Research methodology to arrive at the recommendations to improve businesses advertising and marketing strategies for a client

Résumé du document

The aim of this report is to make recommendations to our client CS in order to improve businesses advertising and marketing strategies. The company has been established for 10 years but through poor advertising has not reached its full potential that the owner enthusiastically believes it can achieve.

CS is based in XXX and was set up in the year 2000 as a sole trading business by XXX, a small business entrepreneur who believes his business can flourish if the right advertising is adopted. The business that specializes in cleaning computer screens, keyboards and CPUS has the vision of expanding its client base from 5 clients to 40. Advertising is CS's main issue and therefore the main objective of this report is to make realistic recommendations that could increase its turnover allowing ***to go full time in business.

To undertake relevant consultancy analysis, it is necessary to build up a diverse methodology. The methodology will highlight the reasons why we chose a process and why it could help us to achieve our objectives outlined in brief. There are multiple methods that can be used to research an issue; the methodology will determine which technique is the most suitable.

Extraits

[...] This is most likely to be the decisive factor in encouraging use of the service more so than cosmetic reasons. Applying the classic model of consumer choice shows the steps consumers consider before making a purchase that will give a better understanding of the cognitive process possible clients of the company will go through; Recommendations In order to help ‘CS' expand its business, we had to provide the company with clear recommendations that would lead to an improvement in the businesses marketing strategy. [...]

[...] The most effective way to do this is to think about creating a offering: one for which a very high price can be demanded. Just as someone would pay more for an airline's first class seat, a customer will pay more for a superior product/service. As a result, all businesses, big or small should give serious consideration as to how they can improve on their product/service offer to make it more of a high end product/service Offer a Cheaper Version Although some businesses may find raising their prices a successful means of generating profit, for other businesses this is just not achievable. [...]

[...] This opinion has been created by micro businesses obtaining sales and profits without planning its marketing activities. There is evidence that micro businesses are aware of the need for marketing, although they do not always implement it (Beam and Carey, 1989). In many instances small business owners perceive marketing as purely “selling, advertising or promotion” (Patten, 1989). ‘CS' can be accused of being a micro business that perceives marketing as purely advertising and promotion. This conclusion can be drawn by the techniques previously used to attract new customers, which have been unsuccessful as highlighted in the brief. [...]

[...] This had the possibility of confusing the customer as it would most likely be the case that the customer would type CS in the search engine, on doing so would not be able to find the website. Therefore we recommended that the name be the same as the registered name allowing the website to be easier accessed. With the newly named website ‘CS.org', typed directly into the tool bar it has become much easier to locate the website. Implementation and costs After taking into account the expectations of the company and all our ensuing proposals, there are two main stages which are concluding our project`s actions: The executive decisions and the implementation. [...]

[...] Website? Van? What is the importance of branding to you and your company? Customers How many businesses do you currently serve? And how often? Do they know and understand the dangers of bacteria on the office equipment? What type of businesses do you normally work with? Competitors Who are your competitors? What is there unique selling point? [...]