Examine the business process of QMG.
Identify various issues of the business and impact on the sales.
Assess the models and frameworks used in mattress industry associated with digital marketing.
Provide recommendations for improving the sales and market share in the industry.
This study deals with company named Quality Marketing Group located in Rohtak City of Haryana, India. This particular company is proprietorship firm and manufacturer’s mattress, pillows as well as cushions under the brand name Sleepwell (Mazumdar and Sarkar 2012). This particular company is the distributor for the products of the company and suppliers more than 150 dealers in the State. This particular firm is working with 20 employees and viewing at sections like marketing as well as distribution in an overall manner. This particular firm aims at biggest retail stores in India and make ways for boosting the sales of the products in the near future. Addition to that, Quality Marketing Group aims at owning fabrics used for furnishing purpose in the most appropriate way (Osei-Bonsu 2014). Quality Marketing Group enjoys 40% growth rate from 2007 to 2011. It has rising demand in the industry. This particular firm enjoys high growth rate due to urbanization of cities in the country. It helps in understanding consumer as well as quality products in comparison with cheap material in an overall manner.
The main aim of the research study is to understand the business process of Quality Marketing Group (Paliwoda, Andrews and Chen 2012). Addition to that, it is necessary for understanding the changes required for improving in the level of performance in the near future.
This particular research aims to understand difficulties in Quality Marketing Group. It should put emphasis on the proper understanding of the business process of Quality Marketing Group.
The main objectives of the research are to understand the recent trends, development, and view at the brand restraints for future growth purpose (Paliwoda, Andrews and Chen 2013). Some of the objectives of Quality Marketing Group are as follows:
To examine in the business process of Quality Marketing Group
To identify in the issues of business as well as impact on sales
To assess in the model framework used in mattress in association with digital marketing
To provide appropriate recommendations for improvement in sales as well as market share in industry
What are the factors that affect the business process of Quality Marketing Group?
How profitability can be achieved by Quality Marketing Group in the near future?
What are recent trends and development pertaining in Quality Marketing Group?
This particular report faces various problems in the business process of Quality Marketing Group. It gives major emphasis as well as advice for the survival strategies for better performance as well as profitability for the same (Pasquier and Villeneuve 2012). It should focus on growth drivers and the competition for major players in the economy. This research report should find ways for primary data collection as well as focus group of the employees of Quality Marketing Group. It includes interview with the marketing experts and collection of secondary data for the same (Peñaloza, Toulouse and Visconti 2012). Various sources of information include company financials, analytical findings as well as literature review for the same.
The main reason for conducting the research includes analyzing in the issues for the impact over the selling as well as distribution pattern of Quality Marketing Group. It should find new opportunities for growth purpose especially for digital marketing (Perryer, Egan and Sheehan 2012). Some of the issues need consideration in the research:
Identification of the related challenges in the industry
It is necessary for identifying in the transition stage in India for transforming the business in an overall manner. Implication of ERP system will help firm for rising in profitability in the near future.
Grounds for decreased sales of Quality Marketing Group
The small as well as unorganized players dominate most of the Indian Mattress (Peter and Donnelly 2013). It is necessary for capturing the big chunk of market share by the Quality Marketing Group
Market Saturation Point
Market Saturation point implies position of the product in the current market condition. In the market saturation point, it reveals with the further growth rate for exploring in the new market conditions as well as introduction of new products in an overall manner (Peter and Donnelly 2013).
H0: Growth factors affect the profitability of Quality Marketing Group
H1: Growth factors do not affect the profitability of Quality Marketing Group
In India, the SMEs play a very important role in manufacturing sector in India. It is one of the engines for economic growth in India. The small and the medium industries predominantly occupy a strategic position in the economic structure of India. The reason for this is that it contributes significantly in the exports, output, and employment (Kotler and Keller, 2012). The contribution by the small-scale industry is about 40% of the gross industrial produce and 50 percentages are accounted for the total of the exports of the manufacturing sector. More than 3.2 million units are spread over the entire country that produces over 8000 products (Afram 2012). This industry employs the maximum amount of people in the country after the agricultural sector. The employment in this sector is about 29.4 million people (Perryer, Egan and Sheehan 2012). There are 90 percentages of industrial units and there is 40 % additional value in the manufacturing sector. The small industries are the major planks for the economic development of India since the year of Independence (Peter and Donnelly 2013). The small family businesses in India have improved a lot. It contributes significantly to the GDP. In this section, analysis is done on the growth of the SMEs in India with special reference to the family business (Agwa-Ejon and Fore 2011).
