CASE STUDY ANALYSIS

Case Study Analysis

Marketing Intelligence

Introduction

The topic of the assignment is Marketing Intelligence and represents the case study of a company named Clinex & sons. The main aim of this report is to understand the four basic marketing concepts.

To understand buyer behavior and the purchase decision-making process.

To be able to use marketing research techniques.

To be able to identify and assess market size and future demand

To measure customer satisfaction Deliverables Criteria

Company Profile

Clinex and Sons is a domestic cleaning service company which was established around twelve years ago. Mr. and Mrs. Allison are the Managing director and chairman of the company, respectively. The firm has a target market of elite class in Manchester. However, the business seems to be lucrative so they have decided to further expand the business operations in Liverpool. In addition, they have increased the market segment by targeting services to industries, schools and businesses. The problem being faced by the company is the limited knowledge about their potential customers, new market and feasibility of their operations in Liverpool, and this has made them hire a marketing director to associate them in conducting market research and enhancing the current corporate image.

Task 1- A

Clinex and Sons Company's Memorandum

To: Senior Executive

From: Managing Director

Date:

Subject: To outline the steps in decision making process of consumers.

Clinex and sons has the vision of providing domestic cleaning services to their targeted consumers i.e. B2B and B2C catering tenants, home owners, nursing homes, local schools, colleges, industrial estates and supermarkets. The services provided to both are common in nature and quality-oriented. To understand the DMP, our first step is to figure out the trend among consumers.

Consumer buying decision process

Firstly, the buyer recognizes the need for certain product or service that he/she wants. Then he begins with the information search from where he could get the desired product or service from and looks out for the company offering those, by doing evaluation of alternatives in terms of price, brand and quality, the consumer makes a purchase decision where he finally confirms his purchase. The marketing department should know about the parameters based on which consumer is going to evaluate the alternatives. The last step is post purchase behavior where customer satisfaction is determined. Either, a customer is satisfied or delighted i.e. ready to make a second purchase or dissatisfied where company suffers from post purchase dissonance.

Business buying decision process

It is similar to the consumer buying decision with minor changes. Like B2C, the buyer business recognizes the need for the product or services. The need is further quantified and described regarding the products/ services features and specifications in terms of color, brand, quality and price. The buyer company searches for potential supplier or vendor and those who meet the criteria of buyer business are finally contacted. They are asked to fill the request for proposals (RFPs) and submit the bid on which they are willing to offer the required service, which is later evaluated and vendor is ...