Demand for market research. Marketing market analysis: types, stages, methods. Marketing research: demand for services in the market of the city of Zelenogorsk Photo - Theater

Course work

In the discipline "Marketing Research" on the topic:

« Marketing research demand in the goods (services) market"

Yaroslavl 2008

Introduction………………………………………………………………………………...

1. The concept of demand……………………………………………..

1.1 Concept and types of demand

1.2 Factors influencing the amount of demand

2. Marketing research

2.1 Concept of mi

2.2 Mi methods

2.3 Description of the selected method

3. Application of marketing research in practice using the example of demand for washing powder

3.1 Features of the product in question

3.2 Justification of the chosen research method and information collection technology

3.3 Conducting market research

3.4 Determining market capacity

3.5 Analysis of demand dynamics and plotting market indicators

3.6 Determining the reliability of the results

3.7 Proposals to increase demand for products

Conclusion

Bibliography

Application

Introduction

The market management concept aims the economy at meeting the many constantly changing needs of many millions of consumers and provides a comprehensive solution to the problems of production and consumption. The best coordination of the activities of all economic entities, high performance and efficiency in the use of labor, material and financial resources.

One of the areas of the market economy is marketing as a system characterized by self-regulation mechanisms in market conditions. The turn of the country's economy towards market relations has led to the current rise in the popularity of marketing, the practical embodiment of which is the focus on the priority position of the consumer in relation to the manufacturer and the elimination of monopoly. To function effectively in a market economy, every enterprise, organization, and industry needs to implement marketing activities, develop a marketing program, i.e. we're talking about on the restructuring of the planning and economic work of an enterprise in a market economy.

When carrying out marketing activities, one should proceed from the essence and purpose of marketing, and also take into account the specifics of that area social production where it is carried out.

Currently, market conditions are characterized by a highly dynamic market environment: a significant expansion of the assortment due to the emergence of new products, substitute products, and increased customer requirements for the range and quality of goods.

In this regard, among the increased number of manufacturing and trading enterprises, there is increased competition in the marketing and sale of consumer goods.

This ultimately affects their activities: the products produced are not in demand among the population and do not find sales, and the profitability of enterprises decreases.

In this regard, there is a need to create unified system monitoring demand in order to identify patterns of its development, consumer preferences, as well as more accurate forecasting and maximum approximation of the planned range of manufactured and sold goods to the demand of the population.

The study and assessment of population demand for consumer goods is one of the main issues of marketing research in modern conditions.

All of the above predetermined the purpose and objectives of the course work.

The object of the study is the market for synthetic detergents in the city of Yaroslavl.

The subject of the study is a set of theoretical and methodological foundations for studying population demand.

The purpose of the course work is to study the demand for washing powders in Yaroslavl.

The objective of the course work is to conduct marketing research using questionnaires, process the results, and formulate recommendations for increasing the demand for washing powders.

1. Concept of demand

1.1 Concept and types of demand

When people talk about demand in economics, they mean, of course, not the demand of an individual, but they take into account the market demand of many people. Even if the demand of an individual is satisfied, it will not have any noticeable effect on the total demand of the aggregate of people who will make purchases, and thereby total amount purchases will increase. In a free market where many people act, buying and selling should not have a noticeable effect on the behavior of other people. Therefore, when they talk about demand and the law of diminishing demand, we are always talking about volume market demand, which is made up of the demand of various people acting as buyers. In other words, the market mechanism always takes into account only total sales and purchases, i.e., the total volumes of supply and demand.

The demand function in the market mechanism is decisive, because it is it that forces production to produce goods necessary for the population, improve their quality and range. Demand, in turn, depends on the needs of people: as needs change, demand also changes, which essentially represents the monetary expression of needs. However, not every need can have a monetary value and be satisfied by the market. Nevertheless, the most important vital needs of people for food, clothing, shoes, and household services are best met, as the history of developed market economies shows, through the market due to demand.

Demand - a desire, a specific need, backed by purchasing power. Given given resource capabilities, people satisfy their needs and desires by purchasing goods that bring them the greatest benefit and satisfaction.

Types of demand

1. Negative demand. The market is in a state of negative demand if the majority of it does not like the product and even agrees to certain costs just to avoid it. People have negative demand for vaccinations, dental procedures, vas deferens surgeries and gall bladder surgeries. There is a negative demand among employers to hire former prisoners and alcoholics.

2. Lack of demand. Target consumers may be uninterested in or indifferent to the product. Thus, farmers may not be interested in a new agricultural technique, and college students may not be interested in learning a foreign language.

3. Hidden demand. Many consumers may have strong desires that cannot be satisfied by existing products or services in the market. There is a large latent demand for harmless cigarettes, safe residential communities and more fuel-efficient cars.

4. Falling demand. Sooner or later, any organization will face a drop in demand for one or more of its products. Church attendance is down, and enrollment in private colleges is down. The marketer must analyze the reasons for the decline in market conditions and determine whether sales can be stimulated again by finding new target markets, changing product characteristics or establishing more effective communication.

5. Irregular demand. For many organizations, sales fluctuate on a seasonal, daily and even hourly basis, which causes problems of under- and over-loading. Most public transport is not loaded during the daytime lull and cannot cope with traffic during peak hours. On weekdays the museums have few visitors, but on weekends the halls are crowded. At the beginning of the week there is a queue for operations in hospitals, and by the end of the week there are fewer applications than needed.

6. Full demand. Full demand is said to exist when an organization is satisfied with its trade turnover.

7. Excessive demand. A number of organizations have higher levels of demand than they are able or willing to meet. Thus, the volume of traffic on the Golden Gate Bridge is above absolutely safe levels, and Yellowstone National Park is overcrowded in the summer.

8. Irrational demand. Countering the demand for unhealthy products requires dedicated efforts. Campaigns are being carried out against the distribution of cigarettes, alcoholic beverages, addictive drugs, firearms, pornographic films, and against the creation of large families.

1.2 Factors influencing the amount of demand

The amount of demand is influenced by both uncontrollable environmental factors and marketing factors, representing the totality of marketing efforts made in the market by competing firms.

-Price. Any price set by the company will one way or another affect the level of demand for the product. The relationship between price and the resulting level of demand is represented by the well-known demand curve (see Fig. 1). The curve shows how much of a good will be sold in the market during a specific period of time at the different prices that can be charged within that period of time. In a normal situation, demand and price are inversely proportional, i.e. the higher the price, the lower the demand. And accordingly, the lower the price, the higher the demand. So, by raising the price from Price 1 to Price 2, the firm will sell less of the product. It is likely that consumers on a limited budget, when faced with a choice of alternative products, will buy fewer of those whose prices are too high for them.

Most demand curves tend downward in a straight or curved line, as shown in Fig. 1a. However, in cases with prestigious goods, the demand curve sometimes has a positive slope of the type shown in Fig. 16. A perfume company discovered that by raising the price from Ts 1 to Ts 2, it sold not less perfume, but more. Consumers considered a higher price to be more High Quality or the greater desirability of these spirits. However, if the price is too high (P 3), the level of demand turns out to be lower than at the price P 2.

Rice. 1. Two Possible Demand Curves

The following non-price factors also influence demand:

-Consumer tastes. A change in consumer tastes or preferences favorable to a given product will mean that demand has increased at each price. Unfavorable changes in consumer preferences will cause a decrease in demand and a shift of the demand curve to the left. Technological changes in the form of a new product can lead to changes in consumer tastes. Example: physical health is becoming increasingly popular (at least in the West), and this increases the demand for sneakers and bicycles.

