Question:
Discuss about the Drivers of Product Quality Improvement.
The goal of any business organization that gets into the market with a product or a service is to make a profit from the selling the good or the service from the customers. Before a decision is made regarding a particular product production, there must be a gap in the market that should be existing that should be catered for. The difference in this context implies a difference between supply and demand. Consumer needs are usually the main trigger towards the production of a particular commodity or service. However, how much better an organization produces a helpful product, marketing plays a critical as it determines the success rate of the same product. The marketing strategy that should be embraced by a particular organization should be in a position to convince new customers on the purpose of the product as well as maintain an existing customer. In other words, any production and marketing of a particular product or service should be aim at the sustainability of the business in the days to come. Technology has been in the lead as far as marketing of the goods and services is concerned in the 21st century. The marketing strategy applied should be efficient and convenient to ensure that whenever an organization gets to the market will not make losses but instead make a profit. One of the products that have been doing well in the market is Anza espresso machine which provides solves a problem of making coffee in the hotel industry. In the course of this research, the concentration will be directed to marketing aspects that are related to Anza espresso and how it has been in successfully been maintained in the market in the competitive business world.
One of the industries that in the global business perspective that is growing at an alarming rate is the hotel industries. The number of customers who are being served in the local and international hotels is increasing annually. The law of demands and supply tend to be applied in that with the increase in the number of the customers; the demand goes up which is relative to the increase in the profit until a certain point when the increase will be constant. Despite the market expanding, the number of organizations who are getting into the industry to utilize the opportunity is also growing at an alarming rate. After the industry started experiencing the full impact of the law of demand and supply, the only remaining thing is to come up with a mechanism to lower operational costs as well as improve quality to attract more customers and maximize profits. As a result of this Anza espresso machine which is an electronic equipment that will develop the strong coffee taste is introduced in the market. Anza espresso machine aims at reducing the number of employees who are employed in a particular organization to offer their services. When the appliance is introduced into an organization, some of the recurring costs such as salaries and allowances is reduced while on the hand they increase the quality of the services they to the customers.
Anza espresso machine is ideologically designed in a manner that it enhances portability as well as save on the space. The appliance is available with white and wood details by weighing 15 Kg making it easy to carry and handle (Cruz et al., 2012). The product is meant for the Australian market and will be released at an affordable price that favors the market. One of the reasons as to why the idea of introducing the Anza espresso is due to the need of the hotel industry to revive the concept of strong coffee which is increasing on a daily basis. Despite the fact that that the concept of strong coffee exists, the experience needs to be advanced to a level that the customers will be fully satisfied. Also, in the past couple of years, coffee consumption has increased annually. The high consumption rate implies that the market is growing regarding demand and something should be done to close the gap. Black coffee, in particular, has attracted the majority of the consumers which requires a specialized tool to make it in bulk and maintain the taste as per the expectation of the customers. From the market research conducted 2014, the consumers of the black coffee are the parents.
As stated earlier, the market is the primary success determinant as this will be showing what is required in ensuring that the customers are aware of a new product that is released in the market. For the organization to succeed in the marketing of the product, both the primary and secondary marketing techniques should be used to reach out the customers and increase the level of acceptance. Before deciding on a particular product or service marketing, it is advisable for an organization to research to ensure that it gathers the required information that will be of importance in the release of the product. Gathering of research in the market helps the organization to identify the issues that exist in the market that can lead to failure. Also, the organization will be in a position to understand the various competitors that are in the market before the release of the product and the strategies they utilize to remain competitive. Primary techniques of information gathering in this context include the use of surveys, Questionnaires and focus groups. The three primary methods primarily aim at meeting the stakeholders on direct contact basis to ensure that they give the information that is relevant regarding a particular activity. The interested parties in this context are all those individuals who either directly or indirectly are involved in the production as well as consumption of the product. It covers the community, the government, the consumers and the employees of the organization that is involved in the production of the product.