Figure: Formation of Strategy in High growth industries
(Source: Perryer, Egan and Sheehan 2012)
Performance and growth of the small-scale industries in India:
The SMEs are growing significantly since the 1960s. The total number of people who were employed was 10 lakhs, while there were 12376 (Kotler, 2012). The SMEs witnessed a higher growth during the time of liberalization despite competition faced by the large-scale sector and MNCs. The primary objective of this type of industry is the employment generation. For stable employment, there is a need for industrialization (Audretsch 2012). It has been estimated that investment of one lakh in the fixed assets in the small industries that helps in generating employment in maximum amount. SMEs with the implementation of Internet can contribute in the economy. The GDP is expected to rise from 2.8 to 3.3% by 2015 (Marinov and Marinova 2012).
Weakness and Strength of the SMEs:
The following are the strength related to SMEs:
Flexibility
The small family run businesses can easily absorb the new methods and adapt to the innovation. The changing of the system would require much lesser cost and more less time. The reason for this was the lesser spread of the business (Keegan 2012).
Owner Management:
In case of SME, the owner management helps in making the decision making much quicker (Mazumdar and Sarkar, 2012).
Less expensive labour:
The small industries mainly use cheaper labour and so the cost of production of the company is reduced (Kaynak and Jain 2012).
Favourable capital to output ratio:
The SMEs are labour intensive and making utilization of the resources will help in keeping the capital investment per unit of output low (Blackman 2012).
Weakness related to the SMEs:
Lack of consciousness of quality:
The quality of the product by the company is not maintained as the focus of the company is primarily of sell (Osei-Bonsu 2014).
Lack finances to support business:
The capital held by the small business family is very limited. This restricts the company to curbe the expenditure.
Lacks appropriate work culture:
The regularity and disciplines is hardly maintained in their work. This is reflected in the quality of the product that is generated (Jolibert 2012).
Marketing Factor related to Family Business Development:
There are some very important factors:
Customer support: The SMEs should keep in mind to provide customer support services. This would help the company to earn customers that are more loyal. When importance is given more on offering superior service the business would function more smoothly (Choochote 2012).
Pricing Strategy: The pricing of the commodities is done keeping in mind the view of the public. In the developing country, the large medium class families are dependent on this type of industry for their daily products. The prices are quoted so that is gets affordable to the public (Jham and Puri 2014).
Quality: The quality of the product of the SMEs is not superior. The companies need to engage in constant technology enhancement so that it can offer quality products (Cavusgil, Knight and Riesenberger 2012).
Family Business: Intrinsic for India
Family business in India range from a local kirana to large conglomerates with business interest that are varied equally. The growth of these industries have stepped outside their zones and acquired companies in the new geographical areas. The contribution to the growth is recognised increasingly (Clow and Baack, 2012). There has been existence of family business in India from time immemorial but there are significant disturbances that are faced. The disturbances that are faced are managing of the opinions of the different family members and solving the dispute, creation of a clear plan between the cousins and the siblings, the younger generation find it difficult in proving themselves to the former generation (Paliwoda, Andrews and Chen 2012). The additional troubles are differences in the view of the new and older generation and streamlining and regular access to the capital to help the business develop. The survey done by PwC on family business in India shows the firms are vibrant, robust and successful. They are highly entrepreneurial and ambitious (pwc.in 2016). The profit that is incurred by them is huge in the ambiguous economic environment (Fatema Khatun. and Hasan Ali 2012). This type of business contributes substantially to the growth of the Indian economy. The government are also targeting this industries are providing ample support like the access to capital, clarifying the tax issues and providing greater predictability (Panizzolo et al. 2012).
Challenges faced by Family business in India:
In the competitive environment today, innovation plays a very important role for the business to survive and thrive. The continuous level of innovation in the family business in India is viewed as a challenging aspect in the coming 5 years (Jamali, Lund-Thomsen and Jeppesen 2015). The additional challenges that family businesses are going to face are talent issues, technological needs and comply with regulations.
Competitive Advantage from Innovation:
The survey done by PwC found that 56 % of the family business in India thought perpetual innovation is a key challenge in the years to come (Pasquier and Villeneuve 2012). For implementing innovation successfully, there is a need for combining the new strategies with the goals of the business. The companies need to invest in innovation and promote culture where mistakes are taking place. The ranks should also reflect that innovation is crucial (Ghobakhloo and Tang 2015).
Retaining of talent:
Holding back of talent is an important part for any type of business organization. The family businesses know that attracting 40 % talent and retaining of 36 % of it is quite a challenge in the medium term (Vrgović et al., 2012).
Efficient planning:
Developing and mentoring of the next generation of leaders and successors is a very integral part for the successful operation of family business (pwc.in, 2016). It was suggested by 22% that training and preparing potential staff members for making high-level decision-making and survival of the succession is a challenge that waits for the future (Glynn and Woodside 2012).