-Number of buyers. An increase in the number of buyers in the market causes an increase in demand. And the decrease in the number of consumers is reflected in a decrease in demand. Example: The post-World War II baby boom increased demand for diapers, baby lotion, and obstetric services.

-Income The demand impact of changes in money income is more complex. For most goods, an increase in income leads to an increase in demand.

Goods for which the demand changes in direct proportion to changes in money income are called goods of the highest category, or normal goods.

Goods for which demand changes in the opposite direction, that is, increases as income decreases, are called inferior goods (this issue will be discussed below).

Example: An increase in income increases the demand for goods such as butter, meat, and reduces the demand for used clothing.

- Prices for related goods. Whether a change in the price of a related good will increase or decrease the demand for the product in question depends on whether the related good is substitute our product (interchangeable goods) or related to it (complementary goods). When two products are substitutes, there is a direct relationship between the price of one and the demand for the other. When two goods are complements, there is an inverse relationship between the price of one and the demand for the other. Many pairs of goods are independent, stand-alone goods; a change in the price of one will have little or no effect on the demand for the other. Examples: reductions in air passenger fares reduce demand for bus travel; a reduction in the price of VCRs increases the demand for video cassettes.

- Waiting. Consumer expectations about future commodity prices, commodity availability, and future income can change demand. The expectation of falling prices and lower incomes leads to a reduction in current demand for goods. The converse is also true. Example: Unfavorable weather in South America creates expectations of higher future prices for coffee and thereby increases current demand for it.

2.Marketing research

Marketing research refers to the systematic collection, display and analysis of data on various aspects of marketing activities. Marketing research is a function that, through information, connects marketers with markets, consumers, competitors, and all elements of the external marketing environment. Marketing research is associated with decision making on all aspects of marketing activities. They reduce the level of uncertainty and concern all elements of the marketing mix and its external environment for those components that influence the marketing of a particular product in a particular market.

From the point of view of the object of study, marketing research is a complex study. Thus, it is very difficult to separate from each other such areas of research as market, consumer, competitor. The market is unthinkable without competition; consumers form their behavior in a certain market environment.

Marketing research― systematic determination of the range of data required in connection with the marketing situation facing the company, their collection, analysis and reporting on the results.

Marketing research can be carried out independently, on our own organization, or the organization may resort to the services of specialized consulting organizations. When choosing between the first and second options for conducting marketing research, many factors are taken into account:

1. Cost of the study. Many organizations find that it is cheaper to conduct market research in-house. (For reference: the cost of conducting marketing research, according to the expert assessment of foreign specialists, on average is less than 0.2 of each percent of the cost of the product.)

2. Availability of experience in conducting research and specialists with the necessary qualifications. This is especially important to consider when using complex methods of conducting marketing research and processing the results obtained.

3. Deep knowledge technical features product. Typically, company specialists know them better, and this knowledge cannot be so easily and quickly transferred to specialists from other organizations.

4. Objectivity. Specialists from specialized organizations are usually more objective in their assessments.

5. Availability of special equipment: computers and special programs for them, equipment for testing. Such equipment, as a rule, is more fully possessed by specialized organizations.

6. Confidentiality is better preserved when marketing research is carried out by company employees. Sometimes companies conduct one part of marketing research with their own employees, and the other with the help of specialized marketing organizations.

Marketing research scheme

To understand a company's clients, its competitors, dealers, etc., no market player can do without marketing research. A brand manager at a large company like Procter & Gamble commissions three or four of these studies each year. Marketing managers in smaller companies do this less often. More and more non-profit organizations discover that they, too, need market research. The hospital wants to know whether people living in its service area have positive attitudes towards it. The college is trying to figure out what image it has in the eyes of school career counselors. A political organization wants to determine what voters think of its candidates.

Managers who resort to marketing research must be sufficiently familiar with their specifics to be able to obtain the necessary information at an affordable price. Otherwise, they may end up collecting unnecessary information or necessary information at a prohibitive cost, or misinterpret the results obtained. Managers can attract highly qualified researchers because it is in their own interests to obtain information that allows them to make the right decisions. It is equally important that managers know the technology of marketing research well enough and can easily participate in its planning and subsequent interpretation of the information received. This section describes the five main stages of marketing research (see Figure 2). We will illustrate them with an example.

Fig.2. Marketing research scheme

2.2 Methods of conducting marketing research

So, marketing research methods are primarily divided into methods for collecting primary data and methods for collecting secondary data.

Secondary data- information ever collected for any purpose unrelated to the current task. In other words, secondary information is data that has already been collected (by you or someone else) to solve other problems, but which can be partially used to solve the problem you are currently facing.

The main advantages of secondary information are that it is cheap and can be accessed relatively easily and quickly.

The main disadvantages stem from the fact that secondary information was collected to solve a different problem. Accordingly, she will most likely be

a) outdated

b) incomplete,

c) not directly related to the problem being solved,

d) unreliable (this especially applies to Russian sources of secondary information, in which sometimes the values ​​of the same parameter in different sources differ by almost an order of magnitude).

Let's move on to methods of collecting secondary information. In order to get an overview of secondary information, you need to:

· identify possible sources of the information you need. This information may be contained in both internal and external sources. Internal sources of information include internal reports of your company, conversations with employees, sales reports, accounting and financial reports, consumer complaints and suggestions, etc. External sources of information are means mass media, bulletins issued by various organizations, publications of research and consulting firms, statistical collections; A lot of valuable information is located on the Internet - thematic and industry sites, sites of competing companies.

· Study all selected sources of information, analyze their content and select the information you need.

· Prepare final report

Primary data- information collected by a researcher specifically to solve a specific problem. Most often, conducting marketing research refers to the collection of primary information. Methods for collecting primary data, in turn, are divided into methods for collecting qualitative data, methods for collecting quantitative data and so-called mix methods.

Qualitative research answers the questions “how” and “why”. This type of research allows you to obtain very detailed data about the behavior, opinions, views, and attitudes of a very small group of people. The data obtained cannot be expressed quantitatively (with rare exceptions), but gives a good idea of ​​​​the way consumers think. Qualitative research is indispensable when developing new products, advertising campaigns, studying the image of companies, brands and solving other similar problems.

Basic methods of qualitative research: focus groups, in-depth interviews, protocol analysis.

Quantitative Research answers the questions “who” and “how many”.

This type of research, unlike qualitative research, allows you to obtain quantitative information on a limited range of problems, but from a large number of people, which allows you to process it using statistical methods and distribute the results to all consumers. Quantitative research helps to assess the level of popularity of a company or brand, identify the main consumer groups, market volumes, etc.

The main methods of quantitative research are different kinds surveys and audit retail(retail audit).

A retail trade audit includes an analysis of the assortment, prices, distribution, and advertising materials at retail outlets for the product group under study.

Survey involves finding out the respondent’s opinion on a certain range of questions included in the questionnaire through personal or indirect contact between the interviewer and the respondent.

Survey technology.

Analysis of the results of a retail trade audit provides the most complete and adequate description of both the state and movement of the market as a whole, and trends in its individual positions - structural and geographical segments of the market, brands etc. Research using the Retail Audit method includes the development of questionnaires, the formation of a sample of retail outlets, the training of interviewers, the research itself and subsequent processing and analysis of data.

