Marketing Research and Analytics in a Global Environment Secondary data: Seminar 1 week 2 Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez Outline Mobile phone market analysis discussion Seminar next week Dr. Hector Gonzalez Jimenez

Seminar purpose and case studies Transfer of skills from theory to practice Case study preparation and discussion will help students by sharpen their analytical skills, develop structured and disciplined decision making capabilities, develop confidence and capacity to reject conventional wisdom, develop ability to recognize opportunities, and by being pro-active. It will also contribute to couple backward analysis with forward-looking decision making, to develop the capacity to work in group, to present ideas in public, to make marketing decision in the context of marketing research and in a global environment. Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez Procedures Check Module handbook – weekly outline Announcements during lectures and seminars Check VLE for updates Seminar exercises/case studies will be announced one week before the relevant seminar. Exception: Group case study task (week 7) will be announced in week 4. Case study week 8: Hard copy will be handed out in the week 7 seminar. Dr. Hector Gonzalez Jimenez

Marketing research vs. marketing strategy Marketing research is the information you collect that will guide the business decisions you make. vs. A marketing strategy establishes the guidelines for how to use the information gathered from your market research Dr. Hector Gonzalez Jimenez

Marketing research vs. marketing strategy objectives To increase brand awareness of Samsung phones by 10% in the next 12 months among adolescents in the UK. To design two ad campaigns with a key spokesperson/celebrity for the new Levi’s jeans. Marketing research objectives: To measure the current brand awareness of Samsung phones among adolescents in the UK. To explore which celebrity is most likely to have a positive impact on the image of the brand Levi’s. Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez SMART Objectives Specific: target a specific area for improvement. Measurable : quantify or at least suggest an indicator of progress. Assignable : specify who will do it. Realistic: state what results can realistically be achieved, given available resources. Time-related : specify when the result(s) can be achieved. Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez Exercise Problem Definition and Methodology Tutorial – Research Scenarios Below are a couple of scenarios where research is necessary. 1.Briefly describe the business problem 2. Write a clear set of research objectives 3. Suggest what research methodology or methodologies may be relevant to answer these objectives Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez Scenario 1 You are a research buyer for a branded confectionery manufacturer. One of the Brand Managers has been working on a new product aimed at the gift/special occasions market (think Belgian Chocolates/Thornton’s as main competition). You have helped in the product and packaging development of this product and it’s nearing launch time. Distribution will be a combination of supermarket chains and independent corner shops/newsagents. The Brand Manager has been working with the Ad Agency on some TV launch ads – they now have two versions to choose from – they need your help in designing some research that will firstly help in the choice of which version to go for before production commences and then to monitor the initial success of the adverts. Dr. Hector Gonzalez Jimenez

Dr Hector Gonzalez Jimenez Scenario 2 You are a Research Executive for a full service Research Agency. You have been contacted by the Regional Manager for a chain of hotels aimed mainly at the business market. This Manager has 6 hotels under their jurisdiction and it is their job to ensure consistent and high levels of service are achieved. 4 out of the 6 hotels seem to be able to achieve this but in 2 of the hotels there has been a recent rise in customer complaints and a fall in bookings. The Regional Manager has been given a small but adequate budget by Head Office to spend on research. What initial measures would you suggest. Dr Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez Seminar case next week Mobile Phone Market UK (Mintel report) Scenario: You are the marketing research manager at Apple. The strategic marketing manager needs insights to design the marketing plan for the next 3 years. He asked you to gather insights on the following issues Who are your two main competitors and why? Which product attributes are key in driving a consumer’s purchase decision of a mobile phone? Which features should the new phone model incorporate to meet customer needs? Which consumer segment do you expect to be the most profitable over the next five years? Why? Dr. Hector Gonzalez Jimenez

How to access potential data 1. http://www.york.ac.uk/library/ Dr. Hector Gonzalez Jimenez

Select Management Studies Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez Mintel Oxygen Log in Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez

Dr. Hector Gonzalez Jimenez