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Activities for Achieving Objectives

Discuss about the Strategic Marketing Planning of Innovative Products.

This question is meant to assess my understanding of customer experience. My firm has been engaged by a client to conduct a research study on one Australian clothing retailer. The main objectives of my client is to understand their customer profile and identify reasonable ways to increase the in- store customer experience. Further, my firm is in full control of the day- to – day implementation and leadership of the research study.

In order to fully achieve my client’s objectives of understanding customer profile and identifying ways to increase the in- store customer experience, I will carry out five major activities namely; critical evaluation of the draft questionnaire developed for the research, designing an improved data collection instrument for the research, recommending a proper data collection method for my questionnaire, recommending appropriate data sampling method for the research and proving a proper explanation of appropriate data analysis techniques and reporting of my findings. These activities are sequentially discussed in the subsequent paragraphs.

The questionnaire prepared can be effective based on the variables in the questionnaire, the length of the questionnaire, the flow of the questionnaires and the types of responses expected from the respondents.

There are a number of variables in the questionnaire prepared for this study. These variable in order of occurrence in the questionnaire include the respondents’ hobby, magazine read, why invest in fashion, what the respondent has bought in the last six months, amount spent on clothing, why one usually like Label, the most recent Label experience, appropriate size at Label, about the fit, quality and style at Label and the number of times one has bought items from Label in the past 6 months.

In general, the questions are good. However, the questions are not well ordered. Moreover, the questions are not centered towards getting the feedback from the customer about their experience with Label. The questions should be structured in such always that simple and easy questions begin followed by complex ones but in order. The length of the questionnaire if appropriate since it does not contain so many questions. A short and precise questionnaire like this is the best since they are viewed as a bother by the respondents (Jack & Terrence, 2007).

Since Label is facing competition from the international market players, the, most appropriate data collection tool should be that which is able to reach customers from the local and international markets. This implies that the best tool that Label should use is the internet. The most appropriate tool to use over the internet is a simple google form. The form should be simple and quite precise. An example is provided in the appendix.

Variables in Questionnaire

The most appropriate data collection method to use this case is the use of interviews. This can be administered to the customers at their disposal. The interview can be administered either online or physically. This is the best way to ensure better customer experience.

The best sampling plan to employ in this study is the random sampling method. Data should be collected randomly from the customers and target customers. A Random sampling plan is where the respondents are randomly picked without any order or pre- determined method. (Brese, et al., 2015). Random sampling plan is the most effective in this case because it will ensure that there is unbiasedness in the responses (Frank & Harrell, 2001).

A sample that is unbiased is the most appropriate in making meaningful inferences about the population. A disadvantage of random sampling is that at times, not all the categories of the sampling population might be represented (Dligach, 2008). For example, in this case, Label needs to collect data from a diverse range of customers in terms of age, gender and race. However, using random sampling to some extent might eliminate certain groups of people say the children who have no access to internet if data is collected online.

The most appropriate data analysis method that should be used is hypothesis testing. From the data collected, the research professionals should formulate several hypotheses about the respondents. For example, a hypothesis that customers from the same town have similar test and preferences can be tested. This hypothesis can be tested using the ANOVA. ANOVA test for the average test preferences can help determine whether customers from the same town have similar tests and preferences (Dligach, 2008).

The purpose of this question is to help me in providing proper recommendations to my client on appropriate research plan for phase 2 of the research program. In order to achieve this objective and fully satisfy my client, I will do the following four things: Recommending appropriate research design and data collection method, describing the implementation of the data collection method, recommending appropriate research plan and recommending appropriate data analysis technique. These responses are sequentially discussed in the ensuing paragraphs.

To begin with, there are several research designs and data collection methods that my client can apply to ensure proper research is achieved. Three most notable and relevant research designs in this case are the descriptive research design and the exploratory research design (Daniel, 2009). Similarly, the most appropriate data collection methods that can be used to ensure effective research is achieved. however, the most appropriate data collection methods in this case are administering questionnaire and conducting interviews (Brese, et al., 2015).

Data Collection Method

An advantage of descriptive analysis is that it is easy to conduct and it is cost effective (Ana, et al., 2003). A disadvantage of descriptive is that it might not cover a wider range of customers. However, this disadvantage can be prevented by using statistical inferencing. Statistical inferencing is the use of sample characteristics to define the characteristics of the whole population (Daniel, 2009).


An advantage of exploratory research design is that it takes a shorter period of time to conduct. However, it has a disadvantage in that it might be too expensive and quite involving to conduct (Ana, et al., 2003). However, if it is effectively done, it perfectly brings relevant and accurate information about the population under study.

Having suggested the best data collection methods I. e. conducting interviews and administering questionnaires, it is important to put in place a proper and effective way to implement these methods. Questionnaires can be administered to customers at random. The target respondents should be those who visit Label to actually buy cloths. Similarly, interviews should be conducted to the customers who come to Label to buy.