Mix methods- mixed research methods, quite successfully combining the advantages of qualitative and quantitative methods.

The main types of mix methods: hall tests, home tests and mystery shopping.

Hall-test- a research method during which a fairly large group of people (up to 100-400 people) in a special room tests a certain product and/or its elements (packaging, advertising video, etc.), and then answers questions (fills out a questionnaire) regarding this product.

Hall-test technology.

To conduct a hall test, representatives of potential consumers are invited to a special room (“hall”), equipped for tasting products and/or viewing advertising, where they are given the opportunity to test a given product (or watch a commercial) and then explain the reason for choosing a particular brand product or talk about the reaction to advertising. The following types of testing are distinguished: m

Home-test- a research method during which a group of consumers tests a certain product at home (using it for its intended purpose), while filling out a special questionnaire.

Home-test is in many ways similar to hall-test, but is used when long-term testing of a product is necessary (over several days).

Home-test technology.

Respondents related to target group, offer to test a product or several products at home (usually these are products of frequent or everyday use). As a rule, product packaging does not contain the brand name and indication of the manufacturer.

After a few days of using this product, the respondent answers questions in a questionnaire that determines the respondent’s attitude towards this product (sometimes in comparison with other products).

Mystery Shopping- a method of marketing research that involves assessing the quality of service with the help of specialists acting as dummy buyers (customers, clients, etc.).

Mystery Shopping technology.

The quality of service is assessed based on pre-developed criteria, through a personal visit or by telephone.

Development of a Mystery Shopping plan. First of all, it is developed detailed plan- what elements of staff work need to be assessed, by what criteria, what you need to pay special attention to (if the organization has a customer service standard, then you can build on it). A questionnaire is then developed based on this plan and the researchers are briefed.

Conducting Mystery Shopping. Specially trained people who fully correspond to the characteristics of the target consumer in a given market visit the points under study (stores, service centers, company offices) under the guise of clients and in the process of communicating with staff, evaluate his work using an approved questionnaire. In addition to a personal visit, an assessment is possible via a telephone call or communication via the Internet.

Using the results. Based on the results of the study, the main errors of personnel are recorded, and a program to correct them is developed (special trainings are conducted, instructions are adjusted, etc.).

2.3.Description of the chosen marketing research method

Personal interview (face-to-face)

A survey in the form of a personal conversation between the interviewer and the respondent. A personal interview is indispensable when the respondent needs to be presented with a significant amount of visual information during the survey.

Personal interviews vary:

1. by type of respondents:

· interviews with individuals and legal entities,

· experts;

2. at the venue:

· at home, in the office,

· in places of sale of goods.

Technology for conducting personal interviews.

Conducting a personal interview includes several stages:

¨ development and replication of questionnaires;

¨ sampling: the sample can be representative (fully consistent in its characteristics with the general population, but smaller in size) or targeted (when only people meeting certain criteria are interviewed);

¨ training of interviewers;

¨ field research and quality control: the direct survey of respondents takes place during a personal conversation, in the absence of unauthorized persons not participating in the survey. If necessary, the respondent is presented with drawings and photographs of the product. The respondent's answers are entered into the questionnaire by the interviewer;

¨ processing of questionnaires, construction of charts, tables and distributions: data received from respondents are subjected to statistical processing and analysis;

¨ analytical description of the interview results: based on the survey results, the customer is provided with a report containing graphs and tables with the distribution of responses of various consumer groups to the questions of the research questionnaire, as well as the main conclusions.

Personal interview is a reliable method for studying consumer preferences. It is indispensable when it is necessary to present the respondent with a significant amount of visual information. Personal interview is most often used for:

· consumer research (defining a portrait and describing consumer behavior, studying consumer attitudes towards products, brands, manufacturers, segmenting consumers and selecting a target market);

· market research (determining the volume and share of the market, its characteristics and development trends);

· development of a marketing mix (searching for unoccupied niches and developing a new product, assessing the compliance of an existing product with market requirements, determining the optimal price, testing advertising materials, researching communication channels, assessing effectiveness advertising campaign, study of distribution channels).

Advantages and disadvantages

The main disadvantages of a personal survey:

High price;

There is an influence of the interviewer on the respondents;

A large team of qualified interviewers is required;

It is quite difficult to ensure the proper level of control over the work of interviewers.

The main advantages of a personal survey:

It is possible to demonstrate a product, advertising module, logo and other visual materials;

It is relatively easy to hold the respondent's attention for a long time - it is possible to conduct a fairly long interview;

There is an opportunity to listen to live speech and comments of the respondent;

A small number of refusals from interviews by respondents;

It is easy to ask difficult questions, since the interviewer can further clarify a question that the respondent does not understand.

As a method of collecting primary information from consumers, it is used

questionnaire that was used for marketing research for this course work. The questionnaires reflect all the factors influencing demand, and at the same time, respondents are expected to randomly include additional factors. Questionnaires can include all types of questions with responses ranging from rating scales to free-response questions.

3. Application of marketing research in practice using the example of demand for washing powder

3.1 Features of the product in question

Good detergents are the key to cleanliness, and therefore successful washing. They should always have a pleasant smell and make things absolutely clean. Detergents, as a rule, meet these requirements, but if used carelessly they can cause excessive costs.

Universal powders can be used to wash items made from any fabric in activator-type machines and manually. They remove so-called general contaminants very well - dust, sweat and dirt, while their consumption is less than when washing with other types of powders. They have the word "station wagon" in their name.

Powders with additives are more active: with their help you can get rid of stains from sauces, coffee, tea, fruit, and fat. They have the word “bio” in their name.

Powders with bleach and low-foaming surfactants also remove general stains, although somewhat worse than universal ones, but they also bleach. They can wash items made from any fabric, but only those that really need bleaching. This test is contraindicated for brightly colored clothes made of crepe de Chine or cotton. These powders are suitable for washing machines of any type, their packaging usually states: “automatic”. The powder consumption is slightly higher than when washing with a “universal” wash.

Powders for washing in cold water are necessary for items made of synthetic and delicate fabrics. When washing in an automatic machine with such a powder, heating the water will not be required, and this will save energy. The packaging usually states that the water temperature should not exceed 60 degrees.

Dietary supplements are enzymes identical to natural ones. They replaced lemon juice, vinegar and salt, which inventive housewives used to wash off “irremovable” stains. Enzymes selectively act on Various types contaminants, break down the substances that make up their basis, and help remove stains from food and drinks. Bioadditives act at temperatures up to 60 degrees; in hotter water they decompose.

Powders with bio-additives can be used to wash any fabric except natural silk and wool, as well as other delicate fabrics made from natural fiber, since the enzymes included in such washing powders break down stains of dirt of protein origin and gradually destroy the fibers of any natural fabric. The same thing happens during boiling.

Some washing powders are advertised as “two in one” and even “three in one”. For example, “Myth” is supposedly ideal for washing clothes, washing dishes and cleaning tiles. Of course, washing a delicate terry towel and cleaning a bathtub require completely different substances. Perhaps they are part of new multi-purpose powders, but in reality such statements from manufacturers should be taken with caution: if the powder perfectly cleans tiles, then it can turn an elegant shirt made of thin fabric into a rag for wiping off dust.

