D2 Unit 4 Business

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D2 - make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans There is no doubt that Coca-Cola and Kellogg’s have nearly perfected the use of an Internet website as a marketing tool. Both organisations’ sites have been both innovative and have proven to be an example to many companies that want to use the Internet as a marketing tool. After viewing the websites of both organisations, there is no doubt that Coca-Cola and Kellogg’s are top in their field of the use of their marketing tools. The way that the two organisations have used market research, demographic data, secondary data, and customer relationship management has put them…show more content…
The alternative for this which most organisations will have especially ones like Coca-Cola will be to have a backup system in place for the assurance that if their main network went down then they would have a replacement so wont not lose any time or loss. There are also security and privacy issues when it comes to using the internet as a marketing tool which may lead to increased competition from other firms as the internet may leek knowledge of the organisations. There are high maintenance costs due to a constantly evolving environment and also there could be higher transparency of pricing and increased price competition, also non-price competition could come into this as they should use advertising as a tool to win customers and gain brand loyalty from them, for example with Coca-Cola if there were to give customers a better service and or better price on their products then they might gain brand loyalty from their consumers but if they receive a poor service and the products are expensive then the customers could move over to say for instance Pepsi which is a perfect substation and as this market is price-elastic it would be so easy for…show more content…
This includes that it is no nice knowing what individuals who are not going to buy or require your product think; ask as lots of people in your target market as feasible, the more people you ask, the more reflective your survey is going to be of the true market opinion; make positive the survey questions are not leading in the sense that you ought to always ask "What do you think of this?" than "Do you think this is a nice
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