Marketing Research Proposal Essay Example | Topics and Well Written Essays - 1000 words

Marketing Research Proposal - Essay Example 14). With regard to the Hummer, the marketing decision problem is the changing of the market perceptions of the Hummer in order to enhance its performance through increased sales. Notably, the Hummer has been associated with some aspects of personality that do not augur well with its market objectives (Case 1.1, 2012). The core problem should be the devising of the most appropriate marketing strategies that would reverse these perceptions. Market Research Objectives The market research objectives usually relate to the precise reasons that behind the conducting of a particular market research. Basically, these objectives are the fundamental reasons that underpin all marketing research processes of any organization. The market research objectives of the Hummer brand are anchored on the need of finding the most effective strategy that could improve the performance of the Hummer on the market. Specifically, these objectives include the establishing of varieties of the brand to suit the d iverse needs of the market, the seeking of opportunities to increase the volume of sales of the brand, and increasing the market reach and segmentations of the product. Appropriate Research Design This study will adopt an explorative research design. The value of an explorative research design lies in the development of insights into specific aspects that underpin the research problem. It seeks explanations of occurrences, trends, realities, and the nature of things in order to expand the understanding of the research problem. Explorative research designs are comprehensive in nature in the sense that they seek to harness sufficient amounts of information that appertain to the research problem. Generally, explorative research designs are suitable in situations that demand answers for a specified marketing challenge or problem. In the particular case of the Hummer, the explorative research design will be resourceful in providing the most relevant information that might assists the man agement in formulating the most appropriate responses. The explorative research design will also be imperative in finding strategies of expanding their market reach, changing of the prevailing negative perceptions about the brand, and engaging other strategies that are generally necessary for the improving the market performance and brand image of the Hummer. Research methods The most applicable research method for this research is a mixture of both qualitative and quantitative. Qualitative methods will guide the research in clarifying concepts and providing the general framework that would guide the research activity. These methods will be useful in expanding the understanding of the research problems in order to align the process with the authentic needs. Particularly, the research may require the application of the case study approach in order to furnish the study with sufficient insights. Moreover, the study could rely on extended literature about some of the specific aspects of the problem that relate to the objectives of the study. The incorporation of quantitative methods will enrich the study with specific facts that attend to the problem. For instance, the study will benefit from statistics on the various aspects of the research problem, which would help in the provision of solutions based on specifics. Generally, the

International marketing plan- how to increase sales rate for HTC in UK Dissertation

International marketing plan- how to increase sales rate for HTC in UK - Dissertation Example The chapter also highlights the rationale and scope of the research along with proposing the methodology. The literature review chapter discussed the model proposed by Zeithaml (1985) where the relationship between price, value, and quality has been associated with consumer perception. The model explained that in order to enhance the consumer perceptions, it is important to decrease the perception of sacrifice, add intrinsic attributes, evoke perceptions, and use extrinsic cues to signal value for all possible strategies. The chapter concluded that price, value, and quality of products affect the perceived benefits and beliefs of consumers in a good manner. The research methodology chapter presented an overview of the different elements of the methodology along with highlighting the preference for each element in an illustrative manner. The finding and analysis chapter found that Samsung success factors are in the form of a robust and varied product portfolio attracting consumers of all age groups. On the other hand, Apple believes in product differentiation embedded with brand equity and recognition to attract consumers. The last chapter concluded that that the success factors of Apple are mainly in the form of product differentiation, brand appeal, brand value, and consumer perception over the value and quality. ... Communication plays an important role in connecting people and in this regard, mobile phones have played a major and crucial role (Adkins, 2008). The advent of mobile phones offered much needed liberty to people to enhance the communication at any point of time making life easy and simple along with facilitating the flow of information and communication (Anttila and Jung, 2006). Motorola was the first company to introduce mobile phones in the market and later a number of organisations introduced mobile phones in their domestic markets. Prior to 2010, Nokia was the market leader in the mobile phone communication having great reach in different parts of the world. Later, organisations like Samsung, HTC, Micromax, Apple, and Sony forayed into different markets increasing the overall rate of competition along with offering wide arrays of options to the consumers. One of the most innovative mobile manufacturers has been Apple and Samsung offering attractive mobile phones with distinctive designs and appeal. Samsung is a South Korean multinational conglomerate having a number of products including mobile phones. On the other hand, Apple is an American multinational company having wide arrays of products related to computers, software, and mobile phones (Attewell, 2005). Initially, the success of both these organisations was limited to few countries but later these companies embraced an international outlook by exploring international markets and thus gaining impressive market share (Ballard, 2007). The research aimed to explore factors affecting the productivity of foreign mobile phone brands like Samsung and Apple in the United Kingdom. The United Kingdom has been a developed market for