Some washing machine manufacturers recommend using only a specific powder. So, Bosh-Siemens recommends using Ariel in its machines. Perhaps this powder is really better suited than others for washing machines of this brand. but, most likely, such statements are part of a joint marketing campaign to promote a specific washing powder on the market, and a cheaper powder may turn out to be no less worthy of “cleanliness”.

There are not too many manufacturers of washing powders on our market. The diversity of the assortment is created mainly due to the fact that enterprises produce several brands of washing powders. There is no product that is ideal for any wash yet. Therefore, it is necessary to purchase different washing products: the more choice, the cleaner the laundry and the longer it will last you.

3.2 Justification of the chosen research method and information collection technology

To conduct marketing research in the course work, a quantitative method of collecting information was used, namely personal interviews using questionnaires. This MI method allows you to present a significant amount of visual information to the respondent during the survey. The survey allows us to identify the system of preferences that the target consumer market focuses on when choosing certain goods, purchasing products from various companies.

For the course work, the mass survey method was used, because in a mass survey the main source of information is various categories population, professional activity which is not related to the subject of analysis. When solving the problem of choosing a product range for the future, it is first necessary to take into account the interests of different categories of consumers of washing powders. Moreover, each category (segment) of consumers puts forward its own specific requirements for the characteristics of washing powder.

A high level of standardization, due to the fact that all respondents are asked the same questions with the same answer options.

The ease of implementation lies in the fact that it is not necessary to visit respondents and hand over questionnaires to them.

The ability to conduct an in-depth analysis lies in asking consistent clarifying questions. For example, working mothers are asked how important the location of a school was when choosing a school for their children. Next, a question is asked regarding how many schools were considered for possible options. Then questions are asked regarding occupation, characteristics of work, income, family size.

The possibility of tabulation and statistical analysis lies in the use of methods of mathematical statistics and corresponding application packages for personal computers.

Analysis of the results obtained in relation to specific market segments. This is due to the ability to divide the total sample into separate subsamples in accordance with demographic and other criteria.

By conducting such a survey, you can get fairly detailed information about what the consumer wants to see on sale, as well as about his preferences and wishes. However, when analyzing the preferences and wishes of consumers, it is necessary to take into account the capabilities of manufacturers. Therefore, the actual characteristics of the car may not coincide with the needs of consumers.

3.3 Conducting market research

To conduct marketing research in the course work, a quantitative method of collecting information was used, namely personal interviews using questionnaires. To conduct the MI, a questionnaire was developed consisting of 9 questions about the product (7 closed, 1 semi-closed and 1 open questions), as well as passport questions - 5 questions about age, gender, marital status, social status and income level. The survey for MI was conducted during a personal conversation at places of sale of SMS (synthetic detergents), namely in trading floor hypermarket. The circulation of the questionnaires was 30 copies.

The survey for course work was carried out individually. Individual surveys were conducted in full-time, in which the questionnaire was filled out by the questionnaire.

The survey included 30 respondents, of which 37% were men and 63% were women. Distribution of respondents by age: 18-20 years old – 13.3%, 21-30 years old – 36.7%, 31-40 years old – 26.7%, 41-50 years old – 10%, 51-60 years old – 3.3 %, 61-70 years old – 6.7%; by social status: students - 30%, manual workers - 40%, managers - 6.7%, pensioners - 10%, unemployed - 6.7%, military personnel - 6.7%; married respondents – 50%, unmarried respondents – 50%; (see Appendix 2)

The results of the analysis of primary sources of information obtained through the survey method make it possible to create an “outline image” of the consumer. Thus, the target SMS consumer is characterized by the following features:

Woman;

Age 19–68 years;

Both married and unmarried

Regardless of the type of professional activity;

With an average level of income.

3.4 Determining market capacity

The capacity of the washing powder market in Russia is determined by the volume of sold products of domestic and foreign production, which is directly dependent on the factors determining the effective demand of the population.

There are currently 6 main registered manufacturers of washing powders for various purposes and assortments in Russia:

PROCTER&GAMBLE (Ariel, Tide, Myth)

HENKEL (Dani, Losk, Persil, Weasel)

BENCKISER (Dosia, Lanza)

CASSONS (Washing powder E)

AIST (Stork, Stork, Drops, Yat)

NEVSKAYA COSMETICS (Sarma)

An important aspect of the development of the synthetic detergent market in Russia is the fact that, despite complex macroeconomic processes, there remains a fairly high demand for SMS of various assortments. It is known that as a result of the financial crisis, the standard of living of most of the population fell sharply.

According to the World Bank, in 2000 there were twice as many poor people in Russia compared to 1997, and about half of the residents have incomes below the subsistence level. However, the volume of SMS sales not only did not decrease in the same way as the general retail turnover, but on the contrary increased (see Table 1).

Indices of physical sales volume of the synthetic detergents category:

table 2

The data in this table indicate significant price fluctuations within one product group. This is due to the presence of washing powders of various quality levels on the Russian shoe market, from Premium to low-quality SMS.

During the study, the questionnaire was administered to 31 individuals. Of these, 30 people acted as respondents, since the rest do not purchase washing powder themselves. The population of Yaroslavl is approximately 600 thousand people. Then the market capacity is:

Market capacity = 600,000 * 30 / 54

Market capacity = 333333 people.

3.5 Analysis of demand dynamics and plotting market indicators

The demand for SMS is determined by consumer preferences, where the decisive factors are not objective characteristics, but the subjective perception of the properties of SMS - consumer value, consisting of a number of components.

Therefore, it is important to establish by what criteria the buyer evaluates and purchases washing powder with the combination of properties he desires.

For this purpose, a survey was conducted in the form of a questionnaire. The survey showed that the importance of indicators influencing the choice and purchase of washing equipment among consumer groups of different age, gender and social status varies.

30 respondents were asked to answer the question “How often do you buy washing powder?”, to which 10% answered that they buy washing powder once every 2 weeks, 43.3% of respondents buy once a month, 46.7% - once every 2 months .(see Fig.3)

Figure 3

Currently on the synthetic detergent market there is big choice not only brands, but packaging. Large and small: 450g, 900g, 1.3kg, 1.5kg, 1.8kg, 2.4kg, 3kg, 4.5kg, 6kg, 9kg ., 12 kg., - buy as much as you can carry. What is the optimal weight of washing powder for respondents? How much packaging of washing powder does a customer buy at one time? 450g. 43.3% of respondents purchase a pack, 1.5 kg. – 30%, 3 kg. – 13.3%, 6 kg – 3.3%, 9 kg. – 10% (see Fig. 4).

Figure 4

For 46.7% of respondents, price is more important than design, packaging or brand awareness. When for 6.7% of respondents the most important role is played by the packaging design of washing powder, for 16.7% - packaging, and for 30% - brand awareness (see Fig. 5)

Figure 5

53.3% of respondents prefer their linen to smell like meadows, spring flowers, lemon, mint, etc. 47.7% of respondents prefer to “give” softness to their linen using conditioner. (See Fig. 6)

Figure 6

When purchasing, respondents are greatly influenced by advertising on television and radio, advertising in the press (23.3% of respondents). It should be noted that the level of confidence in information obtained from direct communication(acquaintances, colleagues) sometimes exceeds the level of use of advertising sources of information. This suggests that these communication channels have a very large reserve and are of particular interest due to high level trust in them, but in this case only 20% of respondents listen to the opinions of friends and acquaintances. The majority of people surveyed in this study trust more personal experience(56.7%) (see Fig. 7).

