Marketing Research in Action. Do Our Own Marketing Research Rob Fletcher School of Agriculture and...
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Transcript of Marketing Research in Action. Do Our Own Marketing Research Rob Fletcher School of Agriculture and...
Marketing Marketing Research Research in Actionin Action
Marketing Marketing Research Research in Actionin Action
Do Our Own Do Our Own Marketing Marketing ResearchResearch
Do Our Own Do Our Own Marketing Marketing ResearchResearch
Rob Fletcher Rob Fletcher School of Agriculture and HorticultureSchool of Agriculture and Horticulture
University of Queensland GattonUniversity of Queensland Gatton
Designing rural Designing rural communities for communities for
the futurethe future
Designing rural Designing rural communities for communities for
the futurethe future
IntroductionsIntroductions10 Planning Steps 10 Planning Steps
Brainstorming Brainstorming Homework Homework
SWOTSWOT
DOOR MarketingDOOR MarketingDOOR MarketingDOOR Marketing
Facilitation:Facilitation:Initiate nothingInitiate nothingMotivate no-oneMotivate no-one
Content nilContent nil
Facilitation:Facilitation:Initiate nothingInitiate nothingMotivate no-oneMotivate no-one
Content nilContent nil
NameNameAffiliationAffiliation
Reason for attendingReason for attendingAgribusiness to targetAgribusiness to target
Desired outcomesDesired outcomes
Introductions:Introductions:Introductions:Introductions:
We can talk about usWe can talk about usFacilitator provokes Facilitator provokes
Exchanges occurExchanges occur
We can talk about usWe can talk about usFacilitator provokes Facilitator provokes
Exchanges occurExchanges occur
We all know who each of us is We all know who each of us is We all have We all have
the ‘same’ problemthe ‘same’ problem
Outcome:Outcome:Outcome:Outcome:
Crisis?Crisis?Designing a Designing a better future?better future?
Crisis?Crisis?Designing a Designing a better future?better future?
Each participant’s Each participant’s system is uniquesystem is unique
Each participant’s Each participant’s system is uniquesystem is unique
Experience Experience Aspirations Aspirations CapabilitiesCapabilities
Participants are Participants are empoweredempowered
Participants are Participants are empoweredempowered
Unpredictability: Unpredictability: chaoschaos
Unpredictability: Unpredictability: chaoschaos
Non-linear/Discontinuous Non-linear/Discontinuous Feedback from learningFeedback from learning
We should only We should only gamble what we gamble what we
can afford to losecan afford to lose
Taking risks:Taking risks:Taking risks:Taking risks:
anticipointmentanticipointment anticipointmentanticipointment
n. n. the expectation and disappointment often the expectation and disappointment often experienced with new rural industry experienced with new rural industry
developmentdevelopment
2. Why are we 2. Why are we contemplating contemplating
change?change?
Planning:Planning:Planning:Planning:
What is the What is the purpose of purpose of
our purpose?our purpose?
What is the What is the purpose of purpose of
our purpose?our purpose?
What is the purpose What is the purpose of the purpose of of the purpose of
our purpose?our purpose?
What is the purpose What is the purpose of the purpose of of the purpose of
our purpose?our purpose?
Focus on the Focus on the the main gamethe main gameFocus on the Focus on the
the main gamethe main game
How will we know we How will we know we have been successful?have been successful?
Planning:Planning:Planning:Planning:
What happens if we are What happens if we are successful?successful?
Planning:Planning:Planning:Planning:
Production Production dominates dominates producersproducers
Production Production dominates dominates producersproducers
Will the Will the changes drive changes drive
us crazy?us crazy?
Will the Will the changes drive changes drive
us crazy?us crazy?
