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Essay / Research Paper Abstract
This 7 page paper looks at a business where sales are dropping and consider why, and how, they should carry out market research to identify who their customers are, what opportunities exist and how to use them to increase business. The paper then outlines marketing strategies that use this information.
Page Count:
7 pages (~225 words per page)
File: TS14_TEtravag.rtf
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Unformatted sample text from the term paper:
some key factors that may be seen as leading to this downward trend. The main problem may be seen in the way the company markets, or rather fails to market
effectively to the target market. When we consider this case study it is apparent that the company; Sunny Days Holidays (SDH), do not
know who their customers are, they do not appear to have defined the market they wish to target, and overall there is a complete lack of knowledge regarding the customers
they sell to, and where they are meeting or failing customer expectations and desires. To make a start is looking at the way
they may turn the company around they need to undertake market resech to define the customers they are selling to, also to look at any potneial opportunities they are missing
out on. There are two main types of research that may be undertaken, if we consider these we can look at how
they may be used to benefit the company; qualitative and quantitative. Quantitative research relies more on a large amount of results, with the data being recorded often being predominately
numerical, it is suitable to be used as a method of determining cause and effect relationships, or for outlining statistical results. The methodologies will often be based on scientific procedures
of investigation. Quantitative research includes descriptive, correlation, quasi-experimental and experimental data. Qualitative research is narrower and more concentrated by looking to information
to be gained in-depth from a smaller quantity of subjects. Often this research will be word based with methods such as recorded in-depth interviews and other data which is
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