marketing. port aka bin
TRANSCRIPT
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UNIVERSITY OF PUTHISASTRA
LECTURER: SREANG KIMLEE
SUBJECT: MARKETING RESEARCH
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Group: 6
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1. (Introduction)
2. Portakabin
3. Primary4. Secondary5. (Product Development)
6. (Conclusion)
H O W M A R K E T R E S E A R D H H E L P S
P O RTA K A B IN T O R E M A I N AT T H E C U T T I N G
E D G E
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. (Introduction)
- , Donold Shephard
()
-
accommodation
(, )
- Market Share % UK
-
UK EU5-Jan-12 3
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. Portakabin
(Understanding the Portakabin Market)
A. (broad customer &
complex and diverse need)
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(not
want to relocate)
I. .
II. .
(Easy-clean
surface)
(Child-level windows)III. .
/
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. Portakabin
(Understanding the Portakabin Market) (Cont.)
seekers
, Portakabin
Quality Product: healthy and pleasing work environment
Completed on time:
Within designate budget :
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B. (Competitive
Market)
. (existing customer)
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. Portakabin(Understanding the Portakabin Market) (Cont.)
C. (Value Added: One Stop Shop
Service)
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.
. climate control, fire
and security system
/ (Design the layout of building)
(extra support)
(peace of mind while hiring
or buying a building)
on air (feature and benefit available
from network)
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. Portakabin(Understanding the Portakabin Market) (Cont.)
Portakabin
Portakabin
Extensive Market research
(stay ahead
of competitors)
Develo new & innovative5-Jan-12 7
NeedChange
TechDevel
BusGrowth
ChangeDirection
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. Primary (Primary Research)
MR: Primary Secondary
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1. . (existing & future customers)
2. .
(Positioning new product development and adding
value services)Primary Research: Data (...)
± Qualitative: , ,
(fact, feeling, opinion)
± Quantitative:
(statistic, figure)
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- Quantitative, Portakabin
. (Design solutions to
clients¶ needs)
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Ex: .
(employee &customer)
(high level satisfaction: Work Environment)
. Primary (Primary Research)
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. Secondary
Secondary /Desk Research: , Gov¨t,
internet
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I. (create new product)
II. Competitive Edge (give competitive edge)
Ex: Portakabin secondary survey Gallup Management Journal Survey (GMJ Survey)
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. Secondary (Cont.)
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1. Ultima Vision Building 2. Portakabin Solus Building
GMJ Survey (Employee) (Work Environment)
1. Engaged: (31%) ,
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. Secondary (Cont.)
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2. Not-Engaged: (52%) , (
)
3. Active-Disengaged: (17%) , ( )
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.
(Product Development )
Research Customer Satisfaction, Portakabin
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Wealth of info
Develop effect
ive serv
ice to meet key need of customers
Offer further added value option in product range
Portakabin use a number of processes to ensure that it can provide highlevels of service and high quality products:
Research and development of new product ideas and added-value
solutions
Effective strategies for marketing and sales aimed at specific
market segments
Quality assurance and quality control procedures to ensure a high
level of service and product quality
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Assessing reliability of suppliers and levels of
service to ensure that materials and supplies
arrive on time and to a high level of quality
Portakabin has used the data obtained from the
market research to develop two new products
to meet customers¶ needs.
The buildings havefeatures that take account of the research
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Group 6
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. (Product Development )
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The added features are product extensions.
Product extensions: changing an existing product in some way to prolong
its life cycle.
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. (Product Development )
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. (Conclusion) Portakabin has tried its best to maintain its
position as a market leader in UK being
manufacturing firm.
It used several important techniques:
1. Understanding the Portakabin market
2. Conduct Primary and Secondary market3. Get into product development to satisfy
customer¶s need
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INDEX
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INDEX
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INDEX
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/ (Design the layout of building)
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INDEX
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