Requirement of technology:
The advancement of technology involves redefining the business models, the change in the dynamics of the industry and strategies (Peñaloza, Toulouse and Visconti 2012). The family businesses are fully aware of the risk that is associated with the business regarding the implementation of new technology and or adapting to the new technological changes. There are one third of the companies who felt that there is a need to change constantly with the technology enhancement (Halkias and Thurman 2012). The old business models are thus turning out as obsolete. There is a need for investment in R&D.
Future of Indian family Business:
The growth of the Indian family business is positive despite the slowdown of the economy recently. Many of the respondents hold the opinion that 74 percentages of the companies had a remarkable growth in the past 12 months while there are 94% who are likely to grow aggressively or steadily in the next five years. All the family run business are confident in meeting the goals. This does not mean that family business would not face the effect of slow down of the economy (Perryer, Egan and Sheehan 2012). There are cases when they have revised or missed the planned annual growth targets and reduced the head counts. Despite the slowing down of the economy, the IMF has been investing in the projects in India, as this would be the fastest growing economies in comparison of the emerging and developed markets (Hutt and Speh 2013). The exposure of the family business is limited to the external markets and this is a strong contributor to their optimism. The world economy is mired in terms of the uncertainty and accounts for 27 % of sales of the Indian family business. The family business optimism is much stronger in India as against the other developing countries (Iftikhar Hussain, 2012) . The results have shown that results were lesser aggressive in North America and Western Europe. Thus, the family SMEs has huge prospect to explore.
Figure: Timeline of Family business growth with respect to the global market
(Source: Peñaloza, Toulouse and Visconti 2012)
The contribution of family business is very important for the growth of the nation. With family businesses, getting more involved is making the organization run professionally and imbibing corporate strategies that would help the business to succeed. These types of businesses are getting more aware of their stand in respect to the larger schemes. It only requires sometime for the family business to collaborate rather than compete and keep the government policies and actions in their favour. The government is also cooperative in guiding the firms by putting the fiscal policies in their support. It is suggested that the leaders of the family business must be efficient in acquiring the right blend of technology, talent and innovation so that it stay ahead of the rivals.
This particular section helps in focussing on the method selection by Quality Marketing Group. It is required for collection of reliable information on Quality Marketing Group in an overall manner (Agarwal 2012). It indulges related theories as well as investigations in testing the specification on Quality Marketing Group. Conduction of survey will be taken from 50 employees of Quality Marketing Group. This particular interview method helps in gathering reliable information for smooth functioning of the business enterprise. Data collection method ensures cases discussing related factors given in the current market scenario of Quality Marketing Group (Berenson, Levine and Krehbiel 2012).
It is important to understand various investigation criteria for final conduction of research on Quality Marketing Group. This investigation patterns helps in gathering data collection methods from the potential customers on timely manner (Berenson, Levine and Szabat 2015). It includes taking help from the managers of Quality Marketing Group. It includes positivism, interpretivism as well realism for the same. This investigation process will give detailed idea on related concepts for in-depth analysis in an overall manner (Brase 2015).
Figure: Research Philosophies
(Source: Brase and Brase 2012)
Positivism includes collection of data on empirical terms. These particular research philosophies are independent in nature based upon the human thoughts by Quality Marketing Group (Brase and Brase 2013).
Interpretivism is one of the research philosophies relating with human thoughts as well as feelings for the same. This particular philosophy is measured statistically from the emotional side of human beings and discussion for the same (Brysbaert 2011).
Realism is the combined concepts of interpretivism as well as positivism in an overall manner. It mainly focuses on the real issues in real life (Chaubey 2013). This particular research philosophy includes visibility for the world and matters with individuals in an overall manner.
Justification of the method (Positivism)
In this particular research, positivism reveals with the statistical consideration and measuring terms in an overall manner. As far as positivism is concerned, proper hypothesis, conduction helps in collecting data on Quality Marketing Group (Cornillon 2012). This particular method helps the researchers for in-depth analysis for future course of business activities of Quality marketing group. Other concepts include interpretivism and realism fails to address the real issues in the economy factors in an overall manner. Real issues need urgent consideration on matters relating Quality-marketing Groups marketing strategy for future business purpose. In comparison with other philosophy types, they are time-consuming and raising economy in the near future (Daniels 2011). Positivism ensures well-maintained structure for setting in the rules as well as regulations. It gives accurate and appropriate ways for the related experiments in the applications of data collection on Quality Marketing Group (Pasquier and Villeneuve 2012).
Figure: Research Approaches
(Source: David and Nagaraja 2012)
Research Approach helps in conducting the research in synchronized manner. It includes related approaches and discussed in the next section with proper justification (De Muth 2012). This particular approach includes in-depth analysis on Quality Marketing Group.
Deductive approach reveals the derivations by the researchers on topic Quality Marketing Group. In this particular research, it enhances multiple premises for helping with the links from the conclusions in an overall manner (Perryer, Egan and Sheehan 2012).
