MARKET RESEARCH APPROACH ESSAY SAMPLE
Posted by: Write My Essay on: September 17, 2017
The marketing research approach you would use to develop the marketing strategy and tactics for this new product or service.
The survey market research approach is the most useful to market the solar lawnmower by John Deere. Because the company already has a large client base, it wants to ensure that it is offering its new product without losing any of its current customers base. If the company is to develop its product in a way that doesn’t appeal to the existing customers, there is a chance that brand loyalty could be eroded. Conducting a survey with existing customers will help ensure the company is keeping in line with what the current customers want.
Furthermore, the current customers at John Deere have a strong grasp of what they are looking for in a product. By collecting information about what the customers believe to be the most beneficial aspects of owning a John Deere lawnmower, the company will know how to develop the product to meet those needs. For example, if customers say they need a lawnmower that lasts 30 minutes, then John Deere will need to ensure that the solar lawnmower it manufactures is able to last 30 minutes on a cloudy day and use that information to market the product. If the solar lawnmower technology isn’t ready to handle such a long time cutting grass, then the product might not be ready for launch, and the company will have to go back to the drawing board.
The survey could likely be conducted through the mail, as John Deere has so many current customers that even a couple percent of the customer base would represent many people’s opinions. This would be preferable to conducting telephone or in-person surveys, as these are much more time-consuming and costly than completing a mail-in survey, (The Five, 2013). John Deere is in the unique position of having such a large customer base that it isn’t necessary for the firm to go through the laboured process of conducting telephone and in-person surveys. Sample size is an important issue in conducting surveys, and the mail-in forms are enough to generate a substantial amount of information that the company can use to market its product. Furthermore, mail-in surveys allows John Deere to have full control of the pool of respondents.
“The Five Basic Methods of Market Research.” (2013). AllBusiness.