Figure 7

When asked in the survey about their preferred places to buy washing powder, respondents answered the following: 70% - prefer to buy SMS in self-service stores, 13.3% -On the market, 13.3% - in mini-shops, 3.3% - in kiosks (see Fig. 8).

Figure 8

To the question “What brand of powder do you buy most often?” Respondents answered: Tide – 10%, Ariel – 13.3%, Losk – 13.3%, Myth – 33%, Persil – 13.3%, Tix – 0%, Denis – 6.7%, Domal – 3, 3%, Dreft – 3.3% (see Fig. 9).

Figure 9

3.6 Determining the reliability of the results

When accepting the normal distribution law, the standard deviation is determined as follows:

where p is the percentage of the population that has the trait to be measured, i.e. percentage of people buying washing powder;

n - sample size.

The % of the population is 56%, the sample size is 30.

s =

s =

s = 9,0626

s< 10, что говорит о высокой точности исследования.

3.7 Proposals to increase demand for products

Washing powder is an integral part of the existence of a modern person, so there will always be a demand for it.

Conclusion

The buyer began to pay more attention to the ratio of price and quality. True, he gets his idea of ​​this ratio mainly from television advertising, which does not always offer the highest quality and certainly not the cheapest product. A surge in sales of a particular brand is usually associated with the company’s next commercial.

In general, sales in 2007 were concentrated in the middle price segment for a 450-gram pack (Tide, Losk, MYTH and Dosya). Super expensive powders with various additives, as well as cheap ones, do not have much prospects. Only Ariel and Persil have managed to hold out here so far. True, stratification also occurs in the middle segment.

It is for the buyer with an average income that the main struggle is unfolding today.

To increase the demand for synthetic detergents it is necessary to:

Conduct annual surveys of customer needs;

Carry out more promotions. (Powder + gift);

Reduced prices for washing powders.

Thus, this study made it possible to determine the physical and cost characteristics that the consumer needs when choosing a washing powder.

Bibliography

1. Aristarkhova N. Marketing of the consumer goods market // Marketing, No. 6, 2000, p. 24-30

2. Belyaevsky I.K. Marketing research: information, analysis, forecast: Tutorial. – M.: Finance and Statistics, 2001. – 320 p.

3. Berezin I.S. Marketing and market research. M.: Russian Business Literature, 1999.-416 p.

4. Golubkov E. P. Marketing research: theory, methodology and practice: - M.: Finpress Publishing House, 2003. - 496 p.

5. Kotler Philip. Fundamentals of Marketing: Translated from English. – Ed. Progress. – M., 1991

6. Krylova G.D., Sokolova M.I. Marketing. Theory and 86 situations: Textbook for universities. – M.: UNITY – DANA, 1999.-519 p.

7. Naresh Malhotra. Marketing research and effective analysis of statistical data. - K.: LLC "TID "DS", 2002. - 768 p.

8. FIS, 01/16/2003, April 28, 2007 Pena days. Rainbow hallucinations of household chemical manufacturers

9. Khudokornov A.G. Market Academy: Marketing. Per. from fr. A. Dayan, F. Buquerel, R. Lancar. – M.: Economics, 1993.-572 p.

10. Churchill G. A. Marketing research. - St. Petersburg: Publishing House "Peter", 2000. - 752 p. Discussion and comments

Annex 1

Appendix 2

Check the box next to the answer option that suits you or indicate your own.

1.Do you buy washing powder?

2.How often do you buy washing powder?

3. What volume of washing powder do you usually buy?

4. What additives do you buy washing powder with?

5. What brand of powder do you buy most often?

6. What is important to you when choosing washing powder?

7.Where do you most often buy washing powder?

8.What do you consider when buying washing powder?

9. How much do you spend on washing powders per month?

10. Your wishes to manufacturers of washing powders

_________________________________________________________________________________________________________________________________________________________________________________________________________

What's your gender ____________________

Your age is ______________ years

Family status_________

Social status ___________

Income level ______________

Marketing is a system of regulatory management, as well as research activities, which is aimed at effectively bringing a wide variety of goods from the production sector to final consumers. At the same time, the goal of marketing is to fully satisfy all the needs of buyers, and thereby generate profit for the seller.

It should be noted that marketing activities begin with:

· Analytical, information research. As a rule, current, strategic planning is carried out on their basis.

· Channels for the movement of products from producers to consumers are being formed. Resellers are involved in this.

· A program for a new product and its introduction to the market is being developed.

Marketing demand research is at the beginning of any marketing cycle. This means that it is impossible to carry out management marketing activities without knowing the situation that has developed in the market. It is also impossible without identifying patterns and trends in the functioning of the market mechanism.

Where can I get money to start my own business? This is exactly the problem that 95% of new entrepreneurs face! In this article we have revealed the most current ways to obtain starting capital for an entrepreneur. We also recommend that you carefully study the results of our experiment in exchange earnings:

The goal of marketing demand research is to ensure complete “transparency” of the market, that is, obtaining the most reliable information regarding its development, general condition, and ensuring the predictability of subsequent stages of development.

Marketing research is a process or function that brings together consumers and buyers using information that is needed to:

· evaluation, improvement, development of marketing activities;

· identifying marketing problems and opportunities;

· ensuring the implementation of marketing as a process;

· control of marketing implementation.

In essence, marketing research is the display, systematic collection, and analysis of data on different types of marketing activities. Any marketing research is carried out from the following positions: assessment of any marketing parameters for a specific time point, as well as forecasting the values ​​of these parameters in the future. Most often, such assessments are used in developing strategies, development goals of the organization, as well as its effective marketing activities.

Organizations ordering marketing research or conducting it themselves must receive information about what exactly to sell and to whom, how to stimulate sales, and also what is decisive in the event of fierce competition. As a rule, the results of the study predetermine changes in the goals of modern companies.

It is aimed at identifying the characteristics of representatives of the target audience of a commercial offer. This type of research may be similar to or different from marketing analysis. This depends on whether, in the course of market research, it is necessary to address the marketing processes already applied to it or to predict the reaction of market representatives to the possible use of a particular marketing strategy.

Main tasks and methods for solving them

The main objective of the study is to identify the characteristics of consumers. It should answer questions about what they want to buy and what they trust, what is necessary for them, and what they can do without. Nowadays, the most important criterion has also become the solvency of representatives of those groups of the population that can become consumers.

During practical work First of all, prices for goods that fully or partially correspond to the customer’s product range are examined. Various periods are analyzed and their characteristic features are revealed. For example, the very fact that people bought something at a certain price during the year may not make any sense if a new round of economic crisis led to the bankruptcy of a number of city-forming enterprises. Market representatives are certainly segmented. Groups are identified that are united by common characteristics - gender, age, expected income, geolocation, or attitude to some risk group.

The most difficult process is identifying market trends. It is for this reason that market analysis can use some marketing tools. They could be test sales or sociological surveys.

Stages of the study

Specific methods of work are directly related to the original goal. When a new business arises for the region, they focus on finding answers to basic questions.

• will it Commercial offer be in steady demand;
• what price range is acceptable;
• what business development strategy may be the most promising;
• what risks should be taken into account.

When looking for answers to these questions, you need to understand that any useful product or service will sooner or later find its consumer. The problem is what kind of profitability will the company offering them to the population have?

