Marketing Research in Action

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					Marketing
Research
in Action
Do Our Own
 Marketing
 Research
       Rob Fletcher
School of Agriculture and Horticulture
  University of Queensland Gatton
Two-day Short Course
Designing rural
communities for
  the future
DOOR Marketing
  Introductions
10 Planning Steps
  Brainstorming
    Homework
      SWOT
Facilitation:
Initiate nothing
Motivate no-one
  Content nil
  Introductions:
        Name
      Affiliation
Reason for attending
Agribusiness to target
 Desired outcomes
We can talk about us
Facilitator provokes
 Exchanges occur
        Outcome:
We all know who each of us is
We all have the ‘same’ problem
10 Planning
   Steps
Planning:

1. Are we
contented?
   Crisis?
 Designing a
better future?
Each participant’s
system is unique

   Experience
   Aspirations
   Capabilities
Participants are
  empowered
What are the
 best bets?
  Unpredictability:
      chaos
Non-linear/Discontinuous
 Feedback from learning
 Taking risks:

We should only
 gamble what we
can afford to lose
     anticipointment
n. the expectation and disappointment
    often experienced with new rural
          industry development
  Planning:
2. Why are we
contemplating
   change?
     Planning:
What is our purpose?
 What is the
 purpose of
our purpose?
What is the purpose
 of the purpose of
   our purpose?
 Focus on the
the main game
   Planning:
How will we know
  we have been
  successful?
Benchmarking
    Planning:
What happens if we
 are successful?
Future purpose
  Forpossing
n. focussing on the purpose
     Planning:
3. What do we enjoy?
Production
dominates
producers
   Will the
changes drive
  us crazy?
Expecting windfall
  profits can be
   exhilarating
    discolight
n. the delight of discovery
  Planning:

4. What is our
commitment to
   change?
Dependancy
      contribend
n. the benefits from contributing
  Planning:

5. Is there easy
access to info?
Accessibility increases    Media reports
                              Hunches
                                  Data
                                     Information
                                         Knowledge
                                            Wisdom
                               Value to you increases 
Boot-strapping
 Decision making
with insufficient info
        scantilligence
n. the level of information or intelligence
      usually available for new rural
                  industries
 Planning:

6. What is the
new product?
Marketing satisfies
 consumer needs
  Quality is the
consumer’s view
 of the product
  Do we know our
consumers’ needs?
We will never hit a
target unless we
    aim at it
constication

n. consumer gratification
      Planning:
  7. What is the new
product’s marketability?
  Why produce
something nobody
    needs?
Value/supply chain:
         • Producer
   • Processor/packager
       • Transporter
  • Wholesaler/packager
          • Retailer
        • Consumer
       purchume
n. the sweet aroma emitted by a
consumer purchasing what he or
         she really needs
      Planning:
8. Is the new product
   easy to produce?
nopestsordiseases
n. the ubiquitous claim made for
   any rural enterprise that has
      never been field tested
    Planning:
 9. Are others also
considering change?
Changes need
 expertise in:
 1. Production
 2. Marketing
  3. Business
No one is expert
  in all three
What can we do for
   ourselves?
Who do we need?
How much are we
 dependent on
    others?
  committeration
n. the state of being dependent
         on collaboration
  Planning:

10. With whom
should we plan?
Everyone affected
  by a solution
should contribute
   to finding it
cooperation
                           INTERNAL             EXTERNAL
     Factors         STRENGTH   WEAKNESS   OPPORTUNITY   THREAT
Customer demand

Competition

Start-up costs

Current market
price
Expected returns

Industry trends

Promotional
strategies
Distribution
strategies
Experience

Resources

Commercialisation
procedure
Production factors
                           INTERNAL             EXTERNAL
     Factors         STRENGTH   WEAKNESS   OPPORTUNITY   THREAT
Customer demand
                                                          M
Competition

Start-up costs

Current market
price                                                     M
Expected returns
                                  M
Industry trends
                                                          M
Promotional
strategies
Distribution
strategies
Experience

Resources

Commercialisation
procedure
Production factors
                                                          M
Don’t wrestle with
pigs..you get dirty
 and they enjoy it
Thank you