Figure: Process of Deductive Approach
(Source: Devolder, Janssen and Manca 2012)
Inductive Approach reveals opposite meaning with deductive approach. This particular approach purely relates with quantitative facts in collection of real data as far as possible. It mainly collects information from the customers and interaction for the same (Fang 2012). This particular research approach helps in analyzing the issues including the level of performance as well as actions from the customers (Paliwoda, Andrews and Chen 2013). It helps in conduction of further research in the near future.
Justification of using the approach (Deductive)
In this particular research, deductive approach is applicable for the derived consideration for the Quality Marketing Approach. Inductive approach fails to address appropriate recommendations for the researchers on conduction of research for Quality Marketing Group (Field, Miles and Field 2012). Deductive approach helps in incorporation of ideas from the previous research and conducting by the researchers in understanding own ideas as well as knowledge for the same.
In this particular section, in-depth research conduction helps in understanding facts on Quality Marketing Group. It is important for using related tools as well as elements in conducting research in simpler terms in an overall manner (Gerstman 2012). This particular research design will help in understanding the exact problems and conduction of appropriate hypothesis for the same. Three major research designs include:
Figure: Research Design
(Source: Givens and Hoeting 2012)
Exploratory Investigation helps in creation of knowledge by own. In the particular scenario, it is important for the researcher in gathering reliable information on Quality Marketing Group. This particular investigation process ensures less idea on the given topic and less viable option for the researchers in an overall manner (Graham 2011). It is weak selection and fails to provide clear idea on the given topic for the same.
Explanatory Investigation includes proper explanation on the related concept of cause and effect relationship in an overall manner. This particular investigation process designs the figures on Quality Marketing Group (Hanneman, Kposowa and Riddle 2012). It helps in drawing effective conclusion for the related research work on Quality Marketing Group.
Descriptive Investigation is an effective investigation process that helps in gathering ultimate knowledge on topic for Quality Marketing Group (Heckard, Utts and Utts 2012). It mainly provides clear perspectives and collection of proper information by the researcher on Quality Marketing Group.
Justification of adopting Descriptive Investigation
In this particular research, it is essential for using descriptive investigation process for getting reliable information on Quality Marketing Group. Researchers use descriptive investigation for broader perspectives on related topic in an overall manner (Heiman 2011). This particular investigation process helps researchers for collection of information and developing own ideas as well as opinions in an overall manner. It relates directly with the practical process on life experiences in the most appropriate way. As far as explanatory and exploratory investigation is concerned, it fails to connect with detailed analysis and description on Quality Marketing Group (Jarman 2012).
It is important to understand the fact that sampling relate with process for selection of certain portion of people from the entire population in an overall manner (Jäger-Waldau 2011). Sampling includes probability as well as non-probability sampling for the same.
As far as probability sampling is concerned, biasness excludes and selection of 50 employees in an overall manner (Kollo 2013). This particular technique helps in gathering information from 50 employees of Quality Marketing Group.
As far as non-probability sampling, collection of data from 2 sales managers as well as 3 personnel sales managers of Quality Marketing Group.
In this particular case, it is important for conducting primary research and using various collection methods in an overall manner (Leshik and Cralle 2011). It includes quantitative data collection as well as qualitative data collection methods for the same.
This particular method of data collection helps the researchers for conduction of in-depth analysis in an overall manner. Data collected from 50 employees of Quality Marketing Group (Paliwoda, Andrews and Chen 2012).
This particular method of data collection helps in understanding the importance of services by the employees of Quality Marketing Group (Liang and Li 2012). Conduction of interview from 2 sales managers and 3 sales service personnel of Quality Marketing Group.
In this particular section, researchers conduct research with the help of SPSS software. Researchers need to conduct quantitative data analysis for gathering reliable information especially from the customers (Lind, Marchal and Wathen 2012). On the contrary, qualitative data collection ensures taking interview from the managers of Quality Marketing Group.
It is important to consider the fact that researcher’s needs interaction with the customers as well as managers of Quality Marketing Group (Lind et al. 2012).
It is important to consider the fact that researcher’s needs maintenance of basic etiquettes. They should be patient by nature and conduction of interviews in synchronized way (Lind, Marchal and Wathen 2011). It is essential for conducting the interview especially from the managers and customers of Quality Marketing Group.
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Main Activities |
Week 1 |
Week 2 |
Week 3 |
Week 4 and 5 |
Week 6 and 7 |
Week 8 |
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Topic Selection |
· |
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Components of Literature Review |
· |
|||||
|
Research Methodology |
· |
|||||
|
Primary Data Collection |
· |
|||||
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Analysis and interpretation |
· |
|||||
|
Findings |
· |
|||||
|
Conclusion and Recommendations |
· |
|||||
|
Submission of Project |
· |
This chapter of the study will conclude about the different kinds of data collection as well as the different kinds of data analysis procedure, which the investigator has done in the entire investigation procedure (Hutt and Speh 2013). Mainly there are two kinds of data analysis and data collection procedure, which the investigator has adopted in the operations of the investigation procedure.