If the research is carried out for an existing business

The need for the work of market analysts does not always arise at the time of opening a new enterprise. Sometimes companies that have been operating for several years also face situations related to the need to re-examine the features of their market. Most often this is caused by the fact that some obvious problems have arisen. They may be:

• demand for a product that turned out to be lower than predicted;
• lack of certainty in the company's competitive position;
• insufficiently clear understanding of the social portrait of its consumers;
• searching for a method to reduce costs.

In some cases, market analysis may be part of the structure of anti-crisis measures. In any case, this is a complex research work that must be completely transparent to customers and end with the preparation of a package of proposals for the formation of the most effective business development strategy.

Hello! In this article we will talk about such an important component of an enterprise’s marketing activities as marketing analysis.

Today you will learn:

• What is marketing analysis of an enterprise;
• What are the stages of marketing analysis of an organization;
• What methods and types of marketing analysis of a company exist;
• How to apply marketing analysis with an example.

What is marketing analysis?

Any activity begins with planning. Planning, in turn, begins with analysis. The marketing activities of the enterprise are fully subject to these rules. Marketing analysis allows you to identify problems and find ways to solve them, provides basic information for making decisions regarding the marketing mix.

Without a quality marketing analysis, you risk facing the following problems:

• Receive a product that will not be in demand;
• Meet insurmountable “barriers” when entering the market and selling products;
• Face something that is too much for you;
• Select the wrong market segment and product positioning;
• Make the wrong decisions on each of the elements.

This is only a small part of the problems that await you if you neglect the marketing analysis of your enterprise.

Marketing analysis of the company – analysis of information obtained as a result of various marketing studies to make decisions regarding the marketing mix and company behavior in a competitive market.

Marketing research – activities for the systematic collection of information necessary for making marketing decisions.

Marketing research is divided into “field” and “desk” research.

Field marketing research involves collecting primary information using one of the following methods:

• Observation of the research object. You can observe consumers at retail outlets, you can evaluate the display of goods and much more;
• Experiment. For example, a change in the price of a product in only one point of sale to analyze the elasticity of demand. Used to determine the influence of any factor on a purchase.
• Interviewing. This includes various surveys (telephone, Internet, mail).

Desk research involves studying existing data. Sources can be like inside information(accounting data, databases, reports, plans), and external (data from statistical bodies, data from marketing, production and trade associations, databases of independent organizations).

The main stages of marketing analysis of a company

Marketing research and marketing analysis are inextricably linked.

You can imagine any analytical marketing activity of an enterprise in the form of four stages of marketing analysis:

1. Marketing Research Planning. This stage includes setting the objectives of marketing research, determining the type of research, identifying the audience or sources of information, determining the location of the research, preparing tools for conducting the research, setting deadlines and drawing up a budget;
2. Collection of information. On at this stage information is directly collected;
3. Analysis of collected information;
4. Interpretation of the received data into a report.

When conducting a full marketing analysis of a company, it is necessary to obtain and process information about the internal environment of the organization, the external environment of the organization and the meso-environment of the organization. When analyzing each environment, the specialist must go through the stages of marketing analysis described above.

Let's look at what methods and tools of marketing analysis are used in the marketing analysis of each environment.

Types and methods of marketing analysis

There are four types of marketing analysis:

• Marketing analysis of the organization’s external environment;
• Marketing analysis of the company's mesoenvironment;
• Analysis of the internal marketing environment of the enterprise;
• Portfolio analysis.

We will consider methods of marketing analysis in the context of the type of marketing analysis within which they are used. We start with an analysis of the organization's external environment.

Methods for analyzing the external environment of an organization

External environment of the organization – the realities in which the organization operates.

An organization cannot change its external environment (but there are exceptions, for example, oil companies).

When analyzing the external environment of an organization, it is necessary to assess the attractiveness of the market. To assess the attractiveness of the market, it is effective to use such a method of marketing analysis as PESTEL-analysis.

Each letter of the name of PESTEL analysis denotes an external environmental factor that can either have a strong impact on the organization or not affect it at all. Let's look at each factor.

P– Political factor. The influence of the political factor is assessed using answers to the following questions:

• Is the political situation in the country stable? How does the political situation affect?
• How do tax laws impact your business?
• How does it affect social politics government on your business?
• How does it affect government regulation for your business?

E– Economic factor external environment. Its assessment involves answers to the following questions:

• How does the level of development of a country's GDP affect your business?
• How does the general economic situation affect your business? (economic growth, stagnation, recession or economic crisis)
• How does inflation affect your business?
• How do exchange rates affect your business?
• How does per capita income affect your business?

S– Sociocultural factor, requires answers to the following questions:

• How do demographics affect your business?
• How does the lifestyle of citizens affect your business?
• How does the attitude of citizens towards leisure and work affect your business?
• How does the socially accepted distribution of income among family members affect your business?

T – Technological factor and questions for its analysis:

• What impact does the amount of government spending on research in your field have?
• How does it affect technological development industries for your business?

E– Environmental factor requires answers to the following questions:

• How does protection legislation affect environment for your business?
• How does the volume of natural resources produced affect your business? (consider the natural resources that are used in your business)
• How does the quality of extracted natural resources affect your business? (consider the natural resources that are used in your business)

L – Legal factor and questions to analyze its impact on your enterprise:

• How does this or that law affect your business? (it is advisable to identify the laws that regulate activities in your market).

We recommend answering these questions using a scale from -3 to 3, where “-3” – has a strong negative impact on the organization, “-2” – has a moderate negative impact on the organization, “-1” – has a weak negative impact on the organization. organization, “0” – has no impact, “1” – has a weak positive impact on the organization, “2” – has an average positive impact on the organization, “3” – has a strong positive impact on the organization.

As a result, you will get the total influence for each factor. Factors with a positive result have a beneficial effect, while those with a negative result – negative. If any factor has a very strong negative impact, you need to think about the feasibility of doing business in this area.

Methods for analyzing the mesoenvironment of an organization

The meso-environment of the organization is presented external factors that have a direct impact on the activities of the organization. Meso-environment analysis is aimed at assessing the attractiveness of the market and the level of competition in the market, determining overall consumer demand.

The tool that most fully reflects the factors influencing the mesoenvironment was invented by Mike Porter and is called the “5 Forces of Competition Model”.

Porter's 5 forces of competition model consists of five blocks. Each block is a separate factor in the influence of a competitive market on your organization.

The central block is “Competitive environment”. This block contains all current market players - you and your direct competitors.

You need to define the following parameters competitive environment:

• Main players and their market shares;
• Number of players;
• Level of market development;
• Strengths and weaknesses of your closest competitors;
• Information about your competitors’ costs for various expense items (production, marketing, etc.).

Second block - “The threat of new players.”

It is represented by the following parameters:

• Existing barriers to entry into the market (patents, licenses, government regulation, etc.);
• Required initial capital;
• Necessary costs for product differentiation;
• Access to distribution channels;
• Experience of existing companies on the market (the more experience, the less the threat of new players appearing);
• Existing barriers to exiting the market (penalty, liability to suppliers and consumers).

Third block - "Substitute goods." Such companies are not your direct competitors, however, with high elasticity of demand, they can pose a big threat.

The parameters for assessing this factor are as follows:

• The degree of consumer loyalty to your product;
• The difference in price between your product and substitute products;
• Level of professionalism of consumers (the more professional the consumer, the weaker the influence of the parameter);
• Cost of switching to a substitute product.

Fourth block - "The power of buyers in the market" which lies in the ability of buyers to dictate their terms of cooperation.

