Target marketing for a research organisation

Ramalingam, Umashankar and Alexander, Peter (2017) Target marketing for a research organisation. Applied Management Conference, Wintec, Hamilton, New Zealand, 30-31 October 2017.

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Abstract or Summary

GFK is fourth largest research company in the world and located across all the continents. With the turnover of £1500 million revenue is the one of the most successful company. GFK New Zealand has been facing segmentation problem in which the company is failing to target the right customers to provide their services. With the help of literature study undertaken which comprises of various thoughts of scholars explaining the difficulties on segmenting the market. The basic problems such as defining the segment carefully, failures occur on the segmentation, competitor growth, no proper message, no proper evaluation are some of the few problems which affect the nature of successful segmentation. The aim and objectives have been framed to create a solution for GFK to target their customers . To have the deep understanding of the market segmentation and associated knowledge a questionnaire has been created. From the questionnaire, many essential findings have been found with the help of literature study which is a possible solution for the objectives framed. Few solutions such as evaluation of segmentation method and a crafty message should be assessed by the company to achieve successful target market in NZ.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:marketing
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6071
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Deposited On:17 Jul 2018 00:31
Last Modified:17 Jul 2018 00:31

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