In the entire investigation procedure, the analyst has divided the entire primary data collection procedure into two parts. One part is known as the quantitative data analysis procedure and on the other hand, the investigator has used the notion of qualitative data analysis procedure. However, the investigator in the study also focused in the application of the secondary method of data collection. In the quantitative mode of data collection procedure the investigator has interrogated 50 employees in the marketplace. On the other hand, in the qualitative part of the data analysis procedure the investigator has interrogated five official and sales managers in the market place (Hutt and Speh 2014). Ten quantitative questions were developed by the investigation in the process of quantitative data analysis procedure and on the other hand, the manager in the qualitative data analysis procedure developed five questions (Kotler and Keller 2012). The investigator developed all the questions in the data analysis procedure by maintaining the privacy level and the data protection act of the selected organization (Jamali, Lund-Thomsen and Jeppesen 2015).
In the secondary data analysis, part the investigator the investigator has used different kind’s journals, articles, official websites, and statistical data in order to conclude the entire investigation procedure with effective information and effective data.
Interrogating 50 employees in the family business, the primary data analysis procedure is organized. The investigator has developed this particular questionnaire keeping in mind the requirement of the investigation procedure (Mazumdar and Sarkar 2012). There are some current issues, which are highlighted in the study. The objective of this particular investigation procedure is to develop proper business plans, which will allow this particular organization to overcome the different kinds of organizational issues in recent time.
Q1) what are the different kinds of strategies applied in order to expand this family business.
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Development of new strategies |
15 |
50 |
30% |
|
Technological Advancement |
10 |
50 |
20% |
|
Digital marketing |
15 |
50 |
30% |
|
Proper Marketing plan |
10 |
50 |
20% |
Table 1: Strategies applied in order to expand this family business
There are certain areas, which the researcher has concluded for the family business (Marinov and Marinova 2012). The four factors, which the investigator has concluded, are development of a proper marketing plan, digital marketing plans and process, technological advancement, and development of new strategies are the four factors important factors, which are concluded by the investigators.
The investigator has a mixed review from the above questions. Nearly 30% of the employees concluded that development of new strategies would be the best option for the development of this particular family business. The second option, which is highlighted in this particular question, is technological advancement. About 20% of the employees in the organizations agreed that technological advancement would be the ideal option for the business enhancement. However, developing a proper business plans and procedures, and the notion of digital marketing are the last option, which the reaming employees in the organizations concluded.
Figure 1: Strategies applied in order to expand the business
Q2) what kind of marketing mode does this organization prefers?
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Traditional shopping |
50 |
20 |
40% |
|
Modern shopping |
50 |
30 |
60% |
Table 2: Mode of marketing adopted by the organization
Figure 2: Mode of marketing adopted by the organization
The above tabular information concludes about the mode of marketing which the employees concluded. The application of internet has provided one of the major breakthroughs in the daily operations of the life. The contribution of internet towards the development process of E commerce as well as E shopping is remarkable. The bulk of the employees prefer the notion of modern mode of shopping which the organization needs to adopt in order to develop a proper business plan and proceedings. There are several advantages of modern mode of shopping i.e. E shopping as compared with the traditional mode of shopping. The customers will be benefited in different ways.
From the above research question, the bulk of the respondents prefer online marketing. It will provide an additional benefit to the organizations. In order to develop a proper business plan the company needs to develop a digital marketing plans and proceeding. Nearly 60% of the entire employees concluded online marketing as compared with traditional mode of marketing. On the other hand, nearly 40% of the reaming employees concluded traditional mode of shopping. The QMG Company needs to develop a digital marketing plans and proceedings that should bring change in the entire organizational plans and procedures of the company.
Q3) what are the different factors you think that effects the purchasing decisions of the employees?
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Price |
30 |
50 |
60% |
|
Band |
20 |
50 |
40% |
Table 3: Factors affecting the purchasing decisions of the employees
Figure 3: Factors affecting the purchasing decisions of the employees
Findings and Analysis
From the above question, the investigator has concluded about the two factors, which affects the purchasing decisions of the employees. Brand and price are the two important factors, which affects the purchasing decisions of the employees. The bulk of the respondent in the data collection procedure agreed that pricing strategies of different companies affects the purchasing decisions of the employees. Nearly 60% of employees agreed with this particular fact that pricing strategies of different organization affects the purchasing decisions of the customers. However, in case of brand-fascinated people the purchasing decision is not affected by the notion of pricing strategies by different organizations.
