Unit 3 P3 Market Research

Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim

With other companies starting to encroach upon the Jeans market share, Levi’s decided to introduce a new product. With the goal to gain profits, Levi’s pursued diversification with the new product. This product was formal clothing for men.

Originally, Gap did not sell its own brand of clothing, carrying only the Levi Strauss & Co label on its shelves until 1978. At this time Gap had opened more than 300 stores and was selling its own, increasingly popular brand

This paper will introduce a product and service which operates in the U.S. with the intent to expand within foreign markets eventually. The service that I chose is a current service in the food service industry that does exist but would benefit from enhancing it; there are market trends for the new service that would definitely satisfy potential customers’ needs and wants once the idea is brought to their attention. The goal is to bring the feel of the city’s fine dining and lounging experience to areas outside the city without having to travel far or spend more. The service is an

Before launching or expanding a business venture, there needs to be an understanding of the industry, its competitors, and its customers. Market research is vital in assisting companies in the decision-making process and their marketing direction. Data from marketing research is important because it provides companies with ways to identify opportunities, identify market potential, minimize chances of loss, devise effective marketing strategies, gauge customer satisfaction, and serve as an evaluation tool.

Marketing research is the method/methods that connect the clients, buyers and users to the marketer through data found from research to find and outline marketing opportunities and dilemmas. The general aim of marketing research is to recognize and evaluate how altering the marketing mix which is comprised of 4 features: product, price, promotion and place, influences customer behaviour.

Jeans were made in in the 1850s. The place they were made was in New York. Yet, Strauss, the creator was not pleased with the money he was getting so he moved to California because he wanted to get some of the California Gold Rush. With him knowing Jeans were made for work he tried to get miners to get new jeans to mining. Not only was that a great choice, but it did better than he expected as he was not only changing his generation then, but now he changed my generation. He never thought that he would have gotten such success just from moving his creation to a place that people found that jeans were perfect for mining. If he would know how much he did for the fashion in American clothing he would be proud. Mainly because it is the number one

These refer to the limitations and restrictions that may prevent a business or organisation from certain actions. (Mrs Atkins)

There were many pros and cons of Levi Strauss selling a brand of jeans through Wal-Mart. I'll start with the pros first. There was a lot of opportunity to sell large volumes of jeans. There were over 50 million pairs of jeans sold at discount stores. There was a huge opportunity for Levi's to gain a part of that huge amount. Also, many people were looking for the best pair of jeans at the best deal. With the popularity of mass merchants these days, that segment was becoming the largest and fastest-growing retail channel. It was speculated that the mass channel sold almost 31% of all jeans in the US. JC Penney already accounted for over 10% of Levi's for the company's sales. There was growth, and that always allowed for plenty of opportunity, especially when so many consumers are seeking the value experience at the lower price. More and more men and women over 35 were wearing and buying jeans, but they would buy them for half of what the 15 to 19 year olds spend on their jeans. This large market segment of "over-35s" preferred inexpensive brands with the availability of larger sizes. The under-$20-jean- segment was dominated by major retailers, like Wal-Mart and JCPenney, and had huge market-share gains. Levi's also already had great brand-awareness and brand retention to work with, and that serves as a plus on the scale. Almost 20% of Wal-Mart's sales was comprised of private label sales alone, and considering how much Wal-Mart sells,

Identify what consumers might want in the future, thus making more informed choices to be one step ahead of their competitors.

M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations. Looking back at the market research methods that could be used to collect information, methods such as questionnaires/ survey, observation, focus groups, experimentation, internet, website monitoring etc. I am going to select 3 primary and 3 secondary methods of research from the ones I have written about. I have chosen 3 primary researches which are: •

The ups and downs of the premium jeans industry and the constant fluctuating of threats to the industry made it interesting to see how the denim lines would respond. They were originated in the 1970s by Calvin Klein who created highly priced, skin tight jeans who used celebrities (i.e. Brooke Shields) to endorse the product. Since they were higher priced compared to your common, regular blue jeans sold by mainstream brands like Lee and Wrangler, they were meant to serve as fashion statements as opposed to comfort. They started off well in early on in the 1980s, but then hit a decline just a few years later. The mid 1990s came and they surpassed their highest annual sales in

Levi’s is a brand recognizable in the whole wide world. There is no person who wouldn’t be able to associate correctly the Name with the product. LS&Co has managed to create something timeless, just like their classical 501 blue jeans.

The traditional view of marketing is that the firm makes something and then sells it. A) Will not work in economies where people face abundant choice. B) New

I don’t think they were correct to use that brand name because the Levi Straus is bringing down the Levis name. Personally I would not buy Levis jeans anymore if I knew that there were such low price Levis jeans around. It degrades the brand to the eyes of the higher end customers.