A part from targeting those customers who have actually come to purchase some cloths, the management should also hire research assistants to help in collecting data from different parts with customers and target customers. Another effective way of implementing an effective data collection is through the use of online platforms such as company website and social sites with customer reach. Online platforms will ensure that a wider customer range is reached and a relatively diverse customers respond to the questionnaires (Dligach, 2008).

The best sampling plan to employ in this study is the random sampling plan. Random sampling plan is where the respondents are randomly picked without any order or pre- determined method. (Brese, et al., 2015). Random sampling plan is the most effective in this case because it will ensure that there is unbiasedness in the responses (Frank & Harrell, 2001).

A sample that is unbiased is the most appropriate in making meaningful inferences about the population. A disadvantage of random sampling is that at times, not all the categories of the sampling population might be represented (Dligach, 2008). For example, in this case, Label needs to collect data from a diverse range of customers in terms of age, gender and race. However, using random sampling to some extent might eliminate certain groups of people say the children who have no access to internet if data is collected online.

Data Sampling Method

There are numerous data analysis methods. However, the most appropriate data analysis method in this case is the use of descriptive statistics analysis and hypothesis testing. Descriptive statistical analysis will provide vital characteristics about the data such as the mean age of the respondents, the average test preferences and many other details. Descriptive statistics will also provide various graphical displays of the dataset such the histograms.

Similarly, hypothesis testing can be conducted to establish whether there are relationships between several variable say age and taste presence. Hypothesis testing can also help in establishing whether there is significant difference in the customer preferences across the different age brackets and even gender (Dligach, 2008). Therefore, I propose that hypothesis testing of mean difference I. e the ANOVA test using a suitable software such as Statistical Packages for Social Sciences (SPSS) and excel should be conducted appropriately.

My client Label is a proudly Australian brand offering men’s and womenswear in a range of investment pieces and wardrobe essentials. Label has undergone significant growth in the past six years. However, Label is facing an increasing competition in the market from international retailers.  As a marketing research expert, I will use appropriate theory and framework to explain how a company like Label can monitor their brand positioning on a continuous basis. Further, I will recommend appropriate research design that would be suitable for the continued evaluation of their brand performance.


To begin with, a brand is one of the marketing practice of creating an identity, symbol or even a name that is able to uniquely differentiate a product from the rest of the products in the market (Brese, et al., 2015). Creating a proper brand is a key success in ensuring a company’s sustainable growth and development (Clive, 2007). Therefore, proper branding is one of the key responsibilities of a company’s marketing team.

Brand positioning is how effective a company develops its brand in the market among other competing brands with perhaps the same service or commodity with the same purpose (Daniel, 2009). Brand positioning will determine how a company interacts with the competitors and the customers’ view of the brand (Jeremy, 1998). Brand positioning will also determine the level of competition that the company faces both internally and internationally (Clive, 2007). Therefore, a company should appropriately position its brand in such a way that it is not heavily affected by competition.

An increasing competition causes a lot of noise in the market. This noise may lead to customer distractions and hence customer may have relatively difficult times in establishing a proper and appropriate brand. Hence, it is important that a company employs appropriate brand positioning in order to gain more customers and retain the existing customers (Robert & Reto, 2004). Proper brand positioning will also ensure that the brand remains in the consumers’ consideration list.

Data Analysis Techniques

My client Label faces an increasing competition from international retailers. There are a number of recommended things that Label can do in order to ensure proper brand positioning, avoid distractions caused to its customers and ensure that its products remain in its customers’ consideration list. One of the most important things that Label can do include developing a proper understanding of the customer decision- making process and developing sustainable brands

The best way of understanding your customer’s decision- making process is by first understanding the customers themselves (Ana, et al., 2003). When a company fully understands their customers, they will be at a point of understanding their customer needs (David & David, 2000).  Label should fully understand its customers and the kinds of cloths they actually needs. When they fully understand their customers, they will be at a point of evaluating their stock to see if their brand is offering the types of cloths that their customers need in terms of size, color, fashion, price and material. This will ensure that their brand is unbeatable and highly competitive in the international markets.

Developing a sustainable brand is involves creating a brand that is able to survive and beat competition both locally and internationally (Irving, 1950). Developing a sustainable brand also involves creating a brand that is in line with the company’s sustainable development agenda (Dligach, 2008). A sustainable brand is that which is socially, economically, and environmentally responsible (Jack & Terrence, 2007).

Label should ensure that their brand is socially responsible. A clothing brand can be socially responsible in terms its labeling and advertisement (Zheleznyak, 2009). The language used in labeling should be socially responsible. For example, Label should not use vulgar words or a language that may be deemed as vulgar by the customers. Proper choice of labeling language can be ensured by proper understanding of the customers (Kathy, 2005). An advert is considered to be socially responsible if it is considered polite and does not bring embarrassment to customers and target customers (Nagorniye & Dorohov, 2006).