This factor is represented by the following parameters:

• The number of buyers in the market (the fewer buyers, the greater their power);
• The volume of purchase of a product by one consumer (the larger the purchase volume, the greater the influence);
• Availability of buyer unions;
• Width of product selection (the greater the choice, the greater the power of influence).

The fifth block is presented strength of suppliers in the market.

The parameters for assessing this factor will be as follows:

• The degree of difficulty of switching from one supplier to another;
• Volume of purchases from one supplier;
• Availability of companies to replace existing suppliers;
• The degree to which the quality of raw materials influences your business.

Write down the data you have for each parameter, analyze the information and give points from “-3” to “3”, depending on the degree of influence of each parameter. Extreme values ​​“-3” and “3” indicate a strong threat and positive impact of the parameter, respectively, “0” means that the parameter does not have an impact on your business. The total value for a factor will allow you to see the most “dangerous” factors, the influence of which must be neutralized in the near future.

Analysis of the organization's microenvironment

An analysis of the organization's microenvironment is carried out to identify the strongest and weakest points of your business. For these purposes, an analysis tool such as "Chain of Values".

The value chain reflects all business processes that are implemented in the organization. Business processes are divided into main (during which the production and distribution of products occurs) and auxiliary (which provide the main activity with everything necessary).

We will not dwell on this model in detail, since it is quite simple. Let's depict it in the form of a table, where we designate all the business processes that need to be assessed. The rows indicate auxiliary business processes, the columns indicate the main ones.

Evaluate each business process in your organization and you will see which steps produce the core value of your product and what makes your product special. Those business processes that provide greater value to your product are the most developed and have a positive impact on competitiveness - strengths your organization, the rest are weak.

Interim analysis

SWOT -analysis represented by a combination of environmental factors of the organization (direct and indirect impact). SWOT analysis is a matrix; the vertical axis shows the opportunities and threats of the external environment, and the horizontal axis shows the strengths and weaknesses of the organization itself. Let's depict it for greater comfort.

We received opportunities and threats as a result of PESTEL analysis, and weaknesses and strengths as a result of using the “Porter’s 5 Forces of Competition” and “Value Chain” models, we write them out in columns and rows.

As a result, at the intersection of external and internal environmental factors, we must write the following solutions:

• The intersection of strengths and opportunities: how strengths can be used to achieve opportunities;
• The intersection of strengths and threats: how we can use strengths to neutralize threats;
• The intersection of weaknesses and opportunities: how weaknesses can be overcome by exploiting opportunities;
• The intersection of weaknesses and threats: how to minimize the impact of threats.

Business Portfolio Analysis

Once we have researched the market and the company, we can make an assessment various directions the business of an organization or, more simply put, the goods it produces.

At the moment there are quite a large number of various methods of portfolio analysis, but the simplest and most popular of them - matrix BCG . Let's immediately visualize this tool.

Thus, we identified the most promising products in the range and chose a strategy for each of them.

The second component of portfolio analysis is staging life cycle each product in the range . This analysis allows you to choose a product marketing strategy and eliminate unprofitable products.

Most often there are four stages:

• Birth of a product or entry into the market. These products are new to the market, have consistently positive sales growth rates, but have either no profits or negative profits. As a rule, such a product has few competitors;
• Height. Products at this stage of the life cycle have the highest sales growth rates, but practically no profit. Competition at this stage is quite high;
• Maturity. The phase of the life cycle when sales growth rates fall, and profits and the level of competition in the market reach maximum values;
• Recession. Sales growth rates are approaching zero, profits are declining, and there are practically no competitors.

Marketing analysis of an enterprise using the example of the Gruzovichkof company

Let's analyze the activities of one of the really existing Russian companies. Using the example of the cargo transportation company Gruzovichkof. At the same time, we will be able to see how to correctly understand and read a marketing analysis of an enterprise.

Stage 1. We start with PESTEL analysis, that is, we describe only the influencing factors (by question) and assign points. At the same time, we have reduced the number of influencing factors, excluding the economic one, since it has no influence at all, and combining the political and legal ones, since in this industry they are closely related to each other.

As we can see, the greatest positive impact has technological factor, negative – economic.

Stage 2. Conducting an analysis using Porter's 5 Forces of Competition model.

We describe the parameters for each factor and assign points. As part of a report, it is better to do this in a table.

Thus, the greatest negative influence is exerted by the power of suppliers and the power of consumers.

Stage 3. Conducting analysis through the application of the “Value Chain” model.

For the Gruzovichkof company it will look like this:

Stage 4. Conducting a SWOT analysis, as a result of which we will receive general results and conclusions for all three analyzes performed.

We write out the most powerful threats and opportunities from the PEST analysis and highlight strengths and weaknesses based on analysis using the “Porter’s 5 Forces of Competition” and “Value Chain” models. We get a small sign.

At this point, the general marketing analysis of the enterprise is completed and we can sum it up.

As a result of marketing analysis, we received:

• A complete assessment of the attractiveness of the industry (market);
• Assessing our company’s position in this market;
• Revealed competitive advantages our product (company);
• Determined ways to use our competitive strengths against competitors;
• We identified the main competitors, their strengths and weaknesses;
• Assessed the level of competition in the market;
• Got information base to determine the future strategy of the organization (marketing strategy).

Marketing research is the search, collection, systematization and analysis of information about the market situation for the purpose of adoption in the production and marketing of products. It is important to clearly understand that without these measures, effective work is impossible. In a commercial environment, you cannot act at random, but must be guided by verified and accurate information.

The essence of marketing research

Marketing research is an activity that involves analyzing the market situation based on scientific methods. Only those factors that can affect the goods or provision of services are relevant. These events have the following main goals:

• search - consist of preliminary collection of information, as well as its filtering and sorting for further research;
• descriptive - the essence of the problem is determined, its structuring, as well as the identification of operating factors;
• casual - checks for a connection between the identified problem and previously identified factors;
• test - preliminary testing of the found mechanisms or ways to solve a particular marketing problem is carried out;
• forecasting - involves foreseeing the future situation in the market environment.

Marketing research is an activity that has a specific goal, which is to solve a particular problem. However, there are no clear schemes or standards that an organization should follow when solving such problems. These points are determined independently, based on the needs and capabilities of the enterprise.

Types of marketing research

The following main marketing research can be distinguished:

• market research (implies determination of its scale, geographical characteristics, structure of supply and demand, as well as factors that influence the internal situation);
• sales research (paths and channels of product sales are determined, changes in indicators depending on geographical feature, as well as the main influencing factors);
• marketing research of a product (studying the properties of products both separately and in comparison with similar products of competing organizations, as well as determining consumer reactions to certain characteristics);
• studying advertising policy (analysis of one’s own advertising activities, as well as comparing them with the main actions of competitors, determining the latest tools positioning of products on the market);
• analysis of economic indicators (studying the dynamics of sales volumes and net profit, as well as determining their interdependence and searching for ways to improve indicators);
• marketing research of consumers - implies their quantitative and qualitative composition (gender, age, profession, marital status and other characteristics).

How to organize marketing research

Organizing marketing research is a rather important moment on which the success of the entire enterprise may depend. Many companies prefer to deal with this issue themselves. In this case, practically no additional costs are required. In addition, there is no risk of confidential data leakage. However, there are also negative aspects to this approach. There are not always employees on staff who have sufficient experience and knowledge to conduct high-quality marketing research. In addition, the organization’s personnel cannot always approach this issue objectively.

