UNDERSTANDING MARKETING INTELLIGENCE

Understanding Marketing Intelligence



Executive Summary

The study deals with a case of Sanitex Limited, which provides pest control services and operates in West London. Now the company has planned to expand its operation to greater London. The study is divided into six parts. In first part the researcher has explored market potential for the company. Various tools of competitor analysis are mentioned to improve the business and gain completive advantage of Sanitex Limited.

There are four Competitive Strategies such as: Differentiation focus, Cost leadership, Cost Focus, and Differentiation out of which one suitable strategy is selected for the company. In addition, task three includes SWOT analysis of the company while in task four two major methods of measuring customer responses are used by Sanitax limited: Mystery consumer or Mystery shopping and Customer surveys.

Furthermore a questionnaire is designed in task five to understand level of customer satisfaction. In the end of the study the researcher has analyze customer relationship management and its importance for the company. From the analysis of the study it was found that understanding fundamentals of marketing and maintain effective and good customer relations plays important role in attaining growth and profitability.

Table of Contents

Introduction3

Task One5

Pest Control Industry5

Market potential5

Task Two7

Competitor Analysis7

Suitable Competitive Strategies8

Task three11

SWOT11

Task Four12

Measuring Consumer Response12

Task Five14

Questionnaire14

Task Five18

Customer Relationship Management18

Conclusion19

References20

Introduction

The aim of every business is to attain success and earn profit. Organizations become successful and earn profit by putting equal amount of effort in every element that plays an important role in success of the organization (DeGregor, 2011, 45). Having proper knowledge in accounts, finance, strategy planning and its application plays an important role in success of a business. These are not the only important elements that play an important role in business success; there are few other important factors today that should be given attention. Marketing and Customer relations today are considered important factors that are highly affecting the success of a business. Marketing directs the basic needs of consumer into the desire to purchase particular brand (Dev, 2005, 89). Thus in this paper I am going to study the how marketing and maintaining customer relation is going to play in the success of Sanitex limited. Marketing intelligence shall be studied in this paper.

Sanitex Limited provides pert control service in West London. The company started its operations in 2008. Currently the company is estimated to be worth £500,000. Initially the Company provided pest control services to home owners but from last two years they have frown and currently they are providing pest control service to industrial estates, business, colleges, and schools. Now the owner and CEO of the company Mr. Griffins has decided to expand its operations. They want to cover the Greater London Area within M25. The purpose of this paper is to let readers know about the importance and effectiveness of marketing activities.

Task One

Pest Control Industry

Sanitex limited operates in pest control industry. Today, Pest control has become a wide issue it includes industrial, agricultural, and urban ...