Marketing research and information Essay Example | Topics and Well Written Essays - 6000 words

Marketing research and information - Essay ExampleThis fill is concerned about how customers, and even the public feel about J.Sainsbury, as a premier consumer enterprise, considering the accompaniment that often traditional firms may find it difficult, or unwise, to evolve new stratagems to suit contemporaneous business, and loath to institute radical changes for better prospects.In the case of JS, this has assumed more significance since the years 1993 forth has proved tumultuous in its sedate history. However, it is seen that as a consequence of change in exculpate leadership during 1993, the fortunes of JS declined and it lost its long standing market supremacy and has now been relegated into the third position afterwards Tesco and Asda. It is quite possible that it could not institute aggressive competitive strategies and market driven techniques to retain its fixity in the midst of strong rivalry from Asda and Tesco. Leadership positions argon main(prenominal)tained no t only by responding to changing demand but by steering the market using innovative products and consumer education. (Gehlhar et al 2009).2. It is seen that the main aspects that would impact customers would be in term so what added advantages and price cuts could be gained from purchasing from JS and it is seen that Sainsbury benefited from strong in-store offers and prices cuts, drawing off new shoppers and once again increasing its shargon to just under 15 percent.(Retail sales buy the farm to bloom in UK 2009). Objectives The purpose of this brief are as follows1. To assess present attitudes of customers towards JS and how they perceive its veritable market position, vis--vis rivals and competitors in the retail food business.2. The attitudes of non-customers towards JS and the basis for their reasoning. It could be seen in terms of creditors, government agencies or other third parties, including the general public, who may be shopping with JSs rival firms.3. What differentia l advantages or benefits are possessed by JS, in the perspective of customers that rate them higher than others in the field 4. What the future prospects of JS are as rated in terms of its past and present performances5. What are the implications of attitudinal issues in determining the future conquest of JS Outline of possible methodThe methodology for his study could be in terms of group discussions, private interviews and questionnaires with regard to the proposed study. The aspects of group discussions have been detailed in Task 2. The group discussions would be held with major customers of JS in order to assess their views on serviceability and operational aspects of JS. It is seen that the supply chain management system followed in JS is quite robust and close links have been developed with the vendors in order to ensure that replenishments are received in time and stores are filled with choicest food and non-food items demanded by customers. It could also be seen that aspec ts regarding separate choices and