MURPHY'S STATIONERY

Murphy's Stationery

Table of Contents

Introduction2

1.1 Stages of the Marketing Process2

1.2 Marketing Concepts3

2.0 Macro and Micro Environmental Factors3

2.1 Suitable Segmentation Criteria4

2.2 Appropriate Targeting Strategy4

2.3 Consumer Buying Behaviour5

2.4 New Positioning For Pencils5

3.0 Competitive Advantage6

3.1 Distribution of Products6

3.2 Pricing7

3.3 Promotional Activities to Increase Sales in Liverpool and London7

3.4 Concepts of 'People', 'Physical Environment', and 'Process8

Conclusion8

References9

Introduction

Murphy's Stationery has to thoroughly analyze the current market situation and then develop its target market accordingly in order to focus on the areas which are of importance when it comes to marketing. By having a properly devised strategy of target market, positioning and pricing, the company can aim to achieve the market share it wants and can get more profits. Apply effective marketing strategies is essential for the company's success, and Murphy's Stationery needs to devise marketing strategies that will prove to be beneficial.

1.1 Stages of the Marketing Process

The stages of the marketing process begin with the definition and explanation of the marketing need or problem. In this phase, the initial information which is relevant is collected and problems are thoroughly defined (Burrow, 2011, pp. 21). The next step is to determine the methodology which will be used for research. This includes methods that will be used for collection of information, measuring and scaling the procedures, designing the sample questionnaires for market research, and formulating the sampling process and case studies. The next step in this process is the process of data collection which includes the field and desk work which is done for collection of relevant information and data. After the data is collected, an analysis is done of the results, and the data is validated. This is the most important process in marketing research as the results are generated on data preparation's basis (Burrow, 2011, pp. 44). It is important that Murphy's Stationery verifies the authenticity of the data which has been collected.

1.2 Marketing Concepts

The marketing concept is based on the philosophy that companies should work to analyze the needs of their customers and then make relevant decisions in order to satisfy those needs, and perform better than their competitors in doing so. Murphy's Stationery is a company that produces stationery like pencils, pens, papers, envelops and other items related to stationery and its customers are people at offices or homes. The company needs to work out the needs of its customers by asking them what they require, and this can be done by the help of using questionnaires, which would be part of the market research process (Burrow, 2011, pp. 82). Asking the customers about their requirements of stationery would allow Murphy's Stationery to efficiently outline the direction in which it has to work and the exact amount and type of office supplies and stationery it has to produce for its home-based customers and for the commercial customers.

2.0 Macro and Micro Environmental Factors

It is important that the Marketing Manager of Murphy's Stationery understands the concepts of macro and micro environmental factors and the impact they can have on the decision making and ...