Considering the shortcomings of the previous option, it is legitimate to say that it is better to involve third-party specialists in organizing marketing research. They usually have extensive experience in this field and appropriate qualifications. In addition, not being associated with this organization, they look at the situation absolutely objectively. However, when engaging outside experts, you must be prepared for the fact that high-quality research is quite expensive. In addition, the marketer does not always know well the specifics of the industry in which the manufacturer operates. The most serious risk is that confidential information may be leaked and resold to competitors.

Principles of conducting marketing research

High-quality marketing research is a guarantee of successful and profitable operation of any enterprise. They are carried out on the basis of the following principles:

• regularity (a study of the market situation should be carried out in each reporting period, as well as in the event that an important management decision regarding the production or sales activities of the organization);
• consistency (before starting research work you need to break the entire process into components that will be performed in a clear sequence and inextricably interact with each other);
• complexity (qualitative marketing research must provide answers to the entire wide range of questions that relate to a particular problem that is the subject of analysis);
• cost-effectiveness (research activities need to be planned in such a way that the costs of their implementation are minimal);
• efficiency (measures to conduct research must be taken in a timely manner, immediately after a controversial issue arises);
• thoroughness (since market research activities are quite labor-intensive and time-consuming, it is worth conducting them very scrupulously and carefully so that there is no need to repeat them after identifying inaccuracies and shortcomings);
• accuracy (all calculations and conclusions must be made on the basis of reliable information using proven methods);
• objectivity (if an organization conducts marketing research on its own, then it should try to do it impartially, honestly admitting all its shortcomings, oversights and shortcomings).

Stages of marketing research

Studying the market situation is a rather complex and lengthy process. The stages of marketing research can be described as follows:

• formulation of the problem (posing a question that needs to be resolved during these activities);
• preliminary planning (indicating the stages of the study, as well as preliminary deadlines for submitting reports for each of the individual items);
• approval (all department heads, as well as CEO must familiarize themselves with the plan, make their own adjustments, if necessary, and then approve the document by a general decision);
• collection of information (study and search for data that relate to both the internal and external environment of the enterprise is carried out);
• information analysis (careful study of the received data, their structuring and processing in accordance with the needs of the organization and;
• economic calculations(assessment is being made financial indicators both in real time and in the future);
• summing up (formulating answers to the questions posed, as well as drawing up a report and transmitting it to senior management).

The role of the marketing research department in the enterprise

The success of an enterprise is largely determined by how well and timely marketing research is conducted. Large companies often organize special departments for these purposes. The decision on the advisability of creating such a structural unit is made by management based on the needs of the enterprise.

It is worth noting that the marketing research department requires a lot of information for its activities. But creating too large a structure within one enterprise would not be economically feasible. That is why it is extremely important to establish connections between various departments to transmit complete and reliable information. At the same time, the marketing department should be completely freed from conducting any reporting, except for that which directly relates to research. Otherwise, too much time and effort will be spent on side work to the detriment of the main purpose.

The marketing research department most often refers to senior management company management. It is necessary to ensure direct connections with general management. But interaction with lower-level units is no less important, since it is necessary to receive timely and reliable information about their activities.

Speaking about the person who will manage this department, it is worth noting that he must have fundamental knowledge of such an issue as marketing research of the organization's activities. In addition, the specialist must thoroughly know organizational structure and features of the enterprise. In terms of status, the head of the marketing department should be equal to top management, because the overall success largely depends on the effectiveness of his department.

Objects of marketing research

The marketing research system is aimed at the following main objects:

• consumers of goods and services (their behavior, attitude towards offers available on the market, as well as reaction to measures taken by producers);
• marketing research of services and goods to determine their compliance with customer needs, as well as identifying similarities and differences with similar products of competing companies;
• competition (implies the study of the numerical composition, as well as the geographical dispersion of organizations with similar production areas).

It is worth noting that it is not necessary to conduct separate studies on each subject. Several questions can be combined within one analysis.

Research data

Marketing research data is divided into two main types - primary and secondary. Speaking about the first category, it is worth noting that we are talking about the information that will be directly used in the course of analytical work. In addition, it is worth noting the fact that in some cases marketing research is limited to just collecting primary data, which can be:

• quantitative - numbers reflecting the results of activities;
• qualitative - they explain the mechanisms and reasons for the occurrence of certain phenomena in economic activity.

Secondary data is not directly related to the subject of marketing research. Most often, this information has already been collected and processed for some other purpose, but can also be very useful during the current research. The main advantage of this type of information is its low cost, because you do not need to make efforts and invest money to obtain these facts. Well-known managers recommend that the first step is to turn to secondary information. And only after identifying a lack of certain data can you begin to collect primary information.

In order to start working with secondary information, the following conditions must be met:

• The first step is to identify data sources, which can be located both within the organization and outside it;
• Next, the information is analyzed and sorted in order to select relevant information;
• at the last stage, a report is prepared, which indicates the conclusions drawn during the analysis of the information.

Marketing Research: An Example

In order to operate successfully and withstand competition, any enterprise must conduct market analysis. It is important that not only during operation, but also before starting a business, it is necessary to conduct marketing research. An example is opening a pizzeria.

Let's say you decide to start your own business. First, you must decide on the goals of the study. This could be a study as well as an analysis of the competitive environment. Next, the goals should be detailed, during which a number of tasks are defined (for example, data collection and analysis, selection, etc.). It is worth noting that at the initial stage the research can be purely descriptive. But, if you deem it appropriate, you can carry out additional economic calculations.

Now you must put forward a hypothesis that will be confirmed or refuted during the analysis of primary and secondary information. For example, you think that this establishment will be very popular in your locality, since the others have already become obsolete. The wording can be anything, based on the current situation, but it must describe all the factors (both external and internal) that will attract people to your pizzeria.

The research plan will look like this:

• identification of the problem situation (in this case it is that there is some uncertainty in terms of the feasibility of opening a pizzeria);
• Next, the researcher must clearly highlight target audience, which will consist of potential clients establishments;
• one of the most popular methods of marketing research is a survey, and therefore it is necessary to create a sample that will clearly reflect the target audience;
• conducting additional mathematical research, which includes comparing the costs of starting a business with income determined based on a preliminary survey.

The results of the marketing research should provide a clear answer to the question of whether it is worth opening a new pizzeria in a given locality. If an unambiguous judgment cannot be achieved, it is worth resorting to the use of other well-known methods of information analysis.

conclusions

Marketing research is a comprehensive study of the market situation in order to determine the feasibility of making a particular decision or adjusting your work according to the current market situation. During this process, it is necessary to collect and analyze information, and then draw certain conclusions.

The subjects of marketing research can be very different. This includes the product or service itself, the market, the consumer sector, the competitive situation, and other factors. Also, multiple issues may be raised within a single analysis.

When starting marketing research, you need to clearly formulate the problem that should be solved based on its results. Next, an action plan is drawn up with an approximate indication of the time frame allotted for its implementation. Once the document has been agreed upon, you can begin collecting and analyzing information. Based on the results of the activities carried out, reporting documentation is submitted to senior management.

The main point of the research is the collection and analysis of information. Experts recommend starting your work by studying the data available in secondary sources. Only if any facts are missing, it is advisable to carry out work to independently search for them. This will provide significant savings in time and money.

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