Marketing Research Plan

Executive Summary

This research will determine which of the strategies employed by the leading organization is the most effective. This research will help in understanding which of the strategy is the best to utilize in the business of promoting and marketing the mobile phones. Utilizing this strategy will benefit different mobile companies to amend their promotional and marketing strategies which will assist them in generating more revenues.

Executive Summaryii

1. Problem Definitioniv

1.1 Marketiong Research Problemiv

1.2 Literature Reviewiv

1.3 Research Objectivesvii

2.0 Proposed Research Methodvii

2.1 Qualitative Research Methodviii

3.0 Proposal Sampling planviii

3.1 Sampling Planviii

3.2 In-depth Interview Questionnaireix

3.3 Data Collection Methodix

3.4 Data Analysis Techniquesix

4.0Ethical implicationsx

5.0Budget and Timeframex

6.0Findingsxi

7.0Implicationxxiii

8.0Limitationsxxiii

Marketing Research Plan

1. Problem Definition

The appliance chosen from the new line of small appliances from Company G is a battery powered SmartWatch which looks like a normal wrist watch, but in reality is far much more than just an ordinary watch. It has features such as WiFi, a LED display, a MicroUSB connector which allows data to be transferred to it from any computer, as well allows the SmartWatch to be charged. It has a voice detection feature where a user can activate his voice on watch. It has an internal memory of about 5000 songs and software which allows the user to be connected to all the happenings on their social media round the clock. The watch has a Bluetooth which syncs with the mobile phone of the user and allows all text updates, mails and other notifications to be displayed on the watch's display.

1.1 Marketiong Research Problem

This research will determine which of the strategies employed by the leading organization is the most effective. This research will help in understanding which of the strategy is the best to utilize in the business of promoting and marketing the mobile phones. Utilizing this strategy will benefit different mobile companies to amend their promotional and marketing strategies which will assist them in generating more revenues.

1.2 Literature Review

A firm positions itself in the industry through leveraging its strengths and capabilities amongst its rivals. Following his work analyzing the competitive forces in an industry, Porter (1980) had established a structured framework which discussed three generic strategies. They included cost leadership, product differentiation and focus which were to be integrated by the organization in order to achieve the competitive advantage (Greenley & Oktemgil, 1996, pp. 29).

The distinctive competencies (core competencies), resulting from the specific firm´s resources and capabilities, facilitate innovation, efficiency, quality and customer receptiveness, all of which can be leveraged to achieve either a lower cost structure or a differentiation product. A firm positions itself in its industry through its option of low cost or differentiation. This decision is a central piece of the firm´s competitive strategy.

A competitive strategy arises from the understanding of the industrial structure and the changes occurring in the field. Michael E. Porter developed a model of generic strategies to analyse how a company competes in the market to create and sustain the competitive advantage. Porter's model of competitive advantage has three generic ...