In order to develop a proper business strategy the company needs to develop a proper pricing strategy, which will enhance the marketing plan of the company and most importantly, it will allow the selected organization to build a competitive advantage in the market.
Q4) Do you think that QMG the distributor of Sleepwell maintains a sustain level of quality on the products and service
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Agreed Strongly |
5 |
50 |
10% |
|
Agreed |
10 |
50 |
20% |
|
Accepted |
25 |
50 |
50% |
|
Disagreed |
10 |
50 |
20% |
|
Disagreed Strongly |
0 |
50 |
0% |
Table 4: Quality Level of different products of Sleepwell
Figure 4: Quality Level of different products of Sleepwell
Findings and Analysis
From the above tabular information the organization Sleepwell as well as the distributor QMG needs to focus more in quality. The investigator concluded that half of the employees nearly 50% were neutral with this particular question. The business process of the selected organization in the study is diversified. Some of the respondents in the employees agreed and disagreed with that the organization needs maintains quality of the products, which they offer in the market.
The investigator in this question concluded, that the company needs to focus more in quality in order to maintain a proper competitive advantage in the marketing plans and procedures. Quality is one of the most important and crucial factors in the business operations. The review of different employees is very much important in this particular question.
Q5) Do you think that QMG maintains a good customer support process in the business organization
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Agreed Strongly |
5 |
50 |
10% |
|
Agreed |
20 |
50 |
40% |
|
Accepted |
15 |
50 |
30% |
|
Disagreed |
10 |
50 |
20% |
|
Disagreed Strongly |
0 |
50 |
0% |
Table 5: Customer support of QMG and Sleepwell
Figure 5: Customer support of QMG and Sleepwell
Findings and Analysis
This is one of the most important questions, which the investigator has developed in the operations of the investigation procedure. The notion of the customer support is one of the most crucial factors for every business organization. The ultimate objective of any business firm is to develop a strong customer database, which will increase the sales and the profit simultaneously in any business structure.
From the above tabular information, the investigator has concluded that the company has done well towards maintaining a proper customer support service in the organization. Majority of the employees about 40% agreed with the fact that this particular organization has maintained a proper customer service system, which includes different kinds of feedback system. The notion of developing a proper feedback system in the organization will allow the company to maintain a strong customer database. If the customers are satisfied with the service it will automatically allow the organization to maintain a good customer retention policy. On the other hand, 30% of the employees were neutral with this particular concept that this particular organization maintains a good customer service support. With respect to this particular question, the organization needs to analyze all the important which are involved in the process of development of a strong customer support in the organization.
Q6) Do you think that QMG maintains a good customer relationship management in the business operations?
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Agreed Strongly |
5 |
50 |
10% |
|
Agreed |
25 |
50 |
50% |
|
Accepted |
10 |
50 |
20% |
|
Disagreed |
10 |
50 |
20% |
|
Disagreed Strongly |
0 |
50 |
0% |
Table 6: Customer Relation Management of QMG
Figure 6: Customer Relation Management of QMG
Findings and Analysis
Customer relationship management is one of the most factor in the development process f a strong business plans and proceedings. From the literature review of the study, the objective of the organization is to survive in the competitive marketing structure. Development process of a strong customer relationship management will allow this particular organization to emphasize in a proper business plan, which will allow this organization to sustain in the competitive age.
From the above question, the investigator has concluded from the research findings that most of the employees in the investigation procedure concluded that this particular organization maintains a good customer relationship management. Nearly 20% of the employees in the entire investigation procedure agreed with the fact that this particular organizational maintains a good and proper customer relationship management. Nearly half of the employees agreed with the fact that this particular organization has maintained a proper customer relationship management.
Q7) what are the factors do you think that QMG needs to focus in order to maintain a steady and a proper competitive advantage in the market?
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Customer Service |
10 |
50 |
20% |
|
Customer Relationship management |
10 |
50 |
20% |
|
Maintaining product quality |
20 |
50 |
40% |
|
Pricing policies |
10 |
50 |
20% |
Table 7: Factors that needs to be emphasized in the business operations
Figure 7: Factors that needs to be emphasized in the business operations
Findings and Analysis
In order to conclude this particular question the investigator in the study has a mixed review. The four factors are customer service, customer relationship management, maintaining product quality and pricing policies. Nearly 20% of the employees agreed, this particular organization, needs to focus in the process of development of strong customer service. On the other hand, nearly 20% of the reaming respondent in the entire population agreed, the company needs to maintain a strong customer relationship management. However, nearly 40% of the employees concluded that maintaining the quality of the product is another important factor, which this particular organization needs to emphasize in the business operations. Finally pricing decision-making policies is another important factor, which this particular organization needs to focus in the development process of a proper marketing plan according to the reaming 20% of the employees.
