The limitation of marketing research used to contribute to the development of selected organisations marketing plans.
In this assignment, I will be looking at the limitation of marketing research. This will involves looking out how marketing research can help develop a marketing plan. Furthermore, I will be looking at the weaknesses of development in marketing plan. One reason can be that Subways research including questionnaire might be asked badly towards customers which would and can be misunderstand by customers. This might cause customers to give a different answer than Subway will expect to get from their customers. Customers might give an answer that Subway might want but may be not as specific as Subway would like it to be. Subway can also misunderstand their customer’s answers and/or suggestions to the question in the questionnaires that have been made to get their customers opinions to their business. Another reason can be is that customers will have different opinions on different products that Subway sells or service, this means that Subway cannot be certain on the products/sandwiches they are selling or would want to sell if there is not a majority on a product and service they provide and they sell. Subway having/employing mystery customers to check on the services Subway is providing might not be accurate all the time because you might not be able to find all the problem within their service Subway provide. Sometime customers might have a problem that a mystery customer cannot find within Subway business or premises. A different reason will be that the continuous change in the market. This would have an effect on Subway business, because they would not be able to sell any of their products sandwiches/service on a long term basis as customers likes and dislikes would change along with market. Subway have to think about what products sandwiches/ or service they want to sell as the trends will be changing constantly through the year in business. Finally Subway doing market research can help the business in a marketing plan, because it will give them precise and exact information on what is needed to create something successful. An example of this might take place in when Subway is introducing a new sandwich. They might be doing this because the old sandwiches are in decline and they are not selling anymore. Before Subway release their new products on their menus, they may need to be sure that the new products/sandwich will sell, so they do research as surveys, questionnaires, focus groups etc. within the information they have gather from the research, they then can bring out a products/sandwich that they are sure many of their customers would buy it. Also Subway will have to make sure that all of their products that they are releasing to the public are healthy and they are on low calories, as they may have claimed it to be. Because if customers find out that they have been let down by Subway, customer may no longer buy Subway products, because of the lack of reassurance and reliability to customers.
Customer’s expectation will be high whenever they buy products/service in any of Subway restaurant. Subway, it will be an obligation for them to find out what their customers want internal and external in the restaurant, a questionnaire might help Subway to find out what their customers want and how much they will be willing to pay for their products. Subway might hire a mystery shopper to find out prices of their competitors, and how the present service to customers, by doing this might help Subway decide the price of their products, if they should put it up or down. Subway creating questionnaire will help the business, as they are trying to analyse/ get customers opinion over the business. Subway doing this means that business will know exact where and why customers are happy or not happy with the service they receive from any of the Subway store. They may also want to analyse what...
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