INTRODUCTION

According to Grewal and Levy (2016), marketing is a set of activities and processes aimed at creating, capturing, communicating, delivering, and exchanging offerings that provide value to customers, clients, partners, and society at large. For marketing to be successful, it is essential for the marketer to Understand the marketplace and consumer needs and wants, especially in today's business environment where consumer needs are always changing. For marketing to be successful, it is essential for marketers to learn about and have a clear understanding of the customers, their needs, wants, and demands. It is thus essential to conduct research on the target market in order to gain clear insights into their consumption habits.

According to Kotler and Armstrong (2012), Customers form expectations about the value and satisfaction that a given product or service should deliver and buy accordingly. It is thus essential to satisfy the needs and desires of customers because satisfied customers buy again and also tell others about their good experiences, which in tandem attracts more customers. On the other hand, dissatisfied customers tend to switch to competitors and also denigrate the product to others. 

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