Label should also ensure that their clothing brands are economically responsible. A cloth is economically responsible if the customers are able to afford the cloths. This implies that the price of the cloths should be affordable to the customers and the target customers (Jeremy, 1998). Moreover, the customers should be at a point of getting value for the money they pay for a piece of cloth. This again implies that even if the cloth is expensive, or deemed expensive, the customers should be at a point of understanding the reason behind the prices. A customer will opt for an expensive cloth if the clothe actually fits their taste and preferences i.e. the color, the sizes, the material, the design and to some extent, the fashion of the cloth (Kathy, 2005).

Recommendations for Phase 2 Research Plan


Label should also ensure that their cloths are environmentally responsible. A clothing product is environmentally responsible if it is sensitive to the environmental conservation rules (Mikryukova, 2009). A clothing brand can ensure it is environmentally responsible by ensuring proper packaging and advertising methods (Sitnistskyi & Varava, 2012). The packaging materials used for a cloth should not be that which will cause pollution to the environment (Suhov & Kelbert, 2005). Similarly, the advertisement methods should not cause pollution to the environment (Tim, 2005).

Having proposed the best practices to ensure proper brand positioning for Label cloths, t is important to propose the best and appropriate research design can that be used to evaluate their brand performance (Irving, 1950). There are a number of research designs that can be employed in this kind of market research, however, the most appropriate methods are exploratory and descriptive research designs (David & David, 2000).

An exploratory market is meant to get preliminary data and information about the customers and target customers (Irving, 1950). This information and data is useful in identifying and formulating important hypothesis that will ensure proper customer- experience (Irving, 1950). An exploratory market resign design can take several forms such as direct customer interviewing, literature review of market publications and case analysis of several studies (Frank & Harrell, 2001).

A descriptive market research design is useful in identifying a given gap or problem in the market. Descriptive research design also helps in understanding the features of target customers (Irving, 1950). A descriptive research design can take two forms i. e. the cross- sectional or longitudinal research design (Clive, 2007). A longitudinal research design is carried out once while a cross- sectional research is done periodically (Krishnamoorthy, 2005).

References

Ana, M., Jose, G. B. & Jorge, A. . L., 2003. Stochastic Models: Symposium on Probability and Stochastic Processes. s.l.:s.n.

Brese, O. E., Grjaznova, N. L., Brese, V. A. & Angeershbach, A. K., 2015. Market Capacity as the basis of marketing research food market of kemerovo region. Marketing, pp. 8- 10.

Clive, M. C., 2007. Long/Short Market Dynamics: Trading Strategies for Today's Markets. s.l.:s.n.

Daniel, R., 2009. Marketing- How Mobile Technology is Revolutionizing Marketing, Communications and Advertsing (2nd Ed.). s.l.:s.n.

David, J. S. & David, S., 2000. Handbook of parametric and nonparametric statistical Procedures. s.l.:s.n.

Dligach, A., 2008. Employment of Strategic Marketing Methods for the Analysis of Ukraine's Intergration Environment. Marketing.

Frank, E. & Harrell, J., 2001. Regression Modelling Strategies: Models, Logistic Regression, and Survival Analysis. s.l.:s.n.

Irving, J. G., 1950. Probability and the Weighing Evidence. s.l.:s.n.

Jack, B. H. & Terrence, A. D., 2007. Secrets of the Trading Pros: Techniques and Tips That Pros Use to Beat the Market. s.l.:s.n.

Jeremy, J. S., 1998. Stocks for the long run: the definitive guide to financial market returns and long- term investment strategies. s.l.:s.n.

Kathy, L., 2005. Day Trading the Currency Market: Technical and Fundamental Strategies to Profit from Market Swings (Wiley Trading). s.l.:s.n.

Knight, K., 2000. Mathematical Statistics- Volume in Texts in Statistical Scence Series. s.l.:Chapman and Hall.

Krishnamoorthy, K., 2005. Handbook of Statistical Distributions with Applications. s.l.:s.n.

Mikryukova, A. V., 2009. Domestic Market Development of Insurance Service in the Conditions of Globolization. MArketing.

Nagorniye, E. & Dorohov, A., 2006. Actual Tasks of Perfection of Common Functioning of Producers and Users at the Market of Freight Transformations. Marketing.

Robert, A. A. & Reto, F., 2004. Equity Markets in Action: The Fundamentals of Liquidity, Market Structure & Trading + CD. s.l.:s.n.

Sitnistskyi, M. & Varava, U., 2012. Strategic Marketing Planning of Innovative Products Promotion to Market. Marketing, p. 4.

Suhov, Y. & Kelbert, M., 2005. Probability and Statisics by exasmple. basic probability and statistics. s.l.:s.n.

Sychova, E. E., 2014. Marketing- Audit of Marketing of Realization of Products of Housing Building and Development of Methodology of Forming of Model of A Build Cluster. Marketing.

Tim, S., 2005. Mastering Statistical Process Control: A handbook for Performance Improvement Using Cases. s.l.:s.n.

Zheleznyak, V. Y., 2009. About Financal Market Infrastructure Improvement. Marketing.

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