Expecting windfall Expecting windfall profits can be profits can be exhilaratingexhilarating
Expecting windfall Expecting windfall profits can be profits can be exhilaratingexhilarating
4. What is our 4. What is our commitment to change?commitment to change?
Planning:Planning:Planning:Planning:
contribendcontribendcontribendcontribend
n. n. the benefits from contributingthe benefits from contributing
5. Is there easy 5. Is there easy access to info?access to info?
Planning:Planning:Planning:Planning:
Media reports
Hunches
Data
Information
Knowledge
Wisdom
Acc
essi
bili
ty in
crea
ses
Acc
essi
bili
ty in
crea
ses
Value to you increases Value to you increases
Decision making Decision making with insufficient infowith insufficient info
Decision making Decision making with insufficient infowith insufficient info
scantilligencescantilligencescantilligencescantilligence
n. n. the level of information or intelligence the level of information or intelligence usually available for new rural usually available for new rural
industriesindustries
Marketing satisfies Marketing satisfies consumer needsconsumer needs
Marketing satisfies Marketing satisfies consumer needsconsumer needs
Quality is the Quality is the consumer’s view consumer’s view
of the productof the product
Quality is the Quality is the consumer’s view consumer’s view
of the productof the product
Do we know our Do we know our consumers’ needs?consumers’ needs?
Do we know our Do we know our consumers’ needs?consumers’ needs?
We will never hit a We will never hit a target unless we target unless we
aim at itaim at it
We will never hit a We will never hit a target unless we target unless we
aim at itaim at it
7. What is the new 7. What is the new product’s marketability?product’s marketability?
Planning:Planning:Planning:Planning:
Why produce Why produce something nobody something nobody
needs?needs?
Why produce Why produce something nobody something nobody
needs?needs?
• ProducerProducer
• Processor/packagerProcessor/packager
• TransporterTransporter
• Wholesaler/packagerWholesaler/packager
• RetailerRetailer
• ConsumerConsumer
Value/supply chain:Value/supply chain:Value/supply chain:Value/supply chain:
purchumepurchumepurchumepurchume
n. n. the sweet aroma emitted by a the sweet aroma emitted by a consumer purchasing what he or consumer purchasing what he or
she really needsshe really needs
8. Is the new product 8. Is the new product easy to produce?easy to produce?
Planning:Planning:Planning:Planning:
nopestsordiseasesnopestsordiseasesnopestsordiseasesnopestsordiseases
n. n. the ubiquitous claim made for the ubiquitous claim made for any rural enterprise that has any rural enterprise that has
never been field testednever been field tested
9. Are others also 9. Are others also considering change?considering change?
Planning:Planning:Planning:Planning:
Changes need Changes need expertise in: expertise in:
1. Production1. Production2. Marketing 2. Marketing
3. Business3. Business
Changes need Changes need expertise in: expertise in:
1. Production1. Production2. Marketing 2. Marketing
3. Business3. Business
No one is expert No one is expert in all threein all three
No one is expert No one is expert in all threein all three
What can we do for What can we do for ourselves?ourselves?
What can we do for What can we do for ourselves?ourselves?
How much are we How much are we dependent on dependent on
others?others?
How much are we How much are we dependent on dependent on
others?others?
committerationcommitterationcommitterationcommitteration
n. n. the state of being dependent the state of being dependent on collaborationon collaboration
Everyone affected Everyone affected by a solution by a solution
should contribute should contribute to finding itto finding it
Everyone affected Everyone affected by a solution by a solution
should contribute should contribute to finding itto finding it
Factors STRENGTH WEAKNESS OPPORTUNITY THREATCustomer demand
Competition
Start-up costs
Current marketpriceExpected returns
Industry trends
PromotionalstrategiesDistributionstrategiesExperience
Resources
CommercialisationprocedureProduction factors
INTERNAL EXTERNAL
Factors STRENGTH WEAKNESS OPPORTUNITY THREATCustomer demand
Competition
Start-up costs
Current marketpriceExpected returns
Industry trends
PromotionalstrategiesDistributionstrategiesExperience
Resources
CommercialisationprocedureProduction factors
INTERNAL EXTERNAL
Don’t wrestle with Don’t wrestle with pigs..you get dirty pigs..you get dirty and they enjoy itand they enjoy it
Don’t wrestle with Don’t wrestle with pigs..you get dirty pigs..you get dirty and they enjoy itand they enjoy it