From the above data analytical part the investigator has concluded that these factors needs to be maintained in a proper manner which will help this particular organization needs to be developed in order to develop a proper competitive plans and procedures.
Q8) Are you satisfied with all the products and services, which this particular organization offers in the market
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Satisfied |
15 |
50 |
30% |
|
Neutral |
15 |
50 |
30% |
|
Not satisfied |
10 |
50 |
20% |
Table 8: Products and services of the organization
Findings and Analysis
From the above tabular information, it can be concluded that nearly 30% of the respondent in the employees were satisfied with the product and services, which are offered by the selected organization. About 30% of the respondent was neutral with the products and services, which are developed by this particular organization in the business operations. About 20% of the employees agreed that they are not satisfied with the products and services, which are developed by this particular organization in the business operations.
Q9) Do you think, the discounted plans and strategies will allow the organization to develop a strong customer retentions policy?
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Agreed Strongly |
10 |
50 |
20% |
|
Agreed |
10 |
50 |
20% |
|
Accepted |
20 |
50 |
40% |
|
Disagreed |
10 |
50 |
20% |
|
Disagreed Strongly |
0 |
50 |
0% |
Table 9: Discounted offers provided by the firms
Figure 9: Discounted offers provided by the firms
Findings and Analysis
Discounting is a part of the pricing techniques and system. Offers and discounts are the most important and crucial factors, which allow different, firm to maintain a strong customer base. Pricing is one of the most crucial factors in the entire in the entire decision making policies of different firms. Some of the most important factors, which allows the organization to develop a strong and a proper customer retention policy is the application of different kinds of pricing factors, which includes different discounted prices and techniques.
The majority of the employees in the entire investigation procedure were neutral with this particular question. Some of them think that this particular organization provides different kinds of discounted prices and offers to the customer and on the other hand, some of the customer was disagreed with the fact, this particular organization develops different kinds of discounted prices and techniques in the marketing plans and techniques of the organizations. The ultimate objective of this particular question is to highlight and analyze all the important points, which allow this particular organization to maintain a sustain level of business.
Q10) which mode of advertisement does the company follows in the daily business operations.
|
Points |
No. of respondents |
Total No. Responds |
Percentage |
|
Modern mode |
20 |
50 |
40% |
|
Traditional Mode |
10 |
50 |
20% |
|
Paper mode |
10 |
50 |
20% |
|
Media Mode |
10 |
50 |
20% |
Table 10: Mode of Advertisements
Findings and Analysis
Advertisement is one of the most crucial parts in the business operations. There are different modes of advertisement system in different business organization. In order to develop a proper advertisement system there are different factors which different companies needs to develop in the advertisement procedure. The tabular information will conclude what are the different modes of advisement does the respondent follows.
Majority of the employees about 40% agreed that the company follows modern mode of communication in the advertisement procedure. On the other hand, 20% of the employees in the population agreed that this particular organization develops the traditional mode of communication in the advertisement plans and procedures. The reaming 20% of the population has concluded that paper mode and media mode are the two mode of communication, which this particular organization follows in the organizational plans and procedures.
Figure 10: Mode of Advertisements
In order to organize a qualitative data collection the investigator has developed two questions for the official manager of the QMG based on the requirements of the investigation procedure. The objective of the study is to analyze all the facts and findings, which will allow the organization to develop different kinds of plans and strategies, to achieve the common organizational goals and managerial objectives.
Question:
What are your plans and actions for the future business?
Answer: The first manager concluded that all the data, which are collected from the above investigation procedure, would help the organization in different ways to develop plans and objectives for the future. The second manager in the study concluded that all the feedbacks, which are collected, would play a crucial part in the development process of a proper business plans and proceedings. According to the third manager in the study, there are certain areas, which can be developed in order to implement all the organizational plans and procedures, and the most importantly the organization will focus on that. The forth manager in the study, is very much concern about the expectations and the feedbacks of the employees. It will help the organization to implement all the plans and proceedings in a proper manner that will allow the organization to achieve the common organizational goals and activities.
In this section of the assignment, the analysis is done on the finding of the primary data and its relation to the literature review (Glynn and Woodside 2012). The primary data collection is done by interrogating the employees, who are engaged in the family business, Apart from the employees, the sales manager and the five officials have been interrogated (Agwa-Ejon and Fore 2011). In this chapter, we get an overall background on how the marketing and distribution of the family business runs.
The family members are eager to expand their business so that they can earn more profit and provide more employment opportunities. When they were interrogated about their preference for expansion. There was difference in the opinion some preferred digitization of marketing plan while some accepted the new strategies would help business to flourish. In the literature review, a clear understanding is made on the way the SMEs operate (Cavusgil, Knight and Riesenberger 2012). SMEs in India lack technology enhancement so the need for technology is felt in the sector. The plan for the business also plays a very important role.
