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8/3/2019 Excomm Ppt on Research Industry
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By- Uttam Jain
Sec- Sf4Roll no. - 56
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The American Marketing Association(AMA) redefined Marketing Research as:
The function which links the consumer, the
customer, and public to the marketer
through INFORMATION
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Used to identify anddefine marketopportunities andproblems
Generate, refine, andevaluate marketingperformance
Monitor marketing
performance
Improve understandingof marketing as aprocess
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Marketing research is the systematic and objective
identification
collection
analysis dissemination
and use of information
for the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing.
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Specifies the information necessary to
address these issues
Manages and implements the datacollection process
Analyzes the results
Communicates the findings and theirimplications
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Marketing Research
ProblemIdentification Research
Problem SolvingResearch
Market Potential Research
Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research
Business Trends Research
Segmentation ResearchProduct Research
Promotion Research
Distribution Research
Fig 1.1
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Step 1: Problem Definition
Step 2: Development of an Approach to the
Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation
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ControllableMarketing
Product
Pricing
Promotion
Distribution
Variables
MarketingResearch
MarketingDecision
Making
ProvidingInformation
AssessingInformation
Needs
Marketing Managers
Market Segmentation
Performance & Control
Target Market Selection
Marketing Programs
Uncontrollable
Environmental
Factors
EconomyTechnology
Laws &Regulations
Social & CulturalFactors
Political Factors
Customer Groups
Employees Shareholders
Suppliers
Consumers
Fig 1.2
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LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
ServicesAnalytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customize
d
Services
Internet
Services
RESEARCH
SUPPLIERSEXTERNAL
INTERNAL
Fig 1.3
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Tenth largest in the world with an annual production of
approximately 2 million units
AUTOMOBILE
2 WHEELER 3 WHEELERPASSENGER
VEHICLE
COMMERCIALVEHICLE
http://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industry8/3/2019 Excomm Ppt on Research Industry
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Analysis of current scenario
High interest rates, high domestic oil prices and
inadequate vehicle financing have continued to affect
the overall automobiles sector
The current slowdown in economic growth and
automobiles industry has further deteriorated due to the
global financial market crisis which has created
volatility in stock markets and exchange rates and
aggravated lack of liquidity
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Automobile companies are reducing
production by shutting plants for a few days
to avoid inventory build-up and in
anticipation of seeing further downside
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Volumes plummeted 23.6% to 100k in Nov08, led by a 21.2%decline in volumes of A2 segment (55% of domestic market) to 61k
units
The overall industry de-grew by 8.1% to135k units inNov08.
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volumes declined by 14.7% to 567k units as compared
to 665k units in Nov07
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BAL Auto is the second largest two-wheeler manufacturer in India with a
market share of more than 20%
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Financials
Year to March FY08 FY09E
Revenues (INR mn) 90,455 94485
Rev. growth (%) -0.4
EBITDA (INR mn) 12,929 11,383
Net profit (INR mn) 7,558 6,527
shares outstanding (mn) 144.7 144.7
EPS (INR) 52.2 45.2
EPS growth (%) -13.4
P/E (x) 5.3 6.1
EV/EBITDA (x) 3.1 3.1
ROACE (%) 42.6 35.5
ROAE % 54.6 43.6
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Vice-President of Marketing Research: The senior position inmarketing research. The vice president (VP) is responsible for theentire marketing research operation of the company and serves onthe top management team. This person sets the objectives andgoals of the marketing research department.
Research Director: Also a senior position. The research director hasthe general responsibility for the development and execution of allthe marketing research projects.
Assistant Director of Research: Serves as an administrative assistantto the director and supervises some of the other marketing
research staff members.(Senior) Project Manager: Has overall responsibility for design,
implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert ontheory and application of statistical techniques. Responsibilities
include experimental design, data processing, and analysis.
Fig 1.4
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Selected Marketing Research Career Descriptions
Vice President of MarketingResearch
Part of companys top
management team
Directs companys entire marketresearch operation
Sets the goals & objectives of the
marketing research department
Research DirectorAlso part of senior
management
Heads the development
and execution of allresearch projects
Assistant Director of Research
Administrative assistant to directorSupervises research staff members
Senior Project ManagerResponsible for design, implementation, &
research projects
Fig 1.4 cont.
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Analyst Handles details in execution of
project Designs & pretests questionnaires
Conducts preliminary analysis ofdata
Junior Analyst Secondary data analysis Edits and codes questionnaires Conducts preliminary analysis of data
Fieldwork DirectorHandles selection, training,supervision, and evaluation of
interviewers and field workers
Senior Analyst Participates in the development of projects Carries out execution of assigned projects Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection Prepares final report
Fig 1.4 cont.
Statistician/Data Processing Serves as expert on theory and
application on statistical techniques Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career Descriptions
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Career opportunities are available with marketing researchfirms (e.g., AC Nielsen, Burke, Inc., M/A/R/C)
Careers in business and non-business firms and agencieswith in-house marketing research departments (e.g., Procter
& Gamble, Coca-Cola, AT & T, the Federal TradeCommission, United States Census Bureau)
Advertising agencies (e.g., BBDO International, Ogilvy &Mather, J. Walter Thompson, Young & Rubicam)
Positions: vice president of marketing research, researchdirector, assistant director of research, project manager,field work director, statistician/data processing specialist,senior analyst, analyst, junior analyst, and operationalsupervisor.
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Take all the marketing courses you can.
Take courses in statistics and quantitative methods.
Acquire Internet and computer skills. Knowledge ofprogramming languages is an added asset.
Take courses in psychology and consumer behavior.
Acquire effective written and verbal communicationskills.
Think creatively. Creativity and common sensecommand a premium in marketing research.
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Domestic
AAPOR: American Association for Public Opinion Research(www.aapor.org)
AMA: American Marketing Association (www.ama.org)
ARF: The Advertising Research Foundation (www.amic.com/arf)
CASRO: The Council of American Survey Research Organizations(www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association(www.qrca.org)
RIC: Research Industry Coalition (www.research industry.org)
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International
ESOMAR: European Society for Opinion and MarketingResearch (www.esomar.nl)
MRS: The Market Research Society (UK)(www.marketresearch.org.uk)
MRSA: The Market Research Society of Australia(www.mrsa.com.au)
PMRS: The Professional Marketing Research Society (Canada)(www.pmrs-aprm.com)
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THANK YOU