Marketing research of Royal National Lifeboat Association (RNLI) Essay

Marketing research of Royal National Lifeboat Association (RNLI) - Essay Example Market research can be defined as planning, collecting and analysing data which are relevant for making marketing decision (Carl, McDaniel and Gates, 1998). Making a proper market plan involves extensive market research. The process of marketing research involves six main steps. The first step is to identify the problem or the objective of the research. The goal of the research should be properly stated. Second step is to develop a research plan. This step involves deciding the sources from where the data should be collected, the methods which will be used for doing the research, the instrument to be used in the research etc. The third step is to collect the information. Many errors can occur in the third step like incorrect sampling, incomplete questioners etc. Fourth step is analysing the collected information. In this step various qualitative and quantitative methods are used. Fifth step is to communicating the results to the management and the last step is of making the decision. Based on the findings the management takes the relevant marketing decisions (Kotler et al, 2009.). The strategy which is prevailing in the Royal National Life boat Association has been analysed. The external analysis has been done using PEST analysis method. Various factors such as the economic, social, technological and political are critically analysed to know the influence on the organisation. On the basis of the analysis made SWOT analysis has been done to know the organisation’s strength and weakness, opportunities and threats the organisation is facing. At the end recommendation have been made on how the marketing objective can be achieved. 2. Brief Overview of Royal National Lifeboat Association (RNLI) The Royal National Lifeboat Association was founded in the year 1824. It was founded as the National Institution for Preservation of Life from Shipwreck. It was renamed as Royal National Lifeboat Association in the year 1854. It had its first street collection in Manchester in the year 1891(RNLI-g, 2011).The main work of Royal National Lifeboat Association is to provid e safety at sea. It offers lifeboats and lifeguards. It is also involved providing sea safety, beach safety, fishing safety, weather forecast and youth education. The beach involves providing lifeguards. This organisation is also into providing information required to be safe in beach. It also organises summer safety campaigns to make people aware of benefits of swimming at beaches which have life guards. It is providing fishing safety for last ten years. It produces various DVDs, pamphlet etc which helps in providing safety at sea. It also educates young parents and teachers on how they can be safe in sea. They also invite young people to join as volunteer in their organisation. They also provide weather forecast through their website which is daily requirement of fishermen. RNLI is also involved in flood rescue operation. The first flood

Consumer behaviour and marketing Essay Example | Topics and Well Written Essays - 3000 words

Consumer behaviour and marketing - Essay Example The only plausible way to do this is to ensure that the targeted customers are responding positively to the products or services of these companies. Marketing is one of the best ways to make sure that these customers have a connection to the companies’ products or services that is desirable. However, with the increased customer awareness and insight into brands all over the world, the marketing strategies of the companies have had to undergo a tremendous metamorphosis as a way of trying to predict the consumer behaviour and their influence on the businesses. According to Bian & Moutinho (2011, p. 200), customers have a great impact on the way a particular business behaves in the aspect of branding, usage, perception and even quality. The way the customer behaves towards a certain product is influenced by a number of different diverse factors. Some of these factors could be attributed to attitude of the customers towards a certain product of a certain company, fashion, culture among many others (Danaher & Rossiter, 2011, p.12). It is the responsibility of the companies to ensure that they come up with products that are in alignment with these different factors. In so doing, they must first identify which factor affects which type of the targeted customer and in the process come up with products that are considered appealing to this specific group of target customers. In other words, marketing is a strategy that puts the interests of the customer at heart. Companies are bound to fail if they come up with products without taking a survey of the market to identify the different needs of different customers. Different strategies of marketing are applied with respect to different fields. For instance, the kind of strategy that could be applicable to social marketing may not be fully applicable to another field such as manufacturing among others. However, no matter which field the marketing takes place, the main point of focus is on the customer. In every busin ess, the customer is the king. The customer is the main reason why people engage themselves in business activities (Geigenmuller & Outland, 2012, p. 430). This paper will indulge in the discussion of how the different forms of consumer behaviour influences the way companies conduct their marketing. It will illuminate upon the response of these companies in the marketing aspect with respect to changes in consumer behaviour. What happens to the marketing strategies laid down by different companies if the consumer behavior is varied? Since there are many diverse aspects of consumer behavior and attributes to name but a few such as fashion, culture, perceptions, attitudes, motivation and even group influence. Though these attributes sometimes intertwine, for the purposes of a clear investigation into this topic of influence of consumer behavior on marketing, this paper will narrow the attributes down to culture as a consumer attribute. Definition of terms For an in-depth and profound an alysis of this topic, a number of terms that will be applied extensively in this paper will be defined here. These terms are the consumer behavior as well as the culture concept of consumer behavior. Consumer behavior is a term used by different marketers and marketing strategists to describe extensively the way different consumers respond with respect to a number of factors. Consumer behavior