Involving the stakeholders enhances the acceptance rate of a particular as it develops a sense of ownership among them. For example, when the government is involved in the production of a particular product and service, it responds by giving the required standards of operation of the product. The government aims at ensuring that the laws regarding a particular product and service production are followed to the letter. Therefore, this prevents the organization from being involved in an activity that does not enhance public protection. Also, when the market and the community are participating in a production information gathering as stakeholders, the acceptance of the product or service is much higher. Some beliefs are usually within a particular community that many at times hinder the success of a product. For instance, if the community beliefs that are consuming a particular product or service will affect its people negatively, no matter how good the product and solving a particular problem, it will not be accepted. In the community, there dwells the customers and the market where an organization aims at. The consumers are the main reason as to why a particular idea is implemented. It is important to first understand the scope of the problems of the problem before being involved an attempt of solving it. When the customers are consulted before the release of a particular product, they become aware of what is going and thus when the actual implementation comes, the chances of failure of the product will be reduced. They become part of the product production an as well as they are involved in the marketing. The final and very crucial aspect of production is the employees’ involvement. When the employees are involved in the production activity, there are high chances that the expectation of the organization is met with ease. An organization may proceed and gather information from the external sources, but the implementers of the ideas are the employees. When the employees are less involved in the decision-making process, the final product will have faults or even fail to address the issues raised by the customers. An organization involves it employees through proper communication to make them aware of the goals and what the customers’ needs are.
On the other hand, secondary techniques of information gathering involve use of journals, articles, and the internet (Zikmund et al., 2014). In the secondary information gathering, it involves making the organization aware of what other researchers did regarding a particular product. The research conducted saves the organization from being involved in an activity that other organizations participated in and failed. Also, the organization is made aware of the current status of the market before actualizing an idea. When the organization is aware of what is taking place outside the organization, it produces products that are in line with the expectation of the customers. Instances that may lead to the failure of the organization are avoided at all cost. The information collected using secondary methodologies is subjected to quantitative analysis through statistics and table formats. Analysis helps to determine the various factors that are to be considered in the production activity. The management usually, sets a benchmark which will be used in the production and when a deviation is experienced correction can be made with immediate effect. The analysis, in this case, involves the marketing strategies used by the various related companies in their production. The best strategy is adopted which promotes the success of the organization.
Before the organization decides to adopt a particular marketing strategy, there is need to have an assessment done to the market to identify the various factors that may impact the process of marketing both positively and negatively. One of the assessments that should be highly considered consumption behavior of the product idea in this context Anza espresso machine. This usually starts with the feasibility study to identify the market opportunities. In the context of Anza espresso, the assessment that should conduct should focus on the factors that are making consumption of strong Black coffee go up. In this regard, the company should consider the market population that is making the hike in demand. In this case, coffee is largely consumed by the youth and the working women who prefer the beverage to other drinks such as tea (Biotto et al., 2012). Therefore, in the design of the appliance, it should consider the taste and preference of the youth and women to ensure that only what is relevant is incorporated. The taste and preference should also consider what the competitors are offering and how they should make it unique. Sustainability issues should also be considered as this will determine if the product will be long term or short term. If the factors are not favorable for the long-term success of the market, they should be avoided at all costs.
In the market and demand assessment, marketing mix model should be considered. In this case, the Four Ps model is considered as they will influence customer purchasing decision. The four Ps are product, price, promotion, and place. In this context, Anza espresso is the result which is designed with features that favor usability. The machine as initially stated is portable and lightweight. The price, in this case, should be set in a way that the customers get the real values of their money. The price should also be in line within the range of the various competitors. Promotion involves how marketing will be done. In this case, Anza espresso will utilize the use of modern technology in the marketing. Finally, the place discusses the target market and the timing. Anza espresso will be made available in the Australian electrical market by 2018 according to Luan and Sudhir (2010).
References
Biotto, M., De Toni, A. F., & Nonino, F. (2012). Knowledge and cultural diffusion along the supply chain as drivers of product quality improvement: the illycaffè case study. The International Journal of Logistics Management, 23(2), 212-237.
Cruz, R., Cardoso, M. M., Fernandes, L., Oliveira, M., Mendes, E., Baptista, P.,& Casal, S. (2012). Espresso coffee residues: a valuable source of unextracted compounds. Journal of agricultural and food chemistry, 60(32), 7777-7784.
Frost, W., Laing, J., Wheeler, F., & Reeves, K. (2010). Coffee culture, heritage and destination image: Melbourne and the Italian model. Coffee culture, destinations, and tourism, 24, 99.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to the market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.
Iannario, M., Manisera, M., Piccolo, D., & Zuccolotto, P. (2012). The sensory analysis in the food industry as a tool for marketing decisions. Advances in Data Analysis and classification, 6(4), 303-321.
Luan, Y. J., & Sudhir, K. (2010). Forecasting marketing-mix responsiveness for new products management. Journal of Marketing Research, 47(3), 444-457.
Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.
Zikmund, W. G., D’Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2014). Marketing research. Cengage Learning Australia.
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