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The marketing concept of building an organization around a profitable satisfaction of customer need has helped firms to achieve success in high growth, moderately competitive markets. However, to be successful in markets in which economic growth has levelled and in which there exist many competitors who follow the marketing concept, a well developed marketing strategy is required. Such marketing considers a portfolio of products and takes into account the anticipated moves of competitors in the market."Scope and Background of the Research:
The main focus in this research is on the "impact of marketing strategies of supermarket on customer satisfaction." Marketing strategy can be defined as "a method which allows any business to deliberate on its resources on the supreme prospects to boost its sale and reach a desirable competitive advantage in the market." The key concept in marketing strategy is to focus on the satisfaction of customers.Aim and Objectives:
This research is about marketing strategies and customer satisfaction. What sort of marketing strategies we need to apply to find out the maximum level of customer satisfaction. The main question is the impact of marketing strategy of the supermarkets on customer's satisfaction. This research highlights all the factors which should be necessary and important for the marketing strategy and customer satisfaction.
The aim of this research is to find out the bright features of supermarket sector which have contributed to the development of world's major supermarkets.
The main and very important aim is to compare the marketing strategies and find out the customers views and satisfaction point of these big supermarkets (Asda, Sainsbury and Tesco)
- Some of the important aims are mentioned below:
- Comparison of supermarkets
- Important aspects of success of supermarkets
- Issues regarding marketing strategies of supermarket
- What the key features of marketing strategy are, and how important is the marketing strategy on the customer's satisfaction?
- Investigation of consumer behaviour and their satisfaction.
- Points which needed to be improved the marketing strategies.
- Find out the impact of marketing strategies of supermarket's on customer's satisfaction.
To discover these goals, there are some objectives needed to accomplish the most important question of this research, "impact of marketing strategies of supermarkets."Customer Satisfaction and the Impact of marketing strategy:
Customers are the heart of any business. They want maximum satisfaction. For the smooth running of any business, customers play an important role. If an organisation has a good number of customers, it means that the business runs smooth.
This dissertation is divided into three areas
This topic is, however, divided into the different topics.The customer comes first:
Slater, S. and J.Narver., (1990) says that, the foundation of success for any organisation is to meet the needs of their customer. Organisation is nothing without customers. Customers always comes first, organisations priorities and its strategic management comes second and third respectively. Customers have always been important to the companies but, with the increase in the rivalry created by world trade, the priority given to them has changed and so has the urgency with which their needs are considered, the only distinguishing feature between organisations doing same business is their customer service. At the same time, customers have changed. They have become more demanding and they have more choice, and this is in turn has changed the strategic role of managers.
Strategic management play a vital role with bringing into being contingency plans to deal with uncertainties of outside influences. Factors such as nature of business, size of organisations, etc, etc... need management to be extra flexible to deal with it and to apply appropriate techniques. Above all, in order to meet customers' needs and requirements, managers personally need to know the specific requirements of each customer. Organizations must need to know the specific requirements of its customers and whether can be these requirements segmented.Beneficiaries and Contribution of this dissertation:
The aim and objectives of this dissertation will be achieved after finding and analysis of data (primary and secondary). The feelings of customers regarding marketing strategies are very important and crucial for an organisation will be observed through qualitative data. Marketing strategies have a brilliant impact on customer satisfaction will also be concluded through quantitative and qualitative data.
To build up a loyal customer is the corporate vision of any organisation which will only be achieved if the customers are satisfied. Supermarkets never overtake their "competitors by chance in acquiring foreign financial institutions; it developed a clear marketing strategy based on a desire to fully satisfy a carefully targeted set of market segments." There are some lessons for all three major supermarkets (Asda, Tesco and Sainsbury) in the primary data found in analysis and findings, there is also some lessons and recommendations of improvement in findings and analysis.Theoretical Framework of Customer Satisfaction and Strategic Marketing
Bray (2002) says that "strategic marketing cannot be formulated in isolation. It has to reflect the objectives of the organization and be compatible with the strategies pursued elsewhere in the organization. This means that marketers must refer back to cooperate goals and objectives before formulating their own strategy, to ensure consistency, coherence and relevance. So, marketing strategy is the main part of the organization. It is a combination of all objectives of the organization."
The main theme of marketing is to satisfy customers, or in simple words, the roof of marketing is customers benefit. Because in order to satisfy their needs, people are not as such interested in the services or products they provide, customer actually look their benefits. If there are some identical products and have same kind of benefits but there is price difference only, customers, observably, tries to take the product which is the cheapest in price. It proves that prices are also the way which can solve the problem of the customer.
Supermarket's always have plenty of identical strategies of marketing. the researcher will discuss all of them in further research.
Some strategies are given below.
- Presentation of products
- Staff availability for advices and information
- Make up of Shop
- Quality and Freshness of goods
- Staff helpfulness
- Cleanliness of shop
- Value of price
- Choice of Products
- Shopping Hours
- Ways of payment
- Access to the Shop
- Price marking on goods
- Waiting time at checkout
- Availability of special offers and Promotions.
These all strategies discussed above will be analyzed and discussed in dissertation in the literature review section as well as in Findings and analysis section.
In this study, the researcher will discuss three organizations doing nearly the same business. Asda, Tesco and Sainsbury will be discussed more specially.
There is always a chance of improvement in everything. After carefully considering the discussions, findings and analysis, the researcher will recommend suggestions for improvement in the future.
The main question of the dissertation is as follows.
"Impact of Marketing Strategies of Supermarket's on customer's satisfaction."
METHODOLOGY OF THE RESEARCHPlan of the Research .
There are a lot of methods for data collection, but the researcher will go with this way:
- Primary Data using semi-structured in depth and group interviews.
- Primary Data using Questionnaires.
- Primary Data through Observation
- Secondary Data
- Case study Base.
- Voice and Video records
"Questionnaires are used for descriptive and explanatory research. In the descriptive research which undertaken using attitude and opinion questionnaires and questionnaires of organizational practices will enable to identify and describe the variability in different phenomena?"
I will be using internet, some important web sites like Scholar Google, Yahoo, Ask, Altavista, Emerald, Business Source, and online library/ black board resources for book and journals that are relevant to my topic. Other resources include websites of large supermarkets and marketing organisations.
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