Marketing Research World Globe
The brief
World Globe is a large travel company which is the strongest name in the travel market recently. With the decline in the travel market and the slowing global economy, the company decided to change it corporate promotion strategy in order to gain competitive advantages from the marketplace. In the market, the travel companies are crowed. The advertising activities used by those travel companies are almost similar. Normally, they use discount and cut down price offer to attract customers. The World Globe wants to search out the promotion way which is different from others and more efficient to promote it brand and become outstanding in the marketplace. It aims at to promote the brand emotionally on a global scale and to build on its stature as the consumer’s travel partner.
A research is needed to help company to develop a corporate promotion strategy plan. There is expenditure in this research. The money will be used on the three aspects in this research, the qualitative figures, business-to-business fieldwork and consumer fieldwork. The company also needs to spend some labor on this project, although the agency will take all the research. Company will found a team to organize control and evaluate this research project.
<英语论文网 【http://www.51lunwen.org】FONT face=Verdana>From this research the World Global can get information as they expect about the corporate promotion strategy used by the other travel companies recently, what is the efficient promotion way can help company to promote its brand and gain competitive advantages in the marketplace and what are the customer needs and wants. It also wants to get the feedback of the advertising campaign’s effectiveness which including the measurement of the sales changing, reputation, recognition and competitive position. This research will obtain the information from the market and customers.
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