JJB sports

JJB sports

JJB sports

Introduction

To survive in highly competitive markets, organizations need to provide goods and services that yield highly satisfied and loyal customers. When customers are satisfied, they are more likely to return to those who helped them, while dissatisfied customers are more likely to go elsewhere. The retention of very loyal customers is key to organizational survival (Jones and Sasser, 1995).

Thus, organizations are challenged to create demand for their products and services through outstanding customer support. To attain sustained excellent external customer support requires internal systems that are aligned to serve the external customer, with each internal subsystem adding value to others within the organization who are dependent on it; as though the other subsystems were its customers (Deming, 1986).

Extensive research has been conducted on the characteristics and quality of organizational effectiveness from the perspective of those who are the organization's external customers (Taylor, 1994). Much less has had been reported about organizational effectiveness from the perspective of internal customer satisfaction. Yet, effective internal supplier-to-customer relations are essential prerequisites to the level of quality service that yields sustained external customer satisfaction, loyalty, retention and long-term financial success.

Company Overview

JJB Sports is engaged in operating sports retail stores and also supplies branded sports and leisure clothing, footwear and accessories.The company operates in the UK and Ireland. It is headquartered in Wigan, the UK and employs about 8,123 people. The company recorded revenues of £718.3 million (approximately $1,300.9 million) in the fiscal year ended January 2009, a decrease of 11.5% compared to 2008. The company's operating loss was £178.7 million (approximately $323.6 million) in fiscal 2009, as compared to the operating profit of £11.3 million (approximately $20.5 million) in 2008. Its net loss was £167.6 million (approximately $303.5 million) in fiscal 2009, as compared to the net profit of £9.6 million (approximately $17.4 million) in 2008.

Market Research

As the marketing manager of company, I would choose several research methods for creating marketing campaign. The methods include sampling, focus groups, observation, questionnaires and the analysis of documents such as historical documents, archives, databases and products of the media. Even though I chose several methods the main approaches would be the analysis of documents and observation.

It is unlikely to collect data from everyone who is connected with the main purpose of the company marketing campaign; time and other resources will prevent this. Therefore, we would have to collect evidence from a portion (or a "sample") of the population in which we are interested. It is expected that our sample will generate adequate and relevant information, with sufficient quality data to offer new insights on the topic of the marketing campaign (McDaniel and Gates, 1995, p. 88). To some extent, computer-mediated communications and telephones help to overcome some of the difficulties of sampling across a wide or distant geographical spread because interviews can be conducted online or by phone on a global or regional basis. Similarly, busy people are often willing to be interviewed online but not ...