As per the literature review, most of the SMEs are engaged in traditional form shopping. When the opinions of the employees were asked regarding their preference of the type of shopping that the industry needs, they highlighted on online shopping due to its several advantages (Ghobakhloo and Tang 2015). The customers find it convenient to choose the product from the E-commerce website and they have the alternative options of payment (Clow and Baack 2012). The employees also hold the opinion that the modern type of shopping is much required for increasing the profitability of the organization.
In the literature review, it has been seen that the brands does not affect much as the prices of the products do. When the opinion regarding the purchases is asked to the employees, prices of the products play a very important role (Fatema Khatun. and Hasan Ali 2012). Majority of the employees agreed to this. There is a need for the managers to see that the prices are quoted in such a way so that it incurs profit for the company and satisfies the customers (Glynn and Woodside 2012).
QMG is more focused in delivering quality products and so markets and distributes products of Sleepwell. When the managers were asked regarding the sustained effort to maintain quality (Ghobakhloo and Tang 2015). They agreed that they are making the effort to keep all the quality products of Sleepwell so that it captures the right customers from the market. Thus, quality is a very important factor for the business.
When the employees were asked regarding customer support of the company QMG. Majority of the employees hold the opinion that the customer support process of QMG is satisfied. The company QMG is very concerned about the feedback of the customers so it holds a strong data base system (Glynn and Woodside 2012). The satisfied customers will help the company to retain their valued customers. There is a need to change the process of customer support so that changes in the organization can be done.
In the literature review section, we have seen that this is a competitive type of market. A good customer relationship management would help in the development of business proceedings and plans (Hutt and Speh 2013). The products that are sold by the company are more or less satisfies the customers. The sales managers accept the modern mode of marketing as this will help them to sell the products at a larger amount (Fatema Khatun. and Hasan Ali 2012).
Different official manager has concluded different views on the selected questions. According to the second manager, concluding the different requirements of the marketing is one of the most challenging jobs in the business operations (Hutt and Speh 2014). The third manager in the study concluded that implementing all the plans and policies of the organization in a proper manner is the one of the most challenging and important job in the entire organizational and business procedure. The forth manager in the study concluded that it is one of the most difficult job in the organization is to develop all the plans and polices of the in the proper and the right manner (Cavusgil, Knight and Riesenberger 2012). If all the plans and polices of the organizations is developed in the right and the proper manner then only the organization will be able to achieve the common organizational goals and organizational procedure (Jamali, Lund-Thomsen and Jeppesen 2015).
The plan of the future for the QMG business is to expand and fulfil the goals. The company wants to include systematic organizational procedures and plans (Clow and Baack 2012). The important step that marketing managers should include is to modernise the way the products are distributed. In this modern world, the customers prefer to purchase the product online (Marinov and Marinova 2012). The feedback of the employees will help in improving the products.
Conclusions and Recommendations
From the above study, it is easy to gather reliable information on Quality Marketing Group. This particular research will give brief explanation on the business process of Quality Marketing Group in the current market structure. It aims at enjoying highest market share in India. Researchers are not allowed to force any customers or managers for participating in the survey as well as interview for the same. In the data protection act, it is clearly mentioned that researchers will get punishment in case of leaking information on company profile in any form. There is a need for devoting more resources and time on innovation and entrepreneurship in the operations that exist. The goals and the strategies need to redefine from time to time with respect to the strategies. However, with the uncertainty in the current economic environment, the family business is trying for long-term investment and capital is more patient. This is an incentive of handling the business to next generation. It is seen that the role of the investors is more crucial than that of the managerial for the next generation.
It is recommended that Quality Marketing Group conduct innovative ways in distribution pattern for attracting sale. It is necessary for viewing at the sales pattern and profitability for the same. Every business aims at profit maximization with limited usage of resources in an overall manner. Conceptual framework explains ways for earning profitability by Quality Marketing Group in the near future. Online tools and face-to-face conversations help in conduction of interview in an effective manner. Most of the time managers face difficulty in managing time and conducts interviews in phone. Managers fail to address the questions of the researchers due to lack of time.
It is important to understand the fact that researcher’s faces number of problems in final conduction of the research in an overall manner. Cost is the important factor that bothers researcher and prevails in curtailing in the effective measures of data collection method for the same. As far as primary data is concerned, customers cannot be interviewed due to large cost. Respondents needs reminder for the final survey process. Due to limited time, vital problem cannot be addressed in an effective manner.
Researchers should carry out the research work successfully by using secondary data in an overall manner. It should include business process of Quality Marketing process and understanding the profitability pattern for the same. It should enhance proper digital marketing for selling of the manufactured products as well